Strategic Marketing of Qatar Airways - Assignment Example
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Extract of sample Strategic Marketing of Qatar Airways
It is evidently clear from the discussion that strategic marketing orientation is an integral part of the modern-day business. Modern day business is ever-changing. It is very important for each and every organization to change their structure according to the time. The modern business is full of cutthroat competitions; managing competition is the need of the hour for the management across the world. Customers are the focus and understating customers continuously is a complex but important task. The performance of the company has significant dependency on inter-functional co-ordination. Organizational culture with their values and visionary thoughts also play significant roles in the marketing orientation. Shareholders are the pillars of organizational successes, it is important for every company to take care of the long-term interests of shareholders. With the help of this study Managing director of Qatar, airways will be able to get some insights of marketing orientation on the basis of the above-written factors. The organization has 131 fleet sizes and the company covers 144 destinations across the world. According to Donavan, Brown, Mowen, customer orientation is all about a group of actions taken by the companies to identify and meet the needs of the customers. The authors said that previously organizations were more products centric but as the business scenario has changed nowadays organizations are transforming themselves into more customer-centric. They also commented that performances of the organizations are highly dependent on the continuous understanding of changing needs of customers. In the modern world of business customer orientation is the core factor and fundamental aim of every organization is to remain focused towards customers. They argued that in modern-day business every company relies on pricing, innovation and brand image. They commented that apart from all these things organizations can gain high competitive advantages through offering quality services and by meeting the customer expectations.
This study will discuss different important elements of the marketing orientation and the chosen organization for this study is Qatar Airways. Marketing orientation is a highly talked about the matter in the modern day business organizations…
The average age of Qatar Airway’s aircraft is less than four years. In the year 1997, the company had only four aircrafts. Nevertheless as of February, 2012 the airline has more than 100 aircrafts and expects to have more than 120 aircrafts by the next year (Qatar Airways, 2012).
The company’s values, visualization, as well as, its mission have supported the company during the irregular financial periods, especially during the immense melancholy along with present financial downturn. The organization has a proven past of success, as well as, techniques on handling the hard times.
Despite the competitiveness in the air transport in the global market today, Qatar Airways succeeded in penetrating the market, and offering a competitive approach that has ensured leadership in the market today. Oxford Business Group (2008, 142) explains that Qatar Airways in 2007 celebrated its 10th anniversary since its launching, and has recorded the most remarkable growth leading globally.
Marketing is no more a mere functional discipline but for most managers it now centres on identifying and satisfying customer requirements. Recent challenges to marketing functions from sources as diverse as McKinsey Consultants make it imperative that marketing reflects new development and market opportunities.
This same study aims to improve on the research results of the two previous studies cited above which are a decade apart. It is worth mentioning that after almost a decade also, this particular study on Qatar Airways’ nation and tourism branding will add up to the body of knowledge in marketing for the airline industry.
Globalization, privatization and liberalization of airlines sector have changed the overall picture of the airlines business. Tremendous growth across various industries in last two decades including tourism has affected the traveling pattern
The airline is continuously undergoing growth and expansion into newer destinations. With the marketing objective to enhance its brand image and brand preference in the underserved markets, an analysis of the macro- and micro-environment has been conducted.
This research paper is going to explore leadership and management of strategic change of Qatar Airways by emphasizing on the company’s business structure, business model and its environment. This study involves the analysis of historical background of Qatar Airways and opportunities & threats in the environment.
The appointment of charismatic leaders that have employed an open and transparent style has led to the success of the airline in implementing its strategies due to the productive atmosphere when other sides
5 pages (1250 words)Essay
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