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Strategic Marketing (Jet Star)
Pages 15 (3765 words)
Strategic Marketing (Jet Star) Contents Contents 2 1.0. Corporation and SBU background 3 1.1. Corporation 3 1.2. Key stakeholders and Influencers 3 1.3. Overall performance 3 1.4. New Interest 4 1.5. Strategic Business Unit 4 2.0. SBU Situation Analysis 5 2.1 SBU Corporate Appraisal 5 2.1.1.
Corporation and SBU background 1.1. Corporation Jetstar Group is an airline corporation with a network of value based carriers, providing everyday low fare services across New Zealand, Australia and the Asia pacific region. Jetstar Airways Private Limited is a part of the Qantas group, as a wholly owned subsidiary. The group company, Qantas was founded in Queensland in the year 1920. The main business of the group includes transportation of customers using their two major airline brands. The group is also involved in subsidiary business, which includes other airlines, and specialist business markets such as catering. Jetstar was established by the Qantas group in the year 2004 as a low-cost service provider. This low cost carrier was established as a part of the group company’s branding strategy, where Qantas focused on the business and premium market and Jetstar focused on leisure market. The mission of Jetstar is to provide every day low fares with the aim of attracting more customers to fly to more places, more often. The objective of the airline is to have the lowest fares on all the routes where it operates and backs every airline fare with a Price Beat Guarantee. Jetstar follow the policy of giving discount of 10 percent in case the route, the fare and the timings of any rival airlines are comparatively similar (Jetstar, 2013). ...
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