Corporate strategy of Qantas has been assisting all its business targets and also staff level individual aims so the company produces greater results for the satisfaction of customers. Airline industry is an enormous place where different companies will work if planning and proper decisions do not meet the needs of the existing environment of the business than it would be bad for the business. Marketing and Auditing are the key areas where the proper decisions of the Qantas have to focus. In Australia the flight industry has been under turmoil since 2000 so the Qantas was required to tackle the problem by strategic moves and proper planning has to be done for the. Marketing auditing has been done by the company several times to check the potency of the strategic decisions that were being made to support the marketing activities regarding new and old customers (Kain and Webb, 2003). In addition to these, a substantial worldwide leaning in rapid look of low-cost transporter was empirical and the task for Qantas to maintain both the low priced and high quality requirements was difficult but workable and it done it. Australian flight industry had not been opposed to this, two affordable airlines in other words wish and Virgin Blue Airlines were launched in 2000 and they also created a sense of competition in conditions of marketing activities for the company and so auditing was becoming necessary.
USE OF BUSINESS TOOLS TO UNDERTAKE FORMAL MARKETING, AUDITING AND PLANNING
Business tools like strategies and customer services tools like software, strategies and procedures if used properly for the Qantas would help executing the formal marketing, auditing and planning. Formal Marketing would come if the marketing strategies are planned predicated on perfect business tools that exist in the market for general market trends, customer evaluation and online marketing strategy formulations. Similarly if we move toward the auditing side the framework could be formalized through several business tools that would automatically make auditing are accountable to examine business strategies. Auditing tools like software tools and business plans should always be described as a way to obtain support to undertake more formal ways of be made, more complex analysis to be achieved and more appropriate planning to be achieved. Planning is another major part which would generate results for the Qantas (Kotler, Brown, Adam, Burton, and Armstrong, 2007). Planning is the most significant part because whether it's done well, ends well and if not so the outcome would also get disturbed Planning business tools available for sale allow us to utilize the resources at best of the capability to make sure they are produce best results which is what is needed at the idea of your time. Qantas was already using a number of different business tools for marketing, auditing and planning and also producing results effectively. If further implemented well Qantas can make it a competitive border for the company and an effective way to satisfy the customers.
MOST IMPORTANT MACRO-ENVIRONMENT FACTORS IN QANTAS
Macro environment factors that are influencing the Qantas Airlines include Political, Economic, Societal, Technological, Environmental and Legal factors. Each one of these factors are very crucial for the success of Qantas. Politics factors like Australian politics and the state of hawaii laws will influence the styles of the business and the income making would laws and regulations be disturbed if the taxation insurance policies changes from the governmental government bodies. So Qantas must target over such strategies very carefully and it has to be prepared for such changes because they are out of control of the company. Societal factors like changing trends among customers, introduction of new developments in the culture and changing likeness and dislike of men and women are all such factors that should be prepared and should be chosen in strategies (Kain, and Webb, 2003). Technological factors are changing day by day and thus this would have been a biggest concern for Qantas to conquer such obstacles and cope up with new technological improvements happening day by day. Especially it needs to be very strong in Research and Development so that every approaching technology comes first in Qantas before reaching the rival companies. Environmental factors like weather and surrounding countries and their policies are extremely important to be considered so that Qantas designs its strategies consequently as it has been doing recently. Legal factors are last but not minimal factors which play part in success of the company and they play very critical role in making such policies.
MOST IMPORTANT MICRO-ENVIRONMENT FACTORS IN QANTAS
Micro environment has been also very important and several factors are part of micro environment like strengths, weakness, opportunities and risks of the business. Qantas Airways, a countrywide Australian airline established in 1920 is the world's second oldest air travel heading towards a century old in 2020 (Harcourt, 2004).
Strengths
Along using its subsidiaries offered destinees, a number of international flights includes virtually all the continents like Africa, Oceania, Asia, European countries and the Americas.
Being the most oldest in get older, Qantas airways is far forward in experience, operational accountability, technology and services.
For all classes including economy class a luxurious entertainment system is provided along with in airline flight internet facility and with every couch getting a LCD screen.
Promising a comfortable journey, visiting by Qantas airlines is affordable.
A complete cabin system is provided with High grade, business class, advanced economy course and economy school categorization.
A paramount commitment is promised through an effective customer charter including customer's security, with time departure and introduction, proper caretaking in case there is any mishap and securing personal information of their customers.
An environmentally friendly strategy through group environment coverage considering all contemporary issue regarding environment for the attainment of green planet.
Airway team has always been doing work for providing every possible way that is extending daily.
Shows their goodwill gestures during crisis in their own region or for their own people settled abroad throughout evacuation charter.
Qantas airways had been announced as World Skytrax Air travel of the Year (for five consecutive years), Skytrax Best Flight Australia (2005, 2006, 2008), and Skytrax Best Regional Airline Australia (2006, 2008) for their services along with several wine beverages design and entertainment awards.
Weaknesses
A conservative insurance plan is implicated while air travel that children vacationing unaccompanied are not allowed to remain along with male travelers, which compels the men to feel gender discriminated as females can equally be suspected for child mistreatment.
Despite being the oldest among the airlines, Qantas airways had opted through one air car accident in almost each ten years which reveals inefficiency in technicality.
Due to environmental constraints, some long way direct flights tend to be delayed.
Opportunities
Proper guidelines are launched for regular flyers by tips earning through any kind of activity that includes money spending, either through hotel staying, credit card utilization, car rentals, eating out and much more. Members are also given different types of bounties time to time. Growing factors boosts customer value from metallic, yellow metal to platinum.
Leases has been declared for new airplane fleet to serve more passengers, occupations, services efficiencies and stretching flying business.
For promoting entrepreneurs access to world with no trouble a golf club has been structured for continuous and luxurious travel with main concern check in and certain business related and personal facilities. Subscription can be made from one to several years.
Threats
Strong respond to global fuel price increase, by about 50 % doubling the ticket on nearly 10% increase in fuel prices that has been seen.
Certain efforts of extortion have been made that acquired an adverse effect on airline reputation but now these are almost sorted.
Qantas has been accused in 2006 and had been proved guilty for price mending. That they had to pay these were fined an enormous offer of money, should this happen in future will establish a dire danger to airline reputation.
MARKETING RESEARCH AND MARKETING INTELLIGENCE
Presently the Qantas Group is among mostly of the major airline teams in the world that are still making money. Several airlines are making extensive deficits, and few mergers are also seen in past (for occasion KLM-Air France), takeovers by some big companies and bankruptcies of firms (e. g Northwest and North american Airlines). In spite of the visible flushed first impression, the true profitability depiction over the Group has been diverse, with Jetstar's domestic and global operations usually doing well, while the Qantas partition of the business enterprise has been executing less than them. This has been critically because business brains is vital. Market research must be on goal to earn priorities and so if company comes down the major concern is low research of market. Qantas's market talk about has declined piercingly within the last decade. At the same time as the airline was in a respected market with 34. 4% of the passage to and from Australia, from 2010 to 2011 its market show had declined to 18. 7% (Bamber, Lansbury, Rainthorpe, and Yazbeck, 2005). Intense general market trends has let it happen and the Qantas is definitely very concerned about that and in response to market needs the unveiling of Jetstar was designed, which has fascinated 8% of global passing into and out of Australia parting the on the whole Qantas Group with a 26. 5% market share by the end of 2011.
SEGMENTATION AND SPECIFIC SEGMENTATION VARIABLES
Segmentation is vital and critical for Qantas as it's been targeting the home and international markets together. The monetary capability of the Qantas international business is, nevertheless, vital to the Qantas's aims and goals. Amazing this, a need to lower the costs is an essential resident of the Group's plan for Qantas. Based on the airline, the price base is around 20% greater than major rivals (Porter, 1979). Segmentation should be achieved accordingly so that the needs are fulfilled and no areas are kept for the opponents to take over. But side by side it is also very important that the business follows its capacities while targeting a market segment. It just does not have the tiny cost formation of many of the opponents, specifically the Asian competitors. Segmentation needs to be on the basis on geographic as age, gender and other factors do not necessarily matter. Segmentation and specific segmentation factors like demographics, psychographics, buyer-graphics and geographic are critical if marketing of the business is planned. Costing requirements should be set based on the needs of the clients and segmentation can be centered upon that as well.
UNDERSTANDING OF MARKET POSITIONING
Positioning has been very critical part of online marketing strategy which has to be determined by the Qantas and it already has done it well. It offers located its product domestically on the basis of price penetration while international the placement is based over quality more. The major step of placing policy is usually to be familiar with likely violent income. Qantas has many times for differentiating its level and augmented insistent advantage against its rival Virgin Blue laterally product and service section (Coyne, and Sujit 1996). We realize that Qantas is a most important provider of air transfer; the central advantage that a customer will take release of is 'time-critical carry'.
UNDERSTANDING OF BUYER BEHAVIOR
Buying behavior of customer is another major factor which it considers well and patterns of clients to the airlines. Customers have always thought of having privileges in conditions of prices and quality of services. Customer patterns has always been a critical happening to study as it pertains to success or inability of the company (Brandenburger, and Nalebuff, 1995). Customer wish to have proper services and facilities through the airfare with the sense of security and safety during the voyage.
Customer's preference should be the guts of attention for the business. Customer is always right and his attitudes and conducts are always critical for the success of the Qantas. Behavior of the existing customer of Qantas toward the brand is faithful but the new customer or the client who's using rivals services have no idea of the company talents completely and this makes it problematic for those to choose Qantas among all. For this Qantas must design a very strong advertising campaign that could bring profit in conditions of customer base and the societal understanding about Qantas. Customer base when boosts bring a whole lot of benefits for the company and this ought to be the focus of Qantas right now.
CONCLUSION
The overall diagnosis of different factors of Qantas have made us recognize that the market evaluation and research is very critical and proper decisions, planning, assessments and audition could be done fairly and more accurately after you have complete knowledge about internal and exterior factors of the company. Position of the product plays very significant role in its success or failure so Qantas should be mindful about this. Customer habit also performs very important role and learning customer actions would again be achieved through the market research activities. Qantas if focuses all above exactly would get privilege to get success shortly and for permanent.
