JetStar Digital Marketing Report
Company Digital Marketing Report
1.0 Situational Analysis
1.1 Company Analysis
Jetstar Airways Proprietary Limited are a completely owned subsidiary of the Qantas Group, they operate across 19 different Australian destinations, and 17 overseas destinations. They were established in May 2004. Jetstar’s fleet across Australia and New Zealand is made up of 80 aircraft. Their focus is on providing a low-cost or “value based” airline, and commit to doing so by ensuring a “price beat guarantee” where, if challenged, they pledge to beat rival airlines by 10% (JetStar, 2015). Their current brand slogan is “Low Fares Forever”.
Jetstar Airways (which comprises of Australia & New Zealand) are a part of the greater Jetstar Group. Jetstar’s mission statement is to “offer all day, every day low fares to enable more people to fly to more places, more often” (Jetstar, 2015) JetStar Group consists of JetStar Airways, Jetstar Asia, Jetstar Pacific, JetStar Japan, and JetStar Hong Kong. JetStar has flown over 140 million people since it’s inception in 2004.
Whilst Jetstar’s strategy is focused on providing a low cost service to their customers, they do offer both economy class and business class. Business class is inclusive of all meals and beverages, in-flight entertainment, and includes an increased baggage allowance, none of which economy class are privy to.
JetStar have been highly successful in achieving their objective of providing a quality low cost service, made evidential by winning the Best Low-Cost Airline in 2011, 2012, 2013 at the Changi Airline Awards, Best International Budget Airline 2011, Best Low Cost Airline Australasia 2009, Low-Cost Carrier of the Year 2007, 2008, and Best Low-Cost Airline Worldwide 2007 (JetStar, 2015).
JetStar as a subsidiary of the Qantas Group, have a substantial financial backing, a healthy growth rate, a skilled work force (award for Best Cabin Crew, 2007), and a genuinely good reputation,
1.0 Situational Analysis
1.1 Company Analysis
Jetstar Airways Proprietary Limited are a completely owned subsidiary of the Qantas Group, they operate across 19 different Australian destinations, and 17 overseas destinations. They were established in May 2004. Jetstar’s fleet across Australia and New Zealand is made up of 80 aircraft. Their focus is on providing a low-cost or “value based” airline, and commit to doing so by ensuring a “price beat guarantee” where, if challenged, they pledge to beat rival airlines by 10% (JetStar, 2015). Their current brand slogan is “Low Fares Forever”.
Jetstar Airways (which comprises of Australia & New Zealand) are a part of the greater Jetstar Group. Jetstar’s mission statement is to “offer all day, every day low fares to enable more people to fly to more places, more often” (Jetstar, 2015) JetStar Group consists of JetStar Airways, Jetstar Asia, Jetstar Pacific, JetStar Japan, and JetStar Hong Kong. JetStar has flown over 140 million people since it’s inception in 2004.
Whilst Jetstar’s strategy is focused on providing a low cost service to their customers, they do offer both economy class and business class. Business class is inclusive of all meals and beverages, in-flight entertainment, and includes an increased baggage allowance, none of which economy class are privy to.
JetStar have been highly successful in achieving their objective of providing a quality low cost service, made evidential by winning the Best Low-Cost Airline in 2011, 2012, 2013 at the Changi Airline Awards, Best International Budget Airline 2011, Best Low Cost Airline Australasia 2009, Low-Cost Carrier of the Year 2007, 2008, and Best Low-Cost Airline Worldwide 2007 (JetStar, 2015).
JetStar as a subsidiary of the Qantas Group, have a substantial financial backing, a healthy growth rate, a skilled work force (award for Best Cabin Crew, 2007), and a genuinely good reputation,
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