Marketing Plan
[By Roma Christian]
Strategic Marketing Plan
Report: Jetstar Australia
[This report will specialise in the operation of Jetstar Airlines within the Australian domestic airlines market]
3.0 CORPORATION AND SBU BACKGROUND
3.1 Corporation
Jetstar Airlines Australia is a Qantas owned subsidiary specialising in low fares throughout the Australian domestic airline market (_). Though this Australian subsidiary is wholly Qantas group owned, the company is separately managed and operates independently within their Melbourne CBD headquarters, lead by CEO David Hall (_).
Jetstar Australia emerged as a partial re-launch of ‘QantasLink’ (derived from the acquisition of Impulse Airlines in 2003) as per Qantas’ decision to publically launch a low-cost carrier in 2004, responding to prominent competition as Virgin Blue (ie. Virgin Australia) (_). Domestically, Jetstar ranks Australia’s third largest airline in terms of market share (_).
3.2 SBU (Strategic Business Unit)
A strategic business unit (SBU) is a separate business unit within an overall corporate identity, which is easily distinguishable from its larger corporate entity (_). SBU’s are considered separate ‘profit centres’, as each SBU focuses on a separate product offering, market segment, with its own marketing plan and analysis of competition, therefore responsible for its own profitability (_).
The Qantas group has grown to be Australia’s largest domestic airline carrier (_), and one of Australia’s strongest brands (_). Qantas has built their reputation on excellence in safety, operational reliability, engineering and maintenance and renowned customer service (_). As such, Jetstar forms part of the Qantas group’s two-brand growth strategy –Qantas predominately competes in the Australian premium and business market, whilst Jetstar predominantly focuses on the leisure and low cost Australian airline market (_). Jetstar’s slogan rings ‘All day, every day, low fares’ (_).
Jetstar Australia operates in 18
Strategic Marketing Plan
Report: Jetstar Australia
[This report will specialise in the operation of Jetstar Airlines within the Australian domestic airlines market]
3.0 CORPORATION AND SBU BACKGROUND
3.1 Corporation
Jetstar Airlines Australia is a Qantas owned subsidiary specialising in low fares throughout the Australian domestic airline market (_). Though this Australian subsidiary is wholly Qantas group owned, the company is separately managed and operates independently within their Melbourne CBD headquarters, lead by CEO David Hall (_).
Jetstar Australia emerged as a partial re-launch of ‘QantasLink’ (derived from the acquisition of Impulse Airlines in 2003) as per Qantas’ decision to publically launch a low-cost carrier in 2004, responding to prominent competition as Virgin Blue (ie. Virgin Australia) (_). Domestically, Jetstar ranks Australia’s third largest airline in terms of market share (_).
3.2 SBU (Strategic Business Unit)
A strategic business unit (SBU) is a separate business unit within an overall corporate identity, which is easily distinguishable from its larger corporate entity (_). SBU’s are considered separate ‘profit centres’, as each SBU focuses on a separate product offering, market segment, with its own marketing plan and analysis of competition, therefore responsible for its own profitability (_).
The Qantas group has grown to be Australia’s largest domestic airline carrier (_), and one of Australia’s strongest brands (_). Qantas has built their reputation on excellence in safety, operational reliability, engineering and maintenance and renowned customer service (_). As such, Jetstar forms part of the Qantas group’s two-brand growth strategy –Qantas predominately competes in the Australian premium and business market, whilst Jetstar predominantly focuses on the leisure and low cost Australian airline market (_). Jetstar’s slogan rings ‘All day, every day, low fares’ (_).
Jetstar Australia operates in 18