Qantas
QANTAS CASE STUDY
The History of Qantas
Qantas is Australia’s largest domestic and international airline. Although Qantas is primarily a passenger airline, air freight is also an integral part of its core business. Other Qantas operations include catering, tourism and E-commerce devoted to transport and travel.
It was founded in the Queensland outback in 1920 as the Queensland and Northern Territory Aerial Service (QANTAS). The company began its operations with one aircraft providing joyrides and air taxi services. Regular scheduled mail and passenger services commenced in November 1922.
In 2011, Qantas’ underlying profit before tax increased by 46% over the previous year. It was Qantas’ best result since the GFC. There were a number …show more content…
Finance at Qantas depends on marketing to generate funds. Budgets for each of its business segments such as Qantas, Jetstar, freight, etc. and its related marketing strategies are key components of its marketing plan. Qantas’ marketing strategies are judged using financial criteria like sales, market share and profitability analysis.
The right staff at Qantas must be employed to create the service that will satisfy customers. Staff can determine the fate of Qantas’ marketing efforts yet they are not under the direct control of marketing, rather it is within Qantas’ HR department. Therefore at Qantas, marketing is aligned with HR in developing job descriptions and designing training programs.
Operations at Qantas may constrain marketing by establishing physical limits such as the scheduling of flights and the rollout of new initiatives like online check-ins, new in-flight entertainment, etc. The use of marketing strategies like sales promotions and advertising can help boost sales in non-peak times to help smooth operations at Qantas in times of fluctuations in …show more content…
These include:
Sales analysis
Market share analysis
Market profitability analysis
Revising marketing strategies and taking corrective action where appropriate
Ethical and Legal Aspects
Qantas’ advertising, promotional and marketing material must comply with consumer protection laws like the TPA
All material is reviewed by the Qantas Legal Department before publication to ensure compliance
Qantas aims to produce environmentally responsible products
It has introduced boxed meals which substantially reduce waste
Introduced lighting and air conditioning improvements using solar energy, reducing greenhouse gas emissions
Extended its participation in noise abatement committees and has become a key partner of Landcare Australia.
Although Qantas implements a lot of ethical initiatives, it still has unethical aspects about it, such as in the accusation during the 2000 Sydney Olympics, where it linked itself to the Olympics advertising campaigns even though it was not an official sponsor. This is only one example of a number of times that Qantas has breached ethical and legal
The History of Qantas
Qantas is Australia’s largest domestic and international airline. Although Qantas is primarily a passenger airline, air freight is also an integral part of its core business. Other Qantas operations include catering, tourism and E-commerce devoted to transport and travel.
It was founded in the Queensland outback in 1920 as the Queensland and Northern Territory Aerial Service (QANTAS). The company began its operations with one aircraft providing joyrides and air taxi services. Regular scheduled mail and passenger services commenced in November 1922.
In 2011, Qantas’ underlying profit before tax increased by 46% over the previous year. It was Qantas’ best result since the GFC. There were a number …show more content…
Finance at Qantas depends on marketing to generate funds. Budgets for each of its business segments such as Qantas, Jetstar, freight, etc. and its related marketing strategies are key components of its marketing plan. Qantas’ marketing strategies are judged using financial criteria like sales, market share and profitability analysis.
The right staff at Qantas must be employed to create the service that will satisfy customers. Staff can determine the fate of Qantas’ marketing efforts yet they are not under the direct control of marketing, rather it is within Qantas’ HR department. Therefore at Qantas, marketing is aligned with HR in developing job descriptions and designing training programs.
Operations at Qantas may constrain marketing by establishing physical limits such as the scheduling of flights and the rollout of new initiatives like online check-ins, new in-flight entertainment, etc. The use of marketing strategies like sales promotions and advertising can help boost sales in non-peak times to help smooth operations at Qantas in times of fluctuations in …show more content…
These include:
Sales analysis
Market share analysis
Market profitability analysis
Revising marketing strategies and taking corrective action where appropriate
Ethical and Legal Aspects
Qantas’ advertising, promotional and marketing material must comply with consumer protection laws like the TPA
All material is reviewed by the Qantas Legal Department before publication to ensure compliance
Qantas aims to produce environmentally responsible products
It has introduced boxed meals which substantially reduce waste
Introduced lighting and air conditioning improvements using solar energy, reducing greenhouse gas emissions
Extended its participation in noise abatement committees and has become a key partner of Landcare Australia.
Although Qantas implements a lot of ethical initiatives, it still has unethical aspects about it, such as in the accusation during the 2000 Sydney Olympics, where it linked itself to the Olympics advertising campaigns even though it was not an official sponsor. This is only one example of a number of times that Qantas has breached ethical and legal