Marketing Analysis for Qantas Airways Case Study by Pico

An extensive marketing analysis of Qantas Airways Limited.
# 146538 | 2,921 words | 5 sources | APA | 2011 | BD
Published on Jan 02, 2011 in Business (Companies) , Business (Business Plans) , Aviation, Aeronautics (General)

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This paper provides an analysis of the competitive marketing and business outlook for Qantas Airways Limited, an Australian airline. Qantas and Virgin Blue were once the principal competitors in the domestic market, the paper explains, and operated in a favorable environment demand-wise because of the large size of the Australian air transport market. The paper delves into Qantas' high brand equity, partnerships, and resourcefulness in the face of industry uncertainty and fluctuating fuel prices. The paper also discusses the launch of Jetstar, a low-cost airline that represented an excellent resource base for Qantas.

Key Resources and Capabilities, CSF
Strategies Used by the Company
Recommendation and Justification

From the Paper:

"Given the uncertainty in the airline industry, the company also implemented a number of risk management strategies. The categories of risk were in customer demand, currency prices and fuel prices. Because customer demand could be affected by events which were hard to predict, it was the number one risk faced by the company. To manage this risk, Qantas implemented the strategy of arranging prudent finance leases. This financial flexibility enabled the company to adjust capacity to demand quickly without having to invest extensively in fixed cost which would have forced the company to maintain a constant level of capacity which would remain unused if the demand went down. However another strategy that the company implemented to minimize the incidence of unused capacity was the strategy of overbooking. Although it displeased the customers to some extent, the strategy enabled the Airline to sell more tickets than the number of available seats so that if some of the sales were no shows, the capacity would still be utilized to the maximum extent."

Sample of Sources Used:

  • Dess, Gregory G., et al. (2007). Strategic Management: Creating Competitive Advantage. McGraw Hill/Irwin.
  • Fred, David. (2006). Strategic Management: Concepts and Cases. Prentice Hall.
  • Grover, Varun and William J. Kettinger. (2008). Business Process Change: Reengineering Concepts, Methods and Technologies. Prentice Hall.
  • Hill, Charles, and Gareth Jones. (2007). Strategic Management Theory: An Integrated Approach. McGraw Hill/Irwin.
  • Ross, Joel E. and Susan Perry. (2002). Total Quality Management: Text, Cases, Readings. Wiley.

Cite this Case Study:

APA Format

Marketing Analysis for Qantas Airways (2011, January 02) Retrieved May 23, 2022, from

MLA Format

"Marketing Analysis for Qantas Airways" 02 January 2011. Web. 23 May. 2022. <>