marketing

Management perceives that part of the solution for the Qantas division of the international business is
offshore maintenance of aircraft, employment of overseas flight crew, and pilots on much lower
salaries. All of this is part of the perceived need to pair down costs, just as the Group was able to
when it established JetStar as the low cost brand in the Qantas Group.
This assignment is focused on the international side of the Qantas Group business, specifically the
Qantas and Jetstar international passenger operations. Their domestic Australian operations are not
the principal focus of this assignment. Commentary on them should either be very limited, or
excluded.
 Consider the basic tools for conducting a marketing audit, like the SWOT and the PEST. How
might Qantas use specific business tools to assist it to undertake formal marketing auditing and
planning? Provide four examples. Note: do not describe the business tools at length, rather explain
how they might be used.
(3 marks)
 Thinking specifically of the airline market, what are the most important factors in Qantas macroenvironment?
Briefly describe them and explain the reasons for their importance. Note: there is not
a right or wrong answer – explain the reasons for choosing these as the most important factors.
(3 marks)
 Thinking specifically of the airline market, what are the most important factors in Qantas microenvironment?
Briefly describe them and explain the reasons for their importance. Note: there is not
a right or wrong answer – explain the reasons for choosing these as the most important factors.
(3 marks)
 How would Qantas position itself differently for its consumer and business markets? How could
Qantas use marketing research and marketing intelligence to assist it to undertake marketing
planning and implement marketing strategy for each of these two markets?.
(6 marks)
 How could Qantas use segmentation and specific segmentation variables like demographics,
psychographics, buyer-graphics and geographics? Provide a specific example.
(3 marks)
 How could an understanding of market positioning be of assistance to Qantas for targeting its
target segments?
(3 marks)
 How could an understanding of buyer behaviour be of assistance to Qantas? Provide a specific
example of how Qantas could tailor its promotions based on buyer behaviour.
(3 marks)
 Why would Qantas undertake formal marketing auditing and marketing planning? What is the link
between auditing, planning and corporate strategy? Note – do not simply discuss these broadly—
apply the concepts directly to the Qantas case.
(6 marks)
Ultimately, your report should demonstrate that you understand the linkages between marketing
audits, marketing plans and marketing strategies, and their relationships with each of the concepts or
thematic areas above. Your report should also demonstrate that you can apply these to the Qantas
Group.

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