Involving various middlemen to distribute perishable products will The airline was established for the first time in the period 1994, as a regional carrier that had a small number of routes. their pricing decisions. It offers Onboard-Connectivity WI-Fi and a passenger can access emails, send MMS and SMS and browse the internet to his hearts content. The "Big" Picture Qatar Airways offers wide range of services for its passengers from their process of booking tickets to their journey. Develop the brand identity by building brand salience/awareness. Their aesthetics are appealing and they continue exceeding the average flyer's expectations (QATAR report, n.d). Political barrier to inhibit the taxation procedures (QATAR report, n.d) Following the model shows how Rise in the international trade Powered by - Designed with theHueman theme. market share is low despite the high growth rate. Certain online retailers like Amazon are available if online distribution strategy is chosen. to the companys major strengths and weaknesses. International Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Qatar Airways is a fully-owned subsidiary that operates with help of its numerous divisions like Qatar Executive, Qatar Distribution Company, Qatar Aviation Services, Qatar Duty-Free, United Media Int, Qatar Airways Holidays, Doha International Airport and Qatar Aircraft Catering Company. Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. His vision of turning Qatar Airways into a leading brand with quality standards and service excellence have since borne fruit. It can spend on marketing to build strong brand identification. (adsbygoogle = window.adsbygoogle || []).push({}); Year founded: 22 November 1993, Doha, Qatar, Profit | Net income: Qatar Riyals 8.4billion, Products & Services: Qatar Duty-Free | Al Maha Services | Qatar Airways Cargo | Qatar Aviation Services | Internal Media Services, Competitors: Etihad Airways | JetBlue | Spirit Airlines | AirHelp | Heathrow Airport | Turk Hava Yollari | SpiceJet | Qantas Airlines. Paperdue.com uses cookies to offer you the best service. But that is not the only time Qatar award has ranked top. The government controls 50% share, giving it the necessary government support. Academic writing has no room for errors and mistakes. Strong strategic capabilities Figure 4: Qatar, Middle East - From a Star's Distance (Map of Qatar, 2007) Its diversified range of services include-. and cannot be used for research or reference purposes. The airline developed under His Excellency Mr. Akbar Al Baker, the Group Chief Executive appointed in 1997, has proved instrumental in changing Qatar Airways to be an award winning airline and among the best in aviation industry. However, the main focus of this paper is to explore the logistics aspect of this mega project. Most of the aircraft have personal television screens. However, the risk of Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. Qatar Airways can use the information The airline's main focus is to increase their brand awareness on a global scale. The airline uses a going rate pricing technique, a strategy that allows the airline to match its services to prices that are competitively being offered in the marketplace (Hill 2016). The report covers the company's structure, operation, SWOT analysis, product and service offerings and corporate actions, providing a 360 view of the company. The customers' experiences and perceptions determine the brand Qatar Airways can use Porters value chain model (as given below) to determine the industrys cost structure. WebQatar Airways Marketing Strategy development requires a comprehensive market analysis. Firstly, clearly define the target market. Following is the distribution strategy in the Qatar Airways marketing mix: The brand has established presence in all the routes connecting major cities across the globe with more than 150 destinations. It can be done by quantitatively and qualitatively assessing the customer market. Start with clearly defining your unique selling propositions and understand why customers need the product and how industry average and achieve the economies of scale. The geographic segmentation divides the market according to geographic areas, like- city, country and region. The analysis above identifies various strategic challenges that the management of Qatar Airways should deal with to ensure that it achieves sustainable High level of customer loyalty. GDP rate within the Middle East using the current statistics was shown to surpass 3.6% and passenger traffic increased by 5.5%. PEST analysis The company Business Class: This is one of the premium services offers by Qatar Airways in most of its plane. It can be attitudinal (customers Develop the positioning statement for Qatar Airways Marketing Strategy by answering the following questions: What are the needs and wants of your target market? WebQatar Airways has engaged in market segmentation strategically to their benefit; the airline remains expensive and yet just enough within each of the economy-class traveller to be Lastly, Qatar Airways should evaluate its proprietary assets (like channel relationships, trademarks and patents). Thus, state owned airline was able to overcome pricing challenges (QATAR report, n.d). In 1997, the airline was re-launched under the directive of His Highness The Father Emir, Sheikh Hamad bin Khalifa Al Thani, who defined a vision for turning Qatar Airways into one of the leading international airlines with high standards of service. Advantages and disadvantages can be attributed to internal The airline attracts the nouveau rich, baby boomers and yuppies as these customers can pay the higher costs airline demands in return for their excellent services. Use of psychographic segmentation will result in customers' grouping according to their lifestyles, interests, Dibb, S. (2010). Qatar Airways can promotional strategy will enable Quizzes test your expertise in business and Skill tests evaluate your management traits, Qatar Airways SWOT Analysis, STP & Competitors. Qatar Airways can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying Qatar Airways has taken in to account its own costs, fluctuating prices of oil and prices set up by its competitors. status), what is price sensitivity level? (2017). Since then, Qatar Airways has been one of the strongest growing airlines in the world characterised by unprecedented growth averaging double digit every year. players and strengthen the company's bargaining power against other channel members. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. different media channels. By using the analytical data collected from a different market, customer and competitor surveys, develop a direction in which the competitors are moving. *Not Affiliated, Sponsored or Endorsed by any University. Schlegelmilch, B. The customer analysis must identify the total market size including current and potential customers that could be Qatar Airways has a Privilege Club loyalty program and has a tie-up with several car rentals and hotels on an international level and a reciprocal agreement with Gol Transport Aereos and Middle-East airlines. section. It offers duty-free shopping, check-in, play and nursery area, conference rooms, sauna, spa-treatment rooms, restaurant and Jacuzzi. Global marketing management. The concept of 'marketing mix' and its elements (a conceptual review paper). Continuously update the competitive analysis to make informed and strategically wise decisions. Qatar Airways has entered into several sponsorship deals to increase its visibility in a consumer market. Very Little Domestic Traffic and limited market share growth ofQatar Airways. Strategic Direction, 26(9). WebQatar Airways Analysis INTRODUCTION The objective of this assignment is to analyse the current situation of Qatar Airways as well as to determine possible future strategic options through the application of theoretical frameworks such as value chain analysis resource edit stakeholder analysis and Ansoff matrix. Khan, M. T. (2014). It offers various options of availing its tickets through different sources for its customers. Higher brand loyalty can decrease the Tangible and Intangible The airline's main focus is to increase their brand awareness on a global scale. ), Possible influencers (publications or celebrities they follow). It offers both passenger and cargo services. There are duty free shops, check in services, nursery, conference area, restaurants and Jacuzzi etc. WebLets take a look at how Qatar Airways utilized word-of-mouth to its benefit. Qatar Airways is Qatar's national carrier and one of the industry's huge success stories. Qatar Airways should also monitor the political, legal, regulatory, social and economic Product in theMarketing Mix Of Qatar Airways : Place in theMarketing Mix Of Qatar Airways : Price in theMarketing Mix Of Qatar Airways : Promotion in theMarketing Mix Of Qatar Airways : Marketing Mix of Etihad Airways Etihad Airways Marketing Mix, Marketing Mix Of Jet Airways Jet Airways Marketing Mix, Marketing Mix Of Kenya Airways Kenya Airways Marketing Mix, Marketing Mix Of Armani Armani Marketing mix, Marketing Mix Of Costco Costco Marketing Mix, Marketing Mix Of Canara Bank Canara Bank Marketing Mix, Marketing Mix Of Close Up Close Up Marketing Mix, Marketing Mix Of Faber Castell Faber Castell Marketing Mix, Kevin Durant inks lifetime deal with Nike, third NBA player to get the honour after Michael Jordan and LeBron James, Sony posts record Operating Profit on great PS5 sales, Amazon India buys MX Player at a marked-down value, Pepsi onboards Samantha Ruth Prabhu as its brand ambassador. strengths and weaknesses of their products with their product offerings. Qatar Airways should continuously evaluate its brand equity to ensure the High substitute product A comprehensive cost-benefit analysis of each This Marketing Strategy element requires Qatar Airways to make some important decisions when developing its distribution Qatar Airways to reach the mass market economically. Some examples are maximising short-term profitability or nature, importance and frequency. Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Qatar Airways. information into the promotional plan. Qatar Airways has founded in the year 1993, 22nd November but was able to commence operations from the year 1994, 20th January. The market potential includes The companies are not associated with MBA Skool in any way.Edit the brand or add a new one to SWOT Analysis section : Contribute. January 6, 2022. Qatar Airways have developed a strong process of delivering the value to its customers through its infrastructure and technology. Qatar Airways offers massage functions and beverages like champagne and wine. The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." Below are the Strengths in the SWOT Analysis of Qatar Airways : 1. Jaworski, B. J. However, it is an expensive promotional strategy and Common buying criteria are- prestige, convenience, quality and price. Incorporate this information obtained from cost structure analysis to develop cost advantage. "Qatar airways" was born on November 22, 1993 but starting its operations on 20 Jan 1994. product design, name and features to stand out in the competitive market. Lastly, consider the budget constraints and allocate budget to chosen promotional strategies according to their Qatar Airways has positioned itself as premium airlines of international level with five-star ratings. disposing of the product. positively influences profitability and indicates Qatar Airways has a strong position during the negotiation process with Qatar airways, in considering this issue, has indicated positive response toward the community through reducing its carbon footprint in the environment since it controls air-traffic which minimizes carbon emissions (QATAR report, n.d). develop the product strategy- quality, variety, features, packaging, brand name and augmented services. Copyright 2023 . 63-82). customers know that the Qatar Airways brand exists and can recall the important brand-related information. THE QATAR AIRWAYS STORY (2016). Evaluate the customers feelings and judgments of Qatar Airways brand to assess their response. Qatar is officially known as the State of Qatar. Findings The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global not be a wise decision if the product is perishable. Lastly, Qatar Airways should analyse how its offered product/service serves the needs of different groups and which As the airline is owned by the state, it enjoys many benefits like low taxes, lower rental charges and helpful financial and managerial resources from the Qatar government. The Miami International Airport (code MIA) generates upwards of $30 billion in revenue per year, bringing in the vast majority (70%) of all international visitors to the entire state of Florida ("About Us," 2017). It will also offer an opportunity to actively interact After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Qatar Airways Strong financial resources are only possessed by a few companies in the industry. SWOT Analysis OfQatar Airways is brand-based. Its exclusive fleet comprises of Bombardier and Gulfstream variants. Brand equity reflects the overall value of the brand. These words came from a man who had taken Qatar airways from a fleet of 4 aircrafts in 1997 to one of the fastest growing airlines in the world. In Academy of Marketing Science Annual Conference (pp. Qatar Airways has used platforms like being the sponsor of FC Barcelona and also been the face of Asian Games held in Doha in the year 2006 and recently signed the world cup sponsorship of FIFA. Write about your experiences and thoughts in the comments below. channel and comparison with own resources and capabilities will help Qatar Airways develop an effective distribution by adopting product, service, quality, image, people or innovation differentiation. Marketing Strategy and SWOT analysis of The Week Magazine, Marketing Strategy and SWOT analysis of Dollar Shave Club, Marketing Strategy and SWOT Analysis of Kelloggs. The commercial attractiveness and growth potential of each segment can be evaluated by using the following WebQatar Airways Analysis INTRODUCTION The objective of this assignment is to analyse the current situation of Qatar Airways as well as to determine possible future strategic options through the application of theoretical frameworks such as value chain analysis resource edit stakeholder analysis and Ansoff matrix. Before all else, we are going to take a look at the mission and vision statements Strong focus on marketing and sponsorship to increase brand awareness. Qatar Airways has become epitome of being rated as the best airline by all agencies including Skytrax awards in all its services. The basics of marketing strategy. propositions (USPs). The airline is an affiliate of the Oneworld Alliance and operates from the Qatar Airport as its hub. This article is only an example vendors. It involves can be threats. This completes the marketing mix of Qatar Airways. This clearly shows that Qatar Airways has a huge Some important definitions of the terms. If Qatar Airways chooses behavioural segmentation, then customers will be divided according to their buying pattern plan. The information obtained from the market surveys will help Qatar Airways Some examples of USPs are the highest quality, lowest cost or uniqueness of idea. company in determining the current lifecycle stage of the industry. to develop brand resonance that sits on pyramid top. Qatar Airways caters to an international audience and has spread its network to include several global routes. Oct-17-2018. Qatar Airways can set achieve competitive advantage (2016). The promotional and advertising strategy in the Qatar Airways marketing strategy is as follows: Qatar Airways have always identified in promotional strategies which further increases their visibility across the globe. The hub of the airline operation is at Hamad International Airport and has hub and spoke kind of operations. suits if the company has adequate resources available for the promotional efforts. How do Qatar airways maintain such painstakingly difficult standards? aware of the potential retaliation from competitors in the form of an undesired price war. indicators of setting competitive advantage based on cost leadership. Vision The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." Reliability of their product. The airline operates a fleet that is 214 in size and employs about 4000 individuals including 24,000 direct employees from the airlines. In Global Marketing Strategy Please let us know if you have additional suggestions to add. Qatar Airways can extrapolate the historical data to determine the market growth rate. Brand loyalty is among the most important element of Qatar Airwayss brand equity. However, there are frequent economic travellers of the airline as well. Passengers are provided with better seats and personalized television for entertainment in this category. Accordingly, we never encourage or endorse its direct submission, Market segmentation surveys are common methods of obtaining the customer-specific Increasing fuel prices would affect operations, 3. Key Highlights The cost leadership strategy will suit if Qatar Airways has developed capabilities to reduce the cost below the Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. Their staff is well-trained, polite and culturally aware. More brand building and marketing can increase brand recall. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Luxury is the keystone of the airline, using creativity and innovation to reach their objectives (QATAR report, n.d). The high brand awareness acts as an anchor to other obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed Strategic Administration interaction with Qatar Airwayss employees, price points, advertisements, WOM, celebrity associations and publicity in Develop a concise summary of the competitors' market and product strategies. the product. It offers best in service through its lounges which is the premium terminal offering duty free shops, conference room and other facilities. Whether it is interested in: traditional brick and mortar distribution network, online distribution or a Furthermore, a strategy is a decision which will make a significant difference to the, Adopt an Airport Qatar Airways generally targets the rich upper and middle-class segments which includes business corporates and executives. according to their vision statement Qatar Airways' aim is, "to become a world class carrier and cargo service provider with global reach" their forward thinking and their growth scale has not faltered. and distinctive features of products, by developing strong brand recognition and by increasing expenditure on with customers, develop a personalised relationship and manage e-WOM to get better results. Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. It rewards its loyal customers with several benefits. potential customers and considers upper demand limit. Marketing Strategy of Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Qatar Airways operates on demand by diverting consumers. It will help Qatar Airways in isolating the costs and identifying critical success factors. High brand awareness shows that the The choice of skimming strategy will require clear communication of differentiation basis and how such Qatar Airways offers Privilege Club Membership to retain its customers and thereby has agreements with different airlines and additional services like hotel and car services. Shaw, E. H. (2012). indirect competitors. Qatar Airways can combine the different segmentation strategies for more specific targeting as explained in the next High entry barriers show that there will be lesser new entrants in the market. Product and service standards are not only maintained but improved locally as well as internationally. The explained in detail in the next section). Qatar Airways has engaged in market segmentation strategically to their benefit; the airline remains expensive and yet just enough within each of the economy-class traveller to be affordable. The airline was established for the first time in the period 1994, as a regional carrier that had a small number of routes. Qatar Airways recognises the impact of good advertising on an organisation. 2. Miles and Snow's Organizational Strategies: Aligning Organizational Structure and Strategy. the customers towards the offered product. In SWOT Analysis of Qatar Airways, the strengths long-term survival in an increasingly complex and competitive customer market. loyalty programs are expensive, it will benefit Qatar Airways be reducing the costs of acquiring new customers. Qatar Airways SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. management in identifying the emerging opportunities, exposing the potential threats and understanding how they relate Experimentation USPs is not sufficient as the effectiveness of the Marketing Strategy of Qatar Airways will directly depend on The demographic segmentation will require Qatar Airways to divide market according to demographic characteristics, The comparison of their communication and messaging strategy with competitors will reveal the potential areas that Furthermore, MIA is the gateway airport linking Latin America and the Caribbean with the United States, with more flights to and from, hosting the 22nd FIFA World Cup in 2022 in Qatar. Gulf based airlines ambitions and its implications on its customers and competitors in Europe and the United States (2013). positioning statement that could create a positive image of the offered product in the customers' mind. Qatar Airways can follow three steps to conduct customer analysis: Qatar Airways can consider following factors when developing the customer profiles: The customer analysis and development of segmentation strategies run in parallel. According to Porter (1996), differentiation takes into account being different in the choice of a dissimilar mix of activities to provide a product or service. The airline provides amongst the most reliable and best comfort to passengers in the industry. mail campaigns. There are five particular forces including the threat of entry, the bargaining power of suppliers, the bargaining power of buyers, threat of substitutes and rivalry amongst existing competitors. Collect the following target market information- who will buy the product? Marketing mix of Wendys - Wendy's Marketing Mix. The market volume includes certain indicators like realised Our model solutions and expert notes are purely intended for inspiration, Effective employment brand equity through a Qatar Airways Marketing Strategy should focus on identifying unique selling With its facilities in terms of on ground services and in flight experiences for its passengers Qatar Airways has displayed wide visibility for its brand. changes as these environmental forces play an important role in shaping the market trends. In a competitive environment, the airline has a sustainable and progressive approach to sustain their market share locally and globally. This is a comprehensive PESTEL analysis of Qatar (Qatar country profile). strategy of the Qatar Airways will focus on setting the list price, credit terms, payment period and discounts. Qatar Airways offers its services with help of a fleet that includes one hundred and ninety-two aircraft. The strategies will be more effective if the company understands the needs, expectations and attitude of its Retrieved 21 April 2016 from https://fshahim.com/2013/07/01/gulf-based-airlines-ambitions-and-its-implications-on-its-customers-and-competitors-in-europe-and-the-united-states/ It has been reviewed & published by the MBA Skool Team. Important elements to be included in developing customer WebQatar Airways can focus on innovation to differentiate its products from that of new entrants. marketing expenditure, increase Qatar Airways's ability to introduce new products successfully, erect the barriers to new This article has been researched & authored by the Content & Research Team. Keller, K. L., & Brexendorf, T. O. Strengths. Technological development in the airline positively affects areas such as routing and Internet booking. They also work closely with the airline in the management of tickets and promotions. (State of Qatar, 2007) Pricing of any airlines is dependent on several internal and external factors. Qatar Airways modelling and customer analysis. WebThe table below illustrates Qatar Airways SWOT analysis template. If you need help with something similar, These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). Chief Executive Officer (CEO)Akbar Al Baker, along with other partners hold 50% of the private stock in the airline. effective Marketing Strategy. WebSWOT Analysis of Qatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. We will be discussing Qatar Airwayss SWOT Analysis. correct email will be accepted, (Approximately Arumemi-Ikhide believes that Arik can succeed due to a combination of the opportunity -- helped by economic and air transport reforms in Nigeria -- and the capability to deliver a high quality product." Economy Class has a seat pitch of 34 inches. Therefore, MIA is a gateway airport to Florida and not just Miami. needs a distribution partner to serve the customers' needs. importance to personalised services and prefer shopping from traditional stores rather than online channels and firm Check out these detailed articles on. The flying clientele is demanding and the competition is only increasing in the airline sector., References Low supplier power Privacy Policy, Download this Essay in word format (.docx). factors. With the its latest expansion efforts, Qatar Airways has been re-iterating the airline's commitment to a wide range of growth opportunities by adding service to different points across the globe. plan. Analyse the market dynamics, customers' preferences and own resources and capabilities. Oxford This is evident through various training programmes it initiates for its employees. Let us start the Qatar Airways Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies: The product strategy and mix in Qatar Airways marketing strategy can be explained as follows: Qatar Airways provides a wide range of services to passengers before boarding and also during the flight journey with entertainment and food services. Tangible and Intangible At paperdue.com, we provide students the tools they need to streamline their studying, researching, and writing tasks. Qatar Airways Assets I am in Canada and even over here, there was a Qatar airways plane that stopped in Calgary for a passenger emergency from Doha to Sanfransico and i saw the Qatar Airways plane, what a beautiful plane, with a beautiful paint scheme and very modern jet liners.way ahead of Canada!
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