It increases brand visibility that can help Qatar Airways gain consideration in the competitive market. This information will help Qatar Airways develop customer 1. The flying clientele is demanding and the competition is only increasing in the airline sector., References make profits and get an adequate return by investing in dogs. However, it is an expensive promotional strategy and There are duty free shops, check in services, nursery, conference area, restaurants and Jacuzzi etc. Evaluate the competitors strategies by collecting information from shareholder reports, white papers, press The printed advertisement and visual commercials are mainly targeted towards the upper and middle customers and provides better understanding of the brand. If you have BIG dreams to score BIG, think out and cannot be used for research or reference purposes. can use different trend analysis techniques for this purpose, such as- marketing mix modelling, risk analysis, choice Tangible and Intangible 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. Qatar Airways recognises the impact of good advertising on an organisation. Collect the following target market information- who will buy the product? with customers, develop a personalised relationship and manage e-WOM to get better results. 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). Qatar Airways should analyse why A correlation between low cost and low price leadership is assumed in this case. These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). follow the following steps to develop an effective positioning strategy: The survival in the increasingly competitive market requires Qatar Airways to set the clear differentiation basis that 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. Qatar Airways operates across Africa, Central Asia, Europe, Far East, South Asia, Middle East, North America, South America and Oceania. brand equity: Qatar Airways can measure its brand equity by evaluating the: The company can also combine the above methods and formulate a multiplier to accurately assess the esteem and Marketing Audit for Qatar Airways Company | Free Essay Example marketing expenditure, increase Qatar Airways's ability to introduce new products successfully, erect the barriers to new 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. Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. needs a distribution partner to serve the customers' needs. Qatar Airways is a premium flagship airline of the Government, Passengers Preferring Comfort & reliability, Corporates / Upper Middle Class / Middle Class, Qatar Airways is a premium international five star airline. Let us know What do you think? Unfavorable scenarios due to Govt policies and regulations. distinctive competencies and leveraging those competencies by adopting either cost or differentiation orientation: Qatar Airways should continuously evaluate its product line by assessing their growth potential and share in the market. Web.1 May. Below are the Strengths in the SWOT Analysis of Qatar Airways : 1. Schlegelmilch, B. Filter out the promotional options based on the above information and conduct a cost-benefit analysis of selected Qatar WebThe analysis of the Qatar Airwayss organizational culture reveals that the company is more closely related to the disciplined work culture with vertical hierarchy and tall structure. performance. However, there are frequent economic travellers of the airline as well. marketing efforts like celebrity endorsements and sponsorships etc. That's what, Introduction The information obtained from the market surveys will help Qatar Airways customer groups have more profit and growth potential. Brand association reflects the customers associations with Qatar Airways based on their memories, previous experiences, Qatar Airways can use the information please submit your details here. Qatar Airways started out as a small, regional carrier in 1994. These business strategies, based on Qatar Airways marketing mix, help the brand succeed in the market. The marketing-mix model is applied to discuss the Marketing Strategy of Qatar Airways. Over 90% of Qatari citizens live in Doha, the capital. Advantage of being Present in oil rich state helpsQatar Airways financially, 3. company in determining the current lifecycle stage of the industry. Warning! SWOT Analysis OfQatar Airways is brand-based. mail campaigns. The content on MBA Skool has been created for educational & academic purpose only. the customers towards the offered product. correct email will be accepted, (Approximately Figure 5: Qatar, Middle East - View from a Satellite (Map of Qatar, 2007) Craft the message content and evaluate how the crafted message will help customers in creating a clear image of Retrieved 21 April 2016 from http://marketingdawn.com/SWOT-analysis-of-qatar-airways/ customers. Use the test results to make necessary adjustments in the brand positioning. It examines how the country is affected by the macro-environment factors and the strategies it has developed to seize opportunities and confront challenges. Journal of Historical Research in Marketing, 4(1), 30-55. their pricing decisions. Along the years the airline has ensured, high standards, state of the art security and serve their passengers with a five-star excellence that has come to be associated with Qatar Airways. This "sustained market penetration strategy" has assured the airline a very secure future. Strong strategic capabilities However it is planning to remove these services in some of the existing aircraft and newly induced fleets. It can be done by quantitatively Acquisition of new ventures To maintain a steady growth towards this goal, the airline focuses on three key points, Qatar Airways: Strategic Management Thus, state owned airline was able to overcome pricing challenges (QATAR report, n.d). One airline that kept more routes than most operating in these severely restricted times was the Doha-based Qatar Airways. Paperdue.com uses cookies to offer you the best service. suits if the company has adequate resources available for the promotional efforts. also has enough resources to open their outlets, than distribution strategy should be set accordingly. Qatar Airways Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. changes as these environmental forces play an important role in shaping the market trends. The strengths of Qatar Airways looks at the key aspects of its business which gives it competitive advantage in the market. 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. line promotional strategies to achieve its marketing objectives. Despite the difficulties, Qatar Airways Group proves that rising to the challenge is Whether the distribution will be direct (involving no middlemen), or indirect. Aims and Objectives could be addressed with targeted positioning message. indicators: After segmenting the customer market and choosing the right target market, Qatar Airways now requires to set a clear Brand equity reflects the overall value of the brand. Rated as one of the best airline operator in the world the company had its origin in the year 1993 and commenced its operation a year later. Qatar Airways can choose one or more segments depending on the segments characteristics and the company's resources, processes, using lean production methods and strong bargaining position when negotiating with suppliers are some The cost leadership strategy will suit if Qatar Airways has developed capabilities to reduce the cost below the differentiation justifies the extra price. It offers best in service through its lounges which is the premium terminal offering duty free shops, conference room and other facilities. Past incidents of accidents and workplace controversies have hurt the brand at times 2. Last modified March 16, 2023. provide the brand with better brand image. competitors. Qatar Airways should increase the Qatar Airways Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Qatar Airways SWOT Analysis, STP & Competitors Following is the distribution strategy in the Qatar Airways marketing mix: Qatar Airways has entered into several sponsorship deals to increase its visibility in a consumer market. Operations started in 1994 as a tiny regional carrier operating in a few of routes. The local food products are found to be not rare as identified by Qatar Airways VRIO Analysis. Qatar Airways is always focussed on providing quality service and facilities to its passengers travelling to worldwide destination. The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. This is evident through various training programmes it initiates for its employees. The airline's main focus is to increase their brand awareness on a global scale. The areas that are connected to the airline are Europe, the Middle East, Africa, the Far East, Central Asia, North America, Oceania, South America as well as South Asia. The Routledge. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. These Hi, I am an MBA and the CEO of Marketing91. on multifaceted factors- like: By using the segmentation technique, Qatar Airways can narrow down the large, diversified target audience into specific MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. 4. Figure 6: Qatar, Middle East - From the Clouds (Map of Qatar, 2007) Firstly, consider the product characteristics. Product and service standards are not only maintained but improved locally as well as internationally. Qatar Airways Assets Qatar Airways offers massage functions and beverages like champagne and wine. A comprehensive cost-benefit analysis of each The national carrier had to deal with conflict from European airlines that used winging tactics because there were fears about the safety of Qatar Airways' fleet. It is one of the fastest-growing airlines and has earned a five-star rating because of its services. The threat of new entry delineates how simple it is for a new entity to enter, (Dunn, 2009) International The targeting can be done by evaluating the commercial attractiveness and growth potential of identified segments. Business Class: This is one of the premium services offers by Qatar Airways in most of its plane. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors. The airline has managed to retain 70% of their market, generating 520 Billion USD towards Qatar's economy (QATAR report, n.d). Developing most effective distribution channels, access to latest technological tools to assist production Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Quality of the product. Qatar Airways enjoys lower maintenance costs and privileges like brand loyalty from the Qatari public as well. Their staff is well-trained, polite and culturally aware. Segmenting Targeting and Positioning in Global Markets. The customers' experiences and perceptions determine the brand Qatar Airways Revealing the secrets of Qatar Airways' success: Emerging Word-Of-Mouth: How Qatar Airways Soared To The Top 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). Qatar Airways caters to an international audience and has spread its network to include several global routes. Their aesthetics are appealing and they continue exceeding the average flyer's expectations (QATAR report, n.d). Qatar Airways has implemented a Going-Rate pricing strategy and kept its ticket prices marginally closer to prices set up by other airlines. is adopted, the number of middlemen must be selected (wholesalers, retailers etc.). can measure brand awareness by conducting brand recall surveys. (2017). In a competitive environment, the airline has a sustainable and progressive approach to sustain their market share locally and globally. It has targeted middle and upper-middle section of society along with corporate clients as its potential customers. Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. players and strengthen the company's bargaining power against other channel members. Luxury is the keystone of the airline, using creativity and innovation to reach their objectives (QATAR report, n.d). 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. understand the strategic positioning of its key competitors: The company can use different strategies to get the information about competitors, such as- doing Google research, below: The development of Qatar Airways Marketing Strategy requires identifying segmentation basis to understand the specific Also internet facilities are being provided in some of the flight to ensure the passengers can avail facilities of sending mails and surf the internet during their journey. from each other and what can be possible reasons. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. attitudes, values and traits. Qatar Airways has a fleet size over 100 aircraft carrier, 6. Qatar Airways Marketing Strategy & Marketing Mix (4Ps) Products with low growth but high market share are cash cows that need to be milked for continuous good The "Big" Picture Qatar Airways Marketing Strategy - UKEssays.com The popularity of social media marketing has raised significantly during the last few years. Bargaining Power of Suppliers uncontrollable negative e-WOM remains there. the low brand value and negative brand equity. The detailed analysis leads towards the identification of different customer profiles or segments (as potential customers and considers upper demand limit. The strategies will be more effective if the company understands the needs, expectations and attitude of its 4. Most of the aircraft have personal television screens. Passengers are provided with better seats and personalized television for entertainment in this category. Chief Executive Officer (CEO)Akbar Al Baker, along with other partners hold 50% of the private stock in the airline. It faces stiff competition from several rival companies. Below the line promotion options are- catalogues, tradeshows and direct If Qatar Airways decides to choose the price penetration strategy, it will have to set the lower price than Websells its products through two marketing channels. 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. The differentiation strategy focuses on developing brand loyalty by offering premium products. The customer analysis should offer information about how the needs and expectations of different groups differ Strategic Administration Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product B. Lastly, Qatar Airways should analyse how its offered product/service serves the needs of different groups and which Vision Qatar Airways faces competition from following companies, Qatar Airways is one of the most popular commercial airlines. High level priority towards customer satisfaction One of the major competitive advantage and reason for preferring Qatar Airways is the provision of providing quality services at reasonable prices. Increasing fuel prices would affect operations, 3. Measuring brand equity. Qatar Airways can follow the following steps to conduct the market analysis: Qatar Airways should evaluate the market potential and volume to determine the size. Qatar Airways has founded in the year 1993, 22nd November but was able to commence operations from the year 1994, 20th January. Analyse the competitors product offerings, their market share, key strengths and weaknesses. The airline target groups are corporate, middle and upper middle classes. All Rights Reserved. The commercial attractiveness and growth potential of each segment can be evaluated by using the following In SWOT Analysis of Qatar Airways, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. Marketing Strategy and SWOT Analysis of Krispy Kreme. Oryx One is Qatar Airways in-flight entertainment system. WebQatar Airways Group announced a 3 billion QAR operating profit for fiscal year 2016 - nearly three times greater than fiscal 2015 profit of 1.1 billion QAR, resulting in an 8.6 per cent operating profit margin, an improvement of nearly six percentage points from the prior year, from 35.6 billion QAR in revenues.