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Table of contents
1. The brand owners
2. The brand’s key characteristics and brand image
2.1. The brand’s key characteristics
2.2. Brand values/ brand image
3. Qantas customers
4. Qantas marketing strategies
5. Qantas marketing mix
5.1. Product range (see section 2)
5.3. Place (distribution)
6. How the various components of Qantas’ marketing mix are complementary?
7. Porter’s 5 Forces analysis of Qantas operating environment
8. Qantas adaptation of its marketing mix
9. The effectiveness of the brand’s current marketing mix
10. An opportunity for Qantas
10.1. Target Market
11. The benefits and investment related to this opportunity
11.1. A Human Resources audit consulting
11.2. Loyalty program update into Starcraft
11.3. New online platforms
11.4. Promotional material for Flying Kangaroo Sky campaign
This report will identify the marketing strategies and marketing mix for Qantas, an airline company. It will then make recommendations to the brand owner related to an area where the marketing mix could be adjusted.
Specifically, the report will identify the owner of the brand and the key characteristics of the brand’s products and services and their significance to their markets. The report will describe the brand’s customers and their needs. The strategies and marketing mix will be elaborated upon, including a commentary on how the various components of the marketing mix are complementary and how successful the brand has been in achieving its marketing objectives and the strategic objectives of the brand owner.
The report will include a Porter’s 5 Forces environmental analysis for the brand. It will also discuss whether Qantas adapts any of its marketing mix to various geographic or demographic segments and, if so, how does this and why.
The report will also identify a specific opportunity that the brand could take advantage of and how it fits into the brand’s current strategic objectives. The benefits of pursuing this opportunity and the investment required will be explored. In taking advantage of this opportunity, Qantas will need to adjust some aspects of its current marketing mix and the report will make recommendations regarding these changes and will make other specific recommendations to the brand owner in relation to the proposed changes.