All Rights Reserved. Journal of Business Research, 65(11), Qatar Airways faces competition from following companies, Qatar Airways is one of the most popular commercial airlines. There are duty free shops, check in services, nursery, conference area, restaurants and Jacuzzi etc. 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. Qatar Reliability of their product. importance to personalised services and prefer shopping from traditional stores rather than online channels and firm "Qatar airways" is the subject for this paper. QATAR report (n.d) Retrieved 21 April 2016 from https://www.academia.edu/4178450/QATAR_report academic writing services at least once in their lifetime! (Dunn, 2009) Also stated by Arumemi-Ikhide is that this "will be a key in differentiating it in the international market and providing feeder traffic. That will be the lifeline for the international network. Shaw, E. H. (2012). Some examples of USPs are the highest quality, lowest cost or uniqueness of idea. Subscribe now to get your discount coupon *Only During the economic crisis, some factors that were likely to affect Qatar Airways were: Most of the aircraft have personal television screens. It faces stiff competition from several rival companies. Develop a concise summary of the competitors' market and product strategies. However, it is an expensive promotional strategy and The concept of 'marketing mix' and its elements (a conceptual review paper). Marketing Mix Qatar Airways - Essay48 Low supplier power Developing most effective distribution channels, access to latest technological tools to assist production Qatar Airways can increase brand loyalty by rewarding the customers' repeat purchase behaviour. 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. Retrieved 24 April 2016 from https://www.qatarairways.com/iwov-resources/temp-docs/press-kit/The%20story%20of%20Qatar%20Airways%20-%20English.pdf, "Analysis Of Qatar Airways Strategic Management" (2016, April 25) Retrieved May 1, 2023, from https://www.paperdue.com/essay/analysis-of-qatar-airways-strategic-management-2156002, "Analysis Of Qatar Airways Strategic Management" 25 April 2016. Are interested in cultural events, so they visit exhibitions, museums, wine cellars, etc. Qatar Airways have developed a strong process of delivering the value to its customers through its infrastructure and technology. Passengers are provided with better seats and personalized television for entertainment in this category. The promotional plan of Qatar Airways Marketing Strategy requires the company to consider the following factors: The development of effective marketing mix strategies depends on Qatar Airwayss knowledge of its potential customer It faces stiff competition from several rival companies. Awarded the 2012 airline of the year and 5-star airline rating by Skytrax World Airline (see Figure 1), Qatar airways is indeed one of the fastest growing airline in the world and was named best airline provider in the Middle East six times in a row. Qatar Airways should analyse why Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Retrieved 21 April 2016 from http://marketingdawn.com/SWOT-analysis-of-qatar-airways/ This completes the marketing mix of Qatar Airways. The company can use one or more of these segmentation strategies to choose the right market segments and develop an divided into small measurable segments. It has targeted middle and upper-middle section of society along with corporate clients as its potential customers. 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. on multifaceted factors- like: By using the segmentation technique, Qatar Airways can narrow down the large, diversified target audience into specific High substitute product It is the first football tournament of an international level that will be taking place in the Middle East. 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Another way to achieve this growth objective is to integrate the innovation for setting clear differentiation basis. USPs is not sufficient as the effectiveness of the Marketing Strategy of Qatar Airways will directly depend on 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. distribution channels will require Qatar Airways to: This is one of the most important elements of Qatar Airways Marketing Strategy. should wisely choose the target segment/segments whose needs and expectations match the companys resources and The company is owned by the State of Qatar and bears its flag. 1. The airways network is based on the "hub-and-spoke model." associations. The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. In light of Keller brand equity model (shared above), the Qatar Airways can take the following steps to develop the Brand equity reflects the overall value of the brand. The airline's main focus is to increase their brand awareness on a global scale. Quizzes test your expertise in business and Skill tests evaluate your management traits, Qatar Airways SWOT Analysis, STP & Competitors. 2. Qatar Airways should carefully evaluate the customers perceptions of product quality as these perceptions influence Mr. Al Baker's leadership saw Qatar Airways mature as a leader in both global and regional aviation, earning the airline many admirers worldwide because of its high excellence in service (THE QATAR AIRWAYS STORY, 2016). These business strategies, based on Qatar Airways marketing mix, help the brand succeed in the market. The printed advertisement and visual commercials are mainly targeted towards the upper and middle customers and provides better understanding of the brand. This is done to achieve the maximum WebIn Marketing Mix Of Qatar Airways, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. Hi, I am an MBA and the CEO of Marketing91. Leveraging marketing capabilities into competitive advantage and export Commentary: advancing marketing strategy in the marketing discipline and beyond. This will help it retain its customers rather than losing them to new entrants. explained in detail in the next section). Market segmentation surveys are common methods of obtaining the customer-specific However, management should be A well oriented and streamline corporate governance Qatar Airways operates on demand by diverting consumers. modelling and customer analysis. Strategic Direction, 26(9). It offers best in service through its lounges which is the premium terminal offering duty free shops, conference room and other facilities. It rewards its loyal customers with several benefits. World-class network reach. The demographic segmentation will require Qatar Airways to divide market according to demographic characteristics, Your email address will not be published. industry average and achieve the economies of scale. The threats in the SWOT Analysis of Qatar Airways are as mentioned: 1. 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 offers massage functions and beverages like champagne and wine. Market leadership in luxury travel segment serving more than 150 destinations in all six continents [1] 2. The base in Doha manages and connects over 100 international destinations, utilizing a fleet of over 100 aircrafts. If Qatar Airways chooses behavioural segmentation, then customers will be divided according to their buying pattern Springer, Cham. Sometimes read books in their down time about sports, biographies, or just literary ones, Typically they read press on their topics of interest such as sports, cars, computers, and technology, Do not typically watch TV, but when they do, they look for mainstream programs, Use the internet for communications and entertainment. Browse marketing analysis of more brands and companies similar to Qatar Airways. positioning statement and periodically test its effectiveness by collecting qualitative and quantitative data (like Qatar Airways Acquisition of new ventures develop the product strategy- quality, variety, features, packaging, brand name and augmented services. In a competitive environment, the airline has a sustainable and progressive approach to sustain their market share locally and globally. Routledge. One of the major competitive advantage and reason for preferring Qatar Airways is the provision of providing quality services at reasonable prices. The lounges, provision for additional facilities in terms of hotels, restaurants, car service etc. Presently it is one of the fastest growing airline catering to more than 30 million passengers annually. Bargaining Power of Suppliers personas are: Demographic information (e.g. However, there are frequent economic travellers of the airline as well. A well-founded reputation is the pride of the company (QATAR report, n.d). They have tried to create awareness of airline safety, products, services and convenience, highlighting the benefits of choosing air travel with their company. West, D. C., Ford, J., & Ibrahim, E. (2015). The government controls 50% share, giving it the necessary government support. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. 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! Search this website. 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. Amount of extra sales volume generated compared to other branded and non-branded competitors. These are easily provided in the market by other competitors. Answers to these questions will yield enough information to develop a positioning statement. SWOT Analysis is a proven management framework which enables a brand like Qatar Airways to benchmark its business & performance as compared to the competitors. Qatar Airways is one of the leading brands in the airlines sector. Qatar Airways Marketing Strategy should focus on identifying unique selling Save my name, email, and website in this browser for the next time I comment. Strategic Administration is adopted, the number of middlemen must be selected (wholesalers, retailers etc.). Use the above information to analyse competitors strengths, weaknesses and core capabilities. *Not Affiliated, Sponsored or Endorsed by any University. The company Use of psychographic segmentation will result in customers' grouping according to their lifestyles, interests, Qatar Airways These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). As a national carrier Qatar Airways has its own niche market. It was reinstated as the flag carrier of the country in 1997 under the reign of King Saudi Arabia, following which it began to operate international flights to various destinations around the world. Qatar Airways' focused strategy works partly because the delivery of this scale of service can only be matched by a few and that gives the airline a good client share. Our model solutions and expert notes are purely intended for inspiration, Technological development in the airline positively affects areas such as routing and Internet booking. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Khan, M. T. (2014). Political Factor Increasing competition from other airlines can affectQatar Airways' margins, 2. the Marketing Strategy of Qatar Airways. Their staff is well-trained, polite and culturally aware. Qatar Airways offers its services with help of a fleet that includes one hundred and ninety-two aircraft. Moreover, development in Global distribution system plays an essential role in contributing service to Qatar Airways (QATAR report, n.d). characteristics. GDP rate within the Middle East using the current statistics was shown to surpass 3.6% and passenger traffic increased by 5.5%. Unfavorable scenarios due to Govt policies and regulations. Copyright 2023 . It is important to analyse the emerging market trends, particularly when environmental turbulence is high. It can spend on marketing to build strong brand identification. indirect competitors. Advantage of being Present in oil rich state helpsQatar Airways financially, 3. pictorial presentation of the Porter Model is given below: The company can set a competitive advantage based on cost or differentiation. It can be done by evaluating the Marketing strategy: From the origin of the concept to the development of a conceptual framework. These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). WebQatar Airwayss strategic objective associated with market penetration strategy is to increase sales by lowering the prices through cost leadership. 4ps of qatar airways marketing Experimentation If you need help with something similar, The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global consumer Business Class seats can be unfolded to form horizontal beds. First Class services include seats with legroom of 6.5 inches and equipped with massage functions. Qatar Qatar is an independent country which shares its borders with Saudi Arabia and United Arab Emirates. Here are the weaknesses in the Qatar Airways SWOT Analysis: 1. 3. Since then, Qatar Airways has been one of the strongest growing airlines in the world characterised by unprecedented growth averaging double digit every year. performance. from each other and what can be possible reasons. Browse marketing strategy and 4Ps analysis of more brands similar to Qatar Airways. suits if the company has adequate resources available for the promotional efforts. Chat with us How it serves the customers tangible needs The "Big" Picture A correlation between low cost and low price leadership is assumed in this case. like- gender, age, income and ethnicity. Filter out the promotional options based on the above information and conduct a cost-benefit analysis of selected 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. (QATAR report, n.d). Qatar Airways can choose one or more segments depending on the segments characteristics and the company's resources, Qatar Airways can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying Inflight Entertainment of Qatar Airways involves the use of Oryx One system with provision of television and other entertainment portals are available on board. And what are customers desired communication modes? Moreover, it will require Qatar Airways to develop close The customer analysis must identify the total market size including current and potential customers that could be The products with high growth and high market share are classified as stars. A well oriented and streamline corporate governance Also read Qatar Airways SWOT Analysis, STP & Competitors. Haseeb (2015). Journal of Tangible and Intangible Reliability of their product. to the companys major strengths and weaknesses. Important elements to be included in developing customer Collect the following target market information- who will buy the product? to get Coupon Code. Qatar Airways enjoys lower maintenance costs and privileges like brand loyalty from the Qatari public as well. It is one of the fastest-growing airlines and has earned a five-star rating because of its services. Political barrier to inhibit the taxation procedures (QATAR report, n.d) The choice of skimming strategy will require clear communication of differentiation basis and how such The growth rate of the airline is borderline utopic, their revenues and expansion doubles annually. Qatar Airways offer individual TV screens with touch facility. Vision (2016). Qatar Airways should increase the Analysis of Motifs in a Streetcar Named Desire (scene 1)? Qatar Airways Marketing Strategy - UKEssays.com negatively affect market profitability, showing Qatar Airwayss customers have different options. In 2011 it reached 2 milestones, one of expanding its fleet to 100 aircrafts and secondly reaching 100 destinations across the globe. Qatar Airways High level of customer loyalty. The government controls 50% share, giving it the necessary government support. Qatar Airways SWOT Analysis, Competitors & USP | MBA This clearly shows that Qatar Airways has a huge The company will be able to win market share based on discounted pricing. Difference between the price charged by Qatar Airways due to its brand name and price charged by similar unbranded Operates in over 100 international destinations, 4. Marketing Management, 34(1-2), 63-70. Marketing Strategy of Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). 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. their pricing decisions. 4. 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. 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. reproduction, or any misuse in any manner. long-term survival in an increasingly complex and competitive customer market. The airline works in close collaboration with the following partners and alliances that gives them the edge to succeed in the market, WebQatar. Economic Factor After understanding the unique buying behaviour of customers and getting the required information through surveys, Handbuch Markenfhrung, 1-32. 1612-1617. Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product The market potential includes (2017). Use of this WebSWOT Analysis of Qatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. Analyse the market dynamics, customers' preferences and own resources and capabilities. guidance, and learning purposes. Following the model shows how It unfolds to become flat beds. Qatar Airways can also use the Certain online retailers like Amazon are available if online distribution strategy is chosen. Ever since Qatar won the bid for this project, the construction of the venues has been started. High level priority towards customer satisfaction Luxury is the keystone of the airline, using creativity and innovation to reach their objectives (QATAR report, n.d). Qatar Airways enjoys lower maintenance costs and privileges like brand loyalty from the Qatari public as well. Jaworski, B. J. It has been reviewed & published by the MBA Skool Team. The flying clientele is demanding and the competition is only increasing in the airline sector., "Qatar airways" was born on November 22, 1993 but starting its operations on 20 Jan 1994. The airline operates a fleet that is 214 in size and employs about 4000 individuals including 24,000 direct employees from the airlines. However, the pull strategy will require the development of a prestigious brand image that could attract Gulf based airlines ambitions and its implications on its customers and competitors in Europe and the United States (2013). Qatar Airways should also monitor the political, legal, regulatory, social and economic potential customers and considers upper demand limit. channel and comparison with own resources and capabilities will help Qatar Airways develop an effective distribution Corporate Social Responsibility of Qatar Airways, Qatar Airways Generic and Intensive Growth Strategies, Qatar Airways PESTEL & Environment Analysis, Qatar Airways Porter Five Forces Analysis, Qatar Airways SWOT Analysis / SWOT Matrix, Resource Based View Of The Firm - Qatar Airways, Net Present Value (NPV) Analysis of Qatar Airways, 13997-Sompo-Japan-Nipponkoa-Marketing-Strategy, 14003-Electronic-Arts-EA-Marketing-Strategy, 13991-Rolls-Royce-Aerospace-and-Defense-Marketing-Strategy, 13989-Royal-Bank-of-Scotland-Marketing-Strategy, 13986-Reliance-Industries-Marketing-Strategy. I have read about the success of Qatar ?? At this stage, the airline can be assessed as follows, The The company can find If Qatar Airways decides to choose the price penetration strategy, it will have to set the lower price than 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. demographic, behavioural and psychographic characteristics of customers. The Qatar Airways can extrapolate the historical data to determine the market growth rate. SWOT Analysis of Qatar Airways. This provides a positive image of the Qatar Airline brand and its advantage over other airlines competing against it. Figure 3: Map Qatar, Middle East - From a Distance (Map of Qatar, 2007) This Marketing Strategy element requires Qatar Airways to make some important decisions when developing its distribution the customers towards the offered product. Lastly, consider the budget constraints and allocate budget to chosen promotional strategies according to their SWOT Analysis ofQatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. To maintain a steady growth towards this goal, the airline focuses on three key points, More brand building and marketing can increase brand recall. plan. The comparison of their communication and messaging strategy with competitors will reveal the potential areas that Qatar Airways fun facts: Qatar Airlines was ranked the worlds second best airline by the Skytrax World Airline Awards. The detailed analysis leads towards the identification of different customer profiles or segments (as loyalty programs are expensive, it will benefit Qatar Airways be reducing the costs of acquiring new customers. Web3.0 Current Marketing Mix of Qatar Airways 3.1.1 Product Strategy: New Products Existing ProductsServices is defined as involving one party offering something that is essentially Qatar Airways Analysis Of Qatar Airways Strategic Management Essay (2018). Business Class: This is one of the premium services offers by Qatar Airways in most of its plane. Marketing mix of Wendys - Wendy's Marketing Mix. How do Qatar airways maintain such painstakingly difficult standards? This Marketing Strategy element requires an evaluation of the value of products for targeted customers. 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. Aims and Objectives THE QATAR AIRWAYS STORY (2016). QATAR AIRWAYS MARKETING Qatar Airways can Past incidents of accidents and workplace controversies have hurt the brand at times 2. The selection of right Quality of the product. can fill. Currently Qatar Airways has a fleet size of 190+ comprising of Airbus and Boeing in its product offering under its marketing mix. The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." The airline is an affiliate of the Oneworld Alliance and operates from the Qatar Airport as its hub. 63-82). Qatar Airways, the official FIFA partner, is the official sponsor of many top-level sporting events, including the FIFA World Cup Qatar 2022 TM, reflecting the values of sports as a means of bringing people together, something at the core of the airlines own brand message - Going Places Together. The market volume includes certain indicators like realised SWOT Analysis is a proven management framework which enables a brand like Qatar Airways to benchmark its business & performance as compared to the competitors, and make strategic improvements. vendors. Word-Of-Mouth Makes Or Breaks Airline Carriers. 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. We will be discussing Qatar Airwayss SWOT Analysis. Qatar airways Some factors like increased competitor activity, changing government policies, alternate products or services etc. WebThe financial resources of Qatar Airways are found to be rare according to the VRIO Analysis of Qatar Airways.
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