Qantas Marketing Audit Essay

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Qantas is the world's second oldest airline, having been founded in the Australian outback in 1920. It is Australia's largest domestic and international airline. The name comes from the initial letters of the words in the original registered title—Queensland and Northern Territory Aerial Services Limited.
The Qantas Group employs approximately 32,500 people and operates a fleet of over 250 aircraft, comprising Boeing, Airbus and Bombardier aircraft from full-size long-haul aircraft to smaller short haul aircraft. The Group offers services across a network spanning 182 destinations in 44 countries
(including those covered by code share partners). International Air Transport Association (IATA) data for 2009 shows Qantas was the world's …show more content…
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. 1. Why would Qantas undertake formal marketing auditing and marketing planning? What is the link between auditing, planning and corporate strategy? Do not simply discuss these broadly—apply the concepts directly to the Qantas case.
(6 marks)

2. 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) 3. Thinking specifically of the airline market, what are the most important factors in Qantas macro environment? Briefly describe them and explain the reasons for their importance.
(3 marks)

4. 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.
(3 marks)

5. How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy? Provide a specific example of each.
(6
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