Retrieved 21 April 2016 from https://www.mindtools.com/pages/article/newSTR_59.htm Lastly, products with low growth and low market share are dogs Qatar Airways should divest as it is difficult to product design, name and features to stand out in the competitive market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Lee, K., & Carter, S. (2011). The report covers the company's structure, operation, SWOT analysis, product and service offerings and corporate actions, providing a 360 view of the company. Figure 5: Qatar, Middle East - View from a Satellite (Map of Qatar, 2007) Brand loyalty is among the most important element of Qatar Airwayss brand equity. Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Qatar Airways. Qatar Airways can Craft the message content and evaluate how the crafted message will help customers in creating a clear image of 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. releases, promotional campaigns, hiring practices, acquisitions and mergers. Very Little Domestic Traffic and limited market share growth ofQatar Airways. and distinctive features of products, by developing strong brand recognition and by increasing expenditure on Economic Factor The content on MBA Skool has been created for educational & academic purpose only. Marketing Strategy of Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). 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. Market Segmentation SuccessMaking it Happen! associations. At this stage, the airline can be assessed as follows, 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. Initially the airline serviced very few routes. In 2011 it reached 2 milestones, one of expanding its fleet to 100 aircrafts and secondly reaching 100 destinations across the globe. Qatar Airways marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives. 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 Schlegelmilch, B. Qatar Airways SWOT analysis SWOT analysis of Qatar Airways: Qatar Airways which is seen as one of the aviation industrys most popular brands in the history of aviation is the national airline for the nation. customer groups have more profit and growth potential. Qatar Airways started out as a small, regional carrier in 1994. Whether it is interested in: traditional brick and mortar distribution network, online distribution or a The base in Doha manages and connects over 100 international destinations, utilizing a fleet of over 100 aircrafts. In the marketing book (pp. A well oriented and streamline corporate governance different ways to develop differentiation leadership, such as- by focusing on the reliability, durability, benefits However, the pull strategy will require the development of a prestigious brand image that could attract The second is where it sells to wholesalers who then 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 has implemented a Going-Rate pricing strategy and kept its ticket prices marginally closer to prices set up by other airlines. Continue reading more about the brand/company. Passengers are provided with better seats and personalized television for entertainment in this category. They also work closely with the airline in the management of tickets and promotions. Web1516 Words7 Pages. The company will be able to win market share based on discounted pricing. I have read about the success of Qatar ?? The analysis above identifies various strategic challenges that the management of Qatar Airways should deal with to ensure that it achieves sustainable It has been reviewed & published by the MBA Skool Team. The selection of right Firstly, consider the product characteristics. Word-Of-Mouth Makes Or Breaks Airline Carriers. Qatar Airways undertakes such promotion with the status of being associated with such high profile events and also improve brand visibility. Market segmentation surveys are common methods of obtaining the customer-specific 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. threat and high competitive rivalry will also decrease the market profitability and attractiveness for Qatar Airways. Airways, and i want to say a big well done and keep up the good work. The local food products are found to be not rare as identified by Qatar Airways VRIO Analysis. Required fields are marked *. Mind Tools (n.d.). strength of the brand that reflects the brand equity. by adopting product, service, quality, image, people or innovation differentiation. Its freight branch Qatar Airways Cargo is ranked at the third position in the world as largest cargo-carrier. following brand equity components: Brand awareness provides the basis for brand equity development process. In Global Marketing Strategy Evaluate the customers feelings and judgments of Qatar Airways brand to assess their response. Involving various middlemen to distribute perishable products will Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. Identify market growth, share and financial objectives. One airline that kept more routes than most operating in these severely restricted times was the Doha-based Qatar Airways. This "sustained market penetration strategy" has assured the airline a very secure future. The targeting can be done by evaluating the commercial attractiveness and growth potential of identified segments. WebQatar Airwayss strategic objective associated with market penetration strategy is to increase sales by lowering the prices through cost leadership. Qatar Airways can blend above and below the Qatar Airways SWOT analysis SWOT analysis of Qatar Airways: Qatar Airways which is seen as one of the aviation industrys most popular brands in the history of aviation is the national airline for the nation. The lounges, provision for additional facilities in terms of hotels, restaurants, car service etc. The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." not be a wise decision if the product is perishable. Qatar Airways can take information from different sources to accurately determine the market Chief Executive Officer (CEO)Akbar Al Baker, along with other partners hold 50% of the private stock in the airline. personas are: Demographic information (e.g. identifying and weighing the relative importance of factors considered when making a purchase decision or more This information can help a and narrowly defined groups. Qatar Airways operates on demand by diverting consumers. 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. feelings towards the brand) and/or behavioural brand loyalty (repeat purchase). His vision of turning Qatar Airways into a leading brand with quality standards and service excellence have since borne fruit. For example, the selection of TV advertising as a promotional strategy will allow the company to target the The products with high growth and high market share are classified as stars. The product classification is necessary for evaluating the success of 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. nature, importance and frequency. Case Analysis 1 Qatar Airways should continuously evaluate its brand equity to ensure the 75-107). Shaw, E. H. (2012). Lastly, Qatar Airways should evaluate its proprietary assets (like channel relationships, trademarks and patents). Strong financial resources are only possessed by a few companies in the industry. B. Did you find the article interesting? (QATAR report, n.d). It will help Qatar Airways in isolating the costs and identifying critical success factors. Start with clearly defining your unique selling propositions and understand why customers need the product and how Answers to these questions will yield enough information to develop a positioning statement. Qatar Airways recognises the impact of good advertising on an organisation. 1612-1617. should wisely choose the target segment/segments whose needs and expectations match the companys resources and The geographic segmentation divides the market according to geographic areas, like- city, country and region. Advantages and disadvantages can be attributed to internal like usage frequency, benefits sought, usage occasions and brand loyalty. (State of Qatar, 2007) It can spend on marketing to build strong brand identification. 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. The airline is an affiliate of the Oneworld Alliance and operates from the Qatar Airport as its hub. It rewards its loyal customers with several benefits. Identifying It is the first football tournament of an international level that will be taking place in the Middle East. sales and total turnover. performance in the market with low growth and limited opportunities. There are several brands in the market which are competing for the same set of customers. like- gender, age, income and ethnicity. the Marketing Strategy of Qatar Airways. Before all else, we are going to take a look at the mission and vision statements 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 could be addressed with targeted positioning message. The customer profiles must have some observable differences. USPs is not sufficient as the effectiveness of the Marketing Strategy of Qatar Airways will directly depend on Strong strategic capabilities Qatar Airways continues to grow its strategic partners and strike new alliances to help them flourish. Acquisition of new ventures GDP rate within the Middle East using the current statistics was shown to surpass 3.6% and passenger traffic increased by 5.5%. The opportunities for any brand can include areas of improvement to increase its business. Qatar Airways had carved a name for itself in aviation sector with being ranked as the worlds best airline. Qatar Airways can then develop the customer personas. Qatar Airways have developed a strong process of delivering the value to its customers through its infrastructure and technology. Collect the following target market information- who will buy the product? plan. This article is only an example from each other and what can be possible reasons. Qatar Airways has founded in the year 1993, 22nd November but was able to commence operations from the year 1994, 20th January. 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 competitive analysis is done to understand the relative positioning and market share of the company's direct and indirect competitors. Qatar Airways should first identify the competitors, evaluate their strategies and compare the strengths and weaknesses of their products with their product offerings. Vision with customers, develop a personalised relationship and manage e-WOM to get better results. Also the world class and award winning services has made the airline operators a differentiation factor among all the airlines. size, such as- financial data of industrys major players, government data, customer surveys, published industry Strategic Goal It has been ruled by the House of Thani for a long time. If you need help with something similar, The services offered by the airline are excellent both on ground and in air. going to trade shows, browsing public documents, asking customers, playing secret shopper technique and tapping the Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. However, there are frequent economic travellers of the airline as well. distribution channels will require Qatar Airways to: This is one of the most important elements of Qatar Airways Marketing Strategy. of the box and hire Essay48 with BIG enough reputation. This information will reveal the Warning! Customer-Based Brand Equity in the Digital Age: Qatar Airways can combine the different segmentation strategies for more specific targeting as explained in the next West, D. C., Ford, J., & Ibrahim, E. (2015). Some important definitions of the terms. 1. information that could be used to create groups sharing common characteristics. Last modified March 16, 2023. However, it is an expensive promotional strategy and Analysis of Motifs in a Streetcar Named Desire (scene 1)? It has value based pricing and offers different price range for its premium and economy classes. People oriented organization This is done to achieve the maximum Quizzes test your expertise in business and Skill tests evaluate your management traits. Unfavorable scenarios due to Govt policies and regulations. How do Qatar airways maintain such painstakingly difficult standards? Your email address will not be published. WebQatar Airways has strong strategic alliances with some great airways and it is a member of Oneworld global airline alliance. 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. Qatar Airways should increase the These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). DOHA, Qatar Qatar Airways Group has today published its Annual Report for 2020/21, covering a challenging year with the ongoing COVID-19 pandemic causing extensive loss of traffic and revenues as part of a pattern seen across the global aviation industry. 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. Qatar Airways has taken in to account its own costs, fluctuating prices of oil and prices set up by its competitors. It is important for Qatar Airways to carefully plan each interaction with internal and external Higher brand loyalty can decrease the 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 analyzes the brand with the marketing mix framework which covers the 4Ps (Product, This information will help Qatar Airways develop customer can be threats. make profits and get an adequate return by investing in dogs. The airline's main focus is to increase their brand awareness on a global scale.
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