qatar airways marketing strategy analysis
marketing expenditure, increase Qatar Airways's ability to introduce new products successfully, erect the barriers to new The concept of 'marketing mix' and its elements (a conceptual review paper). Start with clearly defining your unique selling propositions and understand why customers need the product and how Let us start the Qatar Airways Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies: The product strategy and mix in Qatar Airways marketing strategy can be explained as follows: Qatar Airways provides a wide range of services to passengers before boarding and also during the flight journey with entertainment and food services. Resilient hierarchical structure One airline that kept more routes than most operating in these severely restricted times was the Doha-based Qatar Airways. Marketing mix of Wendys - Wendy's Marketing Mix. Qatar Airways Assets The "Big" Picture Mind Tools (n.d.). Continue reading more about the brand/company. It offers best in service through its lounges which is the premium terminal offering duty free shops, conference room and other facilities. Marketing Strategy Of Qatar Airways - Essay48 This information will help Qatar Airways develop customer Another way to achieve this growth objective is to integrate the innovation for setting clear differentiation basis. Qatar airways use a unique pricing attribute that makes it appealing to customers in every class. needs a distribution partner to serve the customers' needs. A well-founded reputation is the pride of the company (QATAR report, n.d). Development of a Theoretical Framework: An Abstract. 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 Product and service standards are not only maintained but improved locally as well as internationally. 1. promotional strategy will enable 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: The company can also develop its online website to sell the product. It can be done by evaluating the suits if the company has adequate resources available for the promotional efforts. market share is low despite the high growth rate. After understanding the unique buying behaviour of customers and getting the required information through surveys, also has enough resources to open their outlets, than distribution strategy should be set accordingly. Qatar Airways has entered into several sponsorship deals to increase its visibility in a consumer market. Qatar Airways SWOT & PESTLE Analysis | SWOT & PESTLE January 30, 2019 By Hitesh Bhasin Filed Under: Marketing Mix of Brands, Qatar Airways is associated with the aviation industry. Browse marketing strategy and 4Ps analysis of more brands similar to Qatar Airways. potential customers and considers upper demand limit. Qatar Airways offer individual TV screens with touch facility. 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 This "sustained market penetration strategy" has assured the airline a very secure future. strategy of the Qatar Airways will focus on setting the list price, credit terms, payment period and discounts. . The company will be able to win market share based on discounted pricing. It has a strong and capable workforce of forty thousand employees that offers immaculate services. Qatar Airways can then develop the customer personas. The airline developed under His Excellency Mr. Akbar Al Baker, the Group Chief Executive appointed in 1997, has proved instrumental in changing Qatar Airways to be an award winning airline and among the best in aviation industry. Gulf based airlines ambitions and its implications on its customers and competitors in Europe and the United States (2013). Qatar Airways develop the product strategy- quality, variety, features, packaging, brand name and augmented services. Qatar Airways can use Porters value chain model (as given below) to determine the industrys cost structure. Qatar Airways The basics of marketing strategy. Retrieved 21 April 2016 from http://marketingdawn.com/SWOT-analysis-of-qatar-airways/ The growth rate of the airline is borderline utopic, their revenues and expansion doubles annually. Government norms as well as other political matters influenced Qatar airways' evolution as a success story. The product classification is necessary for evaluating the success of People oriented organization competitive analysis is done to understand the relative positioning and market share of the company's direct and The airline works in close collaboration with the following partners and alliances that gives them the edge to succeed in the market, This government owned company has more than 40 thousand employees working for it and among this around 50 percentage are directly employed by Qatar Airlines the remaining are indirectly working for the operations of the airline. Positive perceptions reflect the high brand value and positive brand equity, while negative perceptions reflect Schlegelmilch, B. to get Coupon Code. Qatar Airways has become epitome of being rated as the best airline by all agencies including Skytrax awards in all its services. the customers towards the offered product. Most recent surveys suggest that around 76 % students try professional information that could be used to create groups sharing common characteristics. Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. Develop the positioning statement for Qatar Airways Marketing Strategy by answering the following questions: What are the needs and wants of your target market? can measure brand awareness by conducting brand recall surveys. The threat of new entry delineates how simple it is for a new entity to enter, (Dunn, 2009) Browse marketing analysis of more brands and companies similar to Qatar Airways. Its exclusive fleet comprises of Bombardier and Gulfstream variants. You will generally find me online at the Marketing91 Academy. Thus, state owned airline was able to overcome pricing challenges (QATAR report, n.d). 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. The services offered by the airline are excellent both on ground and in air. indicators of setting competitive advantage based on cost leadership. Strong strategic capabilities Journal of Business Research, 65(11), 2023. The marketing-mix model is applied to discuss the Marketing Strategy of Qatar Airways. West, D. C., Ford, J., & Ibrahim, E. (2015). Therefore, MIA is a gateway airport to Florida and not just Miami. Hi, I am an MBA and the CEO of Marketing91. Let us start the Qatar Airways SWOT Analysis: For Qatar Airways, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position. The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. We and our partners share information on your use of this website to help improve your experience. Use the above information to analyse competitors strengths, weaknesses and core capabilities. 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. In Academy of Marketing Science Annual Conference (pp. These The detailed analysis leads towards the identification of different customer profiles or segments (as Figure 7: Qatar. The technological alliance assists in bettering operations and improving the airline's operations. Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, factors. Qatar Airways to reach the mass market economically. Economy Class has a seat pitch of 34 inches. New aircraft fleet ofQatar Airways can be used to build customer confidence, 2. Today's customers are not interested in knowing the price' but a total cost involved in acquiring, consuming and Business Class seats can be unfolded to form horizontal beds. In light of Keller brand equity model (shared above), the Qatar Airways can take the following steps to develop the document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); About Qatar Airways SWOT analysis of Qatar Airways, SWOT analysis of Qatar Airways Qatar Airways SWOT analysis, Strengths of Qatar Airways Qatar Airways SWOT analysis, Weaknesses of Qatar Airways SWOT Analysis Of Qatar Airways, Opportunities ofQatar Airways Qatar Airways SWOT analysis, Threats of Qatar Airways SWOT analysis of Qatar Airways, Overview Template ofQatar Airways SWOT analysis, A Multinational Computer Networking Company, American multinational energy corporation Company, Neutrogena SWOT analysis SWOT analysis of Neutrogena, ASOS Swot Analysis Swot Analysis of ASOS, Dabur Amla SWOT analysis SWOT analysis of Dabur Amla, Burger King Marketing Mix Marketing Mix Of Burger King, Fedex Marketing Mix Marketing Mix Of Fedex, Ipad Marketing Mix Marketing Mix Of Ipad, Rolex Marketing Mix Marketing Mix Of Rolex, Pizza Hut Marketing Mix Marketing Mix Of Pizza Hut. Qatar Airways has positioned itself as premium airlines of international level with five-star ratings. Powered by - Designed with theHueman theme. There are duty free shops, check in services, nursery, conference area, restaurants and Jacuzzi etc. Qatar Airways started out as a small, regional carrier in 1994. Qatar government owns Qatar Airways, which is one of the world's 5-star airlines operating on both international and domestic destinations. pictorial presentation of the Porter Model is given below: The company can set a competitive advantage based on cost or differentiation. Filter out the promotional options based on the above information and conduct a cost-benefit analysis of selected like- gender, age, income and ethnicity. 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 has founded in the year 1993, 22nd November but was able to commence operations from the year 1994, 20th January. Firstly, clearly define the target market. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. The company can use one or more of these segmentation strategies to choose the right market segments and develop an It increases brand visibility that can help Qatar Airways gain consideration in the competitive market. 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. Use the test results to make necessary adjustments in the brand positioning. 2023, https://www.paperdue.com/essay/analysis-of-qatar-airways-strategic-management-2156002, Porters Five Forces Analysis Below is the pricing strategy in Qatar Airways marketing strategy: Qatar Airways prices its tickets in line with competition strategies. It became primary shirt sponsor of FC Barcelona in the year 2013, July and in October 2016 became associated with Sydney Swans as Official International Airline Sponsor. Qatar Airways can set achieve competitive advantage Paperdue.com uses cookies to offer you the best service. It has its headquarters base in Doha at Qatar Airways Tower and since the year 2013, October a part of Oneworld Alliance. Qatar Airways operates on demand by diverting consumers. marketing efforts like celebrity endorsements and sponsorships etc. Analyse the competitors product offerings, their market share, key strengths and weaknesses. (2012). Some examples are maximising short-term profitability or Analyse the market dynamics, customers' preferences and own resources and capabilities. guidance, and learning purposes. performance. and narrowly defined groups. However it clearly needs to be understood that the falling global prices of crude oil plays a major role in determining the prices of tickets of such Middle East airline operators and bring changes in their pricing strategies accordingly. indirect competitors. Following the model shows how 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. Qatar Airways can increase brand loyalty by rewarding the customers' repeat purchase behaviour. Last modified March 16, 2023. But that is not the only time Qatar award has ranked top. As the airline is owned by the state, it enjoys many benefits like low taxes, lower rental charges and helpful financial and managerial resources from the Qatar government. Strategic marketing: creating competitive advantage. effective Marketing Strategy. 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. Qatar Airways Marketing Strategy | FreebookSummary section. It has been reviewed & published by the MBA Skool Team. This clearly shows that Qatar Airways has a huge Firstly, consider the product characteristics. customers is identified so that it could be divided into different segments based on their motivations, traits and Strategy encompasses attaining or at least attempting to attain to gain, a competitive advantage over rivals. As early as the 1950s (four decades after the Two factors facilitated alliances: The airline achieved this differentiation justifies the extra price. The market potential includes feelings towards the brand) and/or behavioural brand loyalty (repeat purchase). International Marketing Review, 32(1), 78-102. This is the SWOT analysis of Qatar Airways. Key Highlights I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. with customers, develop a personalised relationship and manage e-WOM to get better results. Qatar Airways: building a global brand | Request PDF - ResearchGate It examines how the country is affected by the macro-environment factors and the strategies it has developed to seize opportunities and confront challenges. The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. It can be done by exploring the geographic, The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." And what are customers desired communication modes? characteristics. With its facilities in terms of on ground services and in flight experiences for its passengers Qatar Airways has displayed wide visibility for its brand. Electronic Inspiration LLC. Springer, Cham. Despite the difficulties, Qatar Airways Group proves that rising to the challenge is . Tan, Q., & Sousa, C. M. (2015). following brand equity components: Brand awareness provides the basis for brand equity development process. It faces stiff competition from several rival companies. This Marketing Strategy element reflects the solution to the customers needs. The content on MBA Skool has been created for educational & academic purpose only. Market segmentation surveys are common methods of obtaining the customer-specific 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. Qatar Airways offers its services with help of a fleet that includes one hundred and ninety-two aircraft. Write about your experiences and thoughts in the comments below. Lastly, Qatar Airways should evaluate its proprietary assets (like channel relationships, trademarks and patents). Springer, Cham. Advantages and disadvantages can be attributed to internal The companies are not associated with MBA Skool in any way. provide the brand with better brand image. obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product status), what is price sensitivity level? 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. Luxury is the keystone of the airline, using creativity and innovation to reach their objectives (QATAR report, n.d). It can be done by quantitatively and qualitatively assessing the customer market. The airline operates a fleet that is 214 in size and employs about 4000 individuals including 24,000 direct employees from the airlines. Technological Factor Qatar Airways SWOT Analysis, Competitors & USP | MBA Incorporate this The differentiation strategy focuses on developing brand loyalty by offering premium products. It is a subsidiary and flag carrier of its owner Government of Qatar. Qatar Airways focus groups, polls, interviews etc.). 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 We are here to help. Web1516 Words7 Pages. Analysis of Motifs in a Streetcar Named Desire (scene 1)? Figure 3: Map Qatar, Middle East - From a Distance (Map of Qatar, 2007) 3. This "sustained market penetration strategy" has assured the airline a very secure future. promotional alternatives. Lastly, consider the budget constraints and allocate budget to chosen promotional strategies according to their Marketing Strategy and SWOT analysis of The Week Magazine, Marketing Strategy and SWOT analysis of Dollar Shave Club, Marketing Strategy and SWOT Analysis of Kelloggs. However, the main focus of this paper is to explore the logistics aspect of this mega project. The airline is an affiliate of the Oneworld Alliance and operates from the Qatar Airport as its hub. A detailed competitor analysis can be categorised into the following parts: Qatar Airways Marketing Strategy development requires a comprehensive market analysis. These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Qatar Airways. Amount of extra sales volume generated compared to other branded and non-branded competitors. A comprehensive cost-benefit analysis of each USPs is not sufficient as the effectiveness of the Marketing Strategy of Qatar Airways will directly depend on WebThe financial resources of Qatar Airways are found to be rare according to the VRIO Analysis of Qatar Airways. Technological development in the airline positively affects areas such as routing and Internet booking. Haseeb (2015). 4. Bargaining Power of Suppliers Qatar Airways is one of the leading brands in the airlines sector. Presently it is one of the fastest growing airline catering to more than 30 million passengers annually. PESTEL analysis of Qatar (Qatar country 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. Our model solutions and expert notes are purely intended for inspiration,