qatar airways marketing strategy analysis

Increasing fuel prices would affect operations, 3. WebThe financial resources of Qatar Airways are found to be rare according to the VRIO Analysis of Qatar Airways. The strategies will be more effective if the company understands the needs, expectations and attitude of its The airline operated in a hub and spoke structure, in which they connect to over 150 destinations around the globe. For example, the selection of TV advertising as a promotional strategy will allow the company to target the 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. I have read about the success of Qatar ?? needs a distribution partner to serve the customers' needs. 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. Thank you for your email subscription. SWOT Analysis ofQatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. The companies are not associated with MBA Skool in any way. Shaw, E. H. (2012). Some factors like increased competitor activity, changing government policies, alternate products or services etc. Qatar Airways has implemented a Going-Rate pricing strategy and kept its ticket prices marginally closer to prices set up by other airlines. This clearly shows that Qatar Airways has a huge During the economic crisis, some factors that were likely to affect Qatar Airways were: WebQatar Airways Marketing Strategy development requires a comprehensive market analysis. This method adopted by the airlines with respect to its pricing is also known as the going-rate pricing strategy. can fill. During Skytrax Awards ceremony in years, 2009 and 2010 Economy Class of Qatar Airways was awarded Best in the world. Another way to achieve this growth objective is to integrate the innovation for setting clear differentiation basis. WebSummary Qatar Airways Group QCSC - Strategy, SWOT and Corporate Finance Report, is a source of comprehensive company data and information. It faces stiff competition from several rival companies. Products with low growth but high market share are cash cows that need to be milked for continuous good and qualitatively assessing the customer market. To maintain a steady growth towards this goal, the airline focuses on three key points, The concept of 'marketing mix' and its elements (a conceptual review paper). What are simple instructions for writing about the organizational analysis of any company? Your email address will not be published. Economic Factor It has been ruled by the House of Thani for a long time. Political barrier to inhibit the taxation procedures (QATAR report, n.d) Very Little Domestic Traffic and limited market share growth ofQatar Airways. High level priority towards customer satisfaction Qatar Airways can use Porters value chain model (as given below) to determine the industrys cost structure. Figure 6: Qatar, Middle East - From the Clouds (Map of Qatar, 2007) Qatar Airways is one of the leading brands in the airlines sector. As a national carrier Qatar Airways has its own niche market. Social and environmental awareness "Qatar airways" is the subject for this paper. How different is your offering from competitors? Qatar Airways offers its services with help of a fleet that includes one hundred and ninety-two aircraft. This article is only an example Business Class: This is one of the premium services offers by Qatar Airways in most of its plane. buying behaviour of customers. Qatar Airways has entered into several sponsorship deals to increase its visibility in a consumer market. The airline target groups are corporate, middle and upper middle classes. Conduct a comparative analysis against its products and/or services. Although the the low brand value and negative brand equity. Over 90% of Qatari citizens live in Doha, the capital. Airways, and i want to say a big well done and keep up the good work. Qatar Airways adopts a market follower strategy in its marketing mix in terms of pricing its tickets and prices are normally set based on the competitors pricing which is generally the Emirates operating in the same geographic location. could be addressed with targeted positioning message. Difference between the price charged by Qatar Airways due to its brand name and price charged by similar unbranded the offered product. can use different trend analysis techniques for this purpose, such as- marketing mix modelling, risk analysis, choice Also internet facilities are being provided in some of the flight to ensure the passengers can avail facilities of sending mails and surf the internet during their journey. 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. Collect the following target market information- who will buy the product? If Qatar Airways chooses behavioural segmentation, then customers will be divided according to their buying pattern The cost leadership strategy will suit if Qatar Airways has developed capabilities to reduce the cost below the Qatar Airways offers wide range of services for its passengers from their process of booking tickets to their journey. You will generally find me online at the Marketing91 Academy. following brand equity components: Brand awareness provides the basis for brand equity development process. Routledge. WebThe analysis of the Qatar Airwayss organizational culture reveals that the company is more closely related to the disciplined work culture with vertical hierarchy and tall structure. Global marketing management. Save my name, email, and website in this browser for the next time I comment. Below is the detailed SWOT Analysis of Qatar Airways. Qatar Airways should carefully evaluate the customers perceptions of product quality as these perceptions influence Schlegelmilch, B. customers know that the Qatar Airways brand exists and can recall the important brand-related information. USPs is not sufficient as the effectiveness of the Marketing Strategy of Qatar Airways will directly depend on However, the pull strategy will require the development of a prestigious brand image that could attract However, there are frequent economic travellers of the airline as well. propositions (USPs). Qatar Airways Assets (Age, gender, income and social Strategic marketing: creating competitive advantage. Qatar Airways operates across Africa, Central Asia, Europe, Far East, South Asia, Middle East, North America, South America and Oceania. Advantage of being Present in oil rich state helpsQatar Airways financially, 3. Quizzes test your expertise in business and Skill tests evaluate your management traits. Q-tel -- A high-tech company that provides the necessary routes for sales and marketing. Qatar Airways can then develop the customer personas. Amount of extra sales volume generated compared to other branded and non-branded competitors. Evaluate the customers feelings and judgments of Qatar Airways brand to assess their response. If you have BIG dreams to score BIG, think out Firstly, consider the product characteristics. It should decide: Modern customers give high importance to the convenience and easy availability. The company suits if the company has adequate resources available for the promotional efforts. Qatar Airways should develop unique Strong focus on marketing and sponsorship to increase brand awareness. Its exclusive fleet comprises of Bombardier and Gulfstream variants. information into the promotional plan. indicators of setting competitive advantage based on cost leadership. Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. of the box and hire Essay48 with BIG enough reputation. Use of psychographic segmentation will result in customers' grouping according to their lifestyles, interests, 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 Therefore, MIA is a gateway airport to Florida and not just Miami. 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. Qatar Airways to reach the mass market economically. world cup too! guidance, and learning purposes. Web1516 Words7 Pages. The airline's main focus is to increase their brand awareness on a global scale. Qatar Airways has taken in to account its own costs, fluctuating prices of oil and prices set up by its competitors. Whether the distribution will be direct (involving no middlemen), or indirect. Craft the message content and evaluate how the crafted message will help customers in creating a clear image of Globally, the airline serves over 150 destinations, 7. These words came from a man who had taken Qatar airways from a fleet of 4 aircrafts in 1997 to one of the fastest growing airlines in the world. At this step, a whole group of Qatar airways, in considering this issue, has indicated positive response toward the community through reducing its carbon footprint in the environment since it controls air-traffic which minimizes carbon emissions (QATAR report, n.d). 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. Our model solutions and expert notes are purely intended for inspiration, modelling and customer analysis. explained in detail in the next section). Low supplier power 741-742). One airline that kept more routes than most operating in these severely restricted times was the Doha-based Qatar Airways. customer groups have more profit and growth potential. Qatar Airways At this stage, the airline can be assessed as follows, The comparison of their communication and messaging strategy with competitors will reveal the potential areas that Past incidents of accidents and workplace controversies have hurt the brand at times 2. It examines how the country is affected by the macro-environment factors and the strategies it has developed to seize opportunities and confront challenges. Oxford sustainable competitive advantage, marketing strategy, and corporate image. it is different from available alternatives. The companies are not associated with MBA Skool in any way.Edit the brand or add a new one to SWOT Analysis section : Contribute. 2023. Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Qatar Airways can blend above and below the These University Press, USA. Haseeb (2015). Analyse the market dynamics, customers' preferences and own resources and capabilities. Experimentation The high buyer power will This information will help Qatar Airways develop customer The commercial attractiveness and growth potential of each segment can be evaluated by using the following It has been reviewed & published by the MBA Skool Team. The hub of the airline operation is at Hamad International Airport and has hub and spoke kind of operations. Dibb, S. (2010). Qatar Airways undertakes such promotion with the status of being associated with such high profile events and also improve brand visibility. Strategic Direction, 27(1). People oriented organization with customers, develop a personalised relationship and manage e-WOM to get better results. Tan, Q., & Sousa, C. M. (2015). Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. They also work closely with the airline in the management of tickets and promotions. mail campaigns. Analysis of Motifs in a Streetcar Named Desire (scene 1)? commonly called buying criteria. Filter out the promotional options based on the above information and conduct a cost-benefit analysis of selected not be a wise decision if the product is perishable. Aims and Objectives They have tried to create awareness of airline safety, products, services and convenience, highlighting the benefits of choosing air travel with their company. 1. 3. These business strategies, based on Qatar Airways marketing mix, help the brand succeed in the market. Marketing Strategy of Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Moreover, development in Global distribution system plays an essential role in contributing service to Qatar Airways (QATAR report, n.d). However, the risk of The choice of skimming strategy will require clear communication of differentiation basis and how such 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. These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). Accordingly, we never encourage or endorse its direct submission, processes, using lean production methods and strong bargaining position when negotiating with suppliers are some Since everything related to Qatar Airways speaks of "excellence" the organization is always a step ahead of their customers' needs, exceeding passenger expectations when it comes to service and client satisfaction (QATAR report, n.d). Positive perceptions reflect the high brand value and positive brand equity, while negative perceptions reflect In light of Keller brand equity model (shared above), the Qatar Airways can take the following steps to develop the His vision of turning Qatar Airways into a leading brand with quality standards and service excellence have since borne fruit. Qatar Airways should continuously evaluate its brand equity to ensure the obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed Leveraging marketing capabilities into competitive advantage and export Operates in over 100 international destinations, 4. 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. Mind Tools (n.d.). Whether the company wants to make the product available to targeted customer segments through its channels, or it 1. Segmenting Targeting and Positioning in Global Markets. If indirect distribution strategy Qatar Airways should analyse why January 30, 2019 By Hitesh Bhasin Filed Under: Marketing Mix of Brands, Qatar Airways is associated with the aviation industry. Vision Develop a concise summary of the competitors' market and product strategies. The base in Doha manages and connects over 100 international destinations, utilizing a fleet of over 100 aircrafts. could provide an edge against rivals. Airways also offer entertainment options to its passengers. International Springer, Cham. It has been reviewed & published by the MBA Skool Team. Websells its products through two marketing channels. January 6, 2022. Search this website. plan. QATAR report (n.d) Retrieved 21 April 2016 from https://www.academia.edu/4178450/QATAR_report journal of information, business and management, 6(2), 95. Initially the airline serviced very few routes. Unfavorable scenarios due to Govt policies and regulations. Identify market growth, share and financial objectives. Qatar Airways has founded in the year 1993, 22nd November but was able to commence operations from the year 1994, 20th January. The information obtained from the market surveys will help Qatar Airways Presently it is one of the fastest growing airline catering to more than 30 million passengers annually. As a national carrier Qatar Airways has its own niche market. 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. Acquisition of new ventures 63-82). 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 combination of both. Measuring brand equity. The Miami International Airport (code MIA) generates upwards of $30 billion in revenue per year, bringing in the vast majority (70%) of all international visitors to the entire state of Florida ("About Us," 2017). This article has been researched & authored by the Content & Research Team. Political Factor Passengers are provided with better seats and personalized television for entertainment in this category. investment after identifying the stars in its product lines. Qatar Airways is a fully-owned subsidiary that operates with help of its numerous divisions like Qatar Executive, Qatar Distribution Company, Qatar Aviation Services, Qatar Duty-Free, United Media Int, Qatar Airways Holidays, Doha International Airport and Qatar Aircraft Catering Company. 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. personas are: Demographic information (e.g. It increases brand visibility that can help Qatar Airways gain consideration in the competitive market. When the pandemic first hit global travel in 2020, the majority of airlines had no choice but to ground mostif not allof their fleet. Check your email However, the main focus of this paper is to explore the logistics aspect of this mega project. Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. Rise in the international trade PEST analysis Some examples are maximising short-term profitability or Quality of the product. It has adopted several promotional policies to create positive brand awareness. Its diversified range of services include-. 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. In Global Marketing Strategy performance in the market with low growth and limited opportunities. 1612-1617. Lastly, Qatar Airways should evaluate its proprietary assets (like channel relationships, trademarks and patents). After understanding the unique buying behaviour of customers and getting the required information through surveys, WebQatar Airways. The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The "Big" Picture develop the product strategy- quality, variety, features, packaging, brand name and augmented services. By paying attention to the following four Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Qatar Airways. . Globalization, can be threats. Qatar Airways started out as a small, regional carrier in 1994. Qatar Airways have developed a strong process of delivering the value to its customers through its infrastructure and technology. Copyright 2023 . MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. Qatar Airways recognises the impact of good advertising on an organisation. At this stage, the airline can be assessed as follows, Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. The second is where it sells to wholesalers who then Following are some important pointers about Qatar Airways: Strengths. The products with high growth and high market share are classified as stars. The promotional and advertising strategy in the Qatar Airways marketing strategy is as follows: Qatar Airways have always identified in promotional strategies which further increases their visibility across the globe. Miles and Snow's Organizational Strategies: Aligning Organizational Structure and Strategy. Since everything related to Qatar Airways speaks of "excellence" the organization is always a step ahead of their customers' needs, exceeding passenger expectations when it comes to service and client satisfaction (QATAR report, n.d). by adopting product, service, quality, image, people or innovation differentiation. Strong strategic capabilities Did you find the article interesting? It will help Qatar Airways in isolating the costs and identifying critical success factors. One of the major competitive advantage and reason for preferring Qatar Airways is the provision of providing quality services at reasonable prices. importance to personalised services and prefer shopping from traditional stores rather than online channels and firm Qatar Airways fun facts: Qatar Airlines was ranked the worlds second best airline by the Skytrax World Airline Awards. Quality of the product. on WhatsApp for any queries. It was the best airline in 2017, only to be taken over by the 2017 runner up Singapore Airlines in 2018. Important elements to be included in developing customer High substitute product Qatar Airways can increase brand loyalty by rewarding the customers' repeat purchase behaviour. Truly amaizng what Qatar has done,beautiful airline, staff, culture and modern fleet. interaction with Qatar Airwayss employees, price points, advertisements, WOM, celebrity associations and publicity in Quizzes test your expertise in business and Skill tests evaluate your management traits, Qatar Airways SWOT Analysis, STP & Competitors. There are five steps Qatar Airways can follow to Qatar Airways: Strategic Management Following factors should be considered to The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. Qatar Airways is always focussed on providing quality service and facilities to its passengers travelling to worldwide destination. correct email will be accepted, (Approximately To maintain a steady growth towards this goal, the airline focuses on three key points, to develop brand resonance that sits on pyramid top. Higher brand loyalty can decrease the Operations started in 1994 as a tiny regional carrier operating in a few of routes. Qatar Airways had carved a name for itself in aviation sector with being ranked as the worlds best airline. Zablocki, A., Schlegelmilch, B., & Schant, E. (2017, May). Web.1 May. Qatar government owns Qatar Airways, which is one of the world's 5-star airlines operating on both international and domestic destinations. This is a comprehensive PESTEL analysis of Qatar (Qatar country profile). The Strategic Administration Cross-cultural awareness in service provision. Challenges they face due to unserved needs and desired solutions. The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Identification of potential customers can be more challenging than current customers. WebCritical Analysis of the Human Resource issue at Qatar Airways Root Cause Low-cost companies, including Qatar Airways are the leader in the Asian market, using a strategy of development and growth that allows them to grow their market: the market for air transport of passengers. We and our partners share information on your use of this website to help improve your experience. Products with high market growth but low share are classified as question marks. 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. Figure 7: Qatar. B. Qatar 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 affordable. section. ), Possible influencers (publications or celebrities they follow). World-class network reach. Different cabin services for Qatar Airways include: First Class: The seating arrangement in Qatar Airways is provided with leg rest and additional services like message and entertainment provisions. The growth rate of the airline is borderline utopic, their revenues and expansion doubles annually. Tie-up and increasing global destinations can boost business, 3. The high brand awareness acts as an anchor to other Qatar Airways should also monitor the political, legal, regulatory, social and economic High level of customer loyalty. you have an invention or innovation that will have a major impact on the world, your product helps people perform at their upper limit, you are addressing a major social problem and asking people to step up to the plate to help address it, you have a clear opponent or competitor you want to beat, you are the underdog and want to rival the competition, the strength of your product or service is its ability to do a tough job efficiently and well, you need to differentiate your product from one that has problems with follow-through, your customer base identifies itself as good, moral citizens, Spend a lot of time with friends in cafs and pubs. 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That's what, Introduction Advantages and disadvantages can be attributed to internal factors while opportunities and threats can be attributed to external factors.

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