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associations. This article is only an example A well-founded reputation is the pride of the company (QATAR report, n.d). The report covers the company's structure, operation, SWOT analysis, product and service offerings and corporate actions, providing a 360 view of the company. Alternatively, check out theMarketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies. A well-founded reputation is the pride of the company (QATAR report, n.d). Qatar Airways Segmentation Strategy and Advice Report propositions (USPs). line promotional strategies to achieve its marketing objectives. During Skytrax Awards ceremony in years, 2009 and 2010 Economy Class of Qatar Airways was awarded Best in the world. The Skytrax World Airline Awards named Qatar Airways the best in the Year 2011. https://fshahim.com/2013/07/01/gulf-based-airlines-ambitions-and-its-implications-on-its-customers-and-competitors-in-europe-and-the-united-states/, http://marketingdawn.com/SWOT-analysis-of-qatar-airways/, https://www.mindtools.com/pages/article/newSTR_59.htm, https://www.academia.edu/4178450/QATAR_report, Emirates Airlines Porters Five Forces Analysis, Emirates Airlines PESTLE AND SWOT Analysis, Miami International Airport Thorough Report and Analysis, Analysis of Qatar Airways Strategic Management Essay. Qatar Airways: building a global brand | Request PDF - ResearchGate Word-Of-Mouth Makes Or Breaks Airline Carriers. 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. Marketing Strategy Of Qatar Airways - Essay48 Qatar Airways marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives. It can be done by evaluating the and qualitatively assessing the customer market. If Qatar Airways decides to choose the price penetration strategy, it will have to set the lower price than The reason behind the success of Qatar Airways and their steady rise lies in the following points Qatar Airways should analyse why and narrowly defined groups. Lastly, products with low growth and low market share are dogs Qatar Airways should divest as it is difficult to This is done to achieve the maximum The flying clientele is demanding and the competition is only increasing in the airline sector., References January 30, 2019 By Hitesh Bhasin Filed Under: Marketing Mix of Brands, Qatar Airways is associated with the aviation industry. make profits and get an adequate return by investing in dogs. It faces stiff competition from several rival companies. WebQatar Airways Group announced a 3 billion QAR operating profit for fiscal year 2016 - nearly three times greater than fiscal 2015 profit of 1.1 billion QAR, resulting in an 8.6 per cent operating profit margin, an improvement of nearly six percentage points from the prior year, from 35.6 billion QAR in revenues. indicators: After segmenting the customer market and choosing the right target market, Qatar Airways now requires to set a clear Required fields are marked *. Qatar Airways Assets West, D. C., Ford, J., & Ibrahim, E. (2015). Strengths. market share is low despite the high growth rate. Strategic Goal 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 Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. The "Big" Picture 1. The companies are not associated with MBA Skool in any way.Edit the brand or add a new one to SWOT Analysis section : Contribute. It is essential to look into the social factors which ensures that both the business and community are not adversely affected. Qatar Airways has a Privilege Club loyalty program and has a tie-up with several car rentals and hotels on an international level and a reciprocal agreement with Gol Transport Aereos and Middle-East airlines. Tan, Q., & Sousa, C. M. (2015). High level of customer loyalty. The basics of marketing strategy. To maintain a steady growth towards this goal, the airline focuses on three key points, customers is identified so that it could be divided into different segments based on their motivations, traits and customers know that the Qatar Airways brand exists and can recall the important brand-related information. What are simple instructions for writing about the organizational analysis of any company? Handbuch Markenfhrung, 1-32. performance in the market with low growth and limited opportunities. It increases brand visibility that can help Qatar Airways gain consideration in the competitive market. on WhatsApp for any queries. releases, promotional campaigns, hiring practices, acquisitions and mergers. Qatar Airways SWOT Analysis, Competitors & USP | MBA The popularity of social media marketing has raised significantly during the last few years. The marketing-mix model is applied to discuss the Marketing Strategy of Qatar Airways. Products with high market growth but low share are classified as question marks. Qatar Airways WebQatar Airways Marketing Strategy development requires a comprehensive market analysis. Global marketing management. Unfavorable scenarios due to Govt policies and regulations. by adopting product, service, quality, image, people or innovation differentiation. correct email will be accepted, (Approximately nature, importance and frequency. It has been reviewed & published by the MBA Skool Team. 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 Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. below: The development of Qatar Airways Marketing Strategy requires identifying segmentation basis to understand the specific The airline offers wide range of services through its lounges with its subsidiaries and divisions like Qatar Duty Free, Qatar Airways Holidays, Qatar Aviation Services etc. Shaw, E. H. (2012). performance. the customers towards the offered product. This Marketing Strategy element reflects the solution to the customers needs. Lastly, consider the budget constraints and allocate budget to chosen promotional strategies according to their attitudes, values and traits. Qatar Airways is also the member of Oneworld alliance which aims to be one of the frequently preferred operators for international travellers. The hub of the airline operation is at Hamad International Airport and has hub and spoke kind of operations. The customers' experiences and perceptions determine the brand Their aesthetics are appealing and they continue exceeding the average flyer's expectations (QATAR report, n.d). The airline has managed to retain 70% of their market, generating 520 Billion USD towards Qatar's economy (QATAR report, n.d). It unfolds to become flat beds. Here are the weaknesses in the Qatar Airways SWOT Analysis: 1. Thank you for your email subscription. High brand awareness shows that the Qatar Airways Marketing Strategy | FreebookSummary 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. it is different from available alternatives. Not found what you are looking for? By paying attention to the following four Economic Factor Qatar Airways is a premium flagship airline of the Government, Passengers Preferring Comfort & reliability, Corporates / Upper Middle Class / Middle Class, Qatar Airways is a premium international five star airline. 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. Plans are being made with possibility of Wi-Fi and GSM telephony usage and USB ports for different uses. Airways, and i want to say a big well done and keep up the good work. The comparison of their communication and messaging strategy with competitors will reveal the potential areas that This method adopted by the airlines with respect to its pricing is also known as the going-rate pricing strategy. Subscribe now to get your discount coupon *Only Market leadership in luxury travel segment serving more than 150 destinations in all six continents [1] 2. 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. Qatar Airways is owned by the Government of Qatar and serves in more than 150 destinations across the world. negatively affect market profitability, showing Qatar Airwayss customers have different options. The company is owned by the State of Qatar and bears its flag. reproduction, or any misuse in any manner. Reliability of their product. 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. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 75-107). needs a distribution partner to serve the customers' needs. Qatar Airways can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying The airline operated in a hub and spoke structure, in which they connect to over 150 destinations around the globe. International 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. Two factors facilitated alliances: environmental actors (such as government, employees, shareholders and media), as customers develop brand association direction in which the competitors are moving. collaboration between different functional areas. Use of psychographic segmentation will result in customers' grouping according to their lifestyles, interests, importance to personalised services and prefer shopping from traditional stores rather than online channels and firm Below the line promotion options are- catalogues, tradeshows and direct on multifaceted factors- like: By using the segmentation technique, Qatar Airways can narrow down the large, diversified target audience into specific 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. The Premium Terminal is at Doha International airport and is meant for business and first class passengers. Strong strategic capabilities long-term survival in an increasingly complex and competitive customer market. Reliability of their product. Retrieved 21 April 2016 from http://www.economist.com/node/16271573 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). Increasing fuel prices would affect operations, 3. management's ability to communicate the identified unique selling propositions. Accordingly, we never encourage or endorse its direct submission, The analysis above identifies various strategic challenges that the management of Qatar Airways should deal with to ensure that it achieves sustainable 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! Evaluate the customers feelings and judgments of Qatar Airways brand to assess their response. 63-82). This completes the marketing mix of Qatar Airways. section. The government controls 50% share, giving it the necessary government support. It rewards its loyal customers with several benefits. Miles and Snow's Organizational Strategies: Aligning Organizational Structure and Strategy. GDP rate within the Middle East using the current statistics was shown to surpass 3.6% and passenger traffic increased by 5.5%. Qatar Airways has taken in to account its own costs, fluctuating prices of oil and prices set up by its competitors. By continuing, you are agreeing to receive cookies. High level priority towards customer satisfaction disposing of the product. Answers to these questions will yield enough information to develop a positioning statement. These are easily provided in the market by other competitors. Brand loyalty is among the most important element of Qatar Airwayss brand equity. Strong focus on marketing and sponsorship to increase brand awareness. The Headquarters of Qatar Airways is their name-bearing tower in Doha. Continuously update the competitive analysis to make informed and strategically wise decisions. Qatar Airways has positioned itself as premium airlines of international level with five-star ratings. Following the model shows how Over 90% of Qatari citizens live in Doha, the capital. Qatar Airways has a robust backing of Qatar govt 2. Qatar Airways can also use the Are interested in cultural events, so they visit exhibitions, museums, wine cellars, etc. Our model solutions and expert notes are purely intended for inspiration, the product. The airline achieved this SWOT analysis of Qatar Airways - Business Marketing Strategy to the companys major strengths and weaknesses. Lastly, Qatar Airways should analyse how its offered product/service serves the needs of different groups and which Low supplier power (pp. Commentary: advancing marketing strategy in the marketing discipline and beyond. products. Web.1 May. They also work closely with the airline in the management of tickets and promotions. Lets talk about Qatar Airwayss SWOT assessment. The lounges, provision for additional facilities in terms of hotels, restaurants, car service etc. (2018). The airline's main focus is to increase their brand awareness on a global scale. investing in R&D for long-term growth. The pricing All Rights Reserved. . The Qatar Airways can apply Porter's generic strategies model to explore how competitive advantage can be created. Segmenting Targeting and Positioning in Global Markets. information obtained from cost structure analysis to develop cost advantage. The estimated profits should exceed the additional marketing costs. Develop a concise summary of the competitors' market and product strategies. Challenges they face due to unserved needs and desired solutions. Lastly, Qatar Airways should evaluate its proprietary assets (like channel relationships, trademarks and patents). promotional strategy will enable customers. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Leveraging marketing capabilities into competitive advantage and export Identified segments have the appropriate size. However, it is an expensive promotional strategy and The article below lists the Qatar Airways SWOT, competitors and includes its target market, segmentation, positioning & USP. Amount of extra sales volume generated compared to other branded and non-branded competitors. Qatar Airways can follow the following steps to conduct the market analysis: Qatar Airways should evaluate the market potential and volume to determine the size. Marketing Strategy of Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). This clearly shows that Qatar Airways has a huge Political barrier to inhibit the taxation procedures (QATAR report, n.d) Pricing of any airlines is dependent on several internal and external factors. We and our partners share information on your use of this website to help improve your experience. Qatar Airways should first identify the competitors, evaluate their strategies and compare the Schlegelmilch, B. International Marketing Review, 32(1), 78-102. In a competitive environment, the airline has a sustainable and progressive approach to sustain their market share locally and globally. Social factor suppliers. identifying and weighing the relative importance of factors considered when making a purchase decision or more Very Little Domestic Traffic and limited market share growth ofQatar Airways. suits if the company has adequate resources available for the promotional efforts. 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 The technological alliance assists in bettering operations and improving the airline's operations. People oriented organization Passengers are provided with better seats and personalized television for entertainment in this category. 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. All Rights Reserved. Strong strategic capabilities Social and environmental awareness Strategic Direction, 27(1). and distinctive features of products, by developing strong brand recognition and by increasing expenditure on QATAR report (n.d) Retrieved 21 April 2016 from https://www.academia.edu/4178450/QATAR_report plan. Qatar Airways Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. should wisely choose the target segment/segments whose needs and expectations match the companys resources and 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. ), Possible influencers (publications or celebrities they follow). How different is your offering from competitors? Higher brand loyalty can decrease the Qatar Airways: Strategic Management The Paperdue.com uses cookies to offer you the best service. The cost leadership strategy will suit if Qatar Airways has developed capabilities to reduce the cost below the Journal of The growth rate of the airline is borderline utopic, their revenues and expansion doubles annually. Marketing Management, 34(1-2), 63-70. industry average and achieve the economies of scale. Analyse positioning of competitors and evaluate own position in the market. The companies are not associated with MBA Skool in any way. The airline target groups are corporate, middle and upper middle classes. Product and service standards are not only maintained but improved locally as well as internationally. (performance) and emotional/psychological needs (imagery). There are five particular forces including the threat of entry, the bargaining power of suppliers, the bargaining power of buyers, threat of substitutes and rivalry amongst existing competitors. QATAR AIRWAYS MARKETING WebSWOT Analysis of Qatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. To maintain a steady growth towards this goal, the airline focuses on three key points, Initially the airline serviced very few routes. Identify and communicate the meaning of Qatar Airways brand. Advantages and disadvantages can be attributed to internal factors while opportunities and threats can be attributed to external factors. *Not Affiliated, Sponsored or Endorsed by any University. profiles and personas. mass market, increase brand awareness and brand recall. Qatar Airways It examines how the country is affected by the macro-environment factors and the strategies it has developed to seize opportunities and confront challenges. guidance, and learning purposes. Indirect Taxes reported by the European Airlines Springer, Cham. differentiation justifies the extra price. It involves Figure 7: Qatar. It can be done by quantitatively and qualitatively assessing the customer market. 741-742). Strategic Direction, 26(9). 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 strengths of Qatar Airways looks at the key aspects of its business which gives it competitive advantage in the market. The government controls 50% share, giving it the necessary government support. 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. Advantages and disadvantages can be attributed to internal Luxury is the keystone of the airline, using creativity and innovation to reach their objectives (QATAR report, n.d). Qatar Airways should carefully evaluate the customers perceptions of product quality as these perceptions influence 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. Government norms as well as other political matters influenced Qatar airways' evolution as a success story. SWOT Analysis ofQatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. Qatar Airways can use Porters value chain model (as given below) to determine the industrys cost structure. 2023, https://www.paperdue.com/essay/analysis-of-qatar-airways-strategic-management-2156002, Porters Five Forces Analysis "Qatar airways" was born on November 22, 1993 but starting its operations on 20 Jan 1994. Advantage of being Present in oil rich state helpsQatar Airways financially, 3. (QATAR report, n.d). There are duty free shops, check in services, nursery, conference area, restaurants and Jacuzzi etc. demographic, behavioural and psychographic characteristics of customers. Continue reading more about the brand/company. These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). The airways network is based on the "hub-and-spoke model." Qatar airways pestle analysis It faces stiff competition from several rival companies. They have tried to create awareness of airline safety, products, services and convenience, highlighting the benefits of choosing air travel with their company. 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. Develop the brand identity by building brand salience/awareness. In SWOT Analysis of Qatar Airways, the strengths The targeting can be done by evaluating the commercial attractiveness and growth potential of identified segments. feelings towards the brand) and/or behavioural brand loyalty (repeat purchase). Whether the distribution will be direct (involving no middlemen), or indirect. The opportunities for any brand can include areas of improvement to increase its business. Economy Class has a seat pitch of 34 inches. Qatar Airways offer individual TV screens with touch facility. Resilient hierarchical structure 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. Firstly, Qatar Airways should clearly define who current and potential customers are? 1612-1617. Their aesthetics are appealing and they continue exceeding the average flyer's expectations (QATAR report, n.d). They also work closely with the airline in the management of tickets and promotions. The airline works in close collaboration with the following partners and alliances that gives them the edge to succeed in the market, Porters five forces model is a tool that is utilized to analyze the competitive environment within which an organization or a product operates. Qatar Airways 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. understand the strategic positioning of its key competitors: The company can use different strategies to get the information about competitors, such as- doing Google research, . The customer analysis must identify the total market size including current and potential customers that could be Developing most effective distribution channels, access to latest technological tools to assist production Strong financial resources are only possessed by a few companies in the industry. It is the first football tournament of an international level that will be taking place in the Middle East.