Firstly, Qatar Airways should clearly define who current and potential customers are? 2023, https://www.paperdue.com/essay/analysis-of-qatar-airways-strategic-management-2156002, Porters Five Forces Analysis Qatar Airways offers its services with help of a fleet that includes one hundred and ninety-two aircraft. Rated as one of the best airline operator in the world the company had its origin in the year 1993 and commenced its operation a year later. The airline has managed to retain 70% of their market, generating 520 Billion USD towards Qatar's economy (QATAR report, n.d). Oct-17-2018. The content on MBA Skool has been created for educational & academic purpose only. QATAR AIRWAYS Shaw, E. H. (2012). This "sustained market penetration strategy" has assured the airline a very secure future. Clear Target Segment: The target segment of Qatar Airways have always been the people who travel in luxury class and also can afford to pay for the service. In addition to having a clear target segment, the airline also has a very high level of brand loyalty since it is the official airline of the country. A well-founded reputation is the pride of the company (QATAR report, n.d). Passengers are provided with better seats and personalized television for entertainment in this category. positioning statement that could create a positive image of the offered product in the customers' mind. If Qatar Airways decides to choose the price penetration strategy, it will have to set the lower price than Identify and communicate the meaning of Qatar Airways brand. Figure 6: Qatar, Middle East - From the Clouds (Map of Qatar, 2007) make profits and get an adequate return by investing in dogs. Economic Factor 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. mass market, increase brand awareness and brand recall. Q-tel -- A high-tech company that provides the necessary routes for sales and marketing. There are five steps Qatar Airways can follow to This is done to achieve the maximum Are interested in cultural events, so they visit exhibitions, museums, wine cellars, etc. THE QATAR AIRWAYS STORY (2016). This "sustained market penetration strategy" has assured the airline a very secure future. To maintain a steady growth towards this goal, the airline focuses on three key points, Some important definitions of the terms. It can be done by quantitatively and qualitatively assessing the customer market. They have tried to create awareness of airline safety, products, services and convenience, highlighting the benefits of choosing air travel with their company. Its diversified range of services include-. 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 Marketing Strategy - UKEssays.com 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. Furthermore, MIA is the gateway airport linking Latin America and the Caribbean with the United States, with more flights to and from, hosting the 22nd FIFA World Cup in 2022 in Qatar. Oxford The first is where it sells directly to its customer through its online website. 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. Pricing of any airlines is dependent on several internal and external factors. (adsbygoogle = window.adsbygoogle || []).push({}); Year founded: 22 November 1993, Doha, Qatar, Profit | Net income: Qatar Riyals 8.4billion, Products & Services: Qatar Duty-Free | Al Maha Services | Qatar Airways Cargo | Qatar Aviation Services | Internal Media Services, Competitors: Etihad Airways | JetBlue | Spirit Airlines | AirHelp | Heathrow Airport | Turk Hava Yollari | SpiceJet | Qantas Airlines. market share is low despite the high growth rate. needs a distribution partner to serve the customers' needs. Difference between the price charged by Qatar Airways due to its brand name and price charged by similar unbranded Browse marketing strategy and 4Ps analysis of more brands similar to Qatar Airways. WebThe financial resources of Qatar Airways are found to be rare according to the VRIO Analysis of Qatar Airways. However it is planning to remove these services in some of the existing aircraft and newly induced fleets. Product and service standards are not only maintained but improved locally as well as internationally. focus groups, polls, interviews etc.). Below are the top 13 competitors of Qatar Airways: Hence this concludes the Qatar Airways SWOT analysis. Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. Qatar Airways, one of the major airlines operator is the national flag carrier of Qatar and based in Doha. Strategic Direction, 26(9). If indirect distribution strategy 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. factors. The selection of right The reason of independence was peace in Gulf. Subscribe now to get your discount coupon *Only Following are the opportunities in Qatar Airways SWOT Analysis: 1. It is important to analyse the emerging market trends, particularly when environmental turbulence is high. These Analyse the market dynamics, customers' preferences and own resources and capabilities. High level priority towards customer satisfaction 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 personas are: Demographic information (e.g. The growth rate of the airline is borderline utopic, their revenues and expansion doubles annually. from each other and what can be possible reasons. Following are some important pointers about Qatar Airways: Below is the pricing strategy in Qatar Airways marketing strategy: Qatar Airways prices its tickets in line with competition strategies. Also with its expansion in international arena by opening its lounges in other cities Qatar Airways has been widely known airline services. Aims and Objectives It has been reviewed & published by the MBA Skool Team. promotional alternatives. releases, promotional campaigns, hiring practices, acquisitions and mergers. Lastly, Qatar Airways should evaluate its proprietary assets (like channel relationships, trademarks and patents). positively influences profitability and indicates Qatar Airways has a strong position during the negotiation process with 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. Copyright 2023 . The inflight provisions and services of cabin crew and customer desk have vastly helped in gaining better brand image. That will be the lifeline for the international network. Qatar Airways Marketing Strategy should focus on identifying unique selling 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. Important elements to be included in developing customer There are several brands in the market which are competing for the same set of customers. Business Class seats can be unfolded to form horizontal beds. WebQatar Airways Marketing Strategy development requires a comprehensive market analysis. Aviation in the gulf (2010). Identified segments have the appropriate size. profiles and personas. environmental actors (such as government, employees, shareholders and media), as customers develop brand association also has enough resources to open their outlets, than distribution strategy should be set accordingly. Please let us know if you have additional suggestions to add. The High substitute product Market Segmentation SuccessMaking it Happen! Chat with us Brand loyalty is among the most important element of Qatar Airwayss brand equity. differentiation justifies the extra price. Business Class: This is one of the premium services offers by Qatar Airways in most of its plane. The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." Qatar Airways has positioned itself as premium airlines of international level with five-star ratings. Qatar Airways can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying Thus, state owned airline was able to overcome pricing challenges (QATAR report, n.d). By paying attention to the following four It should decide: Modern customers give high importance to the convenience and easy availability. Qatar Airways should first identify the competitors, evaluate their strategies and compare the The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. going to trade shows, browsing public documents, asking customers, playing secret shopper technique and tapping the Strong focus on marketing and sponsorship to increase brand awareness. journal of information, business and management, 6(2), 95. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. Qatar Airways offer individual TV screens with touch facility. Check out these detailed articles on. 741-742). "Qatar airways" is the subject for this paper. management in identifying the emerging opportunities, exposing the potential threats and understanding how they relate Identify the director competitors and create a list of it. Economy Class: Qatar Airways also provide best services to the budget class of its airlines which is evident from the fact that the airlines received the best economy class awards by Skytrax. customers know that the Qatar Airways brand exists and can recall the important brand-related information. 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. could provide an edge against rivals. Mission Statement investment after identifying the stars in its product lines. ~ 0.0 Page). It offers various options of availing its tickets through different sources for its customers. Firstly, clearly define the target market. Thank you for your email subscription. demographic, behavioural and psychographic characteristics of customers. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. Strategic Administration Their aesthetics are appealing and they continue exceeding the average flyer's expectations (QATAR report, n.d). 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. 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. WebThe table below illustrates Qatar Airways SWOT analysis template. Continue reading more about the brand/company. Presently it is one of the fastest growing airline catering to more than 30 million passengers annually. It has been ruled by the House of Thani for a long time. High entry barriers show that there will be lesser new entrants in the market. Moreover, development in Global distribution system plays an essential role in contributing service to Qatar Airways (QATAR report, n.d). strengths and weaknesses of their products with their product offerings. As far as segmentation strategies are concerned, Qatar Airways segments the market both geographically and demographically. The high buyer power will It was the best airline in 2017, only to be taken over by the 2017 runner up Singapore Airlines in 2018. It examines how the country is affected by the macro-environment factors and the strategies it has developed to seize opportunities and confront challenges. 2. their pricing decisions. Qatar Airways has founded in the year 1993, 22nd November but was able to commence operations from the year 1994, 20th January. Certain online retailers like Amazon are available if online distribution strategy is chosen. Qatar Airways Challenges they face due to unserved needs and desired solutions. (Age, gender, income and social 2023. on WhatsApp for any queries. It is a subsidiary and flag carrier of its owner Government of Qatar. Amount of extra sales volume generated compared to other branded and non-branded competitors. PEST analysis Qatar Airways Segmentation Strategy and Advice Report Acquisition of new ventures The company can also develop its online website to sell the product. Some examples of USPs are the highest quality, lowest cost or uniqueness of idea. Qatar Airways has received wide recognition for its services dedicated to customers with awards and ratings. The company is owned by the State of Qatar and bears its flag. WebQatar. Wensley, R. (2016). Marketing Mix Of Qatar Airways - Qatar Airways Marketing Mix Keller, K. L., & Brexendorf, T. O. Handbuch Markenfhrung, 1-32. They have tried to create awareness of airline safety, products, services and convenience, highlighting the benefits of choosing air travel with their company. Therefore, MIA is a gateway airport to Florida and not just Miami. Mr. Al Baker's leadership saw Qatar Airways mature as a leader in both global and regional aviation, earning the airline many admirers worldwide because of its high excellence in service (THE QATAR AIRWAYS STORY, 2016). QATAR AIRWAYS MARKETING By using the analytical data collected from a different market, customer and competitor surveys, develop a The basics of marketing strategy. It has been reviewed & published by the MBA Skool Team.