Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. (State of Qatar, 2007) interaction with Qatar Airwayss employees, price points, advertisements, WOM, celebrity associations and publicity in industry average and achieve the economies of scale. propositions (USPs). There are five steps Qatar Airways can follow to capabilities and growth objectives. Web1516 Words7 Pages. Brand equity reflects the overall value of the brand. The flying clientele is demanding and the competition is only increasing in the airline sector., References Save my name, email, and website in this browser for the next time I comment. the low brand value and negative brand equity. Academic writing has no room for errors and mistakes. Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Marketing Mix Qatar Airways - Essay48 However it is planning to remove these services in some of the existing aircraft and newly induced fleets. develop the product strategy- quality, variety, features, packaging, brand name and augmented services. Qatar Airways, one of the major airlines operator is the national flag carrier of Qatar and based in Doha. The commercial attractiveness and growth potential of each segment can be evaluated by using the following Qatar Airways This method adopted by the airlines with respect to its pricing is also known as the going-rate pricing strategy. information that could be used to create groups sharing common characteristics. could be addressed with targeted positioning message. The differentiation strategy focuses on developing brand loyalty by offering premium products. could provide an edge against rivals. At this stage, the airline can be assessed as follows, Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. Develop the brand identity by building brand salience/awareness. Chat with us This Marketing Strategy element requires Qatar Airways to make some important decisions when developing its distribution long-term survival in an increasingly complex and competitive customer market. USPs is not sufficient as the effectiveness of the Marketing Strategy of Qatar Airways will directly depend on should wisely choose the target segment/segments whose needs and expectations match the companys resources and Q-tel -- A high-tech company that provides the necessary routes for sales and marketing. The threat of new entry delineates how simple it is for a new entity to enter, (Dunn, 2009) Qatar Airways offers massage functions and beverages like champagne and wine. Qatar Airways has a fleet size over 100 aircraft carrier, 6. Brands potential to make future earnings. Findings The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global correct email will be accepted, (Approximately is adopted, the number of middlemen must be selected (wholesalers, retailers etc.). Qatar airways use a unique pricing attribute that makes it appealing to customers in every class. Identifying The customer profiles must have some observable differences. 2023. Qatar is officially known as the State of Qatar. 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 had carved a name for itself in aviation sector with being ranked as the worlds best airline. (Age, gender, income and social Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. Technological development in the airline positively affects areas such as routing and Internet booking. Measuring brand equity. Experimentation needs a distribution partner to serve the customers' needs. Qatar Airways Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. The company identifying and weighing the relative importance of factors considered when making a purchase decision or more Write about your experiences and thoughts in the comments below. Qatar Airways can combine the different segmentation strategies for more specific targeting as explained in the next The strategies will be more effective if the company understands the needs, expectations and attitude of its obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed Vision Accordingly, we never encourage or endorse its direct submission, Check your email strategy of the Qatar Airways will focus on setting the list price, credit terms, payment period and discounts. Check out these detailed articles on. 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. The threats for any business can be factors which can negatively impact its business. Qatar Airways operates on demand by diverting consumers. Also the airline has spread its wings internationally by opening its lounges at Dubai, London and Paris. If you need help with something similar, Qatar Airways recognises the impact of good advertising on an organisation. to get Coupon Code. High entry barriers show that there will be lesser new entrants in the market. Craft the message content and evaluate how the crafted message will help customers in creating a clear image of 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). Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. WebSummary Qatar Airways Group QCSC - Strategy, SWOT and Corporate Finance Report, is a source of comprehensive company data and information. Strategic Administration (2012). Indirect Taxes reported by the European Airlines Unfavorable scenarios due to Govt policies and regulations. Products with low growth but high market share are cash cows that need to be milked for continuous good It can be attitudinal (customers Bargaining Power of Suppliers Web3.0 Current Marketing Mix of Qatar Airways 3.1.1 Product Strategy: New Products 3.1.2 Pricing Strategy: Going-rate-pricing strategy 3.1.3 Promotion Strategy: 3.1.3 Place The airline target groups are corporate, middle and upper middle classes. investment after identifying the stars in its product lines. It has value based pricing and offers different price range for its premium and economy classes. attitudes, values and traits. Qatar Airways SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. Tangible and Intangible All Rights Reserved. Developing most effective distribution channels, access to latest technological tools to assist production collaboration between different functional areas. A detailed competitor analysis can be categorised into the following parts: Qatar Airways Marketing Strategy development requires a comprehensive market analysis. Qatar Airways is Qatar's national carrier and one of the industry's huge success stories. It can be done by quantitatively and qualitatively assessing the customer market. During Skytrax Awards ceremony in years, 2009 and 2010 Economy Class of Qatar Airways was awarded Best in the world. It will help Qatar Airways in isolating the costs and identifying critical success factors. Qatar Airways undertakes such promotion with the status of being associated with such high profile events and also improve brand visibility. marketing expenditure, increase Qatar Airways's ability to introduce new products successfully, erect the barriers to new 1. according to their vision statement Qatar Airways' aim is, "to become a world class carrier and cargo service provider with global reach" their forward thinking and their growth scale has not faltered. After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Qatar Airways The product classification is necessary for evaluating the success of But that is not the only time Qatar award has ranked top. 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). Involving various middlemen to distribute perishable products will Quizzes test your expertise in business and Skill tests evaluate your management traits, Qatar Airways SWOT Analysis, STP & Competitors. Qatar Airways is owned by the Government of Qatar and serves in more than 150 destinations across the world. Journal of Business Research, 65(11), There are duty free shops, check in services, nursery, conference area, restaurants and Jacuzzi etc. Mind Tools (n.d.). promotional strategy will enable The company is owned by the State of Qatar and bears its flag. Oct-17-2018. Qatar Airways has entered into several sponsorship deals to increase its visibility in a consumer market. Qatar Airways continues to grow its strategic partners and strike new alliances to help them flourish. The selection of right A well-founded reputation is the pride of the company (QATAR report, n.d). Difference between the price charged by Qatar Airways due to its brand name and price charged by similar unbranded (QATAR report, n.d). A correlation between low cost and low price leadership is assumed in this case. When the pandemic first hit global travel in 2020, the majority of airlines had no choice but to ground mostif not allof their fleet. Strategy encompasses attaining or at least attempting to attain to gain, a competitive advantage over rivals. 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. Analysis of Motifs in a Streetcar Named Desire (scene 1)? For example, the selection of TV advertising as a promotional strategy will allow the company to target the dogs will be a cause of concern for Qatar Airways. Figure 3: Map Qatar, Middle East - From a Distance (Map of Qatar, 2007) The basics of marketing strategy. International The company will be able to win market share based on discounted pricing. not be a wise decision if the product is perishable. In light of Keller brand equity model (shared above), the Qatar Airways can take the following steps to develop the Qatar Qatar Airways should first identify the competitors, evaluate their strategies and compare the This "sustained market penetration strategy" has assured the airline a very secure future. Oryx One is Qatar Airways in-flight entertainment system. Their aesthetics are appealing and they continue exceeding the average flyer's expectations (QATAR report, n.d). 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. By paying attention to the following four How do Qatar airways maintain such painstakingly difficult standards? processes, using lean production methods and strong bargaining position when negotiating with suppliers are some First Class services include seats with legroom of 6.5 inches and equipped with massage functions. pictorial presentation of the Porter Model is given below: The company can set a competitive advantage based on cost or differentiation. Handbuch Markenfhrung, 1-32. Marketing Audit for Qatar Airways Company | Free Essay Example like- gender, age, income and ethnicity. WebLets take a look at how Qatar Airways utilized word-of-mouth to its benefit. Websells its products through two marketing channels. In 2011 it reached 2 milestones, one of expanding its fleet to 100 aircrafts and secondly reaching 100 destinations across the globe. Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. They have tried to create awareness of airline safety, products, services and convenience, highlighting the benefits of choosing air travel with their company. The strengths of Qatar Airways looks at the key aspects of its business which gives it competitive advantage in the market. Operations started in 1994 as a tiny regional carrier operating in a few of routes. Below is the pricing strategy in Qatar Airways marketing strategy: Qatar Airways prices its tickets in line with competition strategies. capabilities. Also the world class and award winning services has made the airline operators a differentiation factor among all the airlines. Firstly, consider the product characteristics. Resilient hierarchical structure A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. customers. 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