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. The reason behind the success of Qatar Airways and their steady rise lies in the following points Past incidents of accidents and workplace controversies have hurt the brand at times 2. Amount of extra sales volume generated compared to other branded and non-branded competitors. Inflight Entertainment of Qatar Airways involves the use of Oryx One system with provision of television and other entertainment portals are available on board. 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. 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. direction in which the competitors are moving. 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. PEST analysis Qatar Airways is also the member of Oneworld alliance which aims to be one of the frequently preferred operators for international travellers. Passengers are provided with better seats and personalized television for entertainment in this category. 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. Also with its expansion in international arena by opening its lounges in other cities Qatar Airways has been widely known airline services. Evaluate the competitors strategies by collecting information from shareholder reports, white papers, press Products with low growth but high market share are cash cows that need to be milked for continuous good And what are customers desired communication modes? Paperdue.com uses cookies to offer you the best service. Since the year 2005, it has sponsored on Sky News weather forecasts. It involves Qatar Airways has founded in the year 1993, 22nd November but was able to commence operations from the year 1994, 20th January. Commentary: advancing marketing strategy in the marketing discipline and beyond. World-class network reach. characteristics. world cup too! Findings The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global Qatar Airways offers massage functions and beverages like champagne and wine. "Qatar airways" was born on November 22, 1993 but starting its operations on 20 Jan 1994. The airline operated in a hub and spoke structure, in which they connect to over 150 destinations around the globe. It offers best in service through its lounges which is the premium terminal offering duty free shops, conference room and other facilities. 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. Search this website. Some important definitions of the terms. The company can find It increases brand visibility that can help Qatar Airways gain consideration in the competitive market. information that could be used to create groups sharing common characteristics. Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. 63-82). The products with high growth and high market share are classified as stars. High level of customer loyalty. The article below lists the Qatar Airways SWOT, competitors and includes its target market, segmentation, positioning & USP. 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. The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global consumer Over 90% of Qatari citizens live in Doha, the capital. Qatar Airways recognises the impact of good advertising on an organisation. It was the best airline in 2017, only to be taken over by the 2017 runner up Singapore Airlines in 2018. Lastly, products with low growth and low market share are dogs Qatar Airways should divest as it is difficult to 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). Retrieved 21 April 2016 from http://www.economist.com/node/16271573 Difference between the price charged by Qatar Airways due to its brand name and price charged by similar unbranded Brands potential to make future earnings. Qatar Airways has taken in to account its own costs, fluctuating prices of oil and prices set up by its competitors. Figure 7: Qatar. customers is identified so that it could be divided into different segments based on their motivations, traits and status), what is price sensitivity level? Strong strategic capabilities Reliability of their product. The choice of skimming strategy will require clear communication of differentiation basis and how such It can be done by exploring the geographic, indicators: After segmenting the customer market and choosing the right target market, Qatar Airways now requires to set a clear management in identifying the emerging opportunities, exposing the potential threats and understanding how they relate plan. This is done to achieve the maximum 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. Web1516 Words7 Pages. Political Factor 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). It has been the most preferred airline in terms of the ranking in different categories by Skytrack thereby earning an edge over other competing airlines. Qatar government owns Qatar Airways, which is one of the world's 5-star airlines operating on both international and domestic destinations. A well oriented and streamline corporate governance A detailed competitor analysis can be categorised into the following parts: Qatar Airways Marketing Strategy development requires a comprehensive market analysis. changes as these environmental forces play an important role in shaping the market trends. Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. It can be done by quantitatively and qualitatively assessing the customer market. Moreover, development in Global distribution system plays an essential role in contributing service to Qatar Airways (QATAR report, n.d). Advantage of being Present in oil rich state helpsQatar Airways financially, 3. capabilities and growth objectives. Firstly, consider the product characteristics. Warning! sales and total turnover. Required fields are marked *. However, there are frequent economic travellers of the airline as well. Are interested in cultural events, so they visit exhibitions, museums, wine cellars, etc. By using the analytical data collected from a different market, customer and competitor surveys, develop a demographic, behavioural and psychographic characteristics of customers. The Premium Terminal is at Doha International airport and is meant for business and first class passengers. information obtained from cost structure analysis to develop cost advantage. Qatar Airways has a strong workforce of nearly 20,000 employees, 5. Qatar Airways can divide the market into small homogeneous groups. channel and comparison with own resources and capabilities will help Qatar Airways develop an effective distribution Initially the airline serviced very few routes. WebDIGITAL MARKETING STRATEGY MARKETING OBJECTIVES To increase brand recognition To increase the brand awareness To increase brand equity To increase the number of people visiting the website of Qatar Airways by 500 daily during the marketing campaigns To increase the sales of air travelling services by 3% within one month To increase the Powered by - Designed with theHueman theme. Shaw, E. H. (2012). The threat of new entry delineates how simple it is for a new entity to enter, (Dunn, 2009) Analysis of Motifs in a Streetcar Named Desire (scene 1)? Furthermore, a strategy is a decision which will make a significant difference to the, Adopt an Airport 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. It has been ruled by the House of Thani for a long time. 1. Qatar Airways generally targets the rich upper and middle-class segments which includes business corporates and executives. 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. Whether it is interested in: traditional brick and mortar distribution network, online distribution or a Subscribe now to get your discount coupon *Only The airline is an affiliate of the Oneworld Alliance and operates from the Qatar Airport as its hub. Acquisition of new ventures Qatar Airways can extrapolate the historical data to determine the market growth rate. threat and high competitive rivalry will also decrease the market profitability and attractiveness for Qatar Airways. Save my name, email, and website in this browser for the next time I comment. the customers towards the offered product. Economy Class has a seat pitch of 34 inches. to the companys major strengths and weaknesses. The threats in the SWOT Analysis of Qatar Airways are as mentioned: 1. Identify the director competitors and create a list of it. Evaluate the customers feelings and judgments of Qatar Airways brand to assess their response. information into the promotional plan. industry average and achieve the economies of scale. 2023. Case Analysis 1 The government controls 50% share, giving it the necessary government support. Technological development in the airline positively affects areas such as routing and Internet booking. How do Qatar airways maintain such painstakingly difficult standards? It has its headquarters base in Doha at Qatar Airways Tower and since the year 2013, October a part of Oneworld Alliance. Check your email modelling and customer analysis. Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. Economic Factor The customer analysis must identify the total market size including current and potential customers that could be Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Qatar Airways. WebThe table below illustrates Qatar Airways SWOT analysis template. Miles and Snow's Organizational Strategies: Aligning Organizational Structure and Strategy. line promotional strategies to achieve its marketing objectives. The market volume includes certain indicators like realised Technological Factor A well oriented and streamline corporate governance Comment * document.getElementById("comment").setAttribute( "id", "a7127cb42c6d87c8db9a9c41d783447e" );document.getElementById("i2e65971ac").setAttribute( "id", "comment" ); Copyright 2023 Marketing91 All Rights Reserved, Liked this post? value. 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 promotional strategy will enable The Social Grabber 2023. New aircraft fleet ofQatar Airways can be used to build customer confidence, 2. Academic writing has no room for errors and mistakes. In the marketing book (pp. Customer-Based Brand Equity in the Digital Age: strength of the brand that reflects the brand equity. 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. and distinctive features of products, by developing strong brand recognition and by increasing expenditure on It faces stiff competition from several rival companies. Their aesthetics are appealing and they continue exceeding the average flyer's expectations (QATAR report, n.d). Qatar Airways can choose one or more segments depending on the segments characteristics and the company's resources, 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. divided into small measurable segments. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Marketing mix of Wendys - Wendy's Marketing Mix. investing in R&D for long-term growth. Qatar Airways should increase the (Age, gender, income and social Cross-cultural awareness in service provision. High entry barriers show that there will be lesser new entrants in the market. 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. attitudes, values and traits. Marketing Strategy and SWOT Analysis of Krispy Kreme. The cost leadership strategy will suit if Qatar Airways has developed capabilities to reduce the cost below the Qatar Airways had carved a name for itself in aviation sector with being ranked as the worlds best airline. Your email address will not be published. 75-107). Strengths. Qatar Airways has been applying market penetration strategy within the markets that it serves through its website; this has enhanced price transparency. different ways to develop differentiation leadership, such as- by focusing on the reliability, durability, benefits Experimentation Their staff is well-trained, polite and culturally aware. Some factors like increased competitor activity, changing government policies, alternate products or services etc. WebThe financial resources of Qatar Airways are found to be rare according to the VRIO Analysis of Qatar Airways. Retrieved 21 April 2016 from https://www.mindtools.com/pages/article/newSTR_59.htm All Rights Reserved. It has targeted middle and upper-middle section of society along with corporate clients as its potential customers. 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. Identification of potential customers can be more challenging than current customers. 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 Social factor The company can use one or more of these segmentation strategies to choose the right market segments and develop an 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. SWOT Analysis OfQatar Airways is brand-based. Porters five forces model is a tool that is utilized to analyze the competitive environment within which an organization or a product operates. WebSWOT Analysis of Qatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. A correlation between low cost and low price leadership is assumed in this case. However, the pull strategy will require the development of a prestigious brand image that could attract personas are: Demographic information (e.g. 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. After understanding the unique buying behaviour of customers and getting the required information through surveys, loyalty programs are expensive, it will benefit Qatar Airways be reducing the costs of acquiring new customers. section. ), Possible influencers (publications or celebrities they follow). Routledge. 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. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. The airline's main focus is to increase their brand awareness on a global scale. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. Another way to achieve this growth objective is to integrate the innovation for setting clear differentiation basis. Plans are being made with possibility of Wi-Fi and GSM telephony usage and USB ports for different uses. Lastly, Qatar Airways should evaluate its proprietary assets (like channel relationships, trademarks and patents). Character Analysis on the famous haiku poet Basho? Moreover, it will require Qatar Airways to develop close processes, using lean production methods and strong bargaining position when negotiating with suppliers are some Last modified March 16, 2023. World-class network reach. . The "Big" Picture In SWOT Analysis of Qatar Airways, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. 1612-1617. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. QATAR report (n.d) Retrieved 21 April 2016 from https://www.academia.edu/4178450/QATAR_report 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. suits if the company has adequate resources available for the promotional efforts. Posted by Matthew Harvey on They also work closely with the airline in the management of tickets and promotions. Figure 4: Qatar, Middle East - From a Star's Distance (Map of Qatar, 2007) The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. Following are the opportunities in Qatar Airways SWOT Analysis: 1. suppliers. Also the airline has spread its wings internationally by opening its lounges at Dubai, London and Paris. management's ability to communicate the identified unique selling propositions. The analysis above identifies various strategic challenges that the management of Qatar Airways should deal with to ensure that it achieves sustainable Qatar Airways: Strategic Management can be threats. The high buyer power will Certain online retailers like Amazon are available if online distribution strategy is chosen. 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! Operates in over 100 international destinations, 4. The strategies will be more effective if the company understands the needs, expectations and attitude of its Increasing competition from other airlines can affectQatar Airways' margins, 2. Mission Statement guidance, and learning purposes. This will help it retain its customers rather than losing them to new entrants. Operations started in 1994 as a tiny regional carrier operating in a few of routes. Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product Vision It examines how the country is affected by the macro-environment factors and the strategies it has developed to seize opportunities and confront challenges. 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. marketing expenditure, increase Qatar Airways's ability to introduce new products successfully, erect the barriers to new 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: 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. That will be the lifeline for the international network. Strategic Direction, 27(1). Consider the AIDA (awareness, interest, desire, action) when developing the message. positively influences profitability and indicates Qatar Airways has a strong position during the negotiation process with In a competitive environment, the airline has a sustainable and progressive approach to sustain their market share locally and globally. After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Qatar Airways Lets talk about Qatar Airwayss SWOT assessment. The Oct-17-2018. Qatar Airways should analyse why Oryx One is Qatar Airways in-flight entertainment system. Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. 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. 3. Leveraging marketing capabilities into competitive advantage and export Measuring brand equity. These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). Brand equity reflects the overall value of the brand. These Ever since Qatar won the bid for this project, the construction of the venues has been started. Mission Statement 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. At this stage, the airline can be assessed as follows, Congratulations on being a sponsor for the 2022 fifa ?? This Marketing Strategy element requires an evaluation of the value of products for targeted customers. Qatar Airways is always focussed on providing quality service and facilities to its passengers travelling to worldwide destination. B. At paperdue.com, we provide students the tools they need to streamline their studying, researching, and writing tasks. Political barrier to inhibit the taxation procedures (QATAR report, n.d) Incorporate this Qatar Airways has positioned itself as premium airlines of international level with five-star ratings. could be addressed with targeted positioning message. The popularity of social media marketing has raised significantly during the last few years. Qatar Airways' focused strategy works partly because the delivery of this scale of service can only be matched by a few and that gives the airline a good client share. needs a distribution partner to serve the customers' needs. Copyright 2023 . When the pandemic first hit global travel in 2020, the majority of airlines had no choice but to ground mostif not allof their fleet. 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. SWOT Analysis is a proven management framework which enables a brand like Qatar Airways to benchmark its business & performance as compared to the competitors, and make strategic improvements. Qatar Airways has taken in to account its own costs, fluctuating prices of oil and prices set up by its competitors. Qatar Airways has received wide recognition for its services dedicated to customers with awards and ratings. 4. The report covers the company's structure, operation, SWOT analysis, product and service offerings and corporate actions, providing a 360 view of the company. Qatar Airways continues to grow its strategic partners and strike new alliances to help them flourish.