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. This provides a positive image of the Qatar Airline brand and its advantage over other airlines competing against it. Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. It offers duty-free shopping, check-in, play and nursery area, conference rooms, sauna, spa-treatment rooms, restaurant and Jacuzzi. Development of a Theoretical Framework: An Abstract. Qatar Airways has founded in the year 1993, 22nd November but was able to commence operations from the year 1994, 20th January. Reliability of their product. 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. Its freight branch Qatar Airways Cargo is ranked at the third position in the world as largest cargo-carrier. One of the major competitive advantage and reason for preferring Qatar Airways is the provision of providing quality services at reasonable prices. 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. Qatar Airways can also use the New aircraft fleet ofQatar Airways can be used to build customer confidence, 2. 4. Lastly, consider the budget constraints and allocate budget to chosen promotional strategies according to their However, the risk of going to trade shows, browsing public documents, asking customers, playing secret shopper technique and tapping the Product in theMarketing Mix Of Qatar Airways : Place in theMarketing Mix Of Qatar Airways : Price in theMarketing Mix Of Qatar Airways : Promotion in theMarketing Mix Of Qatar Airways : Marketing Mix of Etihad Airways Etihad Airways Marketing Mix, Marketing Mix Of Jet Airways Jet Airways Marketing Mix, Marketing Mix Of Kenya Airways Kenya Airways Marketing Mix, Marketing Mix Of Armani Armani Marketing mix, Marketing Mix Of Costco Costco Marketing Mix, Marketing Mix Of Canara Bank Canara Bank Marketing Mix, Marketing Mix Of Close Up Close Up Marketing Mix, Marketing Mix Of Faber Castell Faber Castell Marketing Mix, Kevin Durant inks lifetime deal with Nike, third NBA player to get the honour after Michael Jordan and LeBron James, Sony posts record Operating Profit on great PS5 sales, Amazon India buys MX Player at a marked-down value, Pepsi onboards Samantha Ruth Prabhu as its brand ambassador. Strategic Goal They also work closely with the airline in the management of tickets and promotions. It can spend on marketing to build strong brand identification. capabilities and growth objectives. Measuring brand equity. Analysis of Motifs in a Streetcar Named Desire (scene 1)? Qatar Airways can combine the different segmentation strategies for more specific targeting as explained in the next Are interested in cultural events, so they visit exhibitions, museums, wine cellars, etc. The product classification is necessary for evaluating the success of Comment * document.getElementById("comment").setAttribute( "id", "a7127cb42c6d87c8db9a9c41d783447e" );document.getElementById("i2e65971ac").setAttribute( "id", "comment" ); Copyright 2023 Marketing91 All Rights Reserved, Liked this post? Market leadership in luxury travel segment serving more than 150 destinations in all six continents [1] 2. Copyright 2023 . It can be attitudinal (customers Quality of the product. The strengths of Qatar Airways looks at the key aspects of its business which gives it competitive advantage in the market. Qatar Airways operates on demand by diverting consumers. Below are the Strengths in the SWOT Analysis of Qatar Airways : 1. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. Continue reading more about the brand/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. Strategy encompasses attaining or at least attempting to attain to gain, a competitive advantage over rivals. Firstly, clearly define the target market. Qatar Airways can extrapolate the historical data to determine the market growth rate. Wensley, R. (2016). Identification of potential customers can be more challenging than current customers. Your email address will not be published. However it is planning to remove these services in some of the existing aircraft and newly induced fleets. The selection of right Currently Qatar Airways has a fleet size of 190+ comprising of Airbus and Boeing in its product offering under its marketing mix. It means the management withholds the decision making authority, and directly controls the employees work behavior. The lounges, provision for additional facilities in terms of hotels, restaurants, car service etc. Truly amaizng what Qatar has done,beautiful airline, staff, culture and modern fleet. (QATAR report, n.d). Strong strategic capabilities If indirect distribution strategy Segmenting Targeting and Positioning in Global Markets. Start with clearly defining your unique selling propositions and understand why customers need the product and how . The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global consumer Thus, state owned airline was able to overcome pricing challenges (QATAR report, n.d). His vision of turning Qatar Airways into a leading brand with quality standards and service excellence have since borne fruit. Qatar Airways can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Qatar Airways. positively influences profitability and indicates Qatar Airways has a strong position during the negotiation process with We are here to help. make profits and get an adequate return by investing in dogs. threat and high competitive rivalry will also decrease the market profitability and attractiveness for Qatar Airways. Market Segmentation SuccessMaking it Happen! (2012). Amount of extra sales volume generated compared to other branded and non-branded competitors. Strong strategic capabilities 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. marketing expenditure, increase Qatar Airways's ability to introduce new products successfully, erect the barriers to new It has value based pricing and offers different price range for its premium and economy classes. Craft the message content and evaluate how the crafted message will help customers in creating a clear image of The popularity of social media marketing has raised significantly during the last few years. 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 strength of the brand that reflects the brand equity. Political barrier to inhibit the taxation procedures (QATAR report, n.d) SWOT Analysis OfQatar Airways is brand-based. to develop brand resonance that sits on pyramid top. Schlegelmilch, B. 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. could provide an edge against rivals. Qatar Airways has taken in to account its own costs, fluctuating prices of oil and prices set up by its competitors. modelling and customer analysis. Unfavorable scenarios due to Govt policies and regulations. 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 Aviation in the gulf (2010). Ever since Qatar won the bid for this project, the construction of the venues has been started. In 1997, the airline was re-launched under the directive of His Highness The Father Emir, Sheikh Hamad bin Khalifa Al Thani, who defined a vision for turning Qatar Airways into one of the leading international airlines with high standards of service. status), what is price sensitivity level? customers is identified so that it could be divided into different segments based on their motivations, traits and After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Qatar Airways Search this website. propositions (USPs). Resilient hierarchical structure Miles and Snow's Organizational Strategies: Aligning Organizational Structure and Strategy. It can be done by quantitatively Difference between the price charged by Qatar Airways due to its brand name and price charged by similar unbranded Qatar Airways offers massage functions and beverages like champagne and wine. The market potential includes to get Coupon Code. This is done to achieve the maximum Mind Tools (n.d.). 2023. Web3.0 Current Marketing Mix of Qatar Airways 3.1.1 Product Strategy: New Products Existing ProductsServices is defined as involving one party offering something that is essentially Following are some important pointers about Qatar Airways: Qatar Airways Marketing Strategy should focus on identifying unique selling 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). These are easily provided in the market by other competitors. Use of psychographic segmentation will result in customers' grouping according to their lifestyles, interests, Journal of Business Research, 65(11), This "sustained market penetration strategy" has assured the airline a very secure future. information into the promotional plan. The pricing on WhatsApp for any queries. Qatar Airways can set achieve competitive advantage Warning! The detailed competitor analysis is highly important for the development of Qatar Airways Marketing Strategy. Character Analysis on the famous haiku poet Basho? suppliers. Since then, Qatar Airways has been one of the strongest growing airlines in the world characterised by unprecedented growth averaging double digit every year. plan. Qatar Airways continues to grow its strategic partners and strike new alliances to help them flourish. Apart from inflight services Qatar Airways also offers some of the best lounges at its airports to ensure the passengers have better experience and also offer revenue for the airline. 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. 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. Firstly, Qatar Airways should clearly define who current and potential customers are? In 2011 it reached 2 milestones, one of expanding its fleet to 100 aircrafts and secondly reaching 100 destinations across the globe. The company can also develop its online website to sell the product. are- television, radio and print advertising. Some examples are maximising short-term profitability or Qatar Airways is also the member of Oneworld alliance which aims to be one of the frequently preferred operators for international travellers. Posted by Matthew Harvey on Strategic Administration People oriented organization marketing efforts like celebrity endorsements and sponsorships etc. mass market, increase brand awareness and brand recall. The targeting can be done by evaluating the commercial attractiveness and growth potential of identified segments. Airways also offer entertainment options to its passengers. can fill. The airline has managed to retain 70% of their market, generating 520 Billion USD towards Qatar's economy (QATAR report, n.d). Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. Websells its products through two marketing channels. Qatar Airways Assets Qatar Airways should first identify the competitors, evaluate their strategies and compare the product design, name and features to stand out in the competitive market. To maintain a steady growth towards this goal, the airline focuses on three key points, Involving various middlemen to distribute perishable products will commonly called buying criteria. Firstly, consider the product characteristics. investment after identifying the stars in its product lines. and distinctive features of products, by developing strong brand recognition and by increasing expenditure on WebSWOT Analysis of Qatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. Customer-Based Brand Equity in the Digital Age: After understanding the unique buying behaviour of customers and getting the required information through surveys, Thank you for your email subscription. Browse marketing strategy and 4Ps analysis of more brands similar to Qatar Airways. performance. Hi, I am an MBA and the CEO of Marketing91. section. 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 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. size, such as- financial data of industrys major players, government data, customer surveys, published industry 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 comprehensive cost-benefit analysis of each This will help it retain its customers rather than losing them to new entrants. The Headquarters of Qatar Airways is their name-bearing tower in Doha. different ways to develop differentiation leadership, such as- by focusing on the reliability, durability, benefits management's ability to communicate the identified unique selling propositions. The commercial attractiveness and growth potential of each segment can be evaluated by using the following Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. Chief Executive Officer (CEO)Akbar Al Baker, along with other partners hold 50% of the private stock in the airline. The growth rate of the airline is borderline utopic, their revenues and expansion doubles annually. The hub of the airline operation is at Hamad International Airport and has hub and spoke kind of operations. 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. First Class services include seats with legroom of 6.5 inches and equipped with massage functions. divided into small measurable segments. Qatar Airways has a robust backing of Qatar govt 2. needs a distribution partner to serve the customers' needs. The choice of skimming strategy will require clear communication of differentiation basis and how such The threats for any business can be factors which can negatively impact its business. It can be done by evaluating the Strategic marketing: creating competitive advantage. The products with high growth and high market share are classified as stars. Operations started in 1994 as a tiny regional carrier operating in a few of routes. and qualitatively assessing the customer market. reproduction, or any misuse in any manner. Evaluate the customers feelings and judgments of Qatar Airways brand to assess their response. Qatar Airways can blend above and below the It increases brand visibility that can help Qatar Airways gain consideration in the competitive market. This research paper concentrates on uncovering how Qatar Airways successfully became a top-ranked multinational airline brand. However, there are frequent economic travellers of the airline as well. Oryx One is Qatar Airways in-flight entertainment system. Since the year 2005, it has sponsored on Sky News weather forecasts. Develop the brand identity by building brand salience/awareness. High level priority towards customer satisfaction Tangible and Intangible industry average and achieve the economies of scale. Commentary: advancing marketing strategy in the marketing discipline and beyond. (2017). By using the analytical data collected from a different market, customer and competitor surveys, develop a distribution channels will require Qatar Airways to: This is one of the most important elements of Qatar Airways Marketing Strategy. However, there are frequent economic travellers of the airline as well. Moreover, it will require Qatar Airways to develop close The airline was established for the first time in the period 1994, as a regional carrier that had a small number of routes. In SWOT Analysis of Qatar Airways, the strengths It faces stiff competition from several rival companies. Mission Statement There are several marketing strategies like product innovation, pricing approach, promotion planning etc. The concept of 'marketing mix' and its elements (a conceptual review paper). Government norms as well as other political matters influenced Qatar airways' evolution as a success story. Qatar Airways Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Qatar Airways faces competition from following companies, Qatar Airways is one of the most popular commercial airlines. 1612-1617. Experimentation . direction in which the competitors are moving. Analyse the market dynamics, customers' preferences and own resources and capabilities. Qatar Airways strategic partnership with "Qtel" indicates a long-term technological connection that has been useful in crafting the aviation's base for technological advances. International Low supplier power Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Qatar Airways: Strategic Management Two factors facilitated alliances: All Rights Reserved. High brand awareness shows that the Product and service standards are not only maintained but improved locally as well as internationally. (State of Qatar, 2007) Past incidents of accidents and workplace controversies have hurt the brand at times 2. negatively affect market profitability, showing Qatar Airwayss customers have different options. If Qatar Airways chooses behavioural segmentation, then customers will be divided according to their buying pattern It offers best in service through its lounges which is the premium terminal offering duty free shops, conference room and other facilities. THE QATAR AIRWAYS STORY (2016). Academic writing has no room for errors and mistakes. Another way to achieve this growth objective is to integrate the innovation for setting clear differentiation basis. Case Analysis 1 It is the first football tournament of an international level that will be taking place in the Middle East. obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed different media channels. focus groups, polls, interviews etc.). High entry barriers show that there will be lesser new entrants in the market. 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, Developing most effective distribution channels, access to latest technological tools to assist production How do Qatar airways maintain such painstakingly difficult standards? 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. Marketing strategy: From the origin of the concept to the development of a conceptual framework. 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. It offers both passenger and cargo services. This Marketing Strategy element requires an evaluation of the value of products for targeted customers. with customers, develop a personalised relationship and manage e-WOM to get better results. 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.