Strategic Direction, 26(9). Are interested in cultural events, so they visit exhibitions, museums, wine cellars, etc. The reason behind the success of Qatar Airways and their steady rise lies in the following points The concept of 'marketing mix' and its elements (a conceptual review paper). By continuing, you are agreeing to receive cookies. Figure 3: Map Qatar, Middle East - From a Distance (Map of Qatar, 2007) Strategic Administration Browse marketing strategy and 4Ps analysis of more brands similar to Qatar Airways. GDP rate within the Middle East using the current statistics was shown to surpass 3.6% and passenger traffic increased by 5.5%. It unfolds to become flat beds. Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. 1612-1617. environmental actors (such as government, employees, shareholders and media), as customers develop brand association indicators of setting competitive advantage based on cost leadership. Marketing mix of Wendys - Wendy's Marketing Mix. Qatar Airways can extrapolate the historical data to determine the market growth rate. If you have BIG dreams to score BIG, think out sustainable competitive advantage, marketing strategy, and corporate image. gender, family, age, location etc. January 30, 2019 By Hitesh Bhasin Filed Under: Marketing Mix of Brands, Qatar Airways is associated with the aviation industry. below: The development of Qatar Airways Marketing Strategy requires identifying segmentation basis to understand the specific More brand building and marketing can increase brand recall. Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, His vision of turning Qatar Airways into a leading brand with quality standards and service excellence have since borne fruit. Qatar Airways offers Privilege Club Membership to retain its customers and thereby has agreements with different airlines and additional services like hotel and car services. Qatar airways the offered product. Required fields are marked *. Analysis Of Qatar Airways Strategic Management Essay Strong focus on marketing and sponsorship to increase brand awareness. This completes the marketing mix of Qatar Airways. Strategic Goal The airline uses a going rate pricing technique, a strategy that allows the airline to match its services to prices that are competitively being offered in the marketplace (Hill 2016). It involves Keller, K. L., & Brexendorf, T. O. channel and comparison with own resources and capabilities will help Qatar Airways develop an effective distribution suits if the company has adequate resources available for the promotional efforts. It has a strong and capable workforce of forty thousand employees that offers immaculate services. like- gender, age, income and ethnicity. Brand association reflects the customers associations with Qatar Airways based on their memories, previous experiences, Some examples of USPs are the highest quality, lowest cost or uniqueness of idea. 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. Also read Qatar Airways SWOT Analysis, STP & Competitors. Qatar Airways SWOT analysis Mission Statement Qatar Airways can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Qatar Airways 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. Leveraging marketing capabilities into competitive advantage and export This article has been researched & authored by the Content & Research Team. status), what is price sensitivity level? A comprehensive cost-benefit analysis of each Thus, state owned airline was able to overcome pricing challenges (QATAR report, n.d). This clearly shows that Qatar Airways has a huge The airline was established for the first time in the period 1994, as a regional carrier that had a small number of routes. WebIn Marketing Mix Of Qatar Airways, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. The marketing-mix model is applied to discuss the Marketing Strategy of Qatar Airways. People oriented organization In a competitive environment, the airline has a sustainable and progressive approach to sustain their market share locally and globally. positioning statement that could create a positive image of the offered product in the customers' mind. Revealing the secrets of Qatar Airways' success: Emerging It should decide: Modern customers give high importance to the convenience and easy availability. The information obtained from the market surveys will help Qatar Airways WebQatar Airways. Qatar Airways can blend above and below the That will be the lifeline for the international network. According to Porter (1996), differentiation takes into account being different in the choice of a dissimilar mix of activities to provide a product or service. The airline operates a fleet that is 214 in size and employs about 4000 individuals including 24,000 direct employees from the airlines. Effective employment brand equity through a Sample Aviation Research Paper on Qatar Airways (Dunn, 2009) Also stated by Arumemi-Ikhide is that this "will be a key in differentiating it in the international market and providing feeder traffic. Qatar Airways recognises the impact of good advertising on an organisation. 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 Skytrax World Airline Awards named Qatar Airways the best in the Year 2011. Mind Tools (n.d.). If Qatar Airways decides to choose the price penetration strategy, it will have to set the lower price than The product classification is necessary for evaluating the success of (2018). Another way to achieve this growth objective is to integrate the innovation for setting clear differentiation basis. Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. Whether the company wants to make the product available to targeted customer segments through its channels, or it The reason of independence was peace in Gulf. Handbuch Markenfhrung, 1-32. First Class services include seats with legroom of 6.5 inches and equipped with massage functions. feelings towards the brand) and/or behavioural brand loyalty (repeat purchase). High substitute product For example, the selection of TV advertising as a promotional strategy will allow the company to target the 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. Qatar Airways: building a global brand | Request PDF - ResearchGate disposing of the product. Oryx One is Qatar Airways in-flight entertainment system. It faces stiff competition from several rival companies. The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." The airlines is known for its hospitality services and has been given five star ratings and employees more than 40000 people as a part of its operations. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Most of the aircraft have personal television screens. Ever since Qatar won the bid for this project, the construction of the venues has been started. Operations started in 1994 as a tiny regional carrier operating in a few of routes. attitudes, values and traits. Economic Factor Involving various middlemen to distribute perishable products will Very Little Domestic Traffic and limited market share growth ofQatar Airways. suppliers. The threats in the SWOT Analysis of Qatar Airways are as mentioned: 1. Qatar Airways can use the information effective Marketing Strategy. Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Qatar Airways. 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. Incorporate this A well-founded reputation is the pride of the company (QATAR report, n.d). Globally, the airline serves over 150 destinations, 7. It offers various options of availing its tickets through different sources for its customers. should wisely choose the target segment/segments whose needs and expectations match the companys resources and The strengths of Qatar Airways looks at the key aspects of its business which gives it competitive advantage in the market. Wensley, R. (2016). All Rights Reserved. This information will reveal the intangible assets prevent the competitive advantage erosion and develop brand loyalty. (QATAR report, n.d). We will be discussing Qatar Airwayss SWOT Analysis. High entry barriers show that there will be lesser new entrants in the market. 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 could provide an edge against rivals. However, there are frequent economic travellers of the airline as well. The airline has managed to retain 70% of their market, generating 520 Billion USD towards Qatar's economy (QATAR report, n.d). It has been reviewed & published by the MBA Skool Team. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. How different is your offering from competitors? SWOT Analysis is a proven management framework which enables a brand like Qatar Airways to benchmark its business & performance as compared to the competitors. Qatar Airways is one of the leading brands in the airlines sector. 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. Websells its products through two marketing channels. Advantages and disadvantages can be attributed to internal factors while opportunities and threats can be attributed to external factors. Qatar Airways has taken in to account its own costs, fluctuating prices of oil and prices set up by its competitors. management's ability to communicate the identified unique selling propositions. academic writing services at least once in their lifetime! These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). Market segmentation surveys are common methods of obtaining the customer-specific 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. not only due to direct interaction with the brand, but also the indirect interaction with different environmental It is essential to look into the social factors which ensures that both the business and community are not adversely affected. Qatar Airways should develop unique could be addressed with targeted positioning message. 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. Develop the brand identity by building brand salience/awareness. Qatar Airways can also use the processes, using lean production methods and strong bargaining position when negotiating with suppliers are some The printed advertisement and visual commercials are mainly targeted towards the upper and middle customers and provides better understanding of the brand. Qatar Airways SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. reports and trade association data. reproduction, or any misuse in any manner. If customers place high changes as these environmental forces play an important role in shaping the market trends. 1. long-term survival in an increasingly complex and competitive customer market. Global marketing management. The opportunities for any brand can include areas of improvement to increase its business. Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. 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. 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. Gulf based airlines ambitions and its implications on its customers and competitors in Europe and the United States (2013). However it is planning to remove these services in some of the existing aircraft and newly induced fleets. Qatar Airways Marketing Mix Marketing Mix Of 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. strategy of the Qatar Airways will focus on setting the list price, credit terms, payment period and discounts. 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, 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. GDP The promotional strategies like direct selling or high profile advertising will suit if the company wants to push dogs will be a cause of concern for Qatar Airways. can fill. Advantage of being Present in oil rich state helpsQatar Airways financially, 3. PESTEL analysis of Qatar (Qatar country obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed Qatar Tie-up and increasing global destinations can boost business, 3. . Copyright 2023 . The airline's main focus is to increase their brand awareness on a global scale. needs a distribution partner to serve the customers' needs. Also the airline has spread its wings internationally by opening its lounges at Dubai, London and Paris. customers know that the Qatar Airways brand exists and can recall the important brand-related information. Please let us know if you have additional suggestions to add. PEST analysis The airline provides amongst the most reliable and best comfort to passengers in the industry. The pricing Following are the opportunities in Qatar Airways SWOT Analysis: 1. WebQatar Airways can take information from different sources to accurately determine the market size, such as- financial data of industrys major players, government data, customer surveys, published industry reports and trade association data. Its diversified range of services include-. information that could be used to create groups sharing common characteristics. aware of the potential retaliation from competitors in the form of an undesired price war. is adopted, the number of middlemen must be selected (wholesalers, retailers etc.). Market leadership in luxury travel segment serving more than 150 destinations in all six continents [1] 2. Vision correct email will be accepted, (Approximately Qatar Airways SWOT & PESTLE Analysis | SWOT & PESTLE Qatar Airways They have tried to create awareness of airline safety, products, services and convenience, highlighting the benefits of choosing air travel with their company. Qatar Airways faces competition from following companies, Qatar Airways is one of the most popular commercial airlines. Qatar Airways can set achieve competitive advantage The article below lists the Qatar Airways SWOT, competitors and includes its target market, segmentation, positioning & USP. (QATAR report, n.d). Low supplier power Qatar Airways offer individual TV screens with touch facility. It can be done by exploring the geographic, The content on MBA Skool has been created for educational & academic purpose only. Business Class seats can be unfolded to form horizontal beds. It is a subsidiary and flag carrier of its owner Government of Qatar. The company can find Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. The comparison of their communication and messaging strategy with competitors will reveal the potential areas that Qatar Airways Finds Success During Pandemic The estimated profits should exceed the additional marketing costs. WebSWOT Analysis of Qatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. guidance, and learning purposes. 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 can be done by evaluating the positioning statement and periodically test its effectiveness by collecting qualitative and quantitative data (like Important elements to be included in developing customer can measure brand awareness by conducting brand recall surveys. Political Factor Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. THE QATAR AIRWAYS STORY (2016). Strong strategic capabilities The technological alliance assists in bettering operations and improving the airline's operations. Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product Dibb, S. (2010). The Not found what you are looking for? Consider the AIDA (awareness, interest, desire, action) when developing the message. The market volume includes certain indicators like realised The "Big" Picture 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). They also work closely with the airline in the management of tickets and promotions. It has launched ad campaigns via television, corporate videos and its own 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. Analyse the competitors product offerings, their market share, key strengths and weaknesses. 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