BUS 201 Lecture 7: Qantas Case Analysis
31 Oct 2017
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Document Summary
Problem: brand image has been destroyed symptoms: customer retention, customer attraction. Objective: repair your reputation with the public as the world"s leading long-distance airline and. In the airline industry, there are 2000 airlines operating in more than 23,000 aircrafts, providing service to over 3700 airports. Australia, jetstar, tiger airways and rex are the major airlines however qantas has 65% market share in australia. Major competitor of qantas = virgin blue low cost flights. During grounding of qantas fleet, virgin australia jumped at opportunity to gain profits from stranded customers. Growth of world air travel has averaged approximately 5% per year over the past 30 years. Expected to double over next 10-15 years target audience: families travelling together or businesspeople. Porter"s 5 forces: threat of new entrants: not very likely that new companies will enter australian airline industry threat of substitutes: competitors such as virgin who offered discounted tickets.
