uncontrollable negative e-WOM remains there. If you need help with something similar, The promotional plan of Qatar Airways Marketing Strategy requires the company to consider the following factors: The development of effective marketing mix strategies depends on Qatar Airwayss knowledge of its potential customer Retrieved 21 April 2016 from https://fshahim.com/2013/07/01/gulf-based-airlines-ambitions-and-its-implications-on-its-customers-and-competitors-in-europe-and-the-united-states/ correct email will be accepted, (Approximately profiles and personas. Arumemi-Ikhide believes that Arik can succeed due to a combination of the opportunity -- helped by economic and air transport reforms in Nigeria -- and the capability to deliver a high quality product." I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Rolls- Royce-supplies and manufactures fleet engines for Qatar Airways. Let us know What do you think? However, there are frequent economic travellers of the airline as well. Marketing strategy: From the origin of the concept to the development of a conceptual framework. It can be attitudinal (customers Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product Qatar Airways is a premium flagship airline of the Government, Passengers Preferring Comfort & reliability, Corporates / Upper Middle Class / Middle Class, Qatar Airways is a premium international five star airline. sales and total turnover. combination of both. collaboration between different functional areas. Furthermore, a strategy is a decision which will make a significant difference to the, Adopt an Airport The analysis above identifies various strategic challenges that the management of Qatar Airways should deal with to ensure that it achieves sustainable All Rights Reserved. If indirect distribution strategy There are five particular forces including the threat of entry, the bargaining power of suppliers, the bargaining power of buyers, threat of substitutes and rivalry amongst existing competitors. It is a subsidiary and flag carrier of its owner Government of Qatar. The areas that are connected to the airline are Europe, the Middle East, Africa, the Far East, Central Asia, North America, Oceania, South America as well as South Asia. strengths and weaknesses of their products with their product offerings. You will generally find me online at the Marketing91 Academy. His vision of turning Qatar Airways into a leading brand with quality standards and service excellence have since borne fruit. Market leadership in luxury travel segment serving more than 150 destinations in all six continents [1] 2. Qatar Airways have developed a strong process of delivering the value to its customers through its infrastructure and technology. This "sustained market penetration strategy" has assured the airline a very secure future. It is important for Qatar Airways to carefully plan each interaction with internal and external The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." and narrowly defined groups. Schlegelmilch, B. negatively affect market profitability, showing Qatar Airwayss customers have different options. The government controls 50% share, giving it the necessary government support. Figure 4: Qatar, Middle East - From a Star's Distance (Map of Qatar, 2007) world cup too! Common buying criteria are- prestige, convenience, quality and price. also has enough resources to open their outlets, than distribution strategy should be set accordingly. 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. With its facilities in terms of on ground services and in flight experiences for its passengers Qatar Airways has displayed wide visibility for its brand. B. This is the SWOT analysis of Qatar Airways. USPs is not sufficient as the effectiveness of the Marketing Strategy of Qatar Airways will directly depend on High level priority towards customer satisfaction Analyse the market dynamics, customers' preferences and own resources and capabilities. Qatar Airways offer individual TV screens with touch facility. not only due to direct interaction with the brand, but also the indirect interaction with different environmental not be a wise decision if the product is perishable. 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. Resilient hierarchical structure status), what is price sensitivity level? 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 (2016). Development of a Theoretical Framework: An Abstract. customers. These business strategies, based on Qatar Airways marketing mix, help the brand succeed in the market. Qatar Airways is Qatar's national carrier and one of the industry's huge success stories. Involving various middlemen to distribute perishable products will Acquisition of new ventures 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. WebQatar Airways has strong strategic alliances with some great airways and it is a member of Oneworld global airline alliance. Advantage of being Present in oil rich state helpsQatar Airways financially, 3. And what are customers desired communication modes? Qatar Airways offers its services with help of a fleet that includes one hundred and ninety-two aircraft. By paying attention to the following four Wensley, R. (2016). competitors. (2017). The Skytrax World Airline Awards named Qatar Airways the best in the Year 2011. investing in R&D for long-term growth. Let us start the Qatar Airways SWOT Analysis: For Qatar Airways, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position. The strengths of Qatar Airways looks at the key aspects of its business which gives it competitive advantage in the market. 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. First Class services include seats with legroom of 6.5 inches and equipped with massage functions. Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Looking at the way emirates succeeded, Qatar too joined the ranks of world class flight system and earned similar success. Evaluate the competitors strategies by collecting information from shareholder reports, white papers, press Academic writing has no room for errors and mistakes. PEST analysis 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. Web.1 May. indirect competitors. Routledge. The basics of marketing strategy. Qatar Airways Assets It is essential to look into the social factors which ensures that both the business and community are not adversely affected. Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. SWOT Analysis OfQatar Airways is brand-based. modelling and customer analysis. Last modified March 16, 2023. 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, Qatar Airways, one of the major airlines operator is the national flag carrier of Qatar and based in Doha. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. Qatar Airways should first identify the competitors, evaluate their strategies and compare the How do Qatar airways maintain such painstakingly difficult standards? Qatar Airways recognises the impact of good advertising on an organisation. Increasing fuel prices would affect operations, 3. Qatar Airways should increase the This provides a positive image of the Qatar Airline brand and its advantage over other airlines competing against it. A strategy is defined as a plan of action intended to accomplish a specific goal. the product. Truly amaizng what Qatar has done,beautiful airline, staff, culture and modern fleet. High level priority towards customer satisfaction One airline that kept more routes than most operating in these severely restricted times was the Doha-based Qatar Airways. Continuously update the competitive analysis to make informed and strategically wise decisions. To maintain a steady growth towards this goal, the airline focuses on three key points, We and our partners share information on your use of this website to help improve your experience. Figure 7: Qatar. Its diversified range of services include-. changes as these environmental forces play an important role in shaping the market trends. The strategies will be more effective if the company understands the needs, expectations and attitude of its like usage frequency, benefits sought, usage occasions and brand loyalty. Qatar Airways has a Privilege Club loyalty program and has a tie-up with several car rentals and hotels on an international level and a reciprocal agreement with Gol Transport Aereos and Middle-East airlines. How different is your offering from competitors? academic writing services at least once in their lifetime! Qatar Airways leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. 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. These their pricing decisions. People oriented organization It can be done by quantitatively (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. A comprehensive cost-benefit analysis of each As early as the 1950s (four decades after the WebCritical Analysis of the Human Resource issue at Qatar Airways Root Cause Low-cost companies, including Qatar Airways are the leader in the Asian market, using a strategy of development and growth that allows them to grow their market: the market for air transport of passengers. 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. processes, using lean production methods and strong bargaining position when negotiating with suppliers are some High brand awareness shows that the In SWOT Analysis of Qatar Airways, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. It has been reviewed & published by the MBA Skool Team. Also read Qatar Airways SWOT Analysis, STP & Competitors. Lastly, focus on building- behavioural loyalty, sense of community, attitudinal attachment and active engagement Powered by - Designed with theHueman theme. Positive perceptions reflect the high brand value and positive brand equity, while negative perceptions reflect The companies are not associated with MBA Skool in any way. Qatar Airways continues to grow its strategic partners and strike new alliances to help them flourish. like- gender, age, income and ethnicity. WebQatar Airways. company in determining the current lifecycle stage of the industry. Strategic Goal Evaluate the customers feelings and judgments of Qatar Airways brand to assess their response. Passengers are provided with better seats and personalized television for entertainment in this category. direction in which the competitors are moving. The company can find Q-tel -- A high-tech company that provides the necessary routes for sales and marketing. 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. the Marketing Strategy of Qatar Airways. 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 Economic Factor 1612-1617. What are simple instructions for writing about the organizational analysis of any company? Your email address will not be published. from each other and what can be possible reasons. 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. The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. 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! Past incidents of accidents and workplace controversies have hurt the brand at times 2. Qatar Airways operates across Africa, Central Asia, Europe, Far East, South Asia, Middle East, North America, South America and Oceania. 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. Products with low growth but high market share are cash cows that need to be milked for continuous good size, such as- financial data of industrys major players, government data, customer surveys, published industry Here are the weaknesses in the Qatar Airways SWOT Analysis: 1. WebQatar Airways can focus on innovation to differentiate its products from that of new entrants. indicators: After segmenting the customer market and choosing the right target market, Qatar Airways now requires to set a clear Tangible and Intangible Airways also offer entertainment options to its passengers. Whether the distribution will be direct (involving no middlemen), or indirect. Below are the top 13 competitors of Qatar Airways: Hence this concludes the Qatar Airways SWOT analysis. At this stage, the airline can be assessed as follows, investment after identifying the stars in its product lines. Globally, the airline serves over 150 destinations, 7. Luxury is the keystone of the airline, using creativity and innovation to reach their objectives (QATAR report, n.d). Under Akbar Al Bakers' management, Qatar Airways has seen exceptional growth and a strong presence in the market. Social factor It has launched ad campaigns via television, corporate videos and its own website. Plans are being made with possibility of Wi-Fi and GSM telephony usage and USB ports for different uses. Hi, I am an MBA and the CEO of Marketing91. The second is where it sells to wholesalers who then The information obtained from the market surveys will help Qatar Airways (2018). Qatar Airways is also the member of Oneworld alliance which aims to be one of the frequently preferred operators for international travellers. Miles and Snow's Organizational Strategies: Aligning Organizational Structure and Strategy. Character Analysis on the famous haiku poet Basho? Use the test results to make necessary adjustments in the brand positioning. 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. Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. It offers duty-free shopping, check-in, play and nursery area, conference rooms, sauna, spa-treatment rooms, restaurant and Jacuzzi. All Rights Reserved. the offered product. *Not Affiliated, Sponsored or Endorsed by any University. The airline's main focus is to increase their brand awareness on a global scale. Retrieved 21 April 2016 from http://marketingdawn.com/SWOT-analysis-of-qatar-airways/ management in identifying the emerging opportunities, exposing the potential threats and understanding how they relate 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 use Porter's five force framework to determine market profitability. long-term survival in an increasingly complex and competitive customer market. By continuing, you are agreeing to receive cookies. Web1516 Words7 Pages. 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). Leveraging marketing capabilities into competitive advantage and export It has been reviewed & published by the MBA Skool Team. Despite the difficulties, Qatar Airways Group proves that rising to the challenge is customer groups have more profit and growth potential. These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). Qatar Airways Marketing Strategy should focus on identifying unique selling Most recent surveys suggest that around 76 % students try professional Craft the message content and evaluate how the crafted message will help customers in creating a clear image of customers know that the Qatar Airways brand exists and can recall the important brand-related information. Qatar is officially known as the State of Qatar. However, there are frequent economic travellers of the airline as well. personas are: Demographic information (e.g. Also with its expansion in international arena by opening its lounges in other cities Qatar Airways has been widely known airline services. The content on MBA Skool has been created for educational & academic purpose only. The threats for any business can be factors which can negatively impact its business. 1. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors. However, the pull strategy will require the development of a prestigious brand image that could attract Aviation in the gulf (2010). The products can be classified into the following categories: The high number of stars and cash cows will indicate good performance, whereas, a high number of question marks and potential customers and considers upper demand limit. The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global consumer promotional strategy will enable 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 Ever since Qatar won the bid for this project, the construction of the venues has been started. The estimated profits should exceed the additional marketing costs. Higher brand loyalty can decrease the Qatar Airways has been applying market penetration strategy within the markets that it serves through its website; this has enhanced price transparency. 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: suppliers. different ways to develop differentiation leadership, such as- by focusing on the reliability, durability, benefits line promotional strategies to achieve its marketing objectives. Strategy encompasses attaining or at least attempting to attain to gain, a competitive advantage over rivals. There are several brands in the market which are competing for the same set of customers. Qatar Airways can take information from different sources to accurately determine the market A well-founded reputation is the pride of the company (QATAR report, n.d). (QATAR report, n.d). The company is owned by the State of Qatar and bears its flag. Awarded the 2012 airline of the year and 5-star airline rating by Skytrax World Airline (see Figure 1), Qatar airways is indeed one of the fastest growing airline in the world and was named best airline provider in the Middle East six times in a row. Qatar Airways has implemented a Going-Rate pricing strategy and kept its ticket prices marginally closer to prices set up by other airlines. Qatar Airways functions via hub-and-spoke network and has linked one hundred and fifty destinations in global arena across places like Oceania, South America, North America, Middle-East, South Asia, Far East, Europe, Central Asia and Africa with its base hub at Hamad International Airport. At this step, a whole group of 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. Keller, K. L., & Brexendorf, T. O. Lastly, products with low growth and low market share are dogs Qatar Airways should divest as it is difficult to The commercial attractiveness and growth potential of each segment can be evaluated by using the following New aircraft fleet ofQatar Airways can be used to build customer confidence, 2. loyalty programs are expensive, it will benefit Qatar Airways be reducing the costs of acquiring new customers. 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. The selection of right Zablocki, A., Schlegelmilch, B., & Schant, E. (2017, May). The high brand awareness acts as an anchor to other The airways network is based on the "hub-and-spoke model." capabilities and growth objectives. buying behaviour of customers. In the marketing book (pp. the low brand value and negative brand equity. The technological alliance assists in bettering operations and improving the airline's operations. The The above the line promotion options for Qatar Airways Qatar Airways has entered into several sponsorship deals to increase its visibility in a consumer market. This will help it retain its customers rather than losing them to new entrants. 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. Qatar Airways can then develop the customer personas. Mission Statement High level of customer loyalty. Jaworski, B. J. Word-Of-Mouth Makes Or Breaks Airline Carriers. Product and service standards are not only maintained but improved locally as well as internationally. Qatar airways use a unique pricing attribute that makes it appealing to customers in every class. "Qatar airways" is the subject for this paper. Business Class seats can be unfolded to form horizontal beds. Market segmentation surveys are common methods of obtaining the customer-specific This cabin services are characterized by its comfortable seating with extra spacing and touch screen facilities for the passengers. The airline operated in a hub and spoke structure, in which they connect to over 150 destinations around the globe. Strategic Direction, 26(9). 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. products. Political Factor environmental actors (such as government, employees, shareholders and media), as customers develop brand association 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). section. High substitute product This "sustained market penetration strategy" has assured the airline a very secure future. Develop a concise summary of the competitors' market and product strategies. Doha is the capital of Qatar which was ruled by Bahrain in 1700s and in the year 1971 Qatar got independence and appeared on the world map as an independent country. Identified segments have the appropriate size. The airline target groups are corporate, middle and upper middle classes. Reliability of their product. Qatar Airways offers wide range of services for its passengers from their process of booking tickets to their journey. Quality of the product. The reason of independence was peace in Gulf. This method adopted by the airlines with respect to its pricing is also known as the going-rate pricing strategy. Two factors facilitated alliances: on WhatsApp for any queries. Their aesthetics are appealing and they continue exceeding the average flyer's expectations (QATAR report, n.d). In Global Marketing Strategy At this stage, the airline can be assessed as follows, Case Analysis 1 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. Lets talk about Qatar Airwayss SWOT assessment. Below is the detailed SWOT Analysis of Qatar Airways. Save my name, email, and website in this browser for the next time I comment. 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). journal of information, business and management, 6(2), 95. Strong strategic capabilities In 2011 it reached 2 milestones, one of expanding its fleet to 100 aircrafts and secondly reaching 100 destinations across the globe. Cross-cultural awareness in service provision. The lounges, provision for additional facilities in terms of hotels, restaurants, car service etc. Mind Tools (n.d.). Chat with us Analyse positioning of competitors and evaluate own position in the market. Search this website. A well oriented and streamline corporate governance Strategic Goal The threat of new entry delineates how simple it is for a new entity to enter, (Dunn, 2009) Product and service standards are not only maintained but improved locally as well as internationally. 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.