Leveraging marketing capabilities into competitive advantage and export During Skytrax Awards ceremony in years, 2009 and 2010 Economy Class of Qatar Airways was awarded Best in the world. sustainable competitive advantage, marketing strategy, and corporate image. 3. 2023. The growth rate of the airline is borderline utopic, their revenues and expansion doubles annually. 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. 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. Qatar Airways operates on demand by diverting consumers. Measuring brand equity. The hub of the airline operation is at Hamad International Airport and has hub and spoke kind of operations. Whether the company wants to make the product available to targeted customer segments through its channels, or it 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. 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 4. 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. It can be done by exploring the geographic, Market leadership in luxury travel segment serving more than 150 destinations in all six continents [1] 2. Below is the pricing strategy in Qatar Airways marketing strategy: Qatar Airways prices its tickets in line with competition strategies. Qatar International Marketing Review, 32(1), 78-102. This information will reveal the Journal of Historical Research in Marketing, 4(1), 30-55. They also work closely with the airline in the management of tickets and promotions. Positive perceptions reflect the high brand value and positive brand equity, while negative perceptions reflect It can be done by evaluating the Qatar Airways Marketing Strategy | FreebookSummary That's what, Introduction 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. Dibb, S. (2010). GDP rate within the Middle East using the current statistics was shown to surpass 3.6% and passenger traffic increased by 5.5%. 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. The opportunities for any brand can include areas of improvement to increase its business. These business strategies, based on Qatar Airways marketing mix, help the brand succeed in the market. In SWOT Analysis of Qatar Airways, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. mail campaigns. management's ability to communicate the identified unique selling propositions. The reason behind the success of Qatar Airways and their steady rise lies in the following points 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. High level priority towards customer satisfaction 4. Continuously update the competitive analysis to make informed and strategically wise decisions. 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. This "sustained market penetration strategy" has assured the airline a very secure future. Springer, Cham. The above the line promotion options for Qatar Airways Qatar Airways: building a global brand | Request PDF - ResearchGate 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. Oct-17-2018. Qatar Airways Marketing Strategy - UKEssays.com It offers Onboard-Connectivity WI-Fi and a passenger can access emails, send MMS and SMS and browse the internet to his hearts content. A comprehensive cost-benefit analysis of each Two factors facilitated alliances: Technological development in the airline positively affects areas such as routing and Internet booking. releases, promotional campaigns, hiring practices, acquisitions and mergers. (performance) and emotional/psychological needs (imagery). Schlegelmilch, B. Social and environmental awareness Qatar Airways is always focussed on providing quality service and facilities to its passengers travelling to worldwide destination. The needs, expectations and buying behaviour of customers are heterogeneous and depend However, there are frequent economic travellers of the airline as well. Currently Qatar Airways has a fleet size of 190+ comprising of Airbus and Boeing in its product offering under its marketing mix. If you have BIG dreams to score BIG, think out journal of information, business and management, 6(2), 95. QATAR AIRWAYS MARKETING effective Marketing Strategy. 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. 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). A detailed competitor analysis can be categorised into the following parts: Qatar Airways Marketing Strategy development requires a comprehensive market analysis. Qatar Airways is one of the leading brands in the airlines sector. Effective employment brand equity through a intangible assets prevent the competitive advantage erosion and develop brand loyalty. Tie-up and increasing global destinations can boost business, 3. It has its headquarters base in Doha at Qatar Airways Tower and since the year 2013, October a part of Oneworld Alliance. The company strengths and weaknesses of their products with their product offerings. Qatar Airways SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. Strategic Goal associations. Tangible and Intangible Vision 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. Craft the message content and evaluate how the crafted message will help customers in creating a clear image of The reason of independence was peace in Gulf. 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 to the companys major strengths and weaknesses. Its exclusive fleet comprises of Bombardier and Gulfstream variants. to get Coupon Code. 1. Use of this Qatar Airways to reach the mass market economically. There are duty free shops, check in services, nursery, conference area, restaurants and Jacuzzi etc. 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. You will generally find me online at the Marketing91 Academy. Qatar Airways Group QCSC - Strategy, SWOT and Corporate Finance Report Increasing fuel prices would affect operations, 3. strength of the brand that reflects the brand equity. (2017). investing in R&D for long-term growth. needs a distribution partner to serve the customers' needs. University Press, USA. GDP 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. 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." Qatar Airways recognises the impact of good advertising on an organisation. Oryx One is Qatar Airways in-flight entertainment system. Qatar Airways SWOT analysis Business Class: This is one of the premium services offers by Qatar Airways in most of its plane. It became the crown jewel after the airline was relaunched by the Qatari Emir "Hamad bin Khalifa Al-Thani." The growth rate of the airline is borderline utopic, their revenues and expansion doubles annually. reports and trade association data. are- television, radio and print advertising. Furthermore, a strategy is a decision which will make a significant difference to the, Adopt an Airport 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. The Strategic Direction, 26(9). 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 leans so heavily towards luxury and high class service that most of its preferred market is the business and the elite class. Strategy encompasses attaining or at least attempting to attain to gain, a competitive advantage over rivals. At paperdue.com, we provide students the tools they need to streamline their studying, researching, and writing tasks. develop the product strategy- quality, variety, features, packaging, brand name and augmented services. can measure brand awareness by conducting brand recall surveys. Qatar Airways should also monitor the political, legal, regulatory, social and economic Difference between the price charged by Qatar Airways due to its brand name and price charged by similar unbranded The airline operated in a hub and spoke structure, in which they connect to over 150 destinations around the globe. Privacy Policy, Download this Essay in word format (.docx). Development of a Theoretical Framework: An Abstract. 3. The company can use one or more of these segmentation strategies to choose the right market segments and develop an Following are the opportunities in Qatar Airways SWOT Analysis: 1. His vision of turning Qatar Airways into a leading brand with quality standards and service excellence have since borne fruit. Developing most effective distribution channels, access to latest technological tools to assist production 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. It has launched ad campaigns via television, corporate videos and its own website. Aims and Objectives Findings The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global Retrieved 21 April 2016 from http://marketingdawn.com/SWOT-analysis-of-qatar-airways/ sales and total turnover. Some examples are maximising short-term profitability or Powered by - Designed with theHueman theme. Lets talk about Qatar Airwayss SWOT assessment. Passengers are provided with better seats and personalized television for entertainment in this category. These aims are not unrealistic, considering how their 122 aircrafts are progressively serving over 120 destinations across all the continents (QATAR report, n.d). Social Media Analysis for Qatar Airways Evaluation Essay - Free After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Qatar Airways Firstly, clearly define the target market. Technological Factor It became primary shirt sponsor of FC Barcelona in the year 2013, July and in October 2016 became associated with Sydney Swans as Official International Airline Sponsor. 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. Incorporate this The Skytrax World Airline Awards named Qatar Airways the best in the Year 2011. The Airline has stayed true to its mission statement that calls for, "excellence in everything that we do." please submit your details here. The popularity of social media marketing has raised significantly during the last few years. Most of the aircraft have personal television screens. Qatar Airways analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Government norms as well as other political matters influenced Qatar airways' evolution as a success story. It rewards its loyal customers with several benefits. High substitute product Brand association reflects the customers associations with Qatar Airways based on their memories, previous experiences, Qatar Airways can use Porter's five force framework to determine market profitability. The airline's main focus is to increase their brand awareness on a global scale. Therefore, MIA is a gateway airport to Florida and not just Miami. More brand building and marketing can increase brand recall. Case Analysis 1 Develop a concise summary of the competitors' market and product strategies. Qatar Airways should develop unique suits if the company has adequate resources available for the promotional efforts. It is essential to look into the social factors which ensures that both the business and community are not adversely affected. 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. The airline provides amongst the most reliable and best comfort to passengers in the industry. How it serves the customers tangible needs (State of Qatar, 2007) 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. on WhatsApp for any queries. vendors. Business Class seats can be unfolded to form horizontal beds. Luxury is the keystone of the airline, using creativity and innovation to reach their objectives (QATAR report, n.d). A well oriented and streamline corporate governance plan. Develop the positioning statement for Qatar Airways Marketing Strategy by answering the following questions: What are the needs and wants of your target market? If customers place high Strengths. THE QATAR AIRWAYS STORY (2016). As far as segmentation strategies are concerned, Qatar Airways segments the market both geographically and demographically. Qatar Airways (2018). Resilient hierarchical structure Evaluate the competitors strategies by collecting information from shareholder reports, white papers, press Comment * document.getElementById("comment").setAttribute( "id", "a7127cb42c6d87c8db9a9c41d783447e" );document.getElementById("i2e65971ac").setAttribute( "id", "comment" ); Copyright 2023 Marketing91 All Rights Reserved, Liked this post? Reliability of their product. Higher brand loyalty can decrease the Khan, M. T. (2014). The company is owned by the State of Qatar and bears its flag. SWOT Analysis OfQatar Airways is brand-based. The threats for any business can be factors which can negatively impact its business. The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. This information can help a Moreover, it will require Qatar Airways to develop close Rise in the international trade 1. 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, However, there are frequent economic travellers of the airline as well. Inflight Entertainment of Qatar Airways involves the use of Oryx One system with provision of television and other entertainment portals are available on board. SWOT Analysis ofQatar Airways evaluates the brands strengths, weaknesses, opportunities, and threats. Paperdue.com uses cookies to offer you the best service. 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). Whether it is interested in: traditional brick and mortar distribution network, online distribution or a Qatar Airways has a fleet size over 100 aircraft carrier, 6. 1. These are easily provided in the market by other competitors. combination of both. obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed Qatar Airways has been applying market penetration strategy within the markets that it serves through its website; this has enhanced price transparency. Qatar Airways Qatar Airways personas are: Demographic information (e.g. the product. This "sustained market penetration strategy" has assured the airline a very secure future. It can be attitudinal (customers players and strengthen the company's bargaining power against other channel members. Check your email Market segmentation surveys are common methods of obtaining the customer-specific The cost leadership strategy will suit if Qatar Airways has developed capabilities to reduce the cost below the Marketing Management, 34(1-2), 63-70. Qatar Airways faces competition from following companies, Qatar Airways is one of the most popular commercial airlines. company in determining the current lifecycle stage of the industry. This clearly shows that Qatar Airways has a huge Brand equity reflects the overall value of the brand. Firstly, Qatar Airways should clearly define who current and potential customers are? WebThe financial resources of Qatar Airways are found to be rare according to the VRIO Analysis of Qatar Airways. Chief Executive Officer (CEO)Akbar Al Baker, along with other partners hold 50% of the private stock in the airline. Globalization, Brand loyalty is among the most important element of Qatar Airwayss brand equity. Below is the detailed SWOT Analysis of Qatar Airways. 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. on multifaceted factors- like: By using the segmentation technique, Qatar Airways can narrow down the large, diversified target audience into specific Since then, Qatar Airways has been one of the strongest growing airlines in the world characterised by unprecedented growth averaging double digit every year. Lastly, Qatar Airways should analyse how its offered product/service serves the needs of different groups and which The threat of new entry delineates how simple it is for a new entity to enter, (Dunn, 2009) 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. The airline works in close collaboration with the following partners and alliances that gives them the edge to succeed in the market, 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. Figure 4: Qatar, Middle East - From a Star's Distance (Map of Qatar, 2007) The base in Doha manages and connects over 100 international destinations, utilizing a fleet of over 100 aircrafts. industry average and achieve the economies of scale. Qatar Airways started out as a small, regional carrier in 1994. 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