MAKT101 Principles Of Marketing

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MAKT101 Principles Of Marketing

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MAKT101 Principles Of Marketing

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Course Code: MAKT101
University: Qatar University

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Country: Qatar

Question:

Customer analysis is the process of carrying out market research in order to determine the needs of the customers (Kenett, & Salini, 2011). Since it is very difficult to study the market as a whole and get a positive result using one product, Qatar Airways has divided its market into groups of individuals (market segments) having similar needs which are easier to quantify. Therefore, a market segment is a group of individuals or organizations having similar characteristics .
Qatar Airways has its own target market segment, which is loyal to the carrier brand. The airliner mainly targets the elite people and the business class who travel in luxury and afford to pay the amount of money that the company charges. The airliner mostly employs the 4ps (place, promotion, price, and product) of market mix strategies when it is carrying out market analysis and product positioning.
In Pricing behavior and non-price characteristics in the airline industry
How airline markets work or do they? Regulatory reform in the airline industry. In Economic Regulation and Its Reform: What Have We Learned? 
Service quality and customer satisfaction in the airline industry: A comparison between legacy airlines and low-cost airlines. American Journal of Tourism Research,
Cooperation contract in tourism supply chains: The optimal pricing strategy of hotels for cooperative third party strategic websites.
Rising Middle Class in Emerging Countries Promotes Global Air Traffic. The Borgen Project.
Too Hot to Fly?
Luxury consumption behavior of Muslim customers in a culturally distinct and an affluent market.
A Paradigm Shift for Advertising and Marketing?
Factors affecting the adoption of e-learning systems in Qatar and USA:

Answer:

Qatar can penetrate the market through new products such as it has advantage to enter in prices that are more competitive. Qantas should come up with low cost carriers. Low cost strategies can compete with low costing flight categories of aviation industry where the parent company keeps the normal standard. The product element of marketing mix also includes the brand name. Therefore, Qatar airways have brand image to deal with strategic alliances with similar airlines so that they can get the benefit of economics of scale. Qatar airways has recognised the impact of advertising on organisation. It should adopt several promotional policies to have positive impact on brand awareness. It should bring out several advertisement campaigns through television, several corporate videos, and its website. Qatar can tie with various car rentals and hotels on international level with transport aero and other airlines. It gives loyal customers, an opportunity to get various benefits related to travel benefits. Qatar airways can enter into various sponsorship programs to increase the visibility in the consumer market. The airways should always focus on providing quality service and several facilities to the passengers that travel to worldwide destination (Khurram Sharif, and Norizan M. Kassim 2017, 193-213)
By following the adequate marketing strategies, it can get a wide recognition of the services that are dedicated to various costumers including awards and its rating. The company should employ efficient infrastructure and technology that can deliver value to the customers. As far as the positioning is concerned, Qatar airways strived to get a renowned name in the aviation sector with ranking as world`s best airline. With the efficient facilities, company has availed good flight experiences for its passengers. Moreover, it has displayed wide visibility of the brand (Miller, Ryan T., and Silvia Pessoa 2017, 176-200). The company can focus on provide efficient services to economy class people by maintaining additional facilities in lounges,  hotels, car service, and restaurants. While expanding the operation in other countries, the airways should make sure the servicers in new place should not affect existing positioning of the airways. The company should manage to maintain and built same level of provisional and additional services in new area wherever they are planning to expand. It is recommended that to enhance the exposure of various services to generate profits, it is increasing the efficiency of services and spreading the range of services. Due to competitive rivalry in aviation marketing, customers have more options to choose and decide they consider a particular airline services as best (El-Masri, Mazen, and Ali Tarhini 2017, 743-763).  
Apart from attracting more new customers, Qatar airways should keep adding more and value added services to achieve the existing loyalty of the passengers. The company should set its annual budget for advertising to promote strategies for services. Apart from this, It is important to take into consideration that improving the technological usage in order to organise its E-marketing, Websites launching, Merchandising. Therefore, it can cover a wide range of customers. For positioning factor, the company should provide efficient on-board services and more in-flight channel services to customers to get a loyal response on the part of existing customers (Yang et al. 2017, 3-6).  
References
El-Masri, Mazen, and Ali Tarhini. “Factors affecting the adoption of e-learning systems in Qatar and USA: Extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2).” Educational Technology Research and Development 65, no. 3 (2017): 743-763.
Miller, Ryan T., and Silvia Pessoa. “8 Integrating Writing Assignments at an American Branch Campus in Qatar: Challenges, Adaptations, and Recommendations.” Emerging writing research from the Middle East-North Africa region (2017): 176-200.
Sharif, Khurram, and Norizan M. Kassim. “Luxury consumption behavior of Muslim customers in a culturally distinct and an affluent market.” In Islamic perspectives on marketing and consumer behavior: Planning, implementation, and control, pp. 193-213. IGI Global, 2015.
Yang, Yanwu, Yinghui Catherine Yang, Bernard J. Jansen, and Mounia Lalmas. “Computational Advertising: A Paradigm Shift for Advertising and Marketing?.” IEEE Intelligent Systems 32, no. 3 (2017): 3-6.

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