Tourism and hospitality management assists in attaining practical knowledge of the industry. It helps in improving services that are provided to the consumers and have to follow an appropriate administrative system (Altinay, Paraskevas and Jang, 2015). The present assignment focuses on the QANTAS AIRLINE AUSTRALIA which is a flag carrier airline of Australia. It is placed at a leading position in the industry of hospitality and tourism where it is recognised as the second oldest airline company in the world. Apart from which, it is also evident to have the largest range of domestic and international airline services. In this report, the target market of Quatas airlines along with the strategies developed to reach that market has been explained.
Qantas have the international and domestic airline and it is having its headquarter in Qantas located in Mascot. This Airline has an oligopolistic nature which has small number of employees and has a huge passenger market. In the Australian domestic airline industry, Qantas having an approx 67% market share and in this airline it has a monopoly in the overall market. The company members have to provide better quality services to their consumers so that they attain maximum satisfaction level and by that organization can earn the maximum profit (Schuckert, Liu and Law, 2015).
Qantas is a premium airline which provides different types of domestic and international airline services to their consumers. This airline comprises of commercial, marketing and operations. Commercial helps in maintaining sales and distribution. The staff members of Qantas assist in developing product. Along with this, they have to provide appropriate services. The company members have to maintain relations with the government. Along with this, they have to carry out effective communication. Along with this, the organization is required to make changes in its products and services at regular intervals in order to stay competitive in marketplace. Qantas follow demographic segmentation. They target the high class consumer and also fulfil needs and wants of the consumer. Along with this, the staff members have to maintain the good relations with the public (Eid and El-Gohary, 2015). It is specially in context to the appointed flight attendants in the airline services of Qantas with a remarkable measure of dining for the travellers where they offer restaurant style menus that are also being designed by the Australian chefs. Beside this, they also offer varied assorted wines that includes 300 distinct variety of it where their cabin crews are specifically trained and they thus tend to arrange varied in-flight entertainment with a special reference to the kids. In context to which, the kids are hereby allocated drawing tools and colourful pencils to have a joyful ride.
The market segmentation of Qantas Airline is complex in nature and based on the different facts. Furthermore, it can be also explained that the employees are required to can fulfil the requirements and expectations of consumers. The company members have to improve quality of the services so that they can target the market easily. They have to provide qualitative services to consumers and follow appropriate system of flight booking (Mohammed, Guillet and Law, 2015). Along with the meals which they are providing to the consumers they are of best quality. Current trends in the hospitality and tourism are globalization, safety and security, diversity, service, technology and price value. Trends helps in developing tourism lodgings and the company employees are required to provide appropriate facilities to their consumers (Aragon-Correa, Martin-Tapia and de la Torre-Ruiz, 2015). It helps in increasing employee salary so that they can retain the existing staff by the employees getting the motivation and encouragement. The company members have to use the appropriate policies which are related to innovation so that they can attain the attention of the consumers.
Strength: One of the major strength of the selected business is that it is having almost monopoly in market, Qanta is at the top.
Too much concentration in the Australian market (Prebežac, Schott and Sheldon, 2016).
Rising Labour cost. Increase in price of fuel which affects their operational expenses.
Issues which are faced by the entity is political instability, corruption and tax.
Inflation of the current rates affect Qantas which leads to unstable of economy.
Changes in need and demand of people in the market also affects the sales, demand and profit of the organization.
High technology can increase the consumer expectation.
At the time of carrying out their operations, the company is required to ensure that the regulatory boards of the Airline and authorities have the necessary regulations for dealing with the environmental effectiveness on the part of Airline operators. Qantas wastage of fuel not good for environment as it pollute the environment.
Qantas is maintaining the health and safety rules for the consumer and employees (Kim, Vogt and Knutson, 2015).
In terms of target market, it can be stated that the selected business enterprise targets people which belong to higher income level. Furthermore, aggressive marketing and promotion is the strategy which has been adopted by the company. Apart from this, sales promotion and discounts are other techniques which are used by Qantas.
From the above carried analysis of the report it has been observed that Qantas airline have to create a strong brand. They have to provide excellent services to their consumers for which the organization is required to build proper relation with the public. In this, consumer participation is necessary so that they can promote environment and attract customers. The entity is suggested to adopt penetration pricing so that they can gain prior attention of their consumers again. Qantas have to provide best quality services and provide the services at the premium price and create the brand awareness in the market.