Contents
- Introduction
- Concept of marketing auditing and marketing planning
- Marketing planning
- Market auditing
- Marketing auditing and marketing planning of Qantas
- Links between marketing auditing, planning and strategy
- Business tools used by quanta in formal marketing, auditing and planning
- SWOT analysis
- Ansoff Matrix
- Important factors in qantas' macro environment
- The use of marketing research and marketing intelligence by Qantas
- Market segmentation by Qantas
- Demographics
- Psychographics
- Buyer graphics
- Geographic
- Marketing positioning of Qantas
- Understanding of buyer behavior in the case of Qantas
- Complex buyer behavior
- Dissonance-reducing buyer behavior
- Buyer behavior seeking variety
- Habitual buying behavior
- Conclusion
- Bibliography
Description
This report is based on the following questions –
• Why would Qantas undertake formal marketing auditing and marketing planning? What is the link between auditing, planning and corporate strategy?
• How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning?
• Thinking specifically of the airline market, what are the most important factors in Qantas macro-environment?
• Thinking specifically of the airline market, what are the most important factors in Qantas micro-environment?
• How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy?
• How could Qantas use segmentation and specific segmentation variables like demographics, psychographics, buyer-graphics and geographics?
• How could an understanding of market positioning be of assistance to Qantas?
• How could an understanding of buyer behaviour be of assistance to Qantas?