Question - CHIFLEY BUSINESS SCHOOL ATMS 401 MARKETING ASSIGNMENT Date: Please refer to your lecturer for details Marks: 30% of total assessment Recommended length: Maximum of 2500 words (excluding appendices, references and bibliography) While some may see this as a restriction in the level of detail you may include, its purpose is to encourage you to focus on the issues and key concepts of each question. The word limit also encourages you to write concisely, a skill highly valued in business. As a general rule appended material should not exceed 10% of the volume of the actual assignment, i.e. 250 words. Topics covered: 1 - 5 GENERAL INSTRUCTIONS  All assignments are to be submitted online by the due date. ...Read More Instructions for how to submit your assignment are included with these study materials.  Hardcopy submissions will not be accepted. PRESENTATION OF ASSIGNMENT  You should include a title page that lists your name, Student ID and the unit number and title.  Number all pages sequentially.  Any published material you refer to should be properly referenced and included in a bibliography at the end of your assignment (see Plagiarism notice overleaf). © Chifley Business School, 2012. PLAGIARISM Plagiarism is a form of cheating, by representing someone else's work as your own or using someone else's work (another student's or author's) without acknowledging it with a reference. This is a serious breach of the Academic Regulations and will be dealt with accordingly. Students found to have plagiarised can be excluded from the program. Plagiarism occurs whenever you do any of the following things without acknowledging the original source:  copy information from any source (including the study guide, books, newspapers, the internet)  use another person's concepts or ideas  summarise or paraphrase another person's work. How do I avoid plagiarism? To ensure you are not plagiarising, you must acknowledge with a reference whenever you:  use another person's ideas, opinions or theory  include any statistics, graphs or images that have been compiled or created by another person or organisation  paraphrase another's written or spoken word. By understanding and using one of the referencing systems detailed in Managing Your Study (available on e-Communities), you will be able to avoid plagiarism. There are three main referencing systems:  the 'Harvard' or 'author/date' system; e.g. 'Smith (1985) listed five key factors'  the 'Oxford' or 'footnote' system, e.g. 'Smith listed five key factors1'  the use of end notes in place of footnotes. For further information on referencing please refer to Managing Your Study. What are the penalties? The penalties for plagiarism are:  deduction of marks  a mark of zero for the assignment or the unit or  exclusion from the program. Plagiarism is dealt with on a case-by-case basis and penalties will reflect the seriousness of the breach. Please note: claiming that you were not aware of need to reference is no excuse. A T M S 4 0 1 M A R K E T I N G A S S I G N M E N T Qantas is the world's second oldest airline, having been founded in the Australian outback in 1920. It is Australia's largest domestic and international airline. The name comes from the initial letters of the words in the original registered title—Queensland and Northern Territory Aerial Services Limited. The Qantas Group employs approximately 32,500 people and operates a fleet of over 250 aircraft, comprising Boeing, Airbus and Bombardier aircraft from full-size long-haul aircraft to smaller short- haul aircraft. The Group offers services across a network spanning 182 destinations in 44 countries (including those covered by code share partners). International Air Transport Association (IATA) data for 2009 shows Qantas was the world's 11th largest airline in terms of Revenue Passenger Kilometres (RPKs).1 Its brands include Qantas, Jetstar and Qantas Link (as well as several Jetstar brands in East Asia). Qantas is the Group's standard fares airline, based in Sydney, while Jetstar is the Group's budget fares airline that also manages the Jetstar Asia operations, based in Singapore. Both offer Australian domestic and international services, and are intended as complementary, rather than competitor, brands to each other. In recent years the Qantas Group has been one of the few airline groups in the world still making a profit. Many airlines have been making substantial losses, and there have been some mergers (such as KLM–Air France), takeovers and bankruptcies (such as Northwest and American Airlines). Despite the apparent rosy initial impression, the actual profitability picture across the Group is mixed, with Jetstar's domestic and international operations generally doing well, while the Qantas division of the business has been doing less well. Qantas's international market share has fallen sharply in the past decade. While the airline was in a dominant market position in 2000–2001 with 34.4 per cent of the traffic to and from Australia, by 2010–2011 its market share had dropped to 18.7 per cent. Part of the response to this was the launch of Jetstar, which has absorbed 8 per cent of international traffic into and out of Australia leaving the overall Qantas Group with a 26.5 per cent market share by late 2011.2 The economic viability of the Qantas international operations is, however, central to the Qantas Group business mission and objectives. Reflecting this, the need to cut costs is a central tenant of the Group's strategy for Qantas. According to the airline, the cost base is around 20 per cent higher than key competitors.3 It simply does not have the low cost structure of many of the competitors, especially the Asian competitors. Neither does Qantas have the well positioned hubs of the competitor Asian and Middle Eastern carriers. Accordingly Qantas is having to undertake its marketing in an environment where competitors, such as Emirates, Etihad, and Singapore Airlines (with great hubs) are tackling them head-on. Given the above, a large number of Qantas routes, primarily to Asia and Europe, are loss-making.4 In contrast, a central tenant of the JetStar strategy is to grow the brand in Asian markets through stand alone operations, joint ventures and strategic alliances, as much as possible and as rapidly as possible. Jetstar is one of the world's fastest growing and most profitable low-fares airlines, set for significant future growth.5 1 http://www.qantas.com.au/infodetail/about/FactFiles.pdf 2 http://www.news.com.au/travel/news/qantas-fights-international-market-slide/story-e6frfq80-1226204436766 3 http://www.qantas.com.au/travel/airlines/building-a-stronger-qantas/global/en 4 ibid. 5 ibid. 1 A T M S 4 01 A S S I G N M E N T 2 A T M S 4 01 A S S I G N M E N T Management perceives that part of the solution for the Qantas division of the international business is offshore maintenance of aircraft, employment of overseas flight crew, and pilots on much lower salaries. All of this is part of the perceived need to pair down costs, just as the Group was able to when it established JetStar as the low cost brand in the Qantas Group. This assignment is focused on the international side of the Qantas Group business, specifically the Qantas and Jetstar international passenger operations. Their domestic Australian operations are not the principal focus of this assignment. Commentary on them should either be very limited, or excluded.  Consider the basic tools for conducting a marketing audit, like the SWOT and the PEST. How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning? Provide four examples. Note: do not describe the business tools at length, rather explain how they might be used. (3 marks)  Thinking specifically of the airline market, what are the most important factors in Qantas macro- environment? Briefly describe them and explain the reasons for their importance. Note: there is not a right or wrong answer – explain the reasons for choosing these as the most important factors. (3 marks)  Thinking specifically of the airline market, what are the most important factors in Qantas micro- environment? Briefly describe them and explain the reasons for their importance. Note: there is not a right or wrong answer – explain the reasons for choosing these as the most important factors. (3 marks)  How would Qantas position itself differently for its consumer and business markets? How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy for each of these two markets?. (6 marks)  How could Qantas use segmentation and specific segmentation variables like demographics, psychographics, buyer-graphics and geographics? Provide a specific example. (3 marks)  How could an understanding of market positioning be of assistance to Qantas for targeting its target segments? (3 marks)  How could an understanding of buyer behaviour be of assistance to Qantas? Provide a specific example of how Qantas could tailor its promotions based on buyer behaviour. (3 marks)  Why would Qantas undertake formal marketing auditing and marketing planning? What is the link between auditing, planning and corporate strategy? Note - do not simply discuss these broadly— apply the concepts directly to the Qantas case. (6 marks) Ultimately, your report should demonstrate that you understand the linkages between marketing audits, marketing plans and marketing strategies, and their relationships with each of the concepts or thematic areas above. Your report should also demonstrate that you can apply these to the Qantas Group. A T M S 4 01 M A R K E T I N G RECOMMENDED APPROACH Your assignment should demonstrate that you understand the linkages between the key theoretical concepts in Topics 1–5, and that you can apply them to a real-life situation, in this instance Qantas. You should therefore be familiar with the contents of the early Topics in this unit before making a substantive start on the assignment. You are required to submit a report rather than an essay, so make sure it is structured to contain thematically titled sections with a logical flow of arguments from one to another, rather than a series of stand-alone answers to individual questions. Do not title each section as 'Question 1', 'Question 2', etc. Your ability to discern the themes and how they are linked is one of the judgment criteria that will be used to assess your work. A table of contents and an introduction are appropriate. An executive summary is not necessary. A brief conclusion, drawing your various themes together and leaving the reader with one or two insights, while not essential, can add value. If necessary, you may include supporting appendices, but be judicious in your selection. The assignment should be tackled systematically. Your grade will depend on your ability to fulfil the terms of the set brief as fully as possible within the word count. Use concise descriptions and do not include lengthy material taken from individual sources. Given the nature of this assignment, and the amount of information that may require synthesis, use bullet points to summarise where necessary. Note that all questions are not of equal value in this assignment. In terms of allocating your effort (and the words), follow the marks allocated to each section. In preparing your assignment, you may draw upon material from a range of sources beyond your Study Guide, including the internet, the news media, trade journals, financial-analysis reports, marketing textbooks and academic marketing journals. While it is not mandatory to do so, reading widely will add value to your paper by providing you with additional insights and ideas. If you draw on material from the internet, make sure your sources are reputable. For information on evaluating web resources, visit: http://www. lib.berkeley.edu/TeachingLib/Guides/Internet/Evaluate.html. Wherever you draw upon the work of others in your assignment, you must acknowledge it by referencing the source of the information (e.g. the Study Guide, Qantas websites, national and international newspapers, textbooks, and so on). This applies to more than just direct quotations— you must also reference key definitions, ideas from the authors consulted, and statistics and tabular data that you use in your report. If you find helpful sentences in an existing document that you wish to include in your report, you must either paraphrase them significantly and reference the source, or include them as direct quotations. You must use a globally accepted referencing system (e.g. the Harvard system or the Oxford system) and must also include a bibliography. Refer to My Resource Centre on e-Communities for more information. Failure to provide references in academic work (as is the case in the commercial sector) is unacceptable. All papers are a combination of one's own work and ideas and information from other sources. It would be extremely unusual to write a paper that is based entirely on one's own knowledge and ideas. If you fail to provide references in your assignment, it will be automatically marked as a 'FAIL' grade, and Chifley Client Care will contact you about this serious issue. Finally, pay attention to the clarity of your presentation. Is your assignment cogent and clearly expressed? Ensure that you proofread your assignment, and that you also ask someone else to read it. Where necessary and appropriate, make revisions in light of their comments and feedback. 3 A T M S 4 01 A S S I G N M E N T ...Read Less

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