Student Number: (enter on the line below) Student Name: (enter on the line below) HI6005 Management and organisations in a global environment Final AssIGNMENt Trimester 1, 2021 Assessment...

Assessment Task – Tutorial Questions Assignment
Unit Code:HI5004
Unit Name:Marketing Management
Assignment: Tutorial Questions
    
Due:
Weighting: Total Mark 50 = 50%
Purpose: This assignment is designed to assess your level of knowledge of the key topics covered in this unit
Unit Learning Outcomes Assessed:
· Integrate theoretical and practical knowledge of Marketing Management
· Research the tools for gathering marketing information, and utilise these tools to assess markets
· Evaluate consumer behavior and its effect on business performance
· Conduct and apply marketing research, including segmentation and targeting and positioning to enhance decision making
· Develop creative marketing strategies, including product, price, people and promotion, for new product development
· Generate creative strategies for customer acquisition and retention
Question 1: (11 marks)
You have been hired to develop a marketing plan for QANTAS Airlines. Discuss the 4 segmentation bases that may be used, and then recommend a target market for QANTAS. Students should combine their discussion with theories provided in lecture.
QANTAS is Queensland and North Territory Aerial Services which is the oldest airline company based out of Sydney in Australia and second oldest of world. To serve its customers, QANTAS uses mix of Demographic, geographic as well as Psychographic variables. Segmentation thus helps brand to understand various customer groups based on distinctive population variable. Market segmentation is process that divides the total current or potential customers in small groups so as to help planning and analysis (Hassan, Craft and Kortam, 2003). Segmentation helps QANTAS to meet customer needs and competing more effectively while attaining financial goals more readily. Also, it helps to better tune the marketing mix for product refining, setting process, place of sale determination and promoting it with better focus for each market segment. For example- economy, business and the first class travelers are three varying divisions on basis of income group.
Segmentation for QANTAS is quite complex as each segment has varying needs as well as expectations like desire for stop over, expectation in terms of in-flights comfort and service as well as ability to pay fare levels (Walsh et al, 2001)..
Four segmentation basis that are used includes-
1. Demographic segmentation
They may use demographic segmentation wherein the market may be divided in groups based on gender, age, size, family, income, religion, occupation, education, nationality and race. The QANTAS checks the ages in which people prefer services most such as over 40 users are more and most people are well educated and belongs to Christian religions. Also, most of customers are gentleman however the income varies from customer to customer thus first class, economic class and business class may be adopted ((Hassan, Craft and Kortam, 2003).     
2. Behavioral segmentation
Qantas may use behavioral segmentation for selection of the target markets. Buyers may be differentiated as per purpose of trip such as business and leisure or non-business travelers. Further there may be several reasons for travelling in business or leisure so business segment is divided further into routine business, seminars, conference and emergency business reflecting the needs and benefits of passengers. Similarly, the leisure segment is broken into holiday and visiting relatives and friends
3. Geographic segmentation
The market is segmented as per geographic criteria states, nations, countries, regions, neighborhood, cities, and geographical data creates quite an accurate QANTAS profile. When Qantas uses their geographic segmentation then it is targeting which countries customer most using the Qantas airlines. For example European countries people using QANTAS airlines more than Asian people. That’s why it is targeted to the European market as it always tries to keep all of customer and provide all of good flights in European countries (Hassan, Craft and Kortam, 2003).
4. Psychographic segmentation
This segmentation base depends on personal satisfaction wherein Psychographics is science to use demography for better customer understanding. It is divided as per lifestyle, values, personality as well as social class. Ideas and nature vary from individual to individual. Under this, customers has different lifestyles and different people have different social class such as middle class customers uses economic class seat whereas rich people uses business class.
Target market for QANTAS on the basis of market segmentation must be demographically based targeting middle class people to upper class (Walsh et al, 2001). Lower classes ones may not buy economic class tickets. Also, QANTAS does have regular customers who are always travelling recommending other customers. Thus, keeping the customer base and expanding it further helps to realize the wants and needs of customers which also help to make good customer relations.
Question 2: (11 marks)
Explain using the perceptual map provided the positioning of each of these cities. (300-400 words total)
Perpetual map is the one giving visual presentation about the attributes in the perception of customers for the entity or items. This tends to give the positioning of cities based on expenses and attraction for tourists along with suggesting the preferred consumer segments range.
Maui- high expenses and high number of beaches containing city
Paris- high expenses and most points of interest
Rome- quite high expenses and many points of interests
Las Vegas- little high expenses and few points of interests
Cancun- moderate expenses, equally distant for...