The major assignmentwill be done in groups of four or five students. The major assignment requires a...

Question

The major assignmentwill be done in groups of four or five students. The major assignment requires a written business report of no more than 2500 words, (marking will cease once 2500 words have been reached).This trimester we will examine the following Australian industries:	Fast Food Industry	Soft Drink Industry	Confectionary Industry	Airline Industry	Fashion IndustryThere are four sections of this report.1. Provide a brief situation analysis of the industry background including size, growth and structure, and identify the major competitors and their market shares.2. Research the marketing macro environment and the forces that shape it in the industry selected. Make sure you focus on the industry in Australia only and consider each macro-environment factor. You will need to examine each macro factor and identify the opportunities and threats it presents to marketers.3. Once you have an understanding of the marketing factors impacting on the particular industry, you will need to go to analyse the way in which the market has been segmented. Clearly define how and why segmentation has been applied to your selected industry. Provide examples of the different segments and their target markets. In other words develop a profile of the target markets. This section can be completed in table format (note: anything in table format does not contribute to your word count).4. Take two product items, each from a different product segment that were identified in the previous section and consider ONE of the associated target markets for each item. Identify and explain the marketing strategies employed by manufacturers and retailer to encourage purchase of the two products by the associated marketing mix (basically detail the marketing mix of the two products). To do this effectively, you need to consider the entire marketing mix, compare and contrast how the marketing mix differs for the 2 different products and provide evidence such as in-store photographs, promotional material etc.Your assignment should provide evidence of significant research and preparation. Marketing texts will provide you wish a good basis for the theory, whilst industry reports, newspapers, magazines and company websites will provide you with specific examples.This assignment is to be completed as a professional business report. Details of this are in the Unit Outline and further details will be given in class

David · Accepted Answer

Airlines industry - Australia
student’s name 
professor’s name
course title 
date
Contents 
Executive Summary ................................................................................................................... 3 
1. Introduction ........................................................................................................................ 3 
2. Macro-environment analysis .............................................................................................. 6 
3. Segmentation ...................................................................................................................... 7 
4. Marketing Strategies ........................................................................................................... 8 
5. Conclusion ........................................................................................................................ 11 
Bibliography ............................................................................................................................ 11
 
 
 
 
 
 
 
 

Executive Summary 
 The aviation industry operates in a fast paced, ever changing and highly competitive 
environment. The paper begins with discussion of the industry background including size, 
growth and structure, and identify the major competitors and their market shares in the 
airlines industry in Australia. The impact of marketing macro environment – political, social, 
economic and technological factors that influence the airlines industry. After having an 
understanding of the marketing factors impacting on the airlines industry, the paper analyses 
the way in which the market has been segmented.  Moving ahead the paper identifies the 
entire marketing mix of Qantas Airways and Tiger Airways and justifies their strategies. 
1. Introduction 
Summary of the industry 
 The airways market consists of traveler/ passenger air transport, including both 
scheduled and chartered, but limits air shipping transport. Industry volumes are described as 
the count of revenue travelers enplaned (departures) at all international airports within the 
nation or region, not including transportation travelers who arrive and leave on the same 
flight code. For the US and North America, Trans boundary travelers leaving from either 
nation are considered as part of the international section. Industry value is determined as the 
complete income obtained by airways from moving these travelers. This prevents the double-
counting of travelers.  
Industry size and growth 
 Airline Industry of Australia grew by 7.4% at the end of 2011 and thus reaching 
$18,000 million in total value. By the end of 2016 Airline Industry of Australia is expected to 
reach $30,000 million as per the Market Analysts.  Total volume of Australian Airline 
Industry reached 68 million passengers which grew by 2% at the end of 2011.  
Industry structure 
 Domestic flight is the largest segment of the Australian Airline Industry which 
accounts for approximately 80% of the entire industry and Australian Airline Industry 
accounts for 14.3% of the overall Asia-Pacific airline industry value.
Figure 1. Industry structure 
The major competitors and what are their major strengths and weaknesses 
 Rivalry is increased by the presence of low-cost carriers in the market, as these 
companies can compete more intensely on price. Switching costs for buyers are low, which 
means that it is easy for them to change to a competitor. In this market, ‘storage costs’ are 
actually the costs associated with unsold seats on a flight. Given the cost of fuel, staffing and 
so on associated with operating a flight it is important to maximize the number of seats sold, 
hence the common policy of selling slightly more tickets than there are available seats on the 
understanding that some buyers will not make their plane. Where storage costs are high, 
rivalry is intensified. Diversification in the passenger airline industry is quite rare. Most 
carriers generate additional revenues through freight, but this is usually only a small 
proportion of their total sales. A lack of diversity forces players to compete more intensely in 
their single core business. The major airlines companies in Australia are Qantas Airways, 
Virgin Australia Airlines (formerly Virgin Blue Holdings), Jetstar, Tiger Airways and Rex. 
 Qantas Airways (Qantas or 'the group') is an Australian airline group engaged in the 
operation of international and domestic air transportation services; and the provision of 
freight services. The group is also involved in the sale of international and domestic holiday 
tours and associated support activities, including flight training, catering, passenger and 
ground handling, and engineering and maintenance. Qantas offer services to 208 destinations 
in 46 countries,

The major assignment will be done in groups of four or five students. The major assignment requires a written business report of no more than 2500 words, (marking will cease once 2500 words have been...

Answer To: The major assignment will be done in groups of four or five students. The major assignment requires...

Answer To This Question Is Available To Download

Related Questions & Answers

Submit New Assignment