MARKETING PLANNING AND PROMOTION
Abstract
Marketing planning and promotion is an important concept that businesses employ to ensure that they enhance their competitiveness and profitability in the business environment. The current business environment is characterized with a number of firms competing with one another for market share. The high level of competition in the business environment necessitates the need for organizations to develop and implement appropriate strategies that can ensure that they remain competitive and productive. In order to develop appropriate marketing and promotional strategy for organizations, it is important for the management to conduct both the internal and external environment analysis of the organization. This can be achieved with the use of various analytical tools such as PESTEL, SWOT, AIDA, BCG and Porters Five Forces among others. This thesis provides a marketing planning and promotion for Qantas Airline. It uses various techniques that include segmentation analysis, PESTEL, Porters Five Forces, BCG and AIDA to develop appropriate marketing and promotion strategy for the company.
Table of Contents
MARKETING PLANNING AND PROMOTION.. 1
Targeted Customers of the Company. 7
Table Showing Percentage distribution of the Targeted customers of the Qantas Airline. 7
Graph illustrating the distribution of the percentage of targeted customers. 8
BCG Model of Qantas Airline. 8
Table Illustrating the Financial Contribution of the Business Units. 10
Graphical Illustration of % Business Units Contributions. 11
External Environment Analysis. 11
Bargaining Power of Suppliers. 17
Bargaining Power of Customers. 18
Intensity of Existing Rivalry. 18
Diagram Illustration Qantas Airline Porters Five Forces. 20
Conclusion and Recommendation. 24
Business Level Recommendations. 24
International Level Strategy. 25
Introduction
Qantas Airlines is an international airline company which began its operations in 1920 as Queensland and Northern Territory Aerial Services Ltd. The commercial outfit of the Qantas Airline Company was realized in 1947 when the company launched its first flight international flight to London. After the launch of its first international flight, the company began offering airline services to various countries around the globe such as the United States, Japan and Hong Kong. Currently the Qantas Airline has become the world’s second largest airline company (Qantas, 2013). Competition within the airline company has increased significantly since the government introduced measures to deregulate the airline industry. Increased competition within the airline industry can be attributed to reduction of barrier of entry making many firms enter the industry. The intense competition in the airline industry offers various airline companies challenging task that requires them to develop appropriate strategies to enable them be competitive in the market. As enshrined in the Qantas Airline vision, Qantas seeks to offer world premium airline business services as well as low-cost services to its wide market. This can be achieved through development of appropriate marketing and promotion strategies that will enable the company to be competitive in the global market.
This thesis seeks to provide a comprehensive marketing planning and promotion strategies for Qantas Group as it leverages itself in the global aviation industry. In order to present an overall operational outlook of the company as a globally competitive entity, this thesis will analyze both the external and internal environment in which the company operates. An internal environment analysis encompasses a firm’s resources, capabilities, weaknesses, and strategies that are adopted by the company to maximize its potential and earn a competitive advantage. On the other hand, the external environment analysis entails evaluating those factors that are out of organizational control and yet influences the normal operations of a business. The thesis will employ the use of segmentation analysis and use various techniques such as PESTLE, BCG, Porters Five Forces, Marketing Mix and AIDA to develop marketing plan and promotional strategies for the Airline Company.
Segmentation Analysis
Segmentation analysis is concerned with the identification and understanding of both the current and potential customers of a company. Segmentation analysis is important for companies to locate the individuals who uses and buys their products and the behavior of the customers (Kim et al 2006). This can enable the company to develop appropriate marketing and promotional strategies that can ensure that they remain competitive and productive in the market. In segmentation analysis various demographic characteristics of customers of a company are identified such as age, gender, occupation, location and education among others.
The importance of segmentation analysis to Qantas airline is that it will enable it to target specific group of customers effectively hence facilitates efficient allocation of resources. For effective segmentation analysis of Qantas Airline, two parameters are used to identify the targeted market of the company. Demographic and psychographics are used to define the targeted customers of the company. The company has two main market segments that include cargo service customers and traveler’s customers. The cargo services customers are mainly concerned with transportation of various products to different destinations within its region of operations. The other group of the company’s customers is composed of travelers that include individuals with different interest such as business, tourists and professionals among others.
Targeted Customers of the Company
The demographic characteristic of the targeted customers of the Qantas Airline Company is composed of individuals from both gender groups. It also targets people from various countries around the world with different educational backgrounds. This is because Qantas Airline operates in various countries around the world. Although the main targeted customers of the company are mature people who are financially stable and independent, the company considers all ages of individuals. In most cases, the company targets business people who normally travel to different countries for various business trips as well as tourist. Among other customers targeted by the company include sports personalities, musicians, government officials and various professionals. The company also targets individuals at both middle and high income groups. It designs it products and services to cater for both middle and high income groups hence enables it to accommodate various customers.
Table Showing Percentage distribution of the Targeted customers of the Qantas Airline
| Targeted Customers | Percentage Revenue Contribution |
| Business People | 30 % |
| Employees and professionals | 25% |
| Cargo Customers | 18% |
| Tourist | 15% |
| Others | 12% |
Source: Qantas Annual reports available at http://www.qantas.com.au
Graph illustrating the distribution of the percentage of targeted customers
Source Qantas Annual reports available at http://www.qantas.com.au
BCG Model of Qantas Airline
According to BCG model, businesses or products of a company are recorded as either low performers or high performers depending on their respective returns to the company and the market growth rate (Hallberg 2000). BCG model classifies products or businesses into four main parts that include Star, Cash Cow, Question Mark and Dog.
Stars
According to BCG model Stars refers to businesses or products that have great market share and outperforms other businesses or products in the market. These businesses also have the potential opportunities for growth in the market. The businesses of Qatar Airline that can be categorized under this category include Qantas Flights and Qantas Freight. The Qantas Flight has a number of customers and provides the company with huge returns as compared to other businesses operated by the company. Qantas Freight is the second to Qantas Flight in terms of profitability and market share in the market. Qantas Freight has also the potential opportunities for future market growth. The company therefore needs to develop appropriate strategies to ensure that these business units remain market leaders and contribute significantly to the profitability of the company. Failure to develop appropriate marketing strategies can enable these businesses to lose market share and fall in the next category which is Cash Cow.
Cash Cows
Cash Cows according to BCG model are the products or businesses of organization that enjoys being market leaders but has limited opportunities for future market growth (Gamble, Thompson, & Peteraf 2013). Most of the businesses or products under this category have reached the maturity stage of their product lifecycle hence there is no need for further investments and research. The businesses of the Qantas Airline that can be grouped under this category include Q catering and Express Group handling. Qantas Airline therefore needs to properly manage Q catering and Express Group Handling businesses so to continue generating revenues for the company. The company should not invest further in these businesses as there will be low or no return on investment.
Question Marks
Question marks are the businesses or products in which a company has low market share but has potential opportunities for future growth in market share and profitability. In Qantas Airline Company two businesses that can be categorized under this group includes Jetstar and Qantas Defense Services. These businesses still has low market share but has a number of opportunities for future market growth and profitability. The company therefore needs to invest on research and development initiatives that help these businesses to increase their market share and profitability in the market.
Dogs
Dogs according to BCG Matrix model refers to businesses with lower market share than its competitors and also that the market in which the businesses operates are not attractive (Gamble, Thompson, & Peteraf 2013). This implies that there are no or low growth opportunities in these businesses even if the company invest in research and development programs. It is therefore not sensible for the company to invest in these businesses since they will provide low or no return to the company. Qantas holidays can be grouped in this category since the company is not the market leader in this business. There are a number of holiday firms which are reputable and specialized in the provision of holiday services to customers. This makes it difficult for the company to penetrate the market and become market leader in this business segment.
Table Illustrating the Financial Contribution of the Business Units
| BCG model Category | Percentage Revenues |
| Stars (Qantas Flights and Qantas Freight) | 40.4% |
| Cash Cows(include Q catering and Express Group handling) | 32.6% |
| Questions Marks (Jetstar and Qantas Defense Services) | 23.5% |
| Dogs (Qantas holidays) | 3.5% |
Source: The Age, 2013, Qantas outlines new Asian Strategy
Graphical Illustration of % Business Units Contributions
Source: The Age, 2013, Qantas outlines new Asian Strategy
External Environment Analysis
The external business environment is an important factor in the determination of an organization business strategy. The marketing environment determines the type of international business strategy a firm should adopt in its marketing plan (Loe et al 2000). There are various environmental factors that affect the operations of organizations in any given market.
Qantas Airline being an international company is exposed to a number of external environmental factors in its daily business operations. These environmental factors can either impact positively or negatively to the performance of the company. Various environmental factors have been identified as having significant impact on the operations of Qantas Airline. These external environmental factors can be analyzed using various strategic tools such as PESTEL, BCG and Porter Five Forces analysis.
PESTEL Analysis
The PESTEL analysis is a strategic management tool that assists managers of organizations in assessing external environment factors such as political, economic, social, environment, technological and legal (Gamble, Thompson, & Peteraf 2013).
Political Factors
Political factors refer to the current or the potential issues that result from political pressures from governments. The political environment of a firm is being influenced by a number of factors such as government policies, trading policies, pressure groups, funding, grants, wars and conflicts among others. Qantas Airline is exposed to a number of political factors that have impacted in its business operations. The company must comply with various government regulations and policies that control its operations in different countries (Wiseman 1998). In order for the company to operate in a new country various licenses and permits must be obtained from the relevant regulatory authorities of the respective country. There is also pressure from lobby groups within its countries of operations. The company is exposed to constant pressure from workers and labor unions in various countries as a result of demand for higher wages and favorable working conditions (Wiseman 1998).
The international nature of the airline industry also makes it highly susceptible to changes in the political environment. The demand for air travel to a country that is embroiled in political instability reduces as uncertainty is created in the minds of travelers. For instance, the May 2010 crisis that engulfed Thailand forced major airliners to refund over 20 percent of air tickets as travelers were no longer interested traveling to this destination. Various terror threats can also interfere with air flights to the affected countries.
Economic Factors
The economic factors refer to the local, national or global factors that have impacts on the operation of businesses. The global economy is estimated to grow 3.1 % and this will increase the revenues of the Qantas because the purchasing power of consumers will increase (Vernadat 2002). The economic growth of a country determines the purchasing power of consumers in a given country. The purchasing power of consumers have significance influence on the demand in the market hence the company’s sales and profitability will increase when the purchasing power of consumers are high and again the sales and profitability of the company will decrease when the purchasing power of consumers is low. Qantas Airline Company is being influenced by various economic factors that include interest rates, exchange rates, wage rates, inflation rates and the unemployment rate in different countries where it operates. High interest rates in Australia increases the cost of the company hence reduces its profitability and financial performance (Watson & Wooden 2004). Inflation and wage rate also have direct impact on the operations of the company. High inflation and wage rates increases the operation cost of the company hence reduce its profitability. High inflation rate also causes the demand for salary increase by the employees.
The global financial crisis also affected major airline companies as it had impacts on customer travel habits and trends. Some of the company’s customers reduced their frequency of travels as a result of the effect of global financial crisis. The state of economy affected the demand for air travel especially business class travel. Qantas was forced to implement various measures to counter the effects of the financial crisis that resulted to increase in fuel prices (Qantas 2013).
Social Factors
The company faces various social factors that include safety concerns, attitudes of consumers, and changes in lifestyles trends, demographics composition, fashions, religious factors and health challenges among others. Low income groups of majority of the world’s population impacts negatively towards the demand of the company’s products. Rapidly growing population in the world also leads to increase demand of the company’s products hence the company production capacity should be increased to ensure that the growing demand of its customers is met. Changing family patterns in the country as well as consumer taste and preferences also affect the business of the company. This is because some domestic travels prefer other means of travelling such as rail and transport. The changing lifestyles of the population in various countries can either increase or decrease the demand of the Qantas Airline products. Currently the number of customers that are booking online has increased significantly to approximately 68 % of the passengers. Since the company serves customers with different ethnic and racial backgrounds it encounters challenges of meeting expectation of its clients tastes and preference occasioned by cultural needs. This possesses a challenge to the company in ensuring that it meets the varying demand of the residents of various countries.
There are also various social classes of people from various income groups, and airlines must take care of these classes of people and meet their needs. Jetstar segment was adopted by Qantas in an effort to meet the needs of low income earners and thus expand the market share vertically.
Technological Factors
The emergence of new technology in the industry can significantly influence the firm’s businesses in various ways. The airline industry in the world is characterized by constant technological advancement towards invention of new products and facilities. The company is therefore challenged to cope up with the current level of technology in the industry to ensure that its clients are satisfied with its products and services. The change in technology also impact on the countries level of investments. This implies that the company must be able to invest in training and development initiatives to help improve its level of technological advancement in the market. The adoption of new technology by the company has enabled to reduce its expenditure by approximately 20 %.
The new implementation of improved check-in services for frequent flyers will enable streamlining of the airline’s domestic check-in (Qantas 2013). Airlines are highly influenced by new technologies. For instance, there have been increased calls for fuel efficient aircraft due to the increasing operational costs and the negative impacts of environment pollution. This has necessitated the purchase of fuel-efficient fleets by the Qantas Airline from manufacturers at higher costs hence reduces its profitability.
Environmental Factors
Environmental factors are the local, national or global issues that affect the environments and have impact on the operations of businesses. Weather and climatic conditions affect the flights and schedule of the Qantas Airline hence reduce its sales and profitability. Adverse weather and climatic conditions therefore lowers the production of the company’s products. This eventually lowers the productivity of the firm hence reduce its sales and profitability. Favorable weather and climatic conditions can ensure adequate frequents schedule of flight for the company. Environmental laws and regulations that are imposed by governments and various environmental agencies can also affects the operations of the company. The governments of different countries such as Australia, United States and United Kingdom have different set of laws that governs the operations of industries that operates in their respective countries. These laws can either increase or decrease the operation costs of the Qantas Airline in the global market.
The threat of climatic change and global warming has become a critical factor in all industries including airline industry. There is an increasing pressure from both governmental and non-governmental environmental agencies for airline companies to reduce their CO2 emissions. This offers the management of Qantas Airline a challenge to develop ways that ensure that it limits in CO2 emissions. This restriction can also expose the company to various fines and penalties associated with CO2 emission hence reduce its profitability.
Legal Factors
Legal factors are concerned with regulatory and legislative administration of business entities. Qantas Airline is exposed to various legal factors such as discrimination laws, employment laws, health, and safety laws (Deery&Mahony 1994). The company is therefore faced with a number of legal polices that it must adhere to so as to carry out its business activities in the global market. The company must comply with health policies introduced by various government and international health authorities to ensure safety of the workers and its customers. There can also be introduction of tough trade regulations that can negatively affect the activities of the company hence leads to low production and reduced profitability. Strict licensing regulations and requirement in various countries can help support or reduce the firm’s business activity (Stilwell 2000). High licensing fee increases the cost of the firm hence lowers its profitability while low licensing fee reduces the capital expenses hence increase its profitability.
Companies operating in the aviation industry are among the most regulated and scrutinised companies by governments and other relevant authorities globally. As such, operators must follow strict legal requirements such as safety and airline security measures. Qantas operates more than 850 international flights per week in more than 38 countries across the globe. The airline must, thus, comply with regulations from all these countries and this increases its operation costs and efficiency.
Porters Five Forces Model
Porter’s five forces model indicates all the relevant micro-external environmental forces and their effect on the operations of a business entity (Gamble, Thompson, & Peteraf, 2013). This model consists of variables such as the bargaining power of suppliers, threat of substitutes, threats of new entrants, bargaining power of buyers, and rivalry among existing firms.
Bargaining Power of Suppliers
Bargaining Power of Suppliers is critical production inputs for the airline industry and is in most cases similar to all airline companies (Sarina & Lansbury, 2013). This implies that an airline company can contract any supplier to offer similar services. However, there is a low concentration of suppliers for the aviation industry such as Boeing and Airbus. Qantas Airline Company has therefore moderate bargaining power of suppliers since there are low suppliers within the aviation industry. This enables the company to negotiate various terms and condition for it services. The company can therefore be able to negotiate the price of various inputs from its suppliers hence increase its chances of profitability in the market.
Threat of Substitutes
Threat of Substitutes is also a concern for the Qantas Airline Company. There are various aviation companies within and outside Australia such as the American Airline, British Airways and Virgin Atlantic among others. However most of the airline companies around the world have low performance indices as compared to Qantas Airlines. The company also offers substantial product differentiation, and besides, there will be high switching costs which will reduce the threat of substitutes. It therefore can be argued that the threat of substitute product for the Qantas Airline Company is low. This makes the company to have competitive advantage in the market as compared to majority of the airline companies around the world.
Bargaining Power of Customers
Bargaining Power of customers are critical success factors for any airline business. Qantas has low dependency on distributors which makes the company fair relatively well with the bargaining power of consumers. The company has numerous customer from different countries hence makes it to have moderate bargaining power. Again the customers of the airline industry are characterized with low or no unions making the company to experience low bargaining power. Another factor that makes the company to have moderate bargaining power of customers is the geographical distribution of customers that makes them to be isolated from one another hence makes them to have low bargaining power.
Intensity of Existing Rivalry
The Qantas Airline Company is characterized with high rivalry within the industries as a result of various airline companies in the world. Over the past few years, there has been an increased intensity for rivalry within the domestic and international airline industries. With the increase of market presence of airlines such as Air New Zealand, Virgin Atlantic and British Airways in the domestic and international markets, the industry remains highly competitive (Sarina & Lansbury, 2013). The rival companies compete for market share and prices and this makes the company to face stiff challenges in the market.
Threat of New Competitors
Qantas Airline Company is also exposed to high threat of new competitors as a result of low barriers of entry to the industry. Many firms are currently entering the airline industry hence make the company to experience a reduction of its market share and profitability. In order for a new airline companies to establish their operations to standards that can offer Qantas significant competition, they have to overcome geographic limitations, entry barriers, and establish strong distribution networks (Sarina & Lansbury, 2013). This again reduces the threat of new entrants for the company.
Diagram Illustration Qantas Airline Porters Five Forces
Source: Understanding Business Strategy, Engage learning publication by Ireland, et al 2010
Marketing Mix
Marketing mix consist of analysis of product, price, place and promotion employed by companies. Qantas Airline Company can be analyzed with the use of the concept of marketing mix.
Product
The company offers different products and services to customers such as travel services, accommodation and hotel services, cargo services and special flight services. This makes the company to have a variety of products hence attracts variety of customers. The variety of products that the company offers to its customers enable it to spread risks hence reduces the losses and business risks that are associated with dealing in a single business line. The company has also both international and domestic flight which enables it to increase its sales in the market. The company also have broad portfolio base that consist of various subsidiary companies such as the Qantas Frequent Flier and the Qantas Freight Enterprises. Qantas Airline Company also operates two complimentary brands that include the Jester and Qantas and operates subsidiary businesses that include other airline companies and businesses such as the Q Catering, QantasLink, Qantas Freight, Express Ground Handling, Qantas holidays, Jetstar and Qantas Defense Services.
Price
Qantas Airline Company offers prices that are competitive and affordable to majority of customers in the global market. The company has designed its prices to accommodate people with different levels of income. Currently the company has introduced an airline travel service called Jetstar that targets low income earners. . The price that the company charges is also dependent on the distance travelled as opposed to fixed price. This makes its prices to be flexible as opposed to some airline companies charging fixed prices for specified routes.
Place
The company has international presence as it operates in various countries around the globe. Qantas Airline being an international company has various branches and centers in several countries around the world. The company operates in Europe, Africa, Asia, and United States. This makes it serve all its customers conveniently hence enables it to maintain close relationship with its customers. Customers of the company are also able to book the airline tickets from various locations where it has its operation. Online booking system that is adopted by the company also enables it to reach to a number of customers both at the domestic and international market.
Promotion
Promotion includes all types of marketing strategies that are used by organizations in attempt to create market awareness and attracts potential customers as well as retain existing customers (Loe et al 2000). The marketing techniques used by organizations include advertising, product demonstrations, sales promotion, direct marketing and point of sales display among others. The company also uses social media to create product awareness to its customers and this ensures that it maintain close relationship with clients. The company allocates huge funds in its promotional activities such as advertisements, sales promotion and marketing strategies. The budget for promotional activities for the company is approximately $ 10 million per year.
AIDA
AIDA is an acronym that stands for attention, interest, desire and action. The concept of AIDA is aimed at ensuring that customers are attracted to products of a particular organization. It helps attracts the attention of customers to company’s products hence ensure increased revenue and profitability of the company (Loe et al 2000).
Attention
The company should be able to develop appropriate strategies that ensure that product awareness is created hence help attract the attention of customers. Qantas Airline has various initiatives that helps creates its products awareness to customers. It operates several social websites where it interacts regularly with its existing and potential customers. Among the social websites that the company operates includes Facebook and Twitter. It also has its official website page where customers can access information of the company. This makes it able to attract attention of customers from various regions hence purchase its services.
Interest
This involves raising the interest of customers through focusing and putting emphasis on the benefits and advantages of the company’s products. Qantas Airline Company constantly engages its customers on various discussions and forums so as to help them understand the customers better. This enables them to develop appropriate messages and information that are of interest to customers. It also helps them to develop products that are of interest to customers. The company official website page has a section where customers can post various information that can help determine their interest hence facilitates the development of appropriate products that satisfy customer’s needs.
Desire
Organization should be able convince customers that they want and desire its goods and services and also that the goods and services are able to satisfy the customers’ needs (Loe et al 2000). The creation of a sense of desire is important for Qantas Airline Company since it creates a sense of urgency towards acquiring a service or a product of the company. This can ensure that customers use the products and services of Qantas Airline instead of the products and services from other competitors. The company creates a strong desire to its customers by ensuring an attractive and friendly business environment, affordable price, comfort travel facilities and various luxuries. It also has some incentives that are aimed at attracting customers to use its services.
Action
This refers to initiatives that can enable customers to take actions and purchase the products offered by a company. The incentives that are offered to customers such as the cash discount for frequent travelers’ facilitate the purchase of the company’s products. Its affordable pricing including the products aimed at low income earners is also an initiative that facilitates customers to take action and use the products and services of the company.
Conclusion and Recommendation
Based on the marketing and promotional analysis conducted in this thesis, there are various strategies that the Qantas Airline can implement in order to take advantage of the opportunities available in the market and handle inherent threats. In providing these recommendations, this thesis focuses on three aspects that include business level, corporate level, and international level.
Business Level Recommendations
Qantas can exploit its core competencies to achieve competitive advantage at its business level. The first business level strategy that the company should adopt is the cost leadership strategy. Qantas should reduce its operational cost by minimizing its operational costs. According to O’Connell and Williams (2011), a cost leadership strategy involves an integrated set of actions that a company takes in order to produce goods and services with features that are acceptable to customers at the lowest possible cost relative to its competitors. Qantas has the highest wage-bill relative to other players in the same industry because it pays her workers on the highest scale. Thus, the company can harmonies the wage rate and outsource most of its uneconomic operations to third parties.
Qantas can also use a differentiation strategy because it is in a position to offer differentiated products. Qantas can implement a set of actions that aims at producing goods and services that, in the view of customers, are different from other airlines and creates value for them. The company can do this by improving its Management Information System (MIS) which will streamline its supply chain and logistics, creating value for its customers. So far, the company has been able to differentiate its products by offering both premium and low cost travel services.
Corporate Level Strategy
Through proper selection and management of a variety of businesses in several competitive product markets (Harrison, 2012), Qantas can gain competitive advantage. Qantas operates two main supply chains that are very desperate for one another and include Qantas and Jetstart’s supply chain. As such, Qantas can share corporate-level resources, activities, and knowledge between the two supply chains. This will enable the Qantas supply chain to benefit from low cost production techniques from Jetstar while providing excellent service strategy options for Jetstar. This will enable Jetstar to provide excellent services at reduced prices while Qantas will provide premium services at reduced operational costs.
International Level Strategy
Companies use international strategies to sell their products and services outside their domestic markets. Qantas is an international airline with operations in more than 38 countries across the world. Thus, the company should utilize income and wage parity between various countries in which it operates to reduce operational costs. For instance, Qantas adopted factors of production from such countries like China where age rates are significantly low compared to the situation in Australia. Basic factors such as natural and labor resources are necessary for a company to effectively compete in the airlines industry (Hanson, Hitt, Irenland, & Hoskisson, 2011). Instead of entirely relying on high-income pilots and cabin crew from Australia and other high income countries, Qantas should utilize highly qualified and yet low cost labor from Asian markets to run most of its operations. This will significantly reduce operational costs and provide a competitive advantage for the company (The Age, 2013).
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