MASTER OF BUSINESS ADMINISTRATION
AWARDED BY NOTTINGHAM TRENT UNIVERSITY
ASSIGNMENT SUBMISSION FORM
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Name of Student: Abhilash Vijayan
Student Registration Number: SG 229
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Module Name: Contemporary issues in strategic marketing
Module Number: WEC-MBA-10-0506
Assignment Title: Revised marketing plan for Qantas
Submission Due Date: 1st November 2009
Student’s Electronic Signature: Abhilash
Plagiarism is to be treated seriously. Students caught plagiarizing, can be expelled from the programme
Assignment
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1.2.3 Positioning Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge. After positioning is considered, appropriate marketing mixes have to be designed in order to communicate positioning (STP Market segmentation, n.d.) 1.2 Marketing MIX
As per Ian Ruskin Brown and Greg Clark “ Marketing mix is the term used explaining the different elements comprising the offer that the different companies makes to their customers”. (Brown and Clarke, 2000:44). E.Jerome McCarthy in early 1960s came up with the four Ps in the marketing mix. According to him these 4ps are “ Product, price, place and promotion”.( McCarthy and Shapiro 1975: 35). Refer Appendix I for the pictorial representation. But the view of Richard Sandhusen is that the four marketing mixes should be ‘price, product, promotion and distribution’ (Sadhusen, 2000:319). According to Steven Stralser ‘in order to create a marketing strategy and plan that touch all the areas of marketing to position a product, maximise revenue etc a few more components have to be considered which are, Marketing segmentation, Marketing Strategy, Marketing research , Pricing, placement and value chain.’(Stralser,
Marketing Mix includes four basic marketing strategies which is called Product, Pricing, Promotions and Placement , The add on three marketing mix will be People , Process and Physical Evidence. They are combine and called the 7Ps which is under the elements of Service Marketing Mix. Working professionals or businesses use these fundamentals to communicate with and reach their planned target market. Marketers manage decisions about each of the 7P's base their decisions on the individuals they want to win board and make into customers. Marketers must first clearly identify each target market before they can build up marketing strategies.
According to an article from ‘Supply & Demand Chain Executive’ written by (DelMonte, 2007) states what is the marketing mix: “is putting the right product in the right place, at the right price, at the right time.’ The marketing mix is an implement which is needed and it is much utilized in today’s working industries for managers to evaluate business targets such as sales and company’s profits, and also to assist in order to meet consumer needs effectively. It purposes is to satisfy the customer as well as the seller by using the marketing mix tool. The marketing is known as the ‘4Ps’, and it is made up of: place, product, promotion and price.
Marketing mix -The marketing mix is commonly used marketing term. Its elements are basic, strategic components of a marketing plan. Which is mentioned as the four p’s, which include Price, place, product and promotion. More recently 3 more P’S have been added to the marketing mix which are people, process and physical evidence this is known as the extended marketing mix.
Marketers considered the Marketing Mix model as a tool to reach their mission in the marketing strategy. Traditionally, the Marketing Mix has four considerations known as the 4P 's — Product, Price, Place and Promotion.
Organisations come to exist to fulfill many purposes and reasons. For example some pursue to provide essential services for the community benefit, whereas others for profit produce goods or services. Therefore in general terms business plays a role in overall contribution of our society. The market today is very strong and competitive. Hence marketing activities often can be a differentiating factor between industry leaders and the other market players. The purpose of this report is to examine the marketing objectives of Qantas airlines. This assignment wishes to firstly focus on giving a background of the company. Secondly defining the term segmentation and target market and describing Qantas apparent target market. Thirdly the positioning Strategy Qantas has taken, fourthly explaining the role that Integrated Marketing Communication plays in the company’s current marketing effort. Lastly marketing communication tools, messages, and media that Qantas uses to communicate with the different audiences it targets.
The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and
How is the product positioned relative to the selected target market in the case? Are there other ways to position the product?
In conclusion, positioning is a strategic way of selling products geared towards the desires of wanting, needing, owning and obtaining something great. Positioning is how a company presents and differentiates itself, and its product, from competition in order to gain and keep prospective buyers. So it is safe to say that positioning is a strategic way in winning the hearts and minds of consumers for their confidence, and their
Product, Price, Place and Promotion also commonly known as the 4P’s are the major factors or tools with which a firm or an organisation operates in the market by offering a superior value proposition to its clients and customers and thus earning value back from them in return to achieve the objectives of its shareholders. These 4P’s are combined together to form the marketing mix of a firm.
IntroductionQantas is recognized as the world's leading long distance airways, established in Queensland in 1920, being the second oldest airlines of the world. Today, the airways provide flight services across a network of 182 destinations in 44 countries covering
positioning concepts has been used by the company to obtain such a market mix that Smith’s
Positioning is the process of designing the company’s offering and image to occupy a distinctive place in the minds of the target market (Kotler and Keller, 2006). Scientists Etzel, Walker and Stanton (1997) refer positioning as the management’s ability to bring attention to a brand and to differentiate in its favorable way from similar products in different brands. However, Ries and Trout (1986) emphasizes that positioning is not what is done to product/brand, positioning is what you do to the mind of the prospect. According to Vukasovic (2009), the positioning of a brand is ultimately depends on the consumer, and how they perceive the overall quality, attributes, value, price, and image of the brand. In short,
Marketing mix is commonly known as the 4Ps: product, price, place and promotion. These are controllable element and it importantly use when determined and adjusted until the right combination that serve the needs of the product’s consumers.
Marketing mix: is a business tool used in marketing and by marketing professionals. The marketing mix is often crucial when determining a product or brand 's offering, and is often synonymous with the four Ps: price, product, promotion, and place