In one of the ironies typical of the australian market, qantas developed jetstar and the dual-brand strategy to combat then low-cost virgin blue in response virgin started to move upmarket and reached a point where it largely had to become full-service, exposing its inability to successful target the low-end of the market. 澳洲论文代写：evaluation of the marketing strategy by qantas代写 evaluation of the marketing strategy by qantas 1 introduction the marketing strategy is an important part of the marketing plan and qantas uses main financial indexes like sales, market share, and profitability, to judge the effectiveness of the marketing strategies. Virgin blue chief executive john borghetti is known as one of the nicer executives in the tough world of international aviation the industry veteran, who started as a 17-year-old in qantas's. A combination of virgin blue and air new zealand has obvious symmetry there has consequently been constant talk that some form of cooperation was about to occur virgin blue is a genuine lcc which has evolved to full service airline air new zealand is a full service flag carrier become low cost. Tiger airways, due to its low cost nature, has cut throat competition with the rival airlines like virgin blue and jetstar the industry growth is average for switching between airline companies which brings more convenience to the customers.
We will write a custom essay sample on a strategic analysis of qantas and virgin blue, tiger airways and jetstar (dixon, 2006) strategy (that of qantas and. Qantas created jetstar as direct competition for virgin blue, and this strategy of using both qantas and jetstar 'aimed to close the gap at the lower end of the domestic market, and also to reduce the risk of cannibalization of the mainline carrier' (bamber 2006, p. Write an essay on evaluation of the jetstar marketing strategies this research offers an internal analysis of the famous airline in australia is the jet star jet star can highly compete with the virgin blue company, but eventually, they both are the service company jet star's correlated marketing. Altogether jetstar operates from the main melbourne airport to nine domestic destinations (qantas operates on melbourne-perth), and in july 2005 jetstar replaced qantas airways' regional arm qantaslink on the sydney-ballina route, in competition against virgin blue.
Every virgin blue jet, long haul or short haul, will be offering product choices that qantas divides between jetstar's low cost format and its full service qantas branded format. The evolution of the jetstar strategy is traced from its initial position through to its efforts to attain price competitiveness and service parity to improve jetstar first wanted to learn its relative image-position compared to competitors, how drivers and perceptions varied across the population, and the relation of service design features. Lucy as a frequent flyer between melbourne and sydney, i would encourage you to look not just at the corporate spin emanating from qantas, virgin blue and jetstar, but also to look at how the marketing translates to real world experiences. 11 positioning strategy virgin blue and jetstar position themselves in the airline market as value-based carriers (qantas, 2006) virgin blue perceivesвђ™ themselves, as having values such as вђsafety, quality, innovation, value for money, challenge, flair, mutual respect and exceptional serviceвђ™ (virgin blue 2006, p 9. Virgin blue launched in australia in august 2000 with a promise of cut-priced domestic airfares 10 to achieve market segment cut-through, virgin blue embarked on a two-pronged strategy.
In this assignment we are going to know about the two major airlines of australia: virgin blue and qantas then after comparing their strategies we will do the swot analysis of both the airlines then after comparing their strategies we will do the swot analysis of both the airlines. Virgin australia airlines is australia's second-largest airline after qantas and it is the largest airline by fleet size to use the virgin brand based in bowen hills, brisbane, the airline was co-founded by british businessman richard branson, the founder of virgin group and former ceo brett godfrey. Today, regular content sharing around a specific topic is still the main purpose of blogs, making them a key element of healthy social media strategies and one that seem to be, unfortunately, disappearing from airline's strategies. Virgin atlantic is a small airline with a big personality this is how it lures customers from the big guys i'm on a new customer experience journey at my online marketing company.
Petitors' strategies have converged, and sustained advantage is elusive be lower cost than virgin blue jetstar launched in the first half of 2004, offering. Jetstar and virgin blue can both compete and be highly profitable within the business, leisure and family market but however, it will ultimately be the service companies, and their associated marketing strategies and techniques which, will establish the difference between the market 'leader' and the market 'loser. Equally important, jetstar has stopped the growth of virgin blue, and qantas is now using the brand to fight other competitors in asia and new zealand ted company: united. Issues with qantas' business model emerged in the early years of the millennium when virgin blue entered into the domestic market and 'quickly expanded, with its low cost strategy stealing a. Of competitive low-cost strategies, virgin blue adopted the southwest airlines carrier model, whereas the qantas jetstar model was a selection of the best features from the leading carriers around the world, tailored to meet the demand of the australian market.
According to qantas annual report (2009), it is true that qantas operates jetstar subsidiary brand to rival with another low cost airline especially, virgin blue airline, but if the aviation industry looks at only cost leadership strategy, it will not enough in currently competitive situation. Qantas established jetstar in 2003 as a response to main competitor airline virgin australia (formerly known as virgin blue) despite its low cost, jetstar operates an extensive domestic network and is the world's largest long-haul low cost carrier. Weak demand from leisure travellers for domestic flights and intense competition between airlines is expected to crimp earnings for jetstar and virgin blue for the rest of the year.
Jetstar airways is an australian low-cost airline headquartered in melbourne, australia it is a subsidiary of qantas, created in response to the threat posed by low-cost airline virgin blue (now known as virgin australia. Following jetstar's launch, virgin blue's growth slowed and its market value declined the benefits of high asset utilization are underappreciated in many industries.
This strategy has allowed qantas to increase its market share by attracting the customers of the competing airline, virgin blue qantas has also positioned itself in relation to a target market by concentrating on appealing to the business market through its city flyer express service, lounge upgrades, frequent flyer scheme and qantas club. Jetstar airways pty ltd, trading as jetstar, is an australian low-cost airline (self-described as value based) headquartered in melbourne it is a wholly owned subsidiary of qantas, created in response to the threat posed by low-cost airline virgin blue.