In current years, Jet star has expected to enlarge or enhance the number of destinations accessible to the customers. Jet star is enclosed with an enormous diversity of consumers who have been creating a center of attention to this aviation company for different reasons Holden, It is very much clear that Jet Star hold their flight destinations according to inhabitants density.
JetStar Airways enterprise is an American low-cost airline. The investment was grounded by David Neeleman in February It augments more than 60 destinations in 21 affirms and eleven countries in the Caribbean and Latin America.
The Headquarter of the investment is positioned in Forest Hills.
The entry of low cost airlines such as Virgin Blue and Jetstar Airways has intensified the battle for market shares and occupancy rates. Improving customer loyalty by having an innovative marketing mix is the key to survival for players in the airline industry.
Jetstar Airways has delivered sub-par financial performance in recent times due to complaints of falling customer service levels Easdown, 45 and flight delays Creedy, It indicates a need for change in the current marketing mix.
The purpose of this report is to analyse a company's internal and external environments in detail so as to find gaps and to suggest a new marketing plan for the company. Organisation's background The entry of Virgin Blue airlines resulted in a dynamic shift in the Australian aviation sector.
As Virgin Blue enticed customers with its no-frills airlines, the then predominant market leader, Qantas Airways, was forced to adopt a two-brand strategy.
This paved the way for the formation of JetStar, a wholly owned subsidiary of Qantas Group. It is the largest player in the low-cost segment in Australia with a fleet size of 44 aircrafts and weekly flights Jetstar Airways, 45 and with its presence in almost all major routes and in 50 international markets across Asia Pacific region.
However, complaints of falling customer service and flight delays contributed to a sub-par financial performance in Market research has shown that it has a lower customer loyalty than its main competitors Virgin Blue and Tiger Airways Sandilands, Aggressive marketing tactics by competitors have resulted in an eating up on the market share of Jetstar.
This has resulted in a need for a fresh and innovative marketing mix for the company. Situation Analysis Political Forces Political factors requiring consideration include political stability, government policy, trade agreements, taxation arrangements etc. Inthe Federal Government announced a draft to stand in the gap for airline customers who have been affected by frequent flight cancellations by low cost carriers.
At present, the airlines are not responsible for providing accommodation or alternative travel arrangements if a flight is cancelled due to any reason.
The proposed Federal bill will include stricter penalties for flight delays and provision forJetstar Airways STP. Segment. Customers looking for cheap fares. Target Group.
Middle Class/Low income groups. Positioning.
Low cost. Jetstar Airways SWOT Analysis. Strengths. Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Jetstar Airways: 1.
Extensive domestic and regional presence as it is one of the top three service providers 2. A marketing process can be realized by the marketing mix, which is outlined in step 4.
The last step in the process is the marketing controlling. The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). It is evident that Jetstar’s marketing strategies have improved since / due to its increase in market share.
Therefore the company has been growing successfully in most areas of its marketing mix. Market Segmentation is the process in which the company develops marketing strategies to help them to understand the portions of markets that are different from one another.
Its objectives are to design a marketing mix that matches the expectations of the purchaser in the targeted segment (McDonald & Dunbar, )/5(14K). The brandguide table above concludes the Jetstar Airways SWOT analysis along with its marketing and brand parameters.
Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
Jetstar Airways forms an integral part of the Qantas Group's two-brand strategy, operating in the leisure and value-based market. Find out more.