Qantas Market Segmentation

For a long time, the aviation industry has tried to subdivide the air travel market to effectively target its members. Traditional airline models include first class, business class, economy class, which form a class demographic with similarities and differences with other classes. For example, there may be similarities between business class passengers on a particular flight, but not everyone travels for the same reason. The almost universal feature of air travel is that customers do not fly for flight; destinations are an important element, travel is a by-product, and means of handling aircraft necessities.

According to the fact that departments have different needs, requirements and expectations, Qantas market fragmentation can be called complicated. Airlines usually use behavioral segments to target market selection. Qantas is positioning airline services to provide unlimited comfort and the highest quality world-class service (Quantas has been consistently selected as one of the world's top airlines). Security is also a subject of concern. It is also portrayed as a stylish airline that passengers want to see (Ansoff, 2007). Qantas' target audience is a business traveler traveling in and out of Australia. This is further subdivided into regular travelers, conference travelers or urgent business travelers. In addition, leisure travelers are the airline's target. Again, this can be divided into weekend visitors and travelers in multiple destinations.

Qantas must use why people are targeting several markets and how to identify them. Qantas is positioned according to our market segment. Qantas follows the breakdown of demographics. Their goal is the middle class and the upper class. Low level people can not pass economy class tickets. Qantas has some regular customers. They always travel and recommend other clients. Qantas is targeting high-end customers. If we do not keep customers, but know the needs and needs of customers. We want to meet customer's needs. Therefore, Qantas is always trying to establish a good relationship with customers.

Qantas occupies a high position in the international aviation market rather than the domestic market. There are many airlines around the world. They are competitors against each other. Qantas is faced with intense competition with other airlines. It is very difficult for Qantas to increase sales to concentrate on its market segment. Qantas always strives to provide customers with the right products and services. Qantas met their expectations and needs. That is why Qantas follows the problem of market segmentation. Segments can increase customers. Qantas has an effective marketing mix strategy to promote product service. Each organization follows the marketing mix strategy. As an airline, Qantas always wants to promote their business.