Analysis of Marketing Mix Research Paper Example | Topics and Well Written Essays - 2250 words - 1

Analysis of Marketing Mix - Research Paper ExampleThe marketing strategy of a trade organization is seen to be embedded in its marketing mix decisions. The marketing mix is a set of marketing tools that the firm uses to pursue its objectives in the post market. McCarthy classified these four broad groups that he called the four Ps of marketing product, price, promotion, and place (Kotler 2003).Qantas (an acronym for Queensland and Northern Territory Aerial Services) is the worlds second oldest continuously running freelance and Australias largest airline. The firm traces its roots in November 1920 when it operated air mail services subsidized by the Australian government. Through the years, the airline has significantly developed and evolved into an international carrier. With its overtake of 200 aircraft, Qantas flies to more than 80 destinations in ab forth 40 countries and to some 20 cities in Australia (Qantas 2006). During the fiscal year ended June 2005, the company accoun t $9,632.1 million in total revenue representing double-digit annual growth of 23.0%. Out of this huge revenue, profits realized $579.5 net profit. The airline currently employs 38,000 employees to man its different business operations. It should be noted that the number of employees has increased by 12.2% from the previous year. This significantly indicates Qantas aggressive expansion (Hoover 2006).Currently, Qantas continues to be one of the market leaders in the global air transportation industry. Its main international hubs are Sydney Kingsford-Smith airport and Melbourne International Airport, followed by Singapore Changi Airport. However, Qantas operates a significant amount of international flights into and out of Los Angeles International Airport, London Heathrow, Brisbane International Airport, Tokyo Narita Airport, and Perth International Airport. Its domestic hubs are Sydney, Melbourne, and Brisbane airports, but the company also has a strong presence in Perth, Adelaide, Cairns and capital of Australia Airports (Qantas 2006).This impressive performance of Qantas, which makes it the worlds leading long distance airline and one of Australias strongest brands, can be directly attributed to its well-laid marketing strategy. Included in these are the all-important(a) decisions on product, price, promotion, and place.Qantas, as an airline, is primarily involved in offering passenger transportation and air freight to its market. However, we can see that the product portfolio of Qantas also includes opposite associated business operations like in-flight catering, and holiday and travel operations (Qantas website 2006).