1.QATAR AIRWAYS REYA REJI ROLL NO. 731 A316 MARKETING II 50121308 BATCH 2014

2. QATAR AIRWAYS: THE COMPANY Parent Company: Government of Qatar Category : International Sector: Airlines Tagline/ Slogans :World's 5-star airline USP: Premium Airline, Upper Middle Class, Middle Class 3. QATAR AIRWAYS: THE COMPANY Qatar Airways Company Q.C.S.C. operating as Qatar Airways, is the state-owned flag carrier of Qatar. Qatar Airways operates services across Africa, Central Asia, Europe, Far East, South Asia, Middle East, North America, South America and Oceania. Qatar Airways is one of the few airlines in the world ranked Five Star by Skytrax, the independent aviation monitoring agency. Skytrax also named Qatar Airways cabin crew as Best in the Middle East for the third year running and fifth best in the world, following a survey of more than 12 million passengers worldwide. 4. QATAR AIRWAYS: THE COMPANY The airlines flies to 119 destinations, and passengers can connect from Doha to destinations, including Maldives, Dubai, Bangkok, Colombo, Seychelles, Cape Town, Dar es Salaam and Nairobi. The airline operates a fleet of 110 aircrafts incl. cargo. Qatar Airways has a number of subsidiary companies including: Qatar Aviation Services, Qatar Aviation Catering Company, United Media International, Qatar Airways Holidays, Doha International Airport, and Qatar Duty Free. The airline has more than 20,000 staff, with 14,000 people employed directly and a further 5. PORTERS FIVE FORCES Barriers To Entry: High - High Capital Expenditure(cost of buying and leasing aircrafts, safety and security measures, customer service and manpower). - Existance of Companies that have high brand value and high consumer loyalty. Threat of Substitutes: High - Existence of well established brands such as Emirates, Lufthansa, British Airways, Etihad, KLM etc. 6. PORTERS FIVE FORCES Buyer Power: High - The High competition provides a lot of options to consumers, hence allowing them to hold a good amount of power over the airline companies. Rivalry: High - Competition through tapping into new destinations, providing more services such as increase in in-flight channels and better menues and also the use of extensive advertising. 7. PORTERS FIVE FORCES Supplier Power: High -Suppliers can affect the industry through their abilities to raise prices or reduce the quality of purchased goods and services. The airline industry has few suppliers globally, namely Boeing and Airbus. Thus the power of the suppliers is high, because those limited suppliers have a control on the market due to the huge demand of their manufactured products 8. KEY DRIVERS Consistency Product Development Advertising, Direct Marketing & PR Website, E-commerce, on-line reservations Merchandising, onboard amenities, duty-free shopping Literature, stationery, leaflets, brochures, tickets, schedules Environments : Signage, livery, exhibitions & trade shows Sponsorships & co-branding, CRM & loyalty programmes Human interaction, Customer care 9. SWOT ANALYSIS Strengths: -Comprehensive marketing strategies to build a strong brand identity. -High standards of performance, including safety, security and customer service -Unique services -First in providing a variety of customer- oriented services regarding comfort, convenience and luxury - Winner of several important awards 10. SWOT ANALYSIS Weaknesses -Relying Heavily on International Onward Moving traffic. - Very Little Domestic Traffic and limited market share growth. Opportunities -Brand New Fleet to improve customer confidence -Hub developing well. - More brand building and marketing can increase brand recall. Threats -Increasing Competition in Middle East market -Increasing fuel prices would affect operations -Unfavourable scenarios due to Govt policies and regulations 11. QATAR AIRWAYS: THE BRAND The image that Qatar Airways currently holds can be listed as follows: World Class Luxurious Hospitable, Caring, Friendly, Warm Efficient Quality Oriented Culturally Diverse 12. QATAR AIRWAYS: THE BRAND The Mission of the Airlines is Excellence in everything that we do. To achieve the goals of its Mission Statement, Qatar Airways does the following: Puts Safety first with the highest standards of safety and security Customer focusproviding genuine service and hospitality, a service that is personalized to each passengers needs. Commitment to peopleemploying a dedicated staff, providing them with support and training. Cultural awareness, providing the values and hospitality of Qatar, but understanding and caring for people from all cultures and background. Keeping the company financially strong, with aggressive growth to continue to provide excellence in service. 13. BRAND PROMOTION- IMAGE 14. BRAND PROMOTION- DESTINATIONS 15. PROMOTION MEDIUMS Media coverage AdvertisingTV, print, radio Travel Agents Tour Operators Sponsorships and Exhibitions Governments Airline bodies Industry Groups 16. PROMOTION MEDIUMS The Airlines sponsors such high profile events as: World Tourism Day, World Travel and Tourism Council Summit, World Economic Forum, Leading International sports events. The airlines has created the Flying Oryx Newsletter that it distributes to travel agents. The newsletter is also available through its websites. More links could be established to the newsletter through the Internet. 17. DIFFERENTIATION Arabian Hospitality The highest standard business class Interactive Audio-Video on Demand Entertainment System Largest Personal TV screens In seat Back Massage Electronic seat Controls First Middle East Airline to provide flat beds in First Class 18. DISTRIBUTION CHANNELS Global Distribution Systems: -Travel Agents all over the world - Set up of offices and branches in destinations covered. Direct Sales: Call centres, City Ticket offices(CTO), Airport Ticket Offices(ATO) Through the airlines website: Internet Selling 19. Competitors Emirates An airline based at Dubai International Airport in Dubai, United Arab Emirates. It is the largest airline in the Middle East, operating over 2,500 flights per week, from its hub at Terminal 3, to 122 cities in 72 countries across six continents. The company also operates four of the world's ten longest non-stop commercial flights from Dubai to Los Angeles, San Francisco, Dallas, and Houston. Emirates is a subsidiary of The Emirates Group, which has over 50,000 employees, and is wholly owned by the government of Dubai directly under the Investment Corporation of Dubai. 20. Competitors Etihad Is a flag carrier of the United Arab Emirates.Established by Royal decree in July 2003 and based in Abu Dhabi, Etihad commenced operations in November 2003. The airline operates more than 1,300 flights per week to 85 passenger and cargo destinations in 55 countries, with a fleet of 67 Airbus and Boeing aircrafts. Etihad was awarded the World's Leading Airline in 2009, 2010 and 2011 by the World Travel Awards. In addition to its core activity of passenger transportation, Etihad also operates Etihad Holidays and Etihad Cargo.The airline is based at Abu Dhabi International Airport 21. Competitors British Airways is the flag carrier airline of the United Kingdom, based in Waterside, near its main hub at London Heathrow Airport. British Airways is the largest airline in the UK based on fleet size, international flights and international destinations and second largest measured by passengers carried. Has a fleet size of 241 aircrafts and caters to more than 169 destinations. 22. THANK YOU!