Jetstar Marketing Plan - 6056 Words

Service Definition and Categories Qantas Group Qantas Group Jetstar Jetstar Jetstar Australia Jetstar Australia Jetstar Asia Jetstar Asia Jetstar NZ Jetstar NZ Jetstar Pacific Jetstar Pacific For our marketing plan, we’ll focus on Jetstar Australia domestic operation. Product Category | Key Product | % of Revenue | Short Haul | JetStar Domestic | 57 | Long Haul | JetStar International | 43 | Customer Definition Jetstar is a low cost carrier that caters for people on a limited budget. Its target market is domestic leisure traveller particularly form eastern seaboard. Domestic overnight leisure travel (holiday and visiting friends and relatives) is the largest and most valuable segment of Australia’s†¦show more content†¦The company is listed on the London Stock Exchange s alternate investment market. Tiger Airways Australia Tiger Airways is owned by Singapore Airlines (49%), investment firm Indigo Partners LLC (24%), private investment firm Irelandia Investments Limited (16%) and the Singapore Government s investment company Temasek Holdings Pte Ltd (11%). Key Drivers Value: * World price of crude oil - Fuel is a significant industry material cost. Fuel costs can amount to 20% of industry revenue and are therefore a significant concern for the industry. * International travel to Australia - International arrivals are an important source of demand for this industry. Most players have aligned themselves with international airlines to provide seamless transfer from international flights to domestic flights. * Real household disposable income - The level of real household disposable income mainly affects demand for personal air transport. When income growth is strong, households and individuals tend to increase spending on discretionary items including aircraft transport, tourism, holidays and similar activities. * Consumer sentimental index - Consumer sentiment affects demand for domestic travel. Consumers are less likely to go on holiday when sentiment is low. Performance Operations from domesticShow MoreRelatedMarket Analysis On Scoot3385 Words   |  14 Pageslong haul focused strategy allows them to concentrate marketing efforts between few destinations, slowly adding to its list as it gains momentum in the market.   It has announced its additional flight destinations for 2015 - Japan and South Korea will now be added to the list of its destinations.   Its direct competitors include Jetstar and AirAsia, both having started much earlier than Scoot. 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Reference List15 Read MoreAn Analysis of Jetstars Business Strategy2203 Words   |  9 PagesStrategy Introduction Launched just 8 years ago, today, the Jetstar Group consists of a network of value-based air carriers that deliver high quality air passenger services for budget-minded travelers across Australia, New Zealand and the Asia Pacific region. Beginning with just 400 employees, the company currently employs more than 7,000 people and carries about 20 million passengers a year. To gain some insights into how the Jetstar Group achieved this impressive growth in such a short amountRead MoreJetstar and Its Competitive Advantage5216 Words   |  21 PagesBMGE10906A Lecturer : Dr Eric Kuan Executive Summary The following report examines the organizational environment for the Australian Airline industry with particular emphasis on the task and general environment followed by analysis and findings of Jetstar Airways  business-level strategy focusing on the airline’s competitive advantage. 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