Marketing is an important aspects to the successful operation of all businesses, through correct marketing businesses can expect to grow

and expand, both in size and profitability; Qantas has employed a range of strategies to accomplish its aims and become a more competitive player within the aviation industry. With the development of new domestic airline JetStar by Qantas, individual strategies will need to be used to help the business succeed. Role of Marketing The role of marketing is to connect the business with its target market. Marketing is the major link between the business and its customers. As the market changes and becomes more competitive, the business needs to know and understand its target market so it can provide better service to its customers. Successful marketing will identify customer needs, and then, plan price, promote and distribute the products and services that will satisfy these needs. This way the business goals of increased profit and a greater share of the market can be achieved. But continually researching customers and monitoring the business environment, marketing provides the information the business needs in order to change direction on adjust its tactics by providing new product or changing existing products. The objectives and strategies of the marketing plan are used to determine the plans of the other functions such as operations, employment relations, and accounting and finance. CEO Geoff Dixon has recognised the role of marketing in business success and so continually researches its market and modifies its marketing strategies to meet customer needs and wants. Situational analysis the situational analysis looks at the market n terms of size and growth, needs of the target market and trends in buyer behaviour. The performance of the products or service in terms of sales, profit margins and stage in the product lifecycle are examined. Major competitors are identified and analysed in terms of marketing strategies. A major part of the situation analysis is the prediction of market opportunities. Strengths and weaknesses are defined by measures such as market share, loyal customers, level of customer satisfaction and product quality. Many businesses use their general marketing department to gather the information and produce a report. Qantass only real competitor on its domestic services is Virgin Blue. Currently Virgin Blue employs about 3000 staff, claims about 30% of the domestic market share. Qantas is expecting to report $150 million net profit for the year ending March 28, 2004, compared to $108 million to the previous year. Qantass domestic services are currently in the maturity stage of the business cycle after a period of growth following the collapse of Ansett. Internationally both Qantas and its subsidiary Australian Airlines are in the renewal stage recovering from September 11 and SARs. JetStar is its domestic, low cost carrier is in the establishment phase of the business cycle.
Types of markets Resource Production and Sale of raw materials e.g. BHP Billiton, Rio Tinto Natural resource market primary production e.g. farming, forestry and mining Human resource market Sourcing the right staff e.g. HR managers, finance managers etc

Financial resource market finding the most appropriate finance Industrial Where goods used as supplies in the production process are traded e.g. car components Intermediate Wholesalers who purchase finished products and resell them to retailers make a profit Consumer products sold directly to customers, E.g. Coles Consumer Mass product aimed at all consumers e.g. petrol, electricity, water Market segments One segment of a particular market, E.g. Nova 96.9 focus on ages 18-39 Niche a small section of a larger market, specific products C.S Holdens new range of cars aimed for male market with increase power, spacious interior and advanced tech features