Contents

• Introduction
• Concept of marketing auditing and marketing planning
• Marketing planning
• Market auditing
• Marketing auditing and marketing planning of Qantas
• Links between marketing auditing, planning and strategy
• Business tools used by quanta in formal marketing, auditing and planning
• SWOT analysis
• Ansoff Matrix
• Important factors in qantas' macro environment
• The use of marketing research and marketing intelligence by Qantas
• Market segmentation by Qantas
• Demographics
• Psychographics
• Buyer graphics
• Geographic
• Marketing positioning of Qantas
• Understanding of buyer behavior in the case of Qantas
• Complex buyer behavior
• Dissonance-reducing buyer behavior
• Buyer behavior seeking variety
• Habitual buying behavior
• Conclusion
• Bibliography

Description

This report is based on the following questions –
• Why would Qantas undertake formal marketing auditing and marketing planning? What is the link between auditing, planning and corporate strategy?
• How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning?
• Thinking specifically of the airline market, what are the most important factors in Qantas macro-environment?
• Thinking specifically of the airline market, what are the most important factors in Qantas micro-environment?
• How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy?
• How could Qantas use segmentation and specific segmentation variables like demographics, psychographics, buyer-graphics and geographics?
• How could an understanding of market positioning be of assistance to Qantas?
• How could an understanding of buyer behaviour be of assistance to Qantas?