Qatar air hoses which ranked amongst one of the best air hose in the Gulf States missing behind Emirates air passages has been known to busy 2nd violin. The company late has launched series of bold stairss to re-position it from a “ 2nd pick “ air hose company to the figure one viing caput to caput with the emirates in the concern category section of the market. Some of the activities include aggressive non merely in its growing schemes, but in constructing its repute and trade name consciousness. It places the highest precedence on supplying clients with the best service and alone adjustments and types of service provided.

To make this, it has formed confederations with several different organisations to supply improved and alone services. For illustration, Qatar Airways has signed an understanding with Showtime Arabia and its new 560 satellite telecasting systems. Qatar Airways is the launch client for the Tailwind 560, and the service offered through the Tailwind 560 makes it the first international air hose to supply riders with unrecorded telecasting across multiple parts.


Today, the engagement of Middle Eastern air hoses in extra-regional operations varies, but is already comparably high.

Emirates is offering 82 % of its place capacity on extra-regional services. Most other of import bearers from the part like Etihad Airways ( 74 % ) , Qatar Airways ( 66 % ) and Gulf Air ( 54 % ) besides operate more than half of their seats on extra-regional flights ( AEA, 2006 ) . Air France ( 26 % ) and Lufthansa ( 23 % ) show that the portion of excess regional offer for European web bearers is well less, bespeaking that these bearers have stronger domestic markets.It has besides projected the following for its fiscal twelvemonth mentality.

Qatar Airways aims for 40 % leap in grosss, says CEO Akbar Al Baker. Defying the planetary fiscal downswing, Qatar Airways is anticipating to enter a 40 per cent addition in its grosss in its current fiscal twelvemonth stoping March 31, 2011 over the last twelvemonth, harmonizing to the Doha-based air hose ‘s main executive officer. “ We are aiming a 40 per cent addition in grosss for this twelvemonth, which is somewhat over the addition in the air hose ‘s capacity of around 30 per cent.

Qatar has besides come up with balance selling Mix to as to switch from rival of Emirates to chief participant in the air hose industry in the Gulf part.

The Airline Industry and The Challenges

The commercial air power industry has been characterized by a cyclic nature since its origin. During times of economic prosperity, rider traffic demand grows and air hoses seek to add capacity to run into that demand. Conversely, during economic downswings, air hoses respond to decreased travel demand through call offing flights, anchoring or selling aircraft and by and large shriveling capacity.By 2005, a new moving ridge of brash exuberance was experienced in the air hose industry, and aircraft orders skyrocketed fourfold, twelvemonth over-year, to record degrees of more than 2000 units, split reasonably equally between Airbus and Boeing. ( See Fig. 1. ) A ample part of aircraft purchasing originated with air hoses based in the Gulf Region.

Traffic growing in that part of the universe was strong, and bearers like Emirates, Etihad and Qatar began puting big aircraft orders, frequently in duals of one-upmanship at assorted air-shows such as Paris, Farnborough and Dubai.The air hose industry has been bedeviled in the recent times by economic downswing, skyrocketing fuel costs, perceived menace of terrorist act, the possible eruption of the “ bird grippe ” virus and monolithic insurance premiums the international air hose industry faces an unsure, deregulating that has hit major industrialized state air hoses and disputing future. North America is 2nd largest of the four parts examined, with 2827 orders, but with over 80 % of these orders being placed for narrow-body equipment ( by and large 100-200 seats ) , most of which are destined to fall in the fleets of LCC air hoses in the United States, Canada and Mexico.

Europe is the 3rd largest part, at over 2600 orders, besides to a great extent weighted dedicated to narrow-body purchases ( 70 % ) , once more to a big extent ordered to increase the fleets of turning LCCs such as EasyJet and Ryanair. The Middle East is the 4th largest part examined, and though aircraft orders figure merely over 400, a cardinal differentiation from the other parts is that more than 60 % of these orders are for twin-aisle widebody ( 200-400 seats ) and Very Large Aircraft ( greater than 400 seats, such as the Airbus A380 ) , as shown in Fig. 2.Fig.

1. Aircraft orders of Gulf States: 1995-2007. Beginning:, www.boeing.

com.Fig. 3. Airbus A380 orders by part.

Beginning: Airline Monitor, November 2007.

Situation analysis

Company analysis

Qatar Airways is the national air hose company of Qatar which one of the fastest turning air hoses in the universe. Since its re-launch in 1997, Qatar Airways has achieved astonishing growing in fleet size and rider Numberss. From merely four aircraft in 1997, the air hose grew to a fleet size of 28 aircraft by the terminal of 2003 and a milepost 50 by October 2006. Today, the air hose operates 68 Boeing and Airbus aircraft. By 2013, the fleet size will about duplicate to 110 aircraft. Qatar Airways presently has more than 200 aircraft on order worth over US $ 40 billion for bringing over the following few old ages ( www.linkedin.

com ) . Presently, Qatar Airways has a fleet of 87 aircraft functioning 92 finishs worldwide. The company employs more than 15,000 employees across Far East, Middle East, Central Asia, Europe, the Africa, North America, South America and Oceania.Qatar Airways vision is to put in and keep, a turning fleet of immature and modern aircraft winging to identify concern and leisure finishs worldwide.

Furthermore, company ‘s mission includes “ safety first ” , “ client focused ” , “ culturally cognizant ” and “ financially strong ” . Furthermore Qatar Airways set up its end which is to be a universe ‘s top aeroplanes company.


Katar is strategically located in the Gulf States. It has become one of the concern hub and way station. Its air hose industry, has come under increasing competition from rivals such as Emirates, Etihad, Bahrain air hoses.Airlines in the Middle East presently account for merely 9 % of long draw capacity worldwide, but are responsible for approximately 25 % of all planetary long-haul aircraft bringings over the following decennary ( Flanagan, 2006 ) . Dubai-based Emirates Airlines is the largest purchaser, with about 70 % of all new long-haul aircraft orders in the Middle East – the air hose is be aftering to more than duplicate its all-wide organic structure fleet capacity by 2012 ( Flanagan, 2006 ) .

Once all these aircrafts are in usage, Emirates Airlines will be the universe ‘s largest long-haul bearer. Other air hoses in the part with ample broad organic structure aircraft orders include Qatar Airways with an order book of about 140 widebody aircraft aircraft and Etihad Airways with approximately 20 aircrafts pending bringing. Whilst aircraft orders of Gulf bearers represent existent fleet enlargements, aircraft orders placed by incumbent bearers are chiefly used to replace bing capacity ( Fig. 1 ) . Overall, aircraft orders by Middle Eastern bearers are valued at 40 billion USD ( list monetary values ) . In-between Eastern bearers are constructing their growing scheme on widebody aircraft aircraft that offer expanded scope, enhanced rider comfort, and improved operating economic sciences.

These aircrafts will assist Middle Eastern bearers to extenuate the likely on-going slot deficits and congestion jobs experienced at some airdromes. New-generation aircraft are cardinal to the development of long-haul hubs in the Middle East, leting the bearers to stay competitory by maintaining unit costs low ( O’Connell, 2006 ) .Qatar airways merely like other air hoses in the Gulf States is portion of the authorities scheme to diversify its gross base, economic systems, commercialism, touristry and planetary conveyance importance. The air hose has a rich mission statement which is “ Excellence in everything we do. ” Harmonizing to a study carried out by Pearce and David ( 1987 ) to analyse the mission contents of air hose companies, the mission, it showed that Qatar ‘s mission statement is one of the best in the universe. Amongst 9 points, it has 6 points.

Fleet enlargement programs of Middle Eastern bearers ( as March 2008 ) . Source Journal of Transport Geography 18 ( 2008 ) 388-394

Confederates ( world-wide spouses, codeshare )

Code sharing or codeshare is an air power concern term for the pattern of multiple air hoses selling infinite on the same flights, where a place can be purchased on one air hose but is really operated by a collaborating air hose under a different flight figure or codification. The term “ codification ” refers to the identifier used in flight agenda, by and large the 2-character IATA air hose designator codification and flight figure. Qatar Airways is proud to be codeshare spouses with some of the universe ‘s premier air hoses such Nippon Airways, Asiana Airlines, BMI, Lufthansa, Malaysia Airlines, Philippine Airlines, US Airways and United Airlines which indicated as Star Alliance. ( Qatar.

com )


Macro environment ( PESTLE analysis )

PESTLE Analysis which is an acronym of Political, Economic, Social, Technological, Legal, is a tool that aids organisation brand schemes by assisting them to understand the external environment in which they operate now and in the close hereafter. Below is a tabulated External analysis in which Qatar air line operates.


Looking at both the demand and the supply side of Middle Eastern air power growing, it becomes clear that the development has both a demand and a supply side drift to it. The rise of bearers from the part has become possible due to the overall addition in demand for air travel. Additionally, traffic has already been diverted from the established bearers. However, there is besides another side to the growing procedure: ”Induced demand ” .

This is because of political stableness in the Gulf part non merely in Qatar.


Domestic demand benefits from the topography of the Gulf states, which favours traveling by air for intra-regional conveyance. Furthermore, a high per capita income that is still increasing rapidly, offers a base for a strong air power industry.

But there are socio-economic restraints, restricting both domestic leisure and concern travel potency. Besides, wealth is unevenly distributed, with an estimated proportion of 20 % to 45 % of the population life below the poorness line ( AEA, 2006 ) . The United Arab Emirates, Bahrain and Qatar have a combined 5.5 million people which is merely about the population of the Philadelphia metropolitan country.

With more people populating above the poorness line, the air hose industry has a bright hereafter.


UAE lies in the bosom of the Middle East ( ME ) and is one of the universe ‘s fastest turning economic systems with a per capita income of US $ 31,000 ( IMD, 2005 ) . Worldwide, in 2006, the ME Travel and Tourism economic system was graded figure nine in footings of absolute size ( US $ 150 billion ) and is expected to turn to US $ 280 billion by 2020 ( WTTC, 2007a ; Husain, 2007a ) . UAE ranks 18th in the universe and figure one in the Arab universe, harmonizing to the planetary touristry competitiveness study by the World Economic Forum ( Rahman, 2007a, B ) . Global Futures and Foresight, a British think armored combat vehicle expects the investing in touristry and substructure for the ME to be about US $ 3 trillion by 2020, with current investings standing at US $ 1 trillion which is much higher than what is considered current planetary outgo ( Husain, 2007a ) . Non-oil grosss contribute 63 per centum to the GDP ( UAE Interact, 2007a ) . Abu Dhabi contributes 59 per centum to the GDP of UAE ( 56 per centum which is oil dependant ) . Qatar scheme is to feed from the Dubai market.


Delaies, cancellations and recreations are the most seeable grounds of the effects of these breaks on the air hoses. By and large, each of these consequences in aircraft and crews being out of place relation to planned paths. Passengers are inconvenienced as reachings are delayed and scheduled connexions missed.

As a consequence, an air hose may go responsible for the cost of alternate transit, housing, nutrient and, if the hold is sufficiently long, a hard currency payment to counterbalance the traveller for any incommodiousness. Qatar has achieved great technological effort to avoid such holds unless when the flight is at their hub and they are anticipating some flights to do bash.


Qatar airways is a signer of unfastened skies understandings. Between 1990 and 2003, the United States implemented a series of Open Skies Agreements, supplying a alone chance to measure the consequence that a alteration in the competition government has on monetary values. In our sample, Open Skies Agreements cut down air conveyance costs by 9 % and addition by 7 % the portion of imports geting by air. Those consequences hold for developed and upper-middle-income developing states but for lower-middle-income and low-income developing states Open Skies Agreements do non cut down air conveyance costs.

SWOT analysis

SWOT analysis helps to research the internal and external environmental factors impacting Qatar Airways and therefore enable us to do strategic determinations ( Aaker, 2005 ) . The recommended schemes that would be adopted in this paper would be based on the on the SWOT analysis of the company.

SWOT analysis for Qatar Airways

StrengthFailingThe lone 5-star ranked in-between eastern air hoseOver 90 Finishs WorldwideCodeshare spouses with most of the universe ‘s premier air hosesQatar Airways net incomes from the really low charges at its place airdromeHigh ticket monetary valuesYoung air hoses which established in 1994Operation costs is really high due to investings on airdrome Reconstructions and purchasing high-class aircraftsOpportunityMenaceQatar ‘s favourable location for concernThe new airdrome is scheduled to be operational from the terminal of 2011Qatar holds a major Association of Southeast Asian Nations and international sporting activities, late Qatar won offering to host FIFA World Cup 2022.Investing on Environmental Studies ( first commercial flight with GTL Jet fuel- without peculiar emanations in 2009 )Unstable political environment of vicinity statesHigh hazard of terroristic activitiesStrong neighboring province rivals ( Emirates Airlines, Gulf Air )Qatar Airways has over 200 aircraft pending bringing with the orders worth more than US $ 40 billion by Boeing.

Company aims

Marketing aims

To assist drive their enlargement in the UK and internationally, Qatar were looking for an chance that would present the right audience and wide coverage – with twelvemonth unit of ammunition presence. While Qatar and their bureau Starcom were looking at assorted conditions chances available in the market, we were convinced that the comprehensiveness and deepness of our offering via the award winning Sky News would do it a clear victor – they agreed.The run comprised of 5 different sing platforms – leting Qatar to make Sky News ‘ desirable and flush audience via multiple touch points.

Coverage besides included Sky News International, driving the trade name into over 70 million places and 1 million hotel suites worldwide. The relationship has now spanned over 4 old ages with a new 2 twelvemonth extension merely agreed.AimsGrow trade name consciousness and perceptual experience in the UK and internationallyRaise consciousness of Qatar as a premium 5-star air hoseCommunicate the quality of the Qatar serviceIncrease portion of voice against the competitionhypertext transfer protocol: //

Fiscal aims

Qatar Airways aims for 40 % leap in grosss, says CEO Akbar Al Baker.

Defying the planetary fiscal downswing, Qatar Airways is anticipating to enter a 40 per cent addition in its grosss in its current fiscal twelvemonth stoping March 31, 2011 over the last twelvemonth, harmonizing to the Doha-based air hose ‘s main executive officer. “ We are aiming a 40 per cent addition in grosss for this twelvemonth, which is somewhat over the addition in the air hose ‘s capacity of around 30 per cent, Akbar Al Baker, told Emirates Business. He added that the air hose will see a “ similar capacity addition ” in the undermentioned twelvemonth.

Marketing cleavage and mark market

Geographic Cleavage:

Qatar Airways is presently runing in most of the parts of the universe. They are soon trusting to spread out their paths to include the south Pacific paths of Australia and its adjacent states. Qatar Airways is a dynamic, high service bearer, which utilizes the geographic location of its Middle Eastern hub to associate 72 international metropoliss. See the company ‘s web site for more information.

Target Market

Merchandise Differentiation:Akbar Al Baker, Qatar Airways ‘ Chief Executive Officer, stated, “ By offering a assortment of amusement options, we are able to distinguish our rider service through unrecorded amusement programming while besides puting new criterions of comfort to guarantee we are the air hose of pick ” ( Rockwell Collins, 2005, p. 1 ) .Some of the characteristics of distinction are:Biggest and best concern category in the Middle EastSynergistic Audio, Video on Demand Entertainment SystemLargest personal Television screens in the Middle EastElectronic place controlsIn-seat back massageFirst Middle East air hose in First Class with level beds.

Current Marketing Mix ( Ansoff merchandise mix & A ; 4P ‘s )

Merchandise Strategy utilizing Ansoff merchandise mix:

Servicess is defined as affecting one party offering something that is basically intangible and where the interaction does non ensue in ownership of anything ( Kotler, 2008 ) .

Using Ansoff merchandise grid matrix, it can be said that Qatar air hoses is still in market incursion. This is because the air hose as was shown in the introductory subdivision of the work, has projected the figure of aircraft it wish to purchase before 2012. The properties of a company in growing phase of company life rhythm is expansionary qualities.The properties of market incursion scheme in which Qatar air passages are utilizing include:aˆ? Maintain or increase the market portion of current merchandises – this can be achieved by a combination of competitory pricing schemes, advertisement, gross revenues publicity and possibly more resources dedicated to personal merchandising As portion of this growing program, Qatar Airways will widen its path web to 50 finishs by the terminal of 2003. It has late added Manchester and Rome to its increasing path web.

It will shortly be adding Shanghai, Seoul and Tripoli to its path web. ( Airhighways Magazine, 2005, p. 1 ) .aˆ? Secure laterality of growing markets. Qatar air hoses have been known to rule the of all time busy African- Middle east air paths.

The company ever has some flights available from any portion of Africa to the Gulf States. The topology of the country has encouraged the air hose to run in merchandise incursion scheme of Ansoff merchandise grid. Its sparsely populated country has encouraged traveling by air for intra-regional conveyance. Furthermore, a high per capita income that is still increasing rapidly, offers a base for a strong air power industry. But there are socio-economic restraints, restricting both domestic leisure and concern travel potency.aˆ? Increase use by bing clients – for illustration by presenting trueness strategies.

A market incursion selling scheme is really much about “ concern as usual ” . The concern is concentrating on markets and merchandises it knows good. It is likely to hold good information on rivals and on client demands. It is improbable, hence, that this scheme will necessitate much investing in new market research. There is no grounds that Qatar airways is puting on market research because they are non spread outing into unknown paths such as Kula-lumpur – Sydney path.

Pricing Scheme: Going-rate-pricing scheme

Soon Qatar air hose pattern what is called Going-rate-pricing scheme. The market leader in the middle- east air hose industry remains Emirates.

Qatar charges its menu based on the monetary value of Emirates which is somewhat higher. This is because being the market follower, Qatar does non necessitate to upset the constituted market dynamism because it might non be able to vie on the same degree with Emirates.Comparing the monetary value of Qatar and Emirates, on the same path of Kuala-lumpur ( Malaysia ) – Johannesburg ( South Africa ) :Monetary value of Qatar Airways on 21st Nov returning on 23rd Dec from Kuala-Lumpur to JohannesburgMonetary value of Emirates on 21st Nov returning on 23rd Dec from Kuala-Lumpur to Johannesburg

Promotion Strategy

Qatar air hoses are non practising merchandise distinction but it is practising publicity distinction. Harmonizing to its main Executive Officer Akbar Al Baker he said that “ Qatar By offering a assortment of amusement options, we are able to distinguish our rider service through unrecorded amusement programming while besides puting new criterions of comfort to guarantee we are the air hose of pick ” ( Rockwell Collins, 2005, p. 1 ) . Some of their publicity schemes are as listed below and experienced by its riders are asBiggest and best concern category in the Middle EastSynergistic Audio, Video on Demand Entertainment SystemLargest personal Television screens in the Middle EastElectronic place controlsIn-seat back massageFirst Middle East air hose in First Class with level bedsKatar has engaged the services of Global media industries to assist distribute the good intelligence. Such Television, Corporate Videos, BBC Campaign to place it as a premium bearer, CNN testimonies from air hose staff, Sky News studies as a patron of the conditions service and Sponsors a travel show through Al-Jazeera. Qatar is a major patron of high profile featuring activities such as World Tourism Day, World Travel and Tourism Council Summit, World Economic Forum, Leading International athleticss events.

Qatar air hoses was the official patron of 15th Asiatic Games, Doha 2006. The company has come up with a new merchandise called “ Flying Oryx ” Newsletter that it distributes to go agents. The newssheet is besides available through its web sites. More links could be established to the newssheet through the Internet. The air hoses besides give off merchandises to riders that promote the logo of the Burgundy Oryx and “ Taking you personally, ” such as tickers, computing machine “ mouse ” and manus towels.

.Place Scheme:

This places a small impact on the concern scheme of Qatar. Qatar air passages like any other air passages have developed a system of acquiring their ticket. Unlike the normal concerns, whose distribution channel goes from the maker – wholesaler-retailer-consumer. The normal concern rhythm Qatar air hose and other air passages are from the air hose operators to consumers when online engagement is done or through traveller agent.Airline operatorAirline operatorManufacturerJobberTraveling AgentConsumerRetailerConsumerConsumer

Traditional Supply channel Online engagement channel Intermediary engagement channel

Marketing Execution

Budget ( short & amp ; long term projections )

Qatar air hoses being a authorities company operates a closed system whereby no 1 knows their fiscal projections. But based on Boeing ‘s Economic Overview fort the following 20 old ages, the company predicts an overall economic growing of the international air hoses industry will be at 2.

9 % , the international growing in rider traffic will be 4.8 % , and the largest country of growing will be in lading at 6.2 % . Although the industry will still confront highs and depressions, which is built-in, the Boeing study says that the long-run mentality is that of positive growing. Part of the factors of positive growing are globalisation, increases in international trade, growing of GDP, the liberalizing of ordinances in assorted states to let more entree and services. World GDP growing is at 2.9 % and this is one of the major factors for the growing in the air hoses industry.

Harmonizing to that same study, the GDP growing in the Middle East is 3.6 % , and growing in the rider traffic is estimated at 5.5 % . Of class, this growing in higher in parts where the GDP is higher. Other factors impacting increased growing in the Middle East are increasing populations and the belief that oil costs will be sustainable long-run.

Integrated Selling Plan

Low cost

Qatar air passages have the purchase to prosecute in more competitory monetary values that what they are offering soon.

They should borrow a leave from what Qantas did. Qantas came up with a low cost bearer called JETSTAR. The low cost scheme can vie in the low cost flight class of the air hose industry while the parent company keeps their normal criterion.


Qatar air passages have the trade name image to organize strategic confederations with many similar air hoses where they can acquire the benefits of economic sciences of graduated table. This might come in the signifier taking one air hose company in the continent to organize a cringle.

They might borrow a expression from what Singapore air hoses deed as shown below.SingaporeAirlinesAir New ZealandLeading AllianceDiners ClubAvisSingapore Airlines ‘ confederation web ; strategic confederation, follower ( Kotler Pg 812, 2008 )

Decrease of booking agents

Committees and other inducements to gross revenues staff add to the operational cost of the company. These costs either passed on to the clients or absorbed by the organisation lowers the borders of the company. The company should come up with a construction of naming GSA ( General Gross saless Agent ) in major metropoliss and towns. They might even go through it to the station office to sale for them since they post office has their fixed cost already running.

Web Friendly Site

The company should as a affair of urgency design a friendly user web site.

Their current web site is non user friendly. They should borrow a cue at Airasia web site. Airasia web site is fast, user friendly and updates every proceedingss. This has greatly encouraged clients to utilize the web more often than physical office infinite thereby restricting people or topographic point contacts to the barest lower limit.


For Middle Eastern participants, there are three possible beginnings of rider demand.

Firstly, domestic demand arising in the Gulf part can add to make full fleets and airdromes. Second, demand can originate from foreign riders that are bound for Middle Eastern states – may they be leisure or concern travellers. And thirdly, stop-over travel that is utilizing the Middle Eastern airports as hubs and that is heading for finishs beyond the Gulf states can be a beginning of demand. These factors are favourable to Qatar air hoses. However, reacting to the growing processes in the Middle East merely by cutting costs is an deficient scheme for the incumbent participants. Pricing systems, for illustration, have been developed in decade-long procedures and are hard to copy.

Other of import Fieldss and assets for reaction are strategic webs and co-operations, frequent circular plans and booking systems.

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