Quanta’s marketing plan and strategies are so effective due to the fact that they are very comprehensive, focus on market research and the marketing plan gives Santa the business direction that they need as well as it helps them to manage a changing environment. SOOT Analysis: The SOOT analysis is a step undertaken by a business to Identify Its Internal strengths and weaknesses, as well as Its external opportunities and threats. The SOOT analysis stands for Strengths, Weaknesses, Opportunities and Threats. The
SOOT analysis for Santa is as follows: Strengths: Extensive network/ part of the One world alliance Excellent airport locations and facilities Globally recognized brand name and logo Excellent safety record – probably the best In the world (not one death on a Santa flight) Operational excellence: Santa has twice won the Cumberland trophy for engineering excellence. Very successful launch of Jester (Australia and Asia) Weaknesses: Speculation that British airways will quit its $1. 3 billion stake in Santa. Higher labor and other operating costs than its competitors An ongoing disputes between
Santa management and militant unions Recent safety Incidents have tarnished the Santa Image Opportunities: For its new international budget brand, Australian Airlines Taking advantage from the Unseat collapse by hiring new staff, expanding routes and purchasing / leasing more aircraft Developing further E-commerce operations Continually evolving aircraft technology The expansion of Jester network into Asia due to new airlines Threats: Strategies of its main competitors especially Singapore Airlines and Air New Zealand (international) and Virgin Blue (domestic) Increase In government regulations to rotate Its smaller rivals Rising fuel costs Further weakening in the international market / economy Threats that further competition in the domestic and international market Competitor Analysis: Competitor analysis is a strategic technique used to evaluate outside competitors. The analysis seeks to identify weaknesses and strengths that a company’s competitors may have, and then use that information to improve efforts within Santa. For example when Unseat fell Santa was able to take advantage of this and therefore Santa was able to employ some of their employees. Another example is in 2011 when Virgin Australia renamed the airline in the US to make less confusion and to increase brand awareness as well as Virgin adding lounges, revamping flight menus, unveiling new aircrafts with leather seats.
Virgin did all this in order to try and challenge Quanta’s 84% share of the corporate market. By doing a competitor analysis Santa was then able to react to Virgins changes which in one way or another affected them. Product Life Cycle: Quanta’s marketing success can be affected by its ability to understand and manage he product life cycle. Due to this at each stage of the product life cycle Santa implements new marketing strategies. The following product life cycles will be discussed and will have examples to support them. Introduction: Jester Japan which started in 2012. It was a new product and there were start up losses in the beginning.
Due to the start up losses Jester Japan was promoted heavily and penetration pricing was used in order to create distribution channels and to build brand awareness. Growth: Jester (domestic and international) is a good example for this stage. At this stage the profitability has increased due to sales expanding and it was the 9th consecutive year of double digits growth. In order to increase profitability Santa purchased more aircrafts and expanded their routes. Maturity: Santa (domestic) is a good example for this stage. At this stage sales were leveling off, there were lots of competitors and consumer choice. During this stage in order for Santa to reinvent themselves they had to modify marketing strategies.
For example: introducing the next generation check-ins, upgrading lounges, in-flight entertainment yester and recur prices to meet the competition. Renewal: Santa (international) best describes the renewal process. During 2013 their international losses were halved. In order to respond to this problem Santa reduced costs by firing staff, enhanced customer experience and they launched the Emirates partnership. Conclusion: This report explained how Santa develops its situational analysis which is made up of the SOOT analysis and the product life cycle. Throughout the report competitor analysis was explained and there were examples used in order to back up the information stated throughout the report.