Strategic Marketing (Jet Star) Assignment Example | Topics and Well Written Essays - 2750 words

Strategic Marketing (Jet Star) - Assignment Example The key stakeholders of Jetstar are the frequent air travellers and tourists travelling around the world, the government who regulates the law and regulations within the airline industry and supplementary companies that depend heavily on airline industry, companies and industries which directly affect the functioning of airline industry, such as manufacturing, services etc and investors (Lamberg, Savage and Pajunen 2003, 388). 1.3. Overall performance The Jetstar Group is the largest low cost airline in the Asia Pacific by in terms of revenue, the airline carrier is considered as the largest low cost passenger in the Asia pacific region. It has provided service to more than 100 million passengers since its launch in the year 2004. More than 20 million passengers were carried during the fiscal 2011-2012. Jetstar is considered as the fastest-growing airline in the Asia Pacific. It reached this milestone in a short span of seven years. When Jetstar was established in 2004, it had a tota l of 400 employees (Qantas, 2013). Now the number has grown to more than 7,000 across the Asia Pacific today. The Jetstar Group carries off over 3,000 flights a week collectively, to 57 destinations in 16 countries. It also serves the territories across the Asia Pacific region with a fleet of around 95 aircrafts. The airline has shown steady profits since its inception in 2004. The airline recorded an EBIT (Earnings before Interest and Taxes) of 203 million dollars in 2011-12, and a 20 per cent increase on the previous financial year. During the same period the overall capacity of Jetstar increased by 14 percent and the airline carried 20.6 million passengers, registering an 11 percent increase on the last financial year (Qantas, 2013). The total revenue earned by the airline was... Jetstar Airways Private Limited is a part of the Qantas group, as a wholly owned subsidiary. The group company, Qantas was founded in Queensland in the year 1920. The main business of the group includes transportation of customers using their two major airline brands. The group is also involved in subsidiary business, which includes other airlines, and specialist business markets such as catering. Jetstar was established by the Qantas group in the year 2004 as a low-cost service provider. This low cost carrier was established as a part of the group company’s branding strategy, where Qantas focused on the business and premium market and Jetstar focused on leisure market. The mission of Jetstar is to provide every day low fares with the aim of attracting more customers to fly to more places, more often. The objective of the airline is to have the lowest fares on all the routes where it operates and backs every airline fare with a Price Beat Guarantee. Jetstar follow the policy o f giving discount of 10 percent in case the route, the fare and the timings of any rival airlines are comparatively similar. This is the positioning strategy which the company followed to gain a competitive edge. Like others airline companies, Jetstar offers varied services. The aircraft provides business and economy class travelling facilities. The airline operates both domestic as well as international flights. The airline provides specific facilities for customers according to their requests. The airline is divided into six group companies. Jetstar has its operations in Australia, Japan, Hong Kong, Vietnam, New Zealand and Singapore. Jetstar New Zealand and Australia are wholly owned subsidiaries of the parent group, Qantas.