QATAR AIRWAYS

Octavio Martn Serrano

Jorge Llanes Rojas
Blanca Rubio Vern

QATAR AIRWAYS: THE

COMPANY
Parent Company: Government of Qatar
Category : International
Sector: Airlines
Tagline/ Slogans :World's 5-star airline
USP: Premium Airline, Upper Middle Class,

Middle Class

QATAR AIRWAYS: THE

COMPANY
Qatar Airways Company Q.C.S.C. operating

as Qatar Airways, is the state-owned flag

carrier of Qatar.
Qatar Airways operates services across Africa,
Central Asia, Europe, Far East, South Asia,
Middle East, North America, South America and
Oceania.
Qatar Airways is one of the few airlines in the
world ranked Five Star by Skytrax, the
independent aviation monitoring agency. Skytrax
also named Qatar Airways cabin crew as Best in
the Middle East for the third year running and
fifth best in the world, following a survey of more
than 12 million passengers worldwide.

QATAR AIRWAYS: THE

COMPANY
The airlines flies to 125 destinations, and

passengers can connect from Doha to

destinations, including Maldives, Dubai, Bangkok,
Colombo, Seychelles, Cape Town, Dar es Salaam
and Nairobi.
The airline operates a fleet of 110 aircrafts incl.
cargo.
Qatar Airways has a number of subsidiary
companies including: Qatar Aviation Services,
Qatar Aviation Catering Company, United Media
International, Qatar Airways Holidays, Doha
International Airport, and Qatar Duty Free.
The airline has more than 20,000 staff, with
14,000 people employed directly and a further

PORTERS FIVE FORCES

Barriers To Entry: High

- High Capital Expenditure(cost of buying and

leasing aircrafts, safety and security measures, customer service
and manpower).
- Existance of Companies that have high

brand value and

high consumer loyalty.

Threat of Substitutes: High

- Existence of well established brands

such as Emirates, Lufthansa, British Airways, Etihad,
KLM etc.

PORTERS FIVE FORCES

Buyer Power: High

- The High competition provides a lot of

options to consumers, hence allowing them to hold a
good amount of power over the airline companies.
Rivalry: High

- Competition through tapping into new

destinations, providing more services such as
increase in in-flight channels and better menus and
also the use of extensive advertising.

PORTERS FIVE FORCES

Supplier Power: High

-Suppliers can affect the industry through their

abilities to raise prices or reduce the quality of
purchased goods and services. The airline industry
has few suppliers globally, namely Boeing and Airbus.
Therefore the power of the suppliers is high, because
those limited suppliers have a control on the market
due to the huge demand of their manufactured
products

KEY DRIVERS
Consistency

Product Development
Advertising, Direct Marketing & PR
Website, E-commerce, on-line reservations
Merchandising, onboard amenities, duty-free

shopping Literature, stationery, leaflets,

brochures, tickets, schedules
Environments : Signage, livery, exhibitions &
trade shows
Sponsorships & co-branding, CRM & loyalty
programmes
Human interaction, Customer care

SWOT ANALYSIS
Strengths:

-Comprehensive marketing strategies to build a

strong brand identity.
-High standards of performance, including
safety, security and customer service
-Unique services
-First in providing a variety of customeroriented services regarding comfort,
convenience and luxury
- Winner of several important awards

SWOT ANALYSIS
Weaknesses

-Relying Heavily on International Onward Moving traffic.

- Very Little Domestic Traffic and limited market share growth.
Opportunities
-Brand New Fleet to improve customer confidence
-Hub developing well.
- More brand building and marketing can increase brand
recall.
Threats
-Increasing Competition in Middle East market
-Increasing fuel prices would affect operations
-Unfavourable scenarios due to Govt policies and regulations

QATAR AIRWAYS: THE BRAND

The image that Qatar Airways currently holds can
be listed as follows:
World Class
Luxurious

Hospitable, Caring, Friendly, Warm

Efficient
Quality Oriented

Culturally Diverse

QATAR AIRWAYS: THE BRAND

The Mission of the Airlines is Excellence in everything that

we do.
To achieve the goals of its Mission Statement, Qatar Airways
does the following:
Puts Safety first with the highest standards of safety and
security
Customer focusproviding genuine service and
hospitality, a service that is personalized to each
passengers needs.
Commitment to peopleemploying a dedicated staff,
providing them with support and training.
Cultural awareness, providing the values and hospitality of
Qatar, but understanding and caring for people from all
cultures and background.
Keeping the company financially strong, with aggressive
growth to continue to provide excellence in service.

BRAND PROMOTION- IMAGE

BRAND PROMOTIONDESTINATIONS

PROMOTION MEDIUMS
Media coverage

AdvertisingTV, print, radio

Travel Agents
Tour Operators
Sponsorships and Exhibitions
Governments
Airline bodies
Industry Groups

DIFFERENTIATION
Arabian Hospitality
The highest standard business class
Interactive Audio-Video on Demand

Entertainment System
Largest Personal TV screens
In seat Back Massage
Electronic seat Controls
First Middle East Airline to provide flat beds in
First Class

Competitors
Emirates
Etihad
British Airways

Success
Member of MEB3 (middle big three)
Member of Oneworld Alliance.
Competitiveness.
Clear differences among MEB3

New worthy information

New airport next year
Market share increases

MEB3 is disinterested in global alliances

THANK YOU!