Apply Qantas as an Australian company increasingly operating in a global world investigating how the various macro-environmental (uncontrollable) factors impact the marketing mix (controllable) factors.
Qantas was founded in 1920 and initially known as the Queensland and Northern Territory Aerial Services Limited (Qantas). It is regarded as one of Australia’s strongest brands and worlds’ leading long distance airline nationally and internationally. Qantas’ business is mainly constructed by the transportation of customers using both their airline brands Qantas and Jetstar as well as operating in other subsidiaries such as Q catering, frequent flyer, freight enterprises as well as other airlines (Qantas, 2013). It employs 33,000 people with 93 per cent of these employees being based in Australia (Qantas, 2013). Recently, Qantas has undergone changes that have threatened and seen Australians question if Qantas will remain an Australian brand. Reports have demonstrated 1000 jobs being cut due to restructuring of international arms as well as the decision to move Australian jobs offshore. Qantas has implemented plans to strengthen international ties particularly in Asia by funding start up airlines internationally. The global market is continuously evolving and as Bernard et al. stated ‘firms that are engaged in international trade are larger and more productive than the ones that serve only domestic markets’ (2007). However, the Federal transport Minister Anthony Albanese has stressed that “it is very important that Qantas reassure the Australian public that it regards itself very much as the Australian icon” (ABCnews, 2011).
Qantas is an Australian company that has increased their operations in the global world. Therefore, macro-environmental factors such as political, economic and environmental factors impact Qantas’ product, price, place and promotional strategies.