ASSESSMENT
BSBMKG501B - Identify and evaluate marketing opportunities
BSBMKG502B – Establish and Adjust the Marketing Mix Assignment

By Aliomar Miranda Filgueira Galvão
Student’s I.D. number: A106588

Table Contents

1. Introduction 3
2. Evaluation 4
3. Swot Analysis 7
3.1 Conclusion 8
4. Marketing Plan 9
4.1 Product 9
4.2 Price 9
4.3 Place 10
4.4 Promotion 10
4.5 Features and Benefits 10
5. Conclusion 12
Reference 13

1. Introduction

Australian domestic airlines industry has recently had a major change in competitiveness when Virgin Blue entered on the market. Their low cost fares strategy quickly captured 25% of the market share. Analysts have predicted that Virgin Blue would grow to reach a third of the market until next year.

The success of the Virgin Blue’s new business model is based on the balance between affordable airfares and company’s profitability. This model leaded to a new consumer behavior, forcing QANTAS to study the new market niche and consequently study the feasibility of opening a new low-cost airlines.

The aim of this study is to propose to the creation of a new company for Australian domestic airline called KOALA AIRLINES. Two questions must be answered by the study: first, how will this new airline affect QANTAS business? Second, should we undertake this opportunity?

2. Evaluation

Some initial questions are important for understanding the market time with the introduction of a new competing company.

How will this opportunity affect your current customers?

There is a constant challenge of today's airlines to differentiate themselves by offering better service, greater agility and lower cost. This allows a reduction in the buyers’ bargaining power, since they do not find a personalized