QUALITY SERVICE MANAGEMENT IN

TOURISM AND HOSPITALITY

CASE STUDY ABOUT QATAR AIRLINES

BY: GROUP 1- BSHM3-BLOCK A

Roldan Guevarra
Raven Justin Dela Cruz
Eloisa Javier
Marichu Manuel
Joanna Marie Federico

TO:
Ms. Alexis Tolentino
 ABSTRACT
Qatar Airways is one of the fastest growing airline all over the World sponsored by Qatar
government and provides high class services to their customers. Qatar airways have high value
of customers' satisfaction due to direct relation with their customers. They also provide all other
facilities to their passengers such as: Duty Free services, Al Maha services, cargo services, Qatar
aviation services. Qatar airways now currently have more than 100 aircrafts which covered more
than 170 destinations across the world. Qatar airways are now one of the top airline because of
his strong hierarchical structure and made a prevailing base inside, outside in the market. There
are several industry forces which dictate the nature of the competition in retail markets.

INTRODUCTION
Marketing Strategy of Qatar Airways analyses the brand with the marketing mix framework
which covers the 4Ps (Product, Price, Place Promotion). There are several marketing strategies
like product innovation, pricing approach, promotion planning etc. These business strategies,
based on Qatar Airways marketing mix, help the brand succeed in the market.

QATAR AIRWAYS

Qatar Airways was first instigated on 22 Nov, 1993. Qatar Airways, a national airline of Qatar, is
considered as one of the best airlines in the world having more than 150 aircrafts. From its main
hub in Doha International Airport, it operates its international flights in five continents. Qatar
Airways, after offering over 150 destinations throughout the world, is now planning to open its
offices in many new countries.

Qatar Airways started its operations in 1994 where a carrier was a diminutive local transporter
providing a modest bunch of courses. In 1997, the air transport was re-propelled as His
Highness, The Emir Sheikh Hammad receptacle Khalifa Al Thaani, illustrated a dream to
renovate Qatar Airways into a main global carrier with the most astounding gauges of
magnificence and administration.

Under dynamic leadership of Group Chief Executive, His Excellency Mr. Akbar Al Baker in
1996, the airline developed into an award-winning carrier and best in the world. Under Mr. Al
Baker's stewardship, Qatar Airways has matured into a principal force in global and regional
aviation.
 MARKETING STRATEGIES OF QATAR AIRWAYS

Qatar Airways Product Strategy:

The product strategy and mix in Qatar Airways marketing strategy can be explained as follows:

Qatar Airways provides a wide range of services to passengers before boarding and also during
the flight journey with entertainment and food services. Currently Qatar Airways has a fleet size
of 190+ comprising of Airbus and Boeing in its product offering under its marketing mix. Its
exclusive fleet comprises of Bombardier and Gulfstream variants.

First Class: The seating arrangement in Qatar Airways is provided with leg rest and additional
services like message and entertainment provisions.

Business Class: This is one of the premium services offers by Qatar Airways in most of its
plane. This cabin services are characterized by its comfortable seating with extra spacing and
touch screen facilities for the passengers.

Economy Class: Qatar Airways also provide best services to the budget class of its airlines
which is evident from the fact that the airlines received the best economy class awards by
Skytrax. Passengers are provided with better seats and personalized television for entertainment
in this category. Plans are being made with possibility of Wi-Fi and GSM telephony usage and
USB ports for different uses.

Inflight Entertainment of Qatar Airways involves the use of Oryx One system with provision of
television and other entertainment portals are available on board. Also internet facilities are
being provided in some of the flight to ensure the passengers can avail facilities of sending mails
and surf the internet during their journey. There are duty free shops, check in services, nursery,
conference area, restaurants and Jacuzzi etc.
Qatar Airways Price/Pricing Strategy:

Qatar Airways prices its tickets in line with competition strategies.

One of the major competitive advantage and reason for preferring Qatar Airways is the provision
of providing quality services at reasonable prices. Qatar Airways adopts a market follower
strategy in its marketing mix in terms of pricing its tickets and prices are normally set based on
the competitors pricing which is generally the Emirates operating in the same geographic
location. This method adopted by the airlines with respect to its pricing is also known as the
going-rate pricing strategy. Qatar Airways generally targets the rich upper and middle-class
segments which includes business corporates and executives.

Qatar Airways Place & Distribution Strategy:

The brand has established presence in all the routes connecting major cities across the globe with
more than 150 destinations. The hub of the airline operation is at Hamad International Airport
and has hub and spoke kind of operations. The airline offers wide range of services through its
lounges with its subsidiaries and divisions like Qatar Duty Free, Qatar Airways Holidays, Qatar
Aviation Services etc. It offers various options of availing its tickets thorough different sources
for its customers

Qatar Airways Promotion & Advertising Strategy:

Qatar Airways has used platforms like being the sponsor of FC Barcelona and also been the face
of Asian. Qatar Airways undertakes such promotion with the status of being associated with such
high profile events and also improve brand visibility. The printed advertisement and visual
commercials are mainly targeted towards the upper and middle customers and provides better
understanding of the brand. Qatar Airways has become epitome of being rated as the best airline
by all agencies including Skytrax awards in all its services. This provides a positive image of the
Qatar Airline brand and its advantage over other airlines competing against it. Qatar Airways
offers Privilege Club Membership to retain its customers and thereby has agreements with
different airlines and additional services like hotel and car services. Since this is a service
marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Qatar Airways.
People:

Qatar Airways is always focused on providing quality service and facilities to its passengers
travelling to worldwide destination. This government owned company has more than 40
thousand employees working for it and among this around 50 percentage are directly employed
by Qatar Airlines the remaining are indirectly working for the operations of the airline. Qatar
Airways has received wide recognition for its services dedicated to customers with awards and
ratings. This is evident through various training program initiates for its employees.

Process:

Qatar Airways have developed a strong process of delivering the value to its customers through
its infrastructure and technology. It offers best in service through its lounges which is the
premium terminal offering duty free shops, conference room and other facilities. Also the airline
has spread its wings internationally by opening its lounges at Dubai, London and Paris. Qatar
Airways offers wide range of services for its passengers from their process of booking tickets to
their journey.

Physical Evidence:

Qatar Airways had carved a name for itself in aviation sector with being ranked as the world's
best airline. With its facilities in terms of on ground services and in flight experiences for its
passengers Qatar Airways has displayed wide visibility for its brand. The lounges, provision for
additional facilities in terms of hotels, restaurants, car service etc. provide the brand with better
brand image. It has been the most preferred airline in terms of the ranking in different categories
by Skytrack there by earning an edge over other competing airlines. Also with its expansion in
international arena by opening its lounges in other cities Qatar Airways has been widely known
airline services.
This Case Study shows Political factors being highly competitive business environment tight,
regulation for the aviation industry, and varying levels of war, and security factors of nations
throughout the world economic.

Economic factors include possibility of recession, rising fuel prices, labor demands and high
rates of bankruptcies.

Social matters show services money, less business class travelers and automation making life
more convenient.

Technological factors include the addition of check-in and ticketing services to mobile apps and
deployment of advanced aircraft tracking Technology.
SWOT analysis of Qatar Airlines

This SWOT analysis shows Qatar Airways have government backing and it's young efficiently
as being key strings, weaknesses are centered around labor relations and changing political and
economic environment throughout the world. Opportunities include low oil prices in new and
emerging markets. Threats our local market protections for other airlines and high competition
from low-cost carriers.

Conclusion

The ravishing market penetration and robust strategy has kept Qatar Airways in the top order
amidst the big players. It is see that they excel in satisfying the consumers and the people they
are adhered too. Qatar Airways strong hierarchical structure has developed the company intact
and powerful from the base inside out in the market. Qatar airways have planned to establish
more global fleets with the Arabic touch, the organization has also planned to sustain as a leader
in the technology and product standards which would help to position itself top amidst leading
airline brands. Acquire more strategic partnership and alliances to develop the product to attract
and serve the Qatari as well as global target audience.

Reference: https://www.emerald.com/insight/search?q=Qatar+airway

https://m.youtube.com/watch?v=qWcyMYb_r-0&t=56s
 BSHM3-BLOCK A

GROUP 1

Roldan Guevarra

Raven Justin Dela Cruz

Eloisa Javier

Joanna Marie Federico

Marichu Manuel