Marketing Strategy and SWOT Analysis of Qatar Airways

Would it be wrong to assume that there is nothing that the human mind cannot create? Probably not. 118 years ago a life-changing invention was made. Back then nobody thought it would be possible to fly. It took a great deal of creativity to prove people wrong. Airplanes…Exploring and experiencing the whole world could seem like a dream of a lifetime but it is much more accessible these days. Today we are going to talk about the world’s best airlines, Qatar Airways. We are going to try to get a better understanding of the tips and tricks that it utilizes to have reached so much success.

Before all else, we are going to take a look at the mission and vision statements of Qatar Airways.

The mission statement of Qatar Airways is as follows.

“Excellence in everything we do”.

Of course, every other thing can get scary at times. But think about how much thought goes into ensuring a safe and comfortable flight. It is important that consumers trust the staff of the airplane to safely arrive at their destination. So much goes into it, and that is exactly what the mission statement suggests. Every little aspect that plays a role in an airplane ride, is taken into deep consideration. Starting from checking every single person for everything that could potentially be harmful. Ending at the moment where some people shower the atmosphere with applause.

As a result of great ambition and goal-orientation, Qatar Airways is one of the youngest global airlines to serve all of the six continents.

Qatar Airways is a leader in so many other levels. For example, it is the first in the globe to accomplish the prestigious 5-Star COVID-19 Airline Safety Rating by international air sport rating organization, Skytrax.

The goal for this company is to be everybody’s preferred airline. Thus it works for offering great flights to a great variety of destinations.

Moreover, below you can see the vision statement of Qatar Airways.

“Moved by people, Qatar Airways Cargo will be the world’s number one air cargo provider, based on customer preference, value, reliability, and scale. We strive to be a vital link in the global economy, delivering to the world for a better future”.

The operation of global air cargo is done cautiously and safely on a modern and fuel-efficient formation of dedicated freighter and customer aircraft. The company applies a state-of-the-art foundation that allows for advanced and stable air shipments that are produced by talented individuals.

Qatar Airways spends extra effort to invest in its connection with not only customers but also employees.

Out of the whole Qatar Airways Group, Qatar Airways Cargo draws the second-largest revenue stream.

When it comes to safety and security arrangements it is important to guarantee 100% compliance. In order to provide quality assurance, Qatar Airways consistently attempts to keep up with international industry standards.

Qatar airways apply proper care in sustaining their operational, practical, and essence policies and methods. Moreover, the company performs routine enhancements to present outstanding service to its consumers.

Moving along, I suggest looking at this Instagram post to help us unravel the archetype that Qatar Airways belongs to.

The Qantas 747 jet was life-changing for Australia.

It was the first plane to operate non-stop flights between Australia and Europe. It flew more than 50 million passengers annually.

You can only imagine how many diverse events have taken place in a matter of 50 years. This plane has been accompanying Australia through peace, war, natural disaster, and natural celebration.

Understandably, saying goodbye to the ‘Queen of the Skies’ was an emotional ceremony. Due to initial plans, thousands of people were supposed to gather around for the last goodbye.

However, the draining virus that took over the world in 2020 changed so many plans. As a result, only 150 people came to the event. They left sweet messages on the plane to still be reminded of the awesomeness that it was capable of performing.

The whole sentimentality of this Instagram post is the biggest hint that we can get. Obviously, a plane is not a living creature, but human beings give it life.

The evolutionary events that this plane took part in were a huge deal. This is exactly why, to this day and in the upcoming years, people are still going to appreciate it.

And lastly, running an airline is directly connected to people’s lives. It is a responsible duty that has to be done properly.

All of these signs lead us to arrive at one conclusion only. The archetype that Qatar Airways belongs to is Hero.

What do we know about Hero?

Desire: Prove one’s worth through courageous and difficult action

Aim: exert mastery in a way that improves the world

Strategy: become as strong, competent, and powerful as you are capable of being

These are the messaging levels of the archetype.

Level one: the bully kicks sand in your face or someone tries to intimidate or abuse you: a challenge beckons, someone needs you to help defend him or her

Level two: the development of boundaries, competence, mastery, expressed through achievement, motivated or tested through competition

Level three: as with a soldier, doing your duty for your country, organization, community, or family​

Level four: using your strength, competence, and courage for something that makes a difference to you and to the world​

The Hero provides a great identity for your brand if:

• you have an invention or innovation that will have a major impact on the world​
•  your product helps people perform at their upper limit​
•  you are addressing a major social problem and asking people to step up to the plate to help address it​
•  you have a clear opponent or competitor you want to beat​
•  you are the underdog and want to rival the competition​
•  the strength of your product or service is its ability to do a tough job efficiently and well​
•  you need to differentiate your product from one that has problems with follow-through​
•  your customer base identifies itself as good, moral citizens​

Furthermore, we are going to talk about the SWOT analysis of Qatar Airways.

Strengths

Global Presence: Qatar Airways offers its services on all six continents. That makes it one of the leading, rapidly-growing, youngest airlines. The formation of this company’s aircraft is fuel-efficient making its operating costs considerably low.

That, in turn, makes sure that these airlines make it to over 160 destinations in one day. Established in 1997, Qatar Airways is fully managed by the government of Qatar. Hamad International Airport which is located in Doha in Qatar is the hub of the airline and is a Five-star airport.

Awards and accolades: Over the many years that it has been in business, Qatar Airways has got many awards and accolades. For example, back in 2017, it received the ‘World’s Best First-Class Airline Lounge’, ‘World’s Best Business Class’, and ‘Best Airline in the Middle East’ awards.

To add up, Qatar Airways took 5th and 2nd place in the World’s Best First-Class Airlines and Best First-Class Airline Lounges in 2019. Even more so, the UK Business Travellers Awards prized the airlines with the ‘Best Airline’ award. The Global Traveller Tested Reader Survey Awards gave the company the ‘Best Airline for International First Class’ honor in 2017.

‘World’s Best Business Class’ award by TripAdvisor Travelers’ Choice Awards, and ‘Best Food and Beverage: Middle East’ award by Airline Passenger Experience Association are also among the list.

Onboard Services: The onboard services that Qatar Airways offers are exceptional and separate it from other airlines. The differences between Business class, First-class, or Economy class flights are not immense. An Economy class flyer can use the same in-flight entertainment options as Business-class and First-class passengers.

The food that Qatar Airways offers is on another level. For instance, can you believe that having a romantic dinner up in the air is a possibility? Well, that is an option for First-class flyers.

Also, comfort is another huge factor when it comes to flying. And, of course, it is another aspect that Qatar Airways has taken under control. The seats in Economy class are more spacious than the ones suggested by other airlines. Business-class seats, on the other hand, can be converted into flatbeds.

Weaknesses

Controversies: Of course, all companies receive some kind of judgment. That is also the case for Qatar Airways. For instance, something that the company used to do was fire crew members in case of getting pregnant or married during the first five years of work. But the company changed up the policy in 2015 supporting the cabin crew marriages.

The airline also received criticism for the alleged payments it obtained from the government of Qatar, however, those rumors have always been denied.

Over-reliance on international markets: Qatar Airways heavily depends on its international markets. However, when those international markets undergo alterations, such as macro-environment changes, it can be damaging for the company. For example, obviously, 2020 has not been so favorable because of the global pandemic.

Opportunities

Expansion: Even though Qatar Airways is widely spread across the world, it still has room to grow. For one, it can start new directions into the Indian Subcontinent, Eastern Europe, and Southeast Asia. The global market share will also possibly be extended.

Strategic Alliance: Strategic alliance with other airlines would be a smart way to enable the company to develop further. It is notable, though, that Qatar Airways already does have stakes in a few airlines and airports across the globe.

Threats

Geo-political crisis: The Middle East and Saudi-led barrier of Qatar’s land, sea, and air borders with Qatar were big threats to Qatar Airways in the last several years. The reason behind that is political uncertainty.

Competition: Emirates Airline and Etihad Airways are intense competitors of Qatar Airways. But the company also meets competition with other global airlines.

Lastly, we are going to uncover the segment that Qatar Airways has chosen to target.

To do so, let’s watch this video.

This video was used to advertise Qatar Airways’ new cabin and ground crew uniform.

It all makes sense because throughout the video we see fashionably dressed men and women walking to a plane or walking around in the airport. It is a great contribution to the company’s marketing. Happy staff equals satisfactory services.

At the end of the video, we observe that the confidence and ease that the stewardesses received from her costume transferred to the passengers.

Employees that work at an airline have an out-and-about lifestyle. Being up in the air for most hours of the day is an inseparable part of an adventurous way of living. Also, we clearly got the message that putting extra effort into looks is essential in the video.

These three points help us discover that the segment that Qatar Airways has chosen to target is Carpe Diems.

What do we know about them?

Lifestyle and values:

Carpe Diems live their life in a way that they enjoy it. An enjoyable life can be turned into reality in a few ways. If it includes going out with friends or visiting luxurious cafes, then let it be so. But it can also involve taking risks and adventures and being spontaneous.

However, a successful career is also a great responsibility for this segment.

Earning a good amount of money brings Carpe Diems freedom. Freedom, by itself guarantees to be able to do what you want and when you want it.

Carpe Diems are pretty independent. Which is a reason to believe that an example of a goal they set for themselves is setting up their own business.

If becoming successful means spending less time with loved ones, Carpe Diems are willing to go for it.

This segment tries to keep up with the quickly emerging and evolving sectors, such as technology, music, fashion, automobiles, and so on. 

Above all else, Carpe Diems manage a healthy lifestyle with regular exercising and healthy eating.

Attitude to shopping:

Carpe Diems have a higher standard of living. This is why they are brand-oriented, and enjoy luxury goods. ‘Quality over quantity’ is the statement they go by when it comes to shopping.

This segment stays loyal to its favorite brands and rarely tries something new.

Shopping is an enjoyable activity for this segment soo they spend a lot of their free time on it.

Other interesting facts:

Carpe Diems​

• Party a lot​
• Spend a lot of time with friends in cafés and pubs​
• They prefer upscale and popular places
• Regularly go to the cinema
• Are interested in cultural events​, so they visit exhibitions, museums, wine cellars​, etc.
• Sometimes read books in their down time​ about sports, biographies, or just literary ones
• Play cards a lot​
• Typically they read press on their topics of interest​ such as sports, cars, computers, and technology
• Do not typically watch TV, but when they do, they look for mainstream programs​
• Use the internet for communications and entertainment​
• Are above-average radio listeners

So there you have the blog about Qatar Airways. We did some research on the marketing strategies that it uses to understand how it stays on top of the industry. We analyzed the company’s mission and vision statements. Then, we took a look at an Instagram post that helped us infer the archetype the company belongs to. Next, we listed the company’s strengths, weaknesses, opportunities, and threats. Last but not least, we reviewed the segment that Qatar Airways has chosen to target. If this got you interested, make sure to visit our main website for more content!