Optimising the Marketing Strategies of Qantas and Thai Airways

Due to the rise in low-cost airline and air transport passengers, nowadays, traditional airlines are exposed to a highly competitive international market where airfare has to be reduced, and efficiency has to be increased. Simultaneously, passenger satisfaction and brand loyalty are needed to be enhanced. As a result, airline industries have shifted their focus to invest in airline marketing and strategy research. However, passengers' expectations and market evolution change rapidly every year. Therefore, this paper investigates the recent trend of passenger satisfaction and expectation toward the airline marketing factors as well as the optimal cooperative strategies of full-service network carriers by using the case study of Qantas Airways and Thai Airways. The paper separates the methodology and results in two sections. In the quantitative section, the paper analyzed the Business Model Canvas of Qantas Airways and Thai Airways in order to determine whether or not these two airlines can implement the code-share agreement. In the qualitative section, the paper used customer satisfaction and expectation survey to gather the qualitative data. The analyzed qualitative data were then used to recommend the optimal marketing strategies of Qantas Airways and Thai Airways based on the results of the survey.