Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Optimizing the Marketing Strategies of Qantas Airways and Thai Airways

Iryna Heiets
Senior Lecturer in Aviation at RMIT University
Varit Prakittachakul
School of Engineering, RMIT University
Keywords: Airline Marketing, Airline Strategy, Code-Sharing Agreement, Qantas Airways, Thai Airways.


First, we revisit the concepts of airline marketing strategy, its components, code-share agreements, Business Model Canvas (BMC) and the benefits of marketing via strategic alliances. Due to the growth in the low-cost airlines sector and air transport passengers, traditional airlines have become increasingly exposed to a highly competitive international market, with airfares having to be reduced and efficiency increased. In response, airline companies have shifted their focus to investing in airline marketing and strategy research. In the meantime, passenger expectations change, and markets evolve rapidly. Hence, this case study is aimed at examining recent trends in passenger satisfaction and expectations, with reference to the marketing factors and airline cooperative strategies of Qantas and Thai Airways. For the study, both qualitative and quantitative approaches were employed and the results are presented separately. In the quantitative section, the BMCs of Qantas and Thai Airways are discussed to determine whether these two airlines can implement the code-sharing agreement. In the following part, customer satisfaction and expectations survey results are used to identify optimal marketing strategies and to formulate recommendations.

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