This assignment is focused on the international side of the Qantas Group business, specifically the Qantas and Jet star international passenger operations. Their domestic Australian operations are not...

This assignment is focused on the international side of the Qantas Group business, specifically the Qantas and Jet star international passenger operations. Their domestic Australian operations are not the principal focus of this assignment. Commentary on them should either be very limited, or excluded.
1. Consider the basic tools for conducting a marketing audit, like the SWOT and the PEST. How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning? Provide four examples. Note: do not describe the business tools at length, rather explainhow they might be used.
2. Thinking specifically of the airline market, what are the most important factors in Qantas macro environment? Briefly describe them and explain the reasons for their importance. Note: there is not a right or wrong answer – explain the reasons for choosing these as the most important factors.
3. Thinking specifically of the airline market, what are the most important factors in Qantas microenvironment? Briefly describe them and explain the reasons for their importance. Note: there is not a right or wrong answer – explain the reasons for choosing these as the most important factors.
4. How would Qantas position itself differently for its consumer and business markets? How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy for each of these two markets?.
5. How could Qantas use segmentation and specific segmentation variables like demographics, psychographics, buyer-graphics and geographic? Provide a specific example.
6. How could an understanding of market positioning be of assistance to Qantas for targeting its target segments?
7. How could an understanding of buyer behavior be of assistance to Qantas? Provide a specific example of how Qantas could tailor its promotions based on buyer behaviour.
8. Why would Qantas undertake formal marketing auditing and marketing planning? What is the link between auditing, planning and corporate strategy? Note - do not simply discuss these broadly—apply the concepts directly to the Qantas case.