Executive Summary
The paper proposes the expansion of Qatar Airways brand visibility by implementing a “Hassle-Free Baggage Service” that intends to facilitate the five-star airline customers of the world using a more convenient travel experience. The paper presents the analysis and evaluation of the current and potential profitability, and financial permanence of the Qatar Airways based on the implementation of the proposed service. The methodology used for data collection is a mixed method approach to analyzing the potential success of the project. The researcher has used primary research methods for both qualitative and quantitative aspects of attaining unified results based on the travelers’ responses to the questionnaire. Additionally, interviews with the customers and the employees of the company will also be conducted based on different scripts, respectively. The questions designed for the data collection are free of biases and the confidentiality of the participants’ data is ensured. The paper also presents the macro, meso, and micro market analysis of Qatar using Ansoff Matrix, DEPEST Model, and Michael Porter’s Five Forces. It reveals that the proposed project will attain potential success based on the high disposable income of Qatar, convenience preferred in the lifestyle of the travelers, and high usage of online tools, explicitly. The company’s interest in the implementation of this project is aligned with the accomplishment of mission and vision of Qatar Airways. The analysis of responses to the questionnaires and the interviews reflects high-interest of both the employees and the travelers in the Hassle-Free Baggage service. The consumers’ demand for convenience and comfort during traveling serves as the significant aspect of this project’s potential success. Besides, the training needs of the employees for retaining their loyalty on the impacts of this project’s implementation, and the improvements in the research and development department of the company needs to be catered by Qatar Airways.
Conclusion
The proposed plan of “Hassle-Free Baggage service” is going to be implemented successfully in the management department of the Qatar Airways. Since, the CEO of the company is sponsoring the project, therefore, no financial concerns are going to disrupt the implementation of the plan. Besides, the objectives of attaining global brand awareness will also be facilitated through the implementation of this innovative and creative idea of serving the consumers’ demands of a convenient mode of traveling. In addition to this, the market position of Qatar reflects stronger chances of success to the company’s objectives deemed to the implementation of the proposed project. The service quality attributes and the public trust in Qatar Airways facilitates with the uniqueness of the proposed service plan. More specifically, the threats of new entrants and the intensity of competitive rivalry are relatively low that in turns add to the successful implementation of the project.
Recommendations
For attaining the company’s objectives of global brand awareness, Qatar Airways presents the following recommendations.
The company could acquire services of G4S (security company) to ensure a secure luggage pick-up.
The company could extend its services from one-way luggage pick for premium and frequent economic travelers departing from Hamad International Airport to two-way luggage pick and drop by providing services to travelers arriving at the airport.
The company needs to ensure that staff background check should be carried out to ensure complete safety of luggage.
The company could expand its luggage pick and drop services in other countries. It will require the company to contract with other companies to ensure secure hassle free services to its high-end customers.
The company should focus on engaging customers through an active marketing strategy. It needs to ensure that customers are aware of the new services that it plans to offer so that they can benefit from it.
The company needs to upgrade its technology by the rapid pace of development and advancement.
The company needs to improve its research and development strategies on the periodic basis.
Employees’ loyalty must be ensured at all the levels.
Training sessions must be carried out to instill the knowledgeable information to the employees.
The company’s objective of achieving consumers’ loyalty must be aligned with the management strategies.
References
Qatar Airways. (2015). The Qatar Airways Story. Retrieved 1 12, 2016, from Qatar Airways: http://www.qatarairways.com/iwov-resources/temp-docs/press-kit/The%20Story%20of%20Qatar%20Airways%20-%20English.pdf
