Introduction to the representative
(e.g. education, previous positions, interests, family etc. as desired)
I was born and raised in Melbourne and am married with two daughters.
When I am not working I enjoy travelling with family, staying fit and a nice glass of red wine!
Introduction to the organisation (e.g. ownership, industry, size,
specialities etc.)
For consultants to research.
Project Title
Strategies for Qantas Domestic 2019-2022
The problem or opportunity
(Introduce the key elements of the project, including the current state and targets)
Qantas is a dominant player in the Australian domestic airline industry,
however we continually strive to expand our market share and indeed
expand the overall market size where possible (i.e. influence customer
travel decisions/opportunities generally). We are developing our own
internal, confidential, comprehensive 3-year domestic strategic plan
which will be implemented in 2019, but seek assistance from an external
consultant with two key areas:
1. which domestic route or routes to focus on
2. how we might be able to identify, agree and leverage
innovative strategic partnerships (not other airlines) to grow
our market share, or even the broader market size
The key issues
(Introduce any key challenges or
context that impact the project)
Although we have a significant marketing budget – it is not unlimited.
Target
(Identify any targets or desired
outcomes)
Although we will not be prescriptive and are open to ideas, our current
thinking is that we should maintain all our current domestic routes, but
identify 1-3 of those routes as the justifiable key focus of our marketing
budget. We expect that any new strategic partnerships would also focus
on those 1-3 routes. Further, we are endeavouring to be innovative and
market leading with our strategic partnerships – and secure partners
that are most likely to be able to deliver significant, measurable and
sustainable customer increases. We recognise that to be effective,
partnerships need to be win-win.