The Impact of Globalization on Qantas Airlines Marketing Strategy Essay

Globalisation is having a significant impact on marketing. This is because a business, by distributing itself across international borders makes its product more readily available to international customers and creates employment opportunities in the country it has moved to. To understand the impacts, globalisation, marketing (particularly market segmentation), global marketing strategies and general history of Qantas need to be examined. Qantas is the oldest airline in the English speaking world. It was founded by the three aviation pioneers Hudson Fysh, Paul McGinness and Fergus McMaster as the Queensland and Northern Territory Aerial Service in 1920 and has grown from one aircraft which offered air taxi services and joyrides to a vast, complex fleet operating all over the world. By 1930 Qantas’ air routes had expanded to reach up to North Eastern Australia and was later purchased in 1947 by the Australian Federal Government. Globalisation is the process where a business will expand and operate over international boundaries. In doing this, wider communication with the world can be established, the potential to explore new markets can occur and employment opportunities can be created for residents of the countries in which International businesses are situated. Qantas has entered the global airline market successfully since 1958 when it offered the first â€Å"round the world† air service, in 1999 joined the Oneworld Alliance which consists of eight of the world’s top airlines (Aer Lingus, American Airlines, British Airways, Cathay Pacific, Finnair, Iberia and Lan Chile). When travelling to Europe, we experienced globalisation when purchasing airline tickets through Qantas’ website which were later discovered to be affiliated w... ...h began by offering aerial taxi services and joy rides. Bibliography Qantas A380s flying again from Saturday after engine blast grounding, (2010). [Online]. Available from: http://www.theaustralian.com.au/business/aviation/qantas-a380s-flying-again-from-saturday-after-engine-blast-grounding/story-e6frg95x-1225959213793 Accessed 25th February 2012. Qantas Spirit Of Australia. (2012). [Online]. Available from: http://www.qantas.com.au/travel/airlines/home/au/en Accessed 4th March 2012. Qantas fleet remains grounded. (2011). [Online]. Available from: http://www.heraldsun.com.au/news/more-news/stranded-passengers-stung-by-flight-costs-in-hope-of-reaching-destination/story-fn7x8me2-1226180030416 Accessed 29th February 2012. Chapter 1 The history of Qantas. (2012). Get Smart Education. Chapter 3 Marketing. (2012). Get Smart Education.