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Management Communication Qantans Airlines

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Question:

Discuss about the Management Communication Qantans Airlines.
 
 

Answer:

Introduction:

Emergence of social media has provided a new dimension for the businesses for conducting all the requirements of the operational process. Organizations use social media tools to provide knowledge and encourage customers to take part on several initiatives (Ngai, Tao & Moon, 2015). Effective use of social media platforms has allowed organizations to increase popularity in the global market. However, it is also important for the organizations to identify effective strategies at appropriate time. Otherwise, it can create major adverse impact on the overall image of the organization, as it happens in the case Qantans Airlines. Selection of ineffective timing for promotional events has damaged the overall image of Qantas. The study will focus on identifying three prime problems of Qantas along with possible recommendations. 

Three main problems:

Qantas has experienced numerous challenges in performing all their activities associated with the business procedure. Firstly, Qantas have faced many challenges associated with the effective use of social media activities. For instance, Qantas one tweet on social media has created racist issues. However, Qantas have posted the picture with a different objective of encouraging Wallabies players. Still, the ineffective execution of the social media marketing strategy has created adverse impact on the overall image of the organization. Moreover, CEO of Qantas has also tweeted some aggressive message to the unions, which has affected the overall image of the union. It illustrated the fact that Qantas has not focused too much on enhancing the effectiveness of social media marketing strategies. Secondly, Qantas have selected wrong time for social media competition on Twitter, as majority of the customers are dissatisfied with the provided quality of services. The management has not focused on conducting market research to visualize the possibility of negative reaction within the contest. Thirdly, Qantas has failed to realize the significance of monitoring effective feedback of the customers on Twitter and other social media platforms. As a result, even after hijacking of the completion #QantasLuxury, it has encouraged the posting of the people continuously. Hence, it has affected the overall image of the organization in a major way.  

Recommendation:

Future actions of Qantas for building a positive public perception of the brand:

In order to develop strong positive public perception about the organization, management of Qantas need to assure the safety level of each passenger. The management has to ensure all the passengers can receive best possible experiences during all travel with the organization for consistent period of time. It will allow Qantas to regain the trust and faith of the Australian and global people. Provided quality of the services is up most important for any organization for achieving sustainable growth in the market. Moreover, the management of Qantas will have to focus on utilizing the strong brand name of the organization to regain the trust level of all the potential customers. The management of Qantas needs to focus on assessing all the activities associated with the social media marketing for avoiding any type of issues comprehensively. Management also has to be extremely careful at the time of posting any internal challenges in Twitter or other social media platforms. Qantas will also have to focus on utilizing aggressive marketing strategies for providing all the details about the service quality of the organization. It will also have to ensure that the service quality of the organization keep up to the level of promises made in different marketing activities. It will allow Qantas to develop strong public perception about the brand in near future.  

 

Important factors for Qantas at the time of using social media:

As per the article by Hudson et al. (2015), effective utilization of all the social media platforms is crucial for achieving success in the market. For that reason, Qantas will also have to focus on developing effective social media marketing strategy that can create positive impact on the overall image of the organization. The outcome of Twitter competition highlighted that Qantas has not focused too much on monitoring the activities of the people on social media platform (Ashley & Tuten, 2015). As a result, Qantas keep on praising the posting on Twitter even when majority of the posts were against the image of the organization. For that reason, Qantas need to focus on developing separate social media marketing team, which will monitor all the trends on social media in a comprehensive manner. It will allow Qantas to understand the present perception of the people about the organization effectively (Dahnil et al., 2014). For instance, appropriate monitoring of previous comments on Twitter and other social media platform will provide an idea to the management regarding the wrong time of conducting any competition (Hudson et al., 2014). Secondly, Qantas need to provide people the opportunity to have direct communication with the representatives regarding any issues or challenges. It will allow Qantas to resolve all the problems or queries of the customers in a much more effective manner.  

Course of action for Olivia Wirth to recommend to Qantas management:

1.Timing

November 24, 2011

2.Audience

All the potential customers of Qantas present in Australia and other countries across the globe

3.Sender

The message needs to be sent directly from CEO, Alan Joyce

4.Key Message

The message will focus on following points:

ü  The message needs to begin with the an apology for several case of engine breakdown

ü  It needs to illustrate the purpose of conducting Twitter competition #QantasLuxury

ü  Thereafter, it needs to include different actions taken by the organization for avoiding any such incidents in future

ü  The message needs to end with effective illustration of mission and vision statement of Qantas

5.Desired Outcome

It is expected that the message will minimize the anger or dissatisfaction level of the customers by some level. It will induce people to feel that the cases of engine failure is mere an accident, which will not be repeated near future.

6.Medium

Television and social media platforms

7.Materials

A document signed by senior executive

8.Frequency

The message needs to send once. However, Qantas will have to ensure appropriate reply of all the queries of the people afterwards.

Conclusion:

The in-depth examination of Qantas case has emphasized the fact that organizations need to be extremely careful at the time of conducting any event in the social media platform. In fact, the organization will have to conduct appropriate market research technique in order to understand the expected trend about a particular incident. Otherwise, it can damage the overall image of the organization in a significant manner.

 

References:

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126.

Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.

Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44.

Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.

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