... are always looking out for new opportunities to retain their dominant position in the aviation marketplace (www.qantas.com.au). Opportunity Analysis Consumers' needs and wants are changing constantly, which means a firms marketing strategy must also change. Markets only exist because of people that have the ability and are willing to spend money on a product or service that satisfies their needs (Cravens, Merrilees & Walker, 2003). A company must recognise these needs and implement a product or service to meet them (Kotler, Adam, Brown & Armstrong, 2001). Domestic air-travel in Australia has increased dramatically over the past year from 2.63 million to 3.03 million (www.btre.gov.au). Qantas was quick to take advantage of this by introducing a low-cost subsidiary airline called Jetstar (www.abc.net.au). Qantas has also recognised the growing market of Air New Zealand and have been trying to gain a strategic alliance, coordinating pricing, schedules and capacity. The ACCC have denied ...

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