How might Qantas use specific business tools, like SWOT and the PEST, to assist it to undertake formal marketing auditing and planning?
Consider the basic tools for conducting a marketing audit, like the SWOT and the PEST. Provide four examples. Note: do not describe the business tools at length, rather explain how they might be used.
Since Qantas was founded in 1920 in the Queensland outback of Australia, there may be much opportunity to check to see if the company structure has kept abreast of the times. SWOT is the analysis of Strengths, Weaknesses, Opportunities and Threats. Qantas might examine its weaknesses compared to contemporary times and identify any possible threats looming due to current economic conditions.