Information Systems for Business Performance Assignment

1. Introduction

The present portfolio will be based on supporting an organisation for navigating challenges related to digital transformation. The critical evaluation of current digital adoption, abilities of business performance management and digital marketing practices would be undertaken. Digital business refers to that strategy which uses variety of digital technologies and tools for enhancing the operations of business (Kim and Kusakci, 2023). Furthermore, digital business is defined as the procedure of implying digital knowledge for reinventing business strategy and transforming company’s product and services. The selected organisation for the portfolio is Qatar Airways; the organisation is a national airline within Qatar; it flies over 90 countries and further it is a certified 5-star airline (Qatar Airways, 2024).

Digital business proves to be crucial for Qatar Airways; it is enabling them to enhance customer engagement trough developing personalised experiences. Leveraging emerging technologies such as AI supporting in differentiating brands from their competitors. Through digital strategies the organisation has reached wider audience while streamlining their booking procedure (Qatar Airways, 2024). Digital platforms supporting Qatar Airways for interacting directly with passengers along with ensuring personalised travel information and this is supporting in developing engaging customer experience (Wang, 2021). Incorporation of advanced technologies such as AI-Powered virtual cabin crew within digital marketing strategy Qatar Airways standing out from competitors and further developing unique brand identity. Qatar Airways vision is to become top airline at global level; the vision further aligning with set standards for innovation, excellence, service within air travel. The mission of the company is to deliver excellence within every area of business (Qatar Airways, 2024). The goals and objectives of company comprised with providing quality services to customers while undertaking varied innovations within their services.

Digital innovations streamlining booking process, managing flight schedules and optimising operational efficiency. Embracing digital technology such as virtual reality demonstrating that Qatar Airways full-filling their commitments towards industry trends and innovations. Digital transformation is pivotal in airline businesses as it supports in automating procedure, optimisation of cost within their operations and further helps in streamlining of the tasks (Keke, 2024). Qatar Airways has ensured significant focus on all of these areas and this is leading to develop consequent support for business in reaching wider audience and enhancing their practices to greater extent. However, consequent changes in business environment and fluctuation in competitive market creates subsequent complexities for organisation. The report will be going to critically analyse digital business plan of Qatar areas for identifying the areas of improvement and accordingly recommendations would be provided.

2. Analysis of current digital business plan

Digital business plan and critical analysation

Qatar Airways Current Digital business plan is centred around using cutting edge-technologies such as Artificial Intelligence [AI] for developing personalised and immersive customer experience. The Digital Cabin Crew “Sama” which is an AI-powered representative undertakes interaction with passengers on social media and by virtual travel platform “QVerse” pre-travel experiences are redefined (Qatar Airways Digital Strategy, 2025). Hence, this strategy significantly leveraging data analytics; this is enhancing customer experience to greater extent while developing consistent support got consumers. The consistent interaction with consumers at all touchpoints could be developed (Petcu, 2021). The key aspects of Qatar Airways digital business plan align with “Sama” which is AI cabin crew, “QVerse” that develops virtual travel experience, the organisation is using advance data analytics for enhancing flight planning (Qatar Airways Digital Strategy, 2025). Furthermore, personalised customer engagement leading to enhance satisfaction of customers.

Qatar Airways has established themselves as a leader within digital innovation under Aviation industry. The brand has significantly developed their image in the market by enhancing customer engagement. However, on a critical note certain limitations are witnessed; Sama has been representing a new approach but it is replacing human interaction with customers and this can lead to develop complexities in travel experience of customers. Furthermore, collecting passenger data for personalization experience underpinning data privacy and ethical concerns (Martorell Gil, 2022). These challenges can develop threat regarding breaching of privacy. Moreover, there are number of passengers who does not feel comfortable in interacting with AI cabin crew and this results in reducing customer engagement. There are different digital technologies such as Artificial Intelligence, analytics, automation, social media, IoT and cloud has been used by Qatar Airways for enhancing their services and attracting wider segment of customers (Weerasophon, Srikos and Kititnorarat, 2024). Using these technologies has been enabling business to achieve their vison and mission and accordingly, company is engaging with customers.

Digital business strategy

The digital business strategy of Qatar airways complies with using AI and data analytics tool for improving customer experience. Sama, AI-powered ads and social media are the major digital strategy tools of Qatar Airways. Data analytics supporting company to optimizing their fifth planning while enhancing fuel efficacy and delaying delays within market (Qatar Airways Digital Strategy, 2025). Airlines has been using AI for creating personal experiences that leads to engage wider audience. Hence, there is no doubt in stating that Qatar Airways digital business strategy supporting company to establish effective position within market and further supporting in attracting wider audience.

External and internal forces influencing business digital strategy

In order to analyse the influence of internal forces on business digital strategy SWOT analysis would be conducted

SWOT Analysis

Strengths

Consistent digital innovation within companies and trained workforce supporting company to perform practices at online platform. Strong profitability and growth of the organisation has been supporting in investing in digital models and platform (Qatar Airways, 2024). Wider customer base of the organisation leading to support company in undertaking new digital innovation such as Sama.

Weaknesses

The company is relying on technological advancement for Sama and this is leading to reduce human interaction with customers (YILMAZ and ATALIK, 2023). Wider number of consumers feels comfortable when they are interacted with human resource instead of technological resource. This might lead to develop dissatisfaction in customers.

Opportunities

The organisation has effectual opportunities in terms of gaining customer attention. The personalised experience is opening opportunity for company in terms of attracting consumers from global level (Heiets et al, 2024). This results in increasing profitability of business and ensures long-term growth.

Threats

The threats are comprised with technological fluctuation and security concerns. The digital strategy complies with recording personal information of customers and this is raising privacy concerns (Iyer et al, 2022). Therefore, it is important to imply focus on this area so that threat can be reduced and effective outcomes could be gained.

Based on the SWOT analysis this can be said that higher profitability, trained workforce and wider customer base developing opportunity for company in successfully implementation of digital business strategy. However, there is need to imply focus on undertaking strong security measures as this can act as a potential threat for company. Furthermore, complete dependency on technological advancement creating complexities as customers often feel uncomfortable while interacting with technologies.

PESTLE Analysis

For assessing external forces PESTLE analysis will be undertaken

Political factors

Regulations related to data privacy and cybersecurity raising the concern for organisation. There is need to adopt strong privacy concern measures so that trust in customers can be ensured (Proksch et al, 2024). Not focusing on political factors can result in developing complexities for company and this often increases interference of government (Qatar Airways, 2024). Therefore, it is important to imply focus on this context so that significant results can be gained.

Economic factors

Consistent investment in ICT within different countries in which Qatar Airways is operating leading to support company’s digital business strategy. However, increasing technological and labour cost developing complexities for organisation in terms of managing their cost.

Social factors

Customers are technology driven and they are highly active over social media platform (AlNuaimi et al, 2022). Thus, this is leading to support company’s new digital strategy as consumers has an urge to try personalised experience while travelling.

Technological Factors

Organisation is effectively using technology innovation and this is supporting company in terms of gaining higher profitability (Qatar Airways, 2024). Furthermore, employees within organisation are trained in using technologies that is leading to develop wider interaction with customers at online platform.

Legal Factors

Data privacy measures and consumer safeguarding protocols developing concerns for Qatar Airways. Thus, there is need to implement strong security measures that complies with laws.

Environmental factors

The company has adopted green technology adoption and this is supporting them to use eco-friendly technologies in their operations (Qatar Airways, 2024). Hence, this is leading to gain the attention of customers and environmental communities and providing wider benefits to customers.

From the PESTLE analysis it is evident that; strong privacy and security measures are needed to be undertaken for resolving technological issues, Furthermore, there is need to focus on customer trends so that accordingly, actions can be undertaken and higher satisfaction could be ensured to consumers.

3. Analysis of digital marketing practices

Defining digital marketing strategies

Digital marketing strategy is concerned with using different digital channels for growing presence at online platform. Furthermore, digital marketing strategy defined as organisation’s prior initiatives for undertaking future investment within digital technology. This lead to enhance business competitiveness and further ensures long-term success to organisation (Ritala et al, 2021). Qatar Airways has adopted effective digital marketing strategy and this is enabling company to promote their products and services at online platform (Qatar Airways Digital Strategy, 2025). Different social media platforms are used by company for increasing their presence within global market. Hence, this is leading to develop significant support for organisation and company has been effectively interacting with customers.

Critical analysis of organization’s current digital marketing practices and areas of improvement

Qatar Airways has employed range of sophisticated digital marketing strategy that is primarily focusing on showing the luxury brand image of company. The high-quality visuals, social media platforms, influencer marketing and AI-powered virtual assistant are the part of company’s digital marketing strategy (Ho et al, 2022). There are varied influencers on social media platform which are approached by organisation; these influencers are approached by organisation for promoting their services. Influencer marketing attracts wider customers and further shapes their purchasing decision; the followers get influenced and they get an urge to try the services of organisation. Through influencer marketing organisation is promoting their AI-Powered innovations. There are wider benefits of these digital marketing practices and those are-

Luxury branding

Qatar Airways has been consistently portraying their luxurious image through uploading appealing content. This is associated with showing premium cabins and destination experience of customers. Luxury travel is the ultimate focus of Qatar Airways; the digital marketing team of organisation consistently uploads high-quality videos and images that attracts consumers (Mastromartino and Naraine, 2022). This is supporting company in terms of enhancing their interaction with customers.

Social media engagement

Qatar Airways has enhanced their presence on social media platform such as Instagram, Facebook and Twitter. This is enabling company to engage with potential customers (Uhlig and Remané, 2022). By uploading rich and high-quality content organisation has been enhancing customer’s interest. Timely updates are given to customers and in this manner, promotion is done. Customers engagement at social media platform has been increasing to greater extent and this is leading to develop subsequent support for business.

Personalised experience

Qatar Airways has been using AI-powered virtual assistant such as Sama that enhances customer experience (Qatar Airways, 2024). Furthermore, this is supporting in developing personalised experience for consumers; the information is tailored with individual users and preferences. This is leading to gain the attention of customers and significantly enhancing their satisfaction to greater extent.

Influencer marketing

The company has implemented collaboration with high-profile influencers and travel bloggers for reaching wider audience (Uhlig and Remané, 2022). These influencers have wider number of followers and therefore when they promote organisation then, this creates significant influence on the followers. Hence, influencer marketing supporting company in terns if attracting large number of consumers.

Mobile App Functionality

The organisation is providing user-friendly mobile app for assuring seamless booking experience to consumers (Machline-Carrion et al, 2023). This supports customers to update their personal details, managing travel plans and accessing flight information.

Interaction with customers

Digital marketing practices enabling company to gain attention of customers and further interaction with customers has been enhanced to greater note. This is providing significant opportunity to organisation so they can attract wider segment of customers and further shapes their purchasing decision.

On the other hand, criticism of these digital practices is concerned with-

Data analytics

Using advanced data analytics techniques creating complexities for companies in terms of attracting those customer segment who are not using advance-technology. This is acting as a barrier in certain context and significant actions in this area is essential so needs of customers can be prioritised (Qatar Airways, 2024). In order to undertake improvement in this area, company should consistently interact with those customers who does not feel comfortable with advanced technology (Olson et al, 2021). Human interaction for those customers should be preferred and their trust requires to be gain. This helps in shaping purchasing decision of consumers and further foster their desire to try advance technology version such as Sama.

Audience segmentation

Qatar Airways is targeting premium audience; however, company must undertake segmentation based on demographics, geographic location and travel needs of customers. This enable company to undertake varied targeted market campaigns and subsequently, promotion can be done. Digital strategy practices of organisation focusing on premium customers and this does not provide benefits in long-run. Therefore, company must develop different segmentation of consumers based on their demographic, geographic and behavioural categories (Olson et al, 2021). This results in approaching consumers from each segmentation and effective coordination with the customers can be developed.

Regional Adaptation

The organisation is lacking in regional adaptation and due to this consumer from different background are not able to develop sense of belongingness (Khalili-Mahani et al, 2021). Thus, company must focus on adopting such marketing content that resonates with different cultures.

Privacy concerns

Personal data of customers are stored within digital platform and this is increasing risk related to privacy and security concerns. Not focusing on this area can result in developing huge complexities for organisation; this can often result in breaching of ethics. Therefore, emphasis must be implemented on this area so that confidential information of customers can be protected. Based on the critical analysis this can be said that Qatar Airways has effectively using their digital marketing practices for gaining the attention of customers. This clearly shows that company has undertaken progression in their digital strategies. Nolan’s Stage Model articulates whether an organisation achieved progression through predictable series of stages after adopting information technology (Uhlig and Remané, 2022). By considering this model it can be stated that Qatar Airways started with an initial phase where planning was undertaken and then contagion phase was achieved; in this rapid expansion of technology such as AI-driven technologies was done. Afterwards, control phase started in which centralised management is undertaken and lastly, integration stage is achieved under which IT systems have been completely integrated and optimised.

Through evolution in AI, Qatar Airways has developed Sama and QVerse; this shows that the organisation has adopted progression of learning and adaptation which led to gradual progression (Uhlig and Remané, 2022). After assessing market trends, the investment within technology was made and throughout each stage the progression was assessed. For instance- issues can be arise when organisation shifts from transition to control phase. However, Qatar Airways has consistently monitored each stage and frequent actions were taken which led to ensure significant support to company in each stage.

4. Analysis of Business Performance Management

Business performance management and BSC matrix

Business performance management explicated as that procedure which associates with planning, tracking and assessing performance of organisation while making adjustment. BSC matrix refers to “Balance Scorecard Matrix” this is a type of management tool used for evaluating organisation’s performance within multiple dimensions. It mainly involves customer interaction, internal processes, financial performance and so on aspects (Hanelt et al, 2021). This information is used for visualising data and then this is used in strategic decision-making for the organisation. Qatar Airways has been using BSC matrix for considering varied aspects of business it is just not limited to profit (Hanelt et al, 2021). It is further supporting companies in aligning their day-to-day activities while complying with strategic goals. This matrix has been further allowing to track progress within different areas.

Critical evaluation of organisation’s ability in controlling business performance

Qatar Airways has demonstrated strong capabilities in terms of controlling business performance via implying strategic focus on customer experience, operational efficiency and consistent innovation. This is enabling them organisation in terms of delivering high-quality services while achieving significant financial success. However, there are certain challenges arising in areas such as labor concerns, employee work life balance and competitive scenarios. Qatar Airways has been using balance scorecard framework for tracking their business performance and accordingly, further decision are taken by organisation (Porfírio et al, 2021). By using BSC the organisation has been assessing their past performance and this is supporting them to provide feedback to organisation in order to make appropriate decision in future. Further, it is supporting companies in terms of identifying and improving their internal operations for enhancing their external outcomes (Porfírio et al, 2021). Thus, it is guiding company to perform practices in appropriate directions that leads to ensure wider benefits to company. The four perspectives of BSC are focused out by company and those are-financial, customer, internal process, learning and growth.

For assessing the progress of digital business strategy, the company has been using BSC; the financial perspectives are assessed through operating profit margin, fuel efficiency, cargo revenue and “revenue per available seat mile”. All of these measures supporting company to analyse their capacity of generating revenue and profit. Furthermore, this is enabling in identification of cost so that decision regarding cost reduction could be taken. However, it is essential to cross-check the information as biasness in measurement can lead to provide wrong information to organisation (Soto Setzke et al, 2023). The customer perspectives are measure through key performance indicators such as “Customer satisfaction score” it supports in measuring customer perception regarding overall service quality of Sama. The “Net Promoter Score” indicating about customer loyalty. The passenger feedback regarding in-flight experience have been taken and accordingly, further actions and decisions are taken which are crucial for enhancing customer satisfaction.

Internal process perspective assessed through employee engagement score; it supports Qatar Airways to measure employee satisfaction and commitment. Furthermore, innovation rate is assessed and this supports in measuring new products along with varied developmental initiatives. The learning and growth perspectives are analysed through assessing employee training and developmental programs (Kingsnorth, 2022). The number of training and workshop which are organised in the company determines about the learning and growth within organisation. Furthermore, diversity and inclusion initiatives are used by Qatar Airways; the company focuses on promoting individuals from each culture and no discrimination within organisation has been undertaken. This is supporting in enhancing employee participation in organisation and further enhances their performance.

However, there are certain negative domains associated within using Balanced Score Card and this is further impacting Qatar Airways efficacy in assessing performance. Difficulty has been experienced in selecting right metrics and further lack of alignment within strategy creates complexities in gathering information. Thus, for solving these issues it is important to implement effective leadership within organisation so that leader can consistently monitor the practices and errors can be witnessed (Kingsnorth, 2022). Qatar Airways has been focusing on this area in effective manner and this in enabling company in terms of assessing their performance while using balance scorecard major perspectives. Thus, there is no doubt in stating that significant steps have been undertaken by company for assessing their performance and this is further creating support for organisation to take strategic decision that can provide wider benefits to organisation.

Performance indicator and their roles and importance across Qatar Airways

The Key performance indicator for Qatar Airways is On-time performance [OTP], fuel effectiveness, operational cost, customer satisfaction rate and safety metrics. This plays important role in determining the operational efficiency and customer satisfaction rate. OTP focuses on measuring the percentage of flights that are arriving on scheduled time and this significantly influences customer satisfaction rate. The consumer satisfaction scores focus on gathering data that concerned with in-flight and post flight experiences. This provides idea whether consumers receiving wider satisfaction or not (Kingsnorth, 2022). The fuel efficiency is further measured through assessing per available seat Kilometer. This KPI has been proven important for managing cost and further promotes environmental sustainability. Therefore, Qatar Airways focusing on using this KPI and accordingly, significant actions related to sustainability measures are taken. The operational cost is measured through operating available seat within flight; this is helping in monitoring operational efficiency and further providing idea regarding management of cost (Kingsnorth, 2022). The safety metrics are used for detecting the risk and subsequently, safety measures are taken that ensures consistent support to customers.

Hence, these are the performance indicators which has been used by Qatar Airways for measuring their digital marketing strategy. Increase in customer interaction and rise in flights booking also shows that the organisation is able to gain wider audience at online platform. In this manner, organisation becomes able to witness about their performance and further on the basis of allocated data decisions are taken (Navarro Martínez et al, 2021). Thus, there is no doubt in depicting that organisation has effective strategies and this is supporting them to measure their performance in significant manner. Performance management proves to be crucial for company as this determines about the ways in which performance could be enhanced and further actions can be taken.

5. Recommendation of digital technologies and strategies

Enhancing Customer Journey management

The organisation should focus on enhancing customer journey management by improving and advancing their mobile app function. This must be involved with real-time flight selection, seat selecting, personalised travel assistance and meal pre-ordering. The personalised recommendations should be given to customers as this supports in enhancing over-all experience. Improving customer journey proves to be beneficial for varied industries; For instance- Amazon that is part of retail industry focuses on enhancing their app functionality and this supported organisation to grab wider audience (Agusta and Yusnidar, 2024). Similarly, in aviation industry Qatar Airways can enhance satisfaction of consumers by advancing their app features. Furthermore, personalised recommendations on bookings and meals should be given to those consumers who are uses the services of organisation consistently. British Airways has also focused on enhancing their mobile app functionality and this led to enhance the satisfaction of customers (Agusta and Yusnidar, 2024). Henceforth, significant focus must be implied on this area. Within this, company must focus on updating their software timely for resolving privacy and security concerns. Experts must be hired who can guide organisation in terms of undertaking strong cybersecurity measures.

Data driven and operational efficiency

The company should use data analytics for predicting potential of the aircraft issues and maintenance. It enables them to minimising disruptions and proactive servicing. Furthermore, analysing market trends supports in optimising pricing strategies which lead to revenue generation. Data analytics enhances operational efficacy of the organisations; in construction sector organisations such as Kier Group undertakes predictive analysis and based on these decisions are taken (Kingsnorth, 2022). This supports company in terms of analysing potential benefits and risks. Furthermore, organisations such as Jet2 holidays using advance predictive analysis mechanism and this supported company in assessing needs and requirements of consumers and accordingly, decisions are taken. Hence, there is need to imply focus on this area so that significant outcomes could be gained.

Sustainability focus

Integrating carbon footprint calculators within booking procedure supports in educating customers regarding the influence of sustainable travel options. Furthermore, company should focus on undertaking carbon offsetting initiatives as this results in enhancing the experiences of customers and further enhance awareness in them regarding sustainability. Kier group focuses on putting sustainability at the forefront and this is supporting company to implement effective image in the market (Agusta and Yusnidar, 2024). British Airways also focusing on undertaking sustainability initiatives such as sustainable travel options. This supports in gaining the attention of customers who are environment conscious. Further, this enables company to perform their corporate social responsibility.

Immersive digital experience

Offering Virtual tours related to airport facilities and aircraft cabins allows passengers to experience the services of Qatar Airways before undertaking bookings. There is need to develop Augmented Reality features within app as it guides passengers regarding personalised services. Further, organisation must develop Sama abilities in terms of providing personalised flight assistance that can provide answers to varied questions (Agusta and Yusnidar, 2024). Furthermore, the core focus should be implied on that Sama is addressing individuals needs. Moreover, Sama should be used as their brand ambassador over social media platform and consequently, interaction with customer must be developed by sharing travel stories and unique experience at Qatar Airways. Implying this recommendation would act as unique feature for organisation.

Based on the above recommendation this can be stated that organisation need to focus on these areas as this supports them to understand the needs and requirements of customers and accordingly, further decision could be taken (Kingsnorth, 2022). Moreover, by focusing on privacy measures the company can ensure cybersecurity to customers which helps in building trust and often gains attention of the customers. Also, there is need to ensure equal focus towards all the segmentation as this leads to ensure wider benefits to company in long run.

6. Challenges of digital strategy deployment

The key challenges are comprised with organisational challenges and technical challenges. The organisational challenges adhere with poor leadership alignment and lack of digital literacy. Due to ineffective leadership employees might hesitate to adopt the change and lack of digital literacy reduces self-esteem of employees (Navarro Martínez et al, 2021). Technical challenges associated with system integration complexity; this can hamper the workload of employees and further cybersecurity vulnerabilities can increase risk related to cyberattacks and privacy concerns. Value chain analysis refers to the process that focuses on evaluating business activities for improving competitive advantage.

For resolving organisational and technical challenges value chain analysis should be used; the activities related to leadership must be identified and accordingly effective leadership style such as transformational should be adopted. This focuses on motivating employees and promotes their productivity; furthermore, activities related to training should be identified and training programs must be developed (Navarro Martínez et al, 2021). Moreover, practices related to technological integration should be assessed and experts should be hired who can look upon the issues and subsequently, appropriate actions can be taken. In this manner, challenges could be solved and implication of digital strategies can be done within organisation. Therefore, Qatar Airways must ensure focus on this area as this supports in gaining significant outcomes.

7. Conclusion

Conclusively this can be said that Qatar Airways has been using effective digital marketing strategy and this is supporting organisation to gain wider customer base. The integration of AI enabling organisation to understand the needs and requirements of consumers and accordingly, the company has been taking further decisions which is leading to enhancing customer satisfaction to greater extent. From the internal and external analysis, it has been evident that organisation needs to ensure focus on implementing strong privacy measures and further different segmentation of customers must be developed so that equal focus can be ensured towards all of this segmentation. Moreover, organisation has adopted effective strategy for assessing their performance and by using balance scorecard all of the four perspectives has been effectively assessed by company and this is enabling them to take further decisions. There is no doubt in stating that company is focusing on current market and customer trends and accordingly, the decisions are taken. Social media engagement and the virtual AI assistant has opened up varied opportunities for organisation in terms of fostering customer value and this is enabling company to develop personalised experience for the consumers. Hence, this is supporting business to show themselves unique from their competitors

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Online

Qatar Airways Digital Strategy, 2025. Online. Available through < https://www.qatarairways.com/press-releases/en-WW/233118-qatar-airways-introduces-its-next-phase-of-digital-transformation-by-empowering-cabin-crew-with-smart-onboard-functionality>

Qatar Airways, 2024. Online. Available through < https://www.qatarairways.com/en-in/homepage.html?CID=SXIN23456993M&account=Google-SEA_SASC-IN-EN-Brand&campaign=IN-Brand-Hero-EN_exact&adgroup=qatar+airways&term=qatar+airways&&&&&gad_source=1&gclid=EAIaIQobChMIoZjawar1iwMVniNECB3AqSg2EAAYASAAEgK6EPD_BwE&gclclass="lazy" data-src=aw.ds