Socio-cultural factors embody the different cultural aspects in which a business operates. It is very important that a company has the ability to appeal to the culture in which it works because it reflects its customer knowledge, determining its performance (David & Fahey 2000, p. 113). A central question when it comes to sociocultural factors playing an important role in a company's marketing mix is ​​the company's ability to tailor its marketing strategies based on demographics. The universal aging of the population is a clear indicator of the marketing strategies that airlines must adopt to meet the needs of the population as a whole. Additionally, as Qantas operates as a global company and multiculturalism is a universal force, it is crucial to develop innovative marketing plans to accommodate the diverse preferences and needs of other cultures (Teo 1994). As cultures differ in their forms of attitudes and behaviors, consumers from these diverse cultures, backgrounds, and countries are likely to expect different service intensities (Donthu & Yoo 1998). Thus, to satisfy socio-cultural concerns, Qantas may review and modify parts of its service expectations. their products and services to offer a broader spectrum, meeting the needs of consumers around the world in a growing globalized society. These adjustments are endorsed in their online "Diversity Statement", in which Qantas (2014) states that its on-board goods can be modified to "meet the needs of its customers" in several ways, such as requesting meals for special diets and foreign entertainment. programs. However, Qantas must adjust its promotional policies in order to adapt to the aging population and maximize its market share as it currently stands... middle of paper... among nations (Gerber 2002, p. 29). Although there has been a significant reduction in barriers to trade liberalization regarding airline commodities over the past century, there are compelling and uncontrollable external factors that a business must evaluate and weigh before entering borders. international and become a successful company identified on a global scale (Ramamurti & Sarathy 1997). Qantas, a highly regarded patriotic and iconic Australian brand, has demonstrated success on an intercontinental scale. The ultimate success of their business, in order to maintain their competitiveness in the global market, will largely depend on their continued assessment of combined political and legal reforms, economic dynamics, socio-cultural influences, technological changes and environmental concerns, as well than their interlocking marketing strategies to achieve victory. the most advantageous opportunities available to them.