Sociocultural factors embody the various cultural aspects in which a company functions. It is of great importance that a company has the ability to appeal to the culture within which it works as it reflects knowledge of the customer, determining its performance (David & Fahey 2000, p. 113). A central issue regarding sociocultural factors that play an important role in a company's marketing mix is ​​the company's ability to adapt marketing strategies with respect to demographics. The universal aging population is a clear indicator of the marketing strategies that airlines must evolve to meet the needs of the population as a whole. Furthermore, with Qantas operating as a global company and multiculturalism as a universal force, it is critical to cultivate innovative marketing plans to meet the diverse preferences and needs of other cultures (Teo 1994). Because cultures differ in their forms of attitudes and behaviors, consumers from these different cultures, backgrounds, and countries are susceptible to different intensities of service expectations (Donthu & Yoo 1998). Therefore, to meet sociocultural concerns, Qantas can review and modify parts of their product services to provide a broader spectrum, meeting consumer needs internationally in a growing globalized society. These adjustments are endorsed in their online “Diversity Statement” where Qantas (2014) states that onboard merchandise can be modified to “meet the needs of their customers” in different ways, such as requesting special dietary needs meals and foreign entertainment programs. However, Qantas must adjust its promotional policies to accommodate the aging population and maximize its current market share… middle of paper… across nations (Gerber 2002, p. 29). Although there has been a notable decrease in barriers to trade liberalization related to flight services over the last century, there are imperative and uncontrollable external factors that a company must evaluate and weigh before crossing international borders and becoming a prosperous enterprise identified globally (Ramamurti & Sarathy 1997). Qantas, a highly regarded patriotic and iconic Australian brand, has demonstrated results on an intercontinental level. The ultimate success of their business, in order to sustain competitiveness in their global market, will depend largely on their continued evaluation of combined political and legal reforms, economic dynamics, sociocultural influences, technological changes and environmental concerns, and their interconnected marketing strategies to obtain the most advantageous opportunities that arise.