Marketing and Survey Research an Issue of Qantas Airways Engineering and Safety Breaches

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Assignment 1: Issue statement and research sample.

Part one: Issue statement and overview

❖ Background to the issue:

This issue is about a series of technical problems currently being faced by Qantas Airways Limited the national carrier of Australia which has put a question mark on their safety.

It all started after the aircraft was forced to make a 20,000ft emergency descent as a 1.5 m hole was ripped in the plane on the 25th July 2008 while flying from Hong Kong to Melbourne.

❖ Background of the organization:

The Qantas story is inextricably linked with the development of civil aviation in Australia. It begins with fragile biplanes carrying one or two passengers in open cockpits and progresses to advanced Boeing 747s flying some 400 people half way around the world in a day.

However, it is a story of human endeavour, not just machines. A few determined individuals overcame formidable obstacles to establish the Queensland and Northern Territory Aerial Services Ltd (QANTAS). Supported by committed staff and loyal customers, the airline persevered through war and peace to serve the nation and build an enterprise. The Qantas story is about the people who have created its exciting and productive history - its staff, its customers and the excellence of its business partners and key suppliers.

Today, Qantas is widely regarded as the world's leading long distance airline and one of the strongest brands in Australia. Qantas continues to provide outstanding service to its customers and is at the forefront of the international civil aviation industry.

The future holds many challenges for Qantas - maintaining safe operations and world class product standards while building a viable and competitive position long term for the airline

❖ Justification:

The series of issues which have happened in the past since July 2008 are all related to technical problems which can lead to safety issues and can put Qantas’s reputation as “the most...
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