1. Executive Summary
Qantas is Australia’s largest domestic and international airline •
Qantas was founded in the Queensland outback in 1920 and it began its operations with one aircraft carrying mail and now it has expanded to 146 planes transporting people all over the world •
Qantas’ major influences they have to deal in todays market with include globalisation, technology and the increased cost-based competition and the strategies that they have implemented to meet these influences are outsourcing and a mix of established and leading edge technology
2. Competitive Advantage
Qantas, having two flying services (Qantas and Jetstar) allows them to organise and book two aircrafts to serve the passenger to compete the competitive advantage more than others •
Qantas established the frequent flyer program that different from other airline to make customer loyalty. •
Qantas is also in coalition with many local companies. Woolworths is the most known and the idea is to provide a competitive advantage to each other •
Qantas is known for premium service so they incorporate Jetstar as a budget flight giving a competitive advantage, but also a cost advantage •
Qantas is one of the worlds most recognised and reputable brand, which gives them an opportunity to exploit their competitive advantage.
Qantas manages to sustain a competitive advantage in the market, predominantly due to how their operations function and how they manage it.
3.1 – Strategic Role of Operations
Qantas has three different strategic roles of operations. These strategies that Qantas has incorporated are cost leadership, differentiation and market focus •
Operations management within Qantas includes scheduling, determining staffing levels and staff training and has demonstrated its ability to respond quickly to challenges and the success of rival low cost airlines •
Qantas’ operations are strategically important because most organisational activity comprises the...
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