Qantas Case Study

Only available on StudyMode
  • Download(s) : 829
  • Published : September 23, 2011
Open Document
Text Preview
QANTAS
CASE ANALYSIS REPORT

MARK ANTHONY ANDRIJCICH
STUDENT NUMBER – 10513924
MGMT3347 – STRATEGIC MANAGEMENT
SEMESTER 2, 2011
TUTORIAL 4 – MONDAYS, 15:00
ROOM BUSN:161 – THE CULLITY TUTORIAL ROOM
TUTOR – DOUG MOFFAT
INDIVIADUAL CASE ANALYSIS REPORT

TABLE OF CONTENTS

EXECUTIVE SUMMARY……………………............................3

EXTERNAL ANALYSIS OF QANTAS………………………...4
--Industry
--General Environment Analysis
--Six General Elements--Demographic
--Economic
--Global
--Political/Legal
--Socio-Cultural
--Technological
--The Industry Environment
--Michael Porter’s 5 Forces That Shape Strategy
--Competitive Environment

INTERNAL ANALYSIS OF QANTAS………………................7
--Qantas’ Resources
--Tangible Resources
--Intangible Resources
--Identification of Qantas’ Capabilities
--Qantas’ Core Competency Analysis
--Qantas’ Value Chain Analysis
--Qantas’ Weaknesses
--Qantas’ Strengths
ANALYSIS OF QANTAS’ CURRENT STRATEGIES………10

--Business-Level Strategy
--Corporate-Level Strategy

RECOMMENDATIONS……………………………..................11

REFERENCES…………………………………………………..14

EXECUTIVE SUMMARY

The report features both an external and internal analysis of Qantas, the current strategies employed by Qantas, followed by the author’s strategy recommendations for Qantas based on the internal and external analysis and in doing so provides an answer of yes to the question posed at the end of the Qantas Case Study; whether Qantas should operate a full-cost and a low-cost airline side-by-side? The external analysis includes: a general environment analysis of the six generic elements (demographic, economic, global, political/legal and socio-cultural (Hanson et al. 2011); an analysis of the industry environment using Michael Porter’s Five Forces Model (bargaining power of suppliers, bargaining power of buyers, potential threat of new entrants, intensity of rivalry among competitors and threat of substitute products) to determine the attractiveness of the airline and aviation industry (Clegg et al. 2011); and a look at the competitive environment. The external analysis is used in the report to highlight Qantas’ opportunities and threats. The internal analysis includes: identification of Qantas’ resources (both tangible and intangible); Qantas’ capabilities (which tell exactly what Qantas does in its day to day operations); core competency analysis (which will aid in the author’s recommended strategies); a value chain analysis (showing the primary and support activities that Qantas performs); and a look at Qantas’ weaknesses and strengths. Qantas’ strengths and weaknesses will become more apparent as the internal analysis is formed and documented. An analysis of Qantas’ current strategies will be documented in the form of business-level strategy and corporate-level strategy, to show exactly what Qantas is doing now. It is with the background of the external analysis, the internal analysis and the analysis of Qantas’ current strategies that this author will be able to make recommendations in the final part of the report. Five recommendations are made by the author for Qantas’ future strategies in the market.

Qantas Airways Limited (Qantas) is engaged principally in providing air transport services, at both international and domestic levels. It is Australia’s largest airline, the oldest continuously operated airline in the world and the second oldest in the world overall...
tracking img