Porter’s five forces model to some extent indicates the attractiveness of a specific industry through deep analysis in five different aspects. Those five areas are the competition between existing competitors, threat of Substitutes, threat of new entries, bargaining Power of Suppliers and bargaining Power of Buyers respectively. After doing this industrial analysis, the management can have a better understanding of how the external environment looks like and what kind of opportunity or threat they are facing, which ultimately helps them to develop suitable strategies.
Competition between existing competitors
Qantas now has the biggest market share in Australian domestic airline market, which is also the leader in this industry. Qantas try to differentiate itself with other airline companies by providing high-quality full-services to its customers. After the big success of Virgin Blue established in 2000, whose aims to attract price-sensitive customers by selling cheap no-frill tickets, Qantas established Jetstar in 2004 to compete with Virgin Blue in low-cost market.
Virgin Blue also changes their strategy recently by rebranding the company name to Virgin Australia, which tries to develop a new image to the public to compete with Qantas instead of only focusing on low-cost markets.
Except for those, the emergence of Tiger Airways, who also targets at the low-cost airline market, undoubtedly make the competition more intense. The competition level therefore is very high in