Strategic Management

Topics: Airline, Qantas, British Airways Pages: 11 (2626 words) Published: May 16, 2015
Strategic Management

1. Background of Qantas
2. Analysis of Qantas
External analysis
a. What industry is it?
b. General environment analysis
c. The industry environment
d. Competitive environment
e. You now have material about opportunities
Internal analysis
f. The firm’s resources, tangible and intangible
g. Capabilities identification
h. Core competency analysis
i. Value chain analysis
j. Weakness
k. Pulling it together
l. Current strategies
3. Recommendation & Strategies
4. Conclusion
5. Reference
6. Appendix

Background of Qantas
Qantas is a flag carrier airline in Australia which established in Winton, Queensland since November 1920 and the second oldest airlines in the world. Nowadays, Qantas developed an international airway while it commences both domestic routes and international routes. Qantas provide both of economy and differentiation service for passengers. There are five flight attenders routes for instance, Internal from Australia, Internal from New Zealand, international from the UK, domestic within Australia and regional Australia. According to the report called ‘The world’s Top Airlines- ranking 1 to 20’, it shows that Qantas Airways ranked 15 around the world. Qantas is the group of top airlines of the world. Qantas Airways always win prizes such as the best airline in Australia/Pacific in 2011& 2012, world’s best airline first class, economy class and premium class in 2012 etc. (The World Airline Awards, 2013) Analysis of Qantas

External analysis
a.What industry is it?
Aviation industry is one of the core industries around the world and countries. It is the transportation hub which carries goods and passengers from the country to another country. Airlines carry large amount of products and goods which supplying around the world such as medical, beverage and products. On the other hand, airlines are the main middle man between export companies and import companies. As the result, aviation industry generates a large amount of income globally in tourism industry (Conjecture Corporation, 2014). b.     General environment analysis

  General environment affect the demand of airlines and directly their income, there are seven environment segments should be investigated in order to gain strategic advantage and success such as demographic, economic, physical environment, sociocultural, global, technological and political/legal etc. The major portions of customers of Qantas are Australian, focusing on visitors’ arrivals in Australia. According to the database, it shows that more than 6.7 million tourists arrivals and increase 8.3% relative to 2013. More than 586,000 tourists arrive Australia during July 2014 and increase 12.1% comparing the previous year (The Australian Bureau of Statistics, 2014). Economic

According to the website, it shows that the rates of inflation around the world most of the countries are growing, it means that the inflation is increasing in the future. As the external part of the report, inflation rates are increasing, forecasting it will have a significant increase. It means the cost of Qantas will be increase such as human resources, cost of fuels, facilities and food. Qantas not only has to maintain its differentiation and increase income and reduce expenditure in the plan (, 2014). According to the Australian Association Press ‘Australia's unemployment rate falls to 6.1% in August’, it mentions that the unemployment rates fell in August and the NSW figure decrease 0.2%. Queensland has significant drop from 7.2% to 5.9%, it decline more than 1.3%. Then, Tasmania eases to 7.1% to 7.6%. Victoria unemployment reduces 2%. On the other hand, both Northern Territory and ACT rose for about 0.3%. Overall, the unemployment rate of Australia has a drop (Australian Associated Press, September 11). More and more citizens may travel for business...

References: 1. Hanson, D., Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2014). Strategic management: Competitiveness and globalization (5th Asia-Pacific Edition). South Melbourne: Cengage Learning Australia. ISBN: 9780170227643 (paperback)
3. Conjecture Corporation. (2014). What Is the Aviation Industry?. Retrieved September 15, 2014, from
5. (2014). Inflation - summary of current international inflation figures. Retrieved September 15, 2014, from
7. Katers, N. (2014). How to Start an Airline Company. Retrieved September 15, 2014, from
9. Qantas Airways Limited. (2014). Qantas. Retrieved September 15, 2014, from
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