Essay on Qantas Case Study

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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
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It operates in the low-cost airline segment through Jetstar. It is also engaged in providing time bound freight services. Other services offered by Qantas include international and domestic holiday tours, catering, ground handling, and engineering and maintenance services. The company also offers group flight training, and leverages its infrastructure and competency for operational training. It also provides services for defense sector in aircraft and engine maintenance, among others. Qantas is headquartered in Mascot, New South Wales, Australia (Qantas 2011b).
EXTERNAL ANALYSIS OF QANTAS

INDUSTRY

Qantas Airways Limited is in the airline and aviation industry—both domestic (Australian) and international. Its main business is the transportation of passengers using two complementary airline brands—Qantas and Jetstar (Qantas 2011a)

GENERAL ENVIRONMENT ANALYSIS

DEMOGRAPHIC
Growing Size of the Middle Class. The size of the middle class is growing globally and many of them like to travel internationally as often as their work life and bank balance allows (Hanson 2010).

ECONOMIC
The Global Financial Crisis (GFC). The late-2000s financial crisis is considered by many economists to be the worst financial crisis since the Great Depression of the 1930’s (Reuters 2009). The impact of the GFC on airlines has been severe, putting the industry in major trouble that may be prolonged (Hanson 20011, p. 439; Qantas 2009).

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