Qantas strategies Analysis

4526 WordsApr 29, 201419 Pages
Criterion Maximum Mark Your mark Research and analysis of company information 5.0 4.0 Considerations of constraints impacting organisational strategy 5.0 3.75 Application of relevant theories of strategy 5.0 3.75 Development of argument and applied critical thought 5.0 4.0 Written communication & referencing 5.0 3.25 Total marks /25 18.75 EXECUTIVE SUMMARY The report has discussesd and appliesd theoretical concepts and principles of strategic management into analyzing the environment context where to Qantas Airways Limited operates. It shows that, Qantas has a long history and sustainable development but needs to evolve in the global world. ization context, the company has to continue…show more content…
 In 2012, Qantas carries a 44.6% shares of the Australian domestic market and 18% of all passengers travelling in and out of Australia while the respective market segments for Jetstar are 20,7% and 8%. The chart below compares the top 10 international airlines. Figure 1: Top 10 international airlines in Australia (Source: ANNA- Airlines Network News and Analysis, 2010)  2.2. Resources and capabilities - Tangible resources: Establisheding in 1920, Qantas Group has grown gradually and remain one of the largest and strongest in Australian airways industry. During the last 5 recently years, Qantas has steadily expanded its operations by increasing number of aircrafts, passengers, employees and destinations all over the world. Its development can be demonstrated as data below: Figure 2: Qantas’s resources from 2008-2012  (Adopted from Qantas data book 2012, see Appendix) Qantas’s total asset increased from $19.7 billion in 2008 to $21.1 billion in 2012. More than half of its assets are from property, plant and equipment which book value at $14.13m at the end of FY2012. Intangible assets values at $610,000.  At the end of FY2012, the corporation had a cash balance of $3.4 billion, and 308 aircrafts from three main suppliers Airbus, Boeing and Bombardiers. The Group has 12 Airbus A380, 30 Airbus A330, 60 Boeing B737, 36 Boeing B747 and 46 Bombardiers.  - Intangible resources: Qantas has a strong reputation for long history

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