Essay on Quantas Airline Crews are Ambassadors of the Sky

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• Recognised brand - Australia’s premium airline with the flying kangaroo on a red background is recognised the world over for excellent service and professional cabin crew. The Qantas cabin crew are the global ambassadors for the Qantas brand who communicate Qantas culture and values whenever they interact with passengers.

• Domestic market share - Qantas currently holds a 65% share of the domestic market, with 85% of the corporate travel market (Freed, 2014).

• Innovative - leading the way in the research and development of advanced technologies such as the Next Generation Check-In (NGCI) system and on-board wireless streaming for Ipads are two examples (AusIndustry, 2013) Strong government backing – The government have
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Most notably the pay dispute in 2011 which ended with CEO Alan Joyce grounding the fleet, forcing the Gillard government to intervene.

• Asian market – With an annual growth rate of 8.6% for the period 2008-2013, it is predicted that the industry's volume is likely to increase beyond 794.3 million passengers into 2014 (Datamonitor, 2013). Therefore, there could be large opportunities to increase company revenues and profits.

• Mergers or alliance - The growth of strategic alliances with other airlines such as Emirates could bring about substantial returns including more frequent flights and Frequent Flyer passengers, an extended route network, and cost and efficiency benefits.

• Cross cultural advertising – Qantas is looking to improve on advertising and marketing across cultures in order to gain a larger market sure. Examples of this include, improvement in staff training and the implementation of a ‘Reconciliation Plan’ (Qantas, 2014)

• Competitors – New and existing. Domestically, Virgin and Tiger are the main competitors, while internationally there are a handful of direct competitors depending on routes. In particular, Singapore Airlines and Emirates are seen to be the greatest threat as
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