Strategic Management Essay

Established in 1920, Qantas is the world's 11th largest airline and the 2nd oldest. It was founded in the Queensland outback as the Queensland and Northern territory Aerial Service (QANTAS) Limited, by pioneer aviators Hudson Fysh, Paul McGinness and Fergus McMaster. Qantas was a former government owned business; it did not view profits or efficiency as its prime goal. In 1993 a 25% stake was sold to British Airways. Qantas was privatised in 1995 and has had to adopt management practices to overcome both internal and external influences and had to change its narrow-minded culture. Although Qantas is primarily a passenger airline, air freight is also an integral part of its core business. Other Qantas

Maintain Qantas frequent flyer as a driver of loyalty across group and as a leading loyalty program.

1) Qantas Airways Limited is the national airline of Australia, it is also the largest airline in Australia. The Qantas Group’s principal business is providing domestic and international air transport services for passengers. Additionally, Qantas owns several subsidiary companies such as Jetstar and QantasLink that also operates flights to domestic and international locations, and Q Catering, a premium full service flight caterer.

Qantas’ situational analysis (SWOT) is the first step in the marketing process whereby the strengths, weaknesses, opportunities and threats of the airline are identified. The airline’s strengths include: Being part of the Oneworld alliance, having a high safety record, being a globally recognised airline through the use of branding and the flying kangaroo logo, purchasing the latest aircraft thus updating technology and staying level with international competitors and the final strong success of Qantas has come by operating out of some of the world’s major air travel hubs such as Los Angeles International Airport, London’s Heathrow Airport, Singapore’s Changi Airport and Sydney Kingsford Smith International providing an excellent range of customers.

Technological developments have both created new opportunities as well as threats for the aviation industry.

Qantas is widely regarded as the world's leading long distance airline and one of the strongest brands in Australia. It has strong reputation for excellence in safety, operational reliability, engineering and maintenance, and customer service. Furthermore, Qantas consists of 4,500 flight attendants who are highly trained and are all multilingualism. Hence, inflight services provided by the flight attendants give the passengers experiencing an exceptional level of personal service, which serve as a competitive advantage over other airlines. This is reflected by the “Best Airline Australia Pacific award” received by the Qantas in

The assignment assesses the trajectory of the Qantas airline that witnesses heavy financial losses due to a grave situation. In August 2011, Qantas witnessed a disputed terrain that culminated in international division. The experts believe that Qantas domestic, Qantas Link and other variants of Qantas gave an excellent performance in the recent phase. However, Qantas International faced escalating losses that amounted to $200 million. The Qantas airline faced severe industrial crises in the recent time. At the other end of the spectrum, the unions could not accept the reforms that the Qantas airline began to deliberate (Adler and Mantin 2015). The unions maintained that the Qantas airline is gradually drifting the international operation in a different location. The management made such arrangement to identify cheap labour and other resources. At the same time, the unions comprehended the graveness of the situation. They claim that the airline transgressed the deliberation of the 1992 Qantas Sales Act, which specifies that the carrier’s base should remain within Australia. The Qantas refutes to provide improved work and payment balance (Ancell 2016). The organizations like Australian and International Pilots Association (AIPA) attempted to adopt industrial action against the particular airline. The conflict assumed a rigorous character, centring the issue.

This report’s main purpose is to provide an overall analysis of the performance of Qantas Airlines Limited which despite being Australia’s largest local and international airline, QANTAS has been struggling with financial matters since 2011 due to specific adjustments in the guidelines of accounting such as the assets impairment. It has also forged an alliance with the Emirates Airlines which is based in the United Arab Emirates. There has been a notable concentration on the reduction of the size of its fleet and number of jobs to mitigate the losses it suffered in 2004.

Qantas Airways Limited is an Australian “flag career” company where it earns most part of revenue from providing air transport services. The airline has widespread domestic and international airline network, which combines services of Qantas, Jetstar and regional network operator QantasLink. The industry also provides services across a network in Australia, the United States, the Asia-Pacific region, South America, Africa and Europe. Qantas Airways Ltd. was found in November 1920 under the name Queensland and Northern Territory Aerial Services Limited (QANTAS). Qantas’s customers have an access to the hundreds of destination and airport lounges across the world. This Oneworld Alliance supports Qantas’ domestic activities as it enhances the company’s exposure to international travellers, who often transfer to domestic flights at major Australian airports.

Qantas is an Australian airliner that was founded on November 16, 1920 in the outback of Queensland. Eventually the company would move its headquarters to Longreach, Queensland. The name Qantas is an abbreviation for Queensland and Northern Territory Aerial Services Limited (Qantas, 2016). Like many companies, Qantas begin with mail and passenger flights from Charleville to Cloncurry. In the early years of service, the company used fragile biplanes, that carried one to two passengers in an open cockpit. Between 1926 to 1934, Qantas changed the company to Qantas Empire Airways Limited, took on experimental services for the UK, moved its headquarters to Brisbane, and begin building its own aircraft (Qantas, 2016). In 1935, with a DH86, Qantas took its first flight overseas, from Darwin to Singapore carrying mail. During the wars, Qantas built an engine overhaul in Sydney, Australia, where the company moved in 1938. Qantas assisted with evacuating personnel, dropped off supplies to troops, and in 1944 the company adopted the

Qantas, the name originates from the introductory letters of the words in the first enrolled title – Queensland and Northern Territory Aerial Services Limited (QANTAS). Qantas is the world 's second most seasoned carrier. Established in the Queensland outback to 1920, it is Australia’s biggest domestic and international airline. Furthermore may be perceived concerning illustration a standout amongst the world 's heading adrift in length. Separation carriers, Hosting pioneered administrations starting with Australia with North America and Europe. The Qantas in 2012 utilizes roughly 32,500 people, Also offers administrations crosswise over a organize spanning 182 destinations Over 44 nations.

Qantas Airways Ltd. is Australia 's number one domestic airline and a leader in the Asia-Pacific region. It is one of the ten largest airlines in the world and is considered to be the second

Qantas airline is the one of the top airlines operating in Australia, because Qantas airline is a mature aviation industry that have more experience for a long time

The history of Qantas is inextricably attached with the civil aviation development of Australia but it is a

The airline industry is one of the fastest-changing industry sectors in the world today (Kernchen, 2004), Changing market demography include empowered customers, new distribution channels constantly forcing airlines to adopt and improve their operations and business models (Shaw, 2011; Kossmann 2006). At the same time the airline sector is one of the mostly affected industry by the technological advancements, airline companies should use this opportunity to gain competitive advantages over rivals as a way of value creation to its customers. Advances in the field of Information and Communication Technologies contributed to the empowerment of customers who became more experienced, sophisticated and striving for individual and independent products (Buhalis & Law, 2008).