The Impact of Globalization on Qantas Airlines Marketing Strategy

Accompanied by record high fuel prices, maintenance and labor costs, Australia's domestic airlines face a turning point in the industry's history.

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

Another strategy that Qantas has used to respond to globalisation is through product differentiation. Qantas maintained it’s competitive advantage by providing a service which was unique and different to those of it’s competitor. Qantas was known for having ‘the best safety record of any airline in the world’. The airline was also ‘true-blue’ Australian and was Australian owned. This made the business different and attracted customers towards Qantas giving it a competitive edge over it’s foreign competition. Following the deregulation of Qantas, the business has started to lose sight of what it really was. The business has recently decided to implement another

Qantas is one of the oldest airlines in the world and Australia 's largest airline. Qantas was founded in Winton, Queensland on November 16, 1920 for the Queensland and Northern Territory Air Services Limited. Qantas first aircraft is Avro 504 K. The airlines fly international from May 1935, when it begins service in Darwin, Northern Territory Singapore. In fact, Empire Airlines still provides to London flight service. In 1938, the airline began using airships to serve S.23 Empire, as from Sydney to Southampton route takes nine days, so that passengers need in the middle of the hotel overnight. “From 1938 to 1945 the World War II period, the Australian government sent Empire Airlines flight squadron, there are a lot of planes crashed in flight. From 1934 to 1944, Empire Airlines offer from Perth to Sri Lanka 's non-stop service throughout the flight over 24 hours, maintaining radio silence.” According to (Qantase, 2014)

Qantas is one of those biggest and oldest airlines in the world who managed to keep making profit out of their businesses

Qantas which was founded in 1920 was first only a domestic airline. Eventually the company began travelling internationally and started expanding itself into the global market. Qantas today has become Australia’s national airline and one of the world’s leading long distance airlines.

Australia’s prevalent air carriers are: Qantas Airlines, Ansett, Pacific Blue Airways, Airnorth, and Qantas’ lead competitor Virgin Blue. Qantas is distinctive in that the Group is Australia’s oldest, most recognized, and most on-time carrier.

Qantas Airlines, originally registered as the Queensland and Northern Territory Aerial Services Limited is the largest Australian domestic and international airline and is currently leading as the world’s most preferred long-distance flight airline. Founded in 1920 in the outback of Queensland, Qantas offers their services regionally, domestic and internationally. Qantas prides themselves by prioritizing safety, reliable services, engineering and maintenance and customer service with over 10 awards presented to them from the year 2012 to 2016. Due to the rise of the internet, the airline industry has been heavily affected. Clients can now directly view the range of flights available and prices from airline websites which

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.

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.

Qantas was founded in 1920 and has grown to be Australia’s largest domestic and international airline. The key market is the transport of airline passengers both domestic and internationally however, the group has expanded to include Qantas freight, Jetstar and Qantas frequent flyer. Qantas holds a market share of 65% through its Qantas and Jetstar operations.

Qantas Airways Limited has a very long and extensive history of operating in the continent of Australia. It holds the honor of currently being the largest airline in Australia and one of the oldest in the world. It is impossible to link the history of aviation in Australia without the thought of Qantas. On November 16th, 1920, Qantas, known as the flying kangroo, was founded in a remote area of Australia, known as Winston, Queensland. It was originally known as Queensland and Northern Territory Aerial Services Limited, founded by Hudson Fysh, Paul McGinness, Fergus McMaster, and Arthur Baird. Like most air services during this time, it was initially founded to operate airmail services funded by the Australian government. By 1929, the

A major restructuring has been taken by the Qantas in 2013. On 31st March 2013 it was seen that two Airbus 380 flights flew over Sydney Harbour in order to mark the alliance between the Emirates and Qantas. It is known that Qantas is an Australian icon and it has been present in the country since 1920s. Qantas is the flag carrier airline which nicknamed as “The Flying kangaroo”. The airline is based in Sydney and it has a market share of 65% in the domestic market of Australia. It carries nearly 18.7% of all the passengers travelling inward and outwards from Australia (Australian Business Traveller, 2012). Qantas play a big role in tourism market and economic growth in populations seeking to travel.

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

Qantas was founded in Queensland in 1920 as Queensland and Northern Territory Aerial Services. It is twelfth largest and second oldest airline in the world. Since Qantas was privatised in 1993, it has operated profitably in international and domestic air services and a range of related businesses. This report has attempted analyse and discuss some of the marketing theories such as strategic planning, product positioning, and customer value that Qantas has applied and what benefits it obtained strategically from applying