Essays on Qantas - Diversifying Airline Products to Include Premium and Low-Cost Airlines Case Study

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The paper “ Qantas - Diversifying Airline Products to Include Premium and Low-Cost Airlines” is a good variant of the case study on management. Qantas Group is an Australian Airline with global operations. The company’ s competitive advantage lies in its unique resources and capabilities, such as a professional workforce, reputable brand, effective leadership, and reputation for safety. Despite this, the external environment provides vast challenges rather than opportunities for growth, such as high competition and low barriers to entry. In fact, perpetual marginal profits indicate the need for an immediate action plan.

This paper presents a case analysis of Qantas before concluding with reasons for supporting its current strategies, a brief update on market reports on the effectiveness of the alliances, and recommendations. Internal environmentThe internal resource-based theory derives from the principle that an organization’ s competitive advantage lies in its internal resources, rather than the positioning of its external environment (Raduan et al. 2009). Hence, rather than evaluate the threats and opportunities associated with running Qantas, the competitive advantage lies in its unique resources and capabilities. Above-average returns are earned when a firm uses its valuable, rare, costly-to-imitate, and non-substitutable (VRIN) resources and capabilities to compete against its rivals in one or more industries.

Qantas resources can be categorized into tangible and intangible resources (Cardeal & Antó nio 2012). In regards to the tangible resources, Qantas has a professional workforce. The company also maintains certified and skilled pilots, and a well-trained cabin and maintenance crew. Additionally, Qantas has the largest resource base in the domestic industry, which has enabled it to benefit from economies of scale. Further, it has a reputable brand that has a rich history and traditions of excellence.

It also maintains excellent slots at airports, which allow it to attract business passengers looking to get to the meetings fast. Similarly, it has proficient staff and a fleet of new planes.

References

The paper “Qantas - Diversifying Airline Products to include Premium and Low-Cost Airlines” is a good variant of the case study on management. Qantas Group is an Australian Airline with global operations. The company’s competitive advantage lies in its unique resources and capabilities, such as a professional workforce, reputable brand, effective leadership, and reputation for safety. Despite this, the external environment provides vast challenges rather than opportunities for growth, such as high competition and low barriers to entry. In fact, perpetual marginal profits indicate the need for an immediate action plan. This paper presents a case analysis of Qantas before concluding with reasons for supporting its current strategies, a brief update on market reports on the effectiveness of the alliances, and recommendations.

Internal environment

The internal resource-based theory derives from the principle that an organization’s competitive advantage lies in its internal resources, rather than the positioning of its external environment (Raduan et al. 2009). Hence, rather than evaluate the threats and opportunities associated with running Qantas, the competitive advantage lies in its unique resources and capabilities.

Above-average returns are earned when a firm uses its valuable, rare, costly-to-imitate, and non-substitutable (VRIN) resources and capabilities to compete against its rivals in one or more industries. Qantas resources can be categorized into tangible and intangible resources (Cardeal & António 2012).

In regards to the tangible resources, Qantas has a professional workforce. The company also maintains certified and skilled pilots, and a well-trained cabin and maintenance crew. Additionally, Qantas has the largest resource base in the domestic industry, which has enabled it to benefit from economies of scale. Further, it has a reputable brand that has a rich history and traditions of excellence. It also maintains excellent slots at airports, which allow it to attract business passengers looking to get to the meetings fast. Similarly, it has proficient staff and a fleet of new planes.

Download full paperFile format: .doc, available for editing
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