Essays on Corporate and Global Strategy - Qantas or Queensland and Northern Territory Airline Services Case Study

Download full paperFile format: .doc, available for editing

The paper 'Corporate and Global Strategy - Qantas or Queensland and Northern Territory Airline Services" is a good example of a business case study.   Qantas or Queensland and Northern Territory Airline Services is the largest airline in Australia. It is also one of the oldest in the world. There is the only one running an airline in the world that is older than Qantas and that is KLM, a Dutch-based airline. KLM started in 1919 whereas Qantas started one year later in 1920 (Morrison & Winston, 1995). Qantas was declared the second-best airline for two consecutive years in 2005 and 2006.

In the year 2007, it was at number five. Another feather in its cap is for having one of the largest fleets in the world with 218 planes. It is at number 17 for that (Skytrax, 2007). History Qantas was founded on 16th November 1920. We can divide its growth into 4 parts: - before world war Before the world war, Qantas operated mainly as an airmail service. The external trigger for this was the trend of the airline industry. The internal trigger for this was their capabilities.

Their infrastructure at that time allowed only this service. Although it had its limitation and they could not do much as a passenger service but it had its benefit also as it gave them time to build a foundation and develop its fleet and crew. This helped them in starting a successful passenger service and they finally formed Qantas Empire airways and bagged many contracts. 2. after world war After the world war, they had to stop their flights to Singapore due to the external trigger – the world war.

But they continued their flights between Brisbane and few other routes as they had built up their fleet of flying boats. This acted as an internal trigger. Due to this they could re-establish their international link in 1943 and started the longest overseas flight to Sri Lanka which was a benefit. They also realized that their fleet needed up-gradation which was a limitation and had to acquire Constellations. 3.   nationalization Nationalization was the effect of both internal and external triggers. Worldwide wide the airline industry was undergoing nationalization and the Australian government was getting a strong domestic hold by buying the shares of Qantas.

As a benefit, they started many international flights. They also took over British Commonwealth Pacific Airlines. The Olympics XVI also acted as an internal trigger to acquire seven Boeing 707 -138 aircraft.



Directory: world Airlines, Flight International. , 2007-04-03, pp. 101-102.

Diamond Model – Porter on Nations,

Qantas Homepage,

Qantas annual reports,

Rugman, A. M.,1996, The Theory of Multinational Enterprises ,Cheltenham: Edward Elgar .

Skytrax, 'The World Airline Awards', at, accessed December 19, 2007.

Trott, P, 2005, Innovation Management and New Product Development, third edition, Pearson Education Limited.

Vyas, NM, Shelbum WL, Rogers DC, 1995, An Analysis of strategic alliances: forms functions and framework, Journal of Business and Industrial marketing.


Sheth, J.,Allvine, F.C., Uslay C., Dixit, A., 2007, Deregulation and competition, lessons from the airline industry.

Morrison, S.A. & Winston C., 1995, The evolution of the Airline Industry.

Roll, M., 2006, Asian Brand Strategy.

Eldad, B.Y., 2005, The Evolution of the US Airline Industry, Theory, Strategy and Policy, Series: studies in industrial organizations , Vol. 25

Emmott, B., 2003, 20/21 vision: twentieth-century lessons for the twenty-first century

Frith, K. T., and Mueller, B., 2003, Advertising and societies: global issues

Lindsey, B., 2002 Against the dead hand: the uncertain struggle for global capitalism.

Cavanagh, J., 2002, International Forum on Globalization, and Alternatives Task Force. Alternatives to economic globalization: a better world is possible

Moran, T. H., 2002, Beyond sweatshops: foreign direct investment and globalization in developing countries

Hansson T., Ringbeck , J. Franke, M., 2003, Flight for survival: a new business model for the airline industry.

Baldwin, R. E. and Winters, L. A., 2004, Challenges to globalization analyzing the economics

Download full paperFile format: .doc, available for editing
Contact Us