The paper “ Strategic Analysis of QANTAS” is a pathetic variant of the case study on management. The following paper aims at strategically analyzing the internal and external environments of Qantas airlines. Qantas airlines are the 11th biggest airline industry and the largest carrier in Australia. Numerous strategic issues are likely to affect the future development of the aviation industry in relation to Qantas. This includes the PESTEL model and Porter’ s 5 Forces model factors (Hubbard, Rice & Galvin, 2015). The report will use these two models to analyze the external and macro-environment of the aviation industry in relation to Qantas.
The paper will also analyze the strategic resources and capabilities of Qantas while offering findings as well as recommendations. Background InformationQueensland and Northern Territory Aerial Service (QANTAS) Ltd, is an airline organization based in Australia. Currently, it is ranked as the 11th largest carrier in relation to Revenue Passenger Kilometers (Qantas Group, 2013). Historically, the Qantas Company was a government-owned company with no aim for making profits or expansion. Nonetheless, in early 1995, the carrier underwent various organizational and strategic transformations to implement a less intolerant business perspective while focusing on becoming a recognized market force in the commercial airline industry.
The Qantas Group’ s main business is the transportation of passengers through two main courtesy carrier brands including Jetstar and Qantas (Qantas Group, 2013). The organization has a total of 256 aircraft and employs about 32, 000 employees globally. Other than commercial transportation, Qantas also offers catering, freight, E-commerce, and tourism. The group offers about 182 destinations in about 44 countries including 59 destinations in Australia and 123 in other nations (Qantas Group, 2013).
According to Qantas, the airline carried about 41 million customers between 2008 and 2009 (Qantas Group, 2013). Qantas operates predominantly in Australia as its main market with about 65% of the market share. Qantas has developed as an international force in the airline industry, but still faces increased challenges from both internal and external environments.
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