The paper "The Performance of Qantas Airline" is a perfect example of a business case study. Qantas Airline is Australia’ s flag carrier and is the second oldest airline in the world. The headquarters of the airline is in Mascot in Sydney (Qantas, 2014). Qantas prides itself on 65% share of the domestic market and 18% of all passengers that are traveling out of Australia. The airline business in Australia and the international marketplace have been experiencing a lot of competition (Qantas, 2014). This report will purposely analyze the position of Qantas in the current competitive airline business.
The report will also provide recommendations and strategies that the airline should employ in order to maintain its position. Air transport has become one of the commonly used means of transport in the world. The number of airlines flying local and international routes has grown. Thus as the competition intensifies there is a need for Qantas to devise strategies that will ensure it remains competitive. The report will outline the current situation of the company and carry out a situation analysis of the company using SWOT analysis and porters five models.
From the SWOT and porters model, the report will recommend new goals and strategies for the company and justification for the goals. Qantas Current Situation Qantas is the leading premium rate airline in Australia; the company’ s capital expenditure has been very high. In February 2014, Qantas announced a $2 billion program for reducing capital expenditure (Qantas, 2014). Qantas exists to provide efficient transport in Australia and outside. The main aim of Qantas is to ensure that the expectations of the customers every time they fly, and thus the airline has continued to invest in areas that ensure that exceptional services are guaranteed to customers.
In line with this is the mission statement “ ‘ We remain Australia's leading premium airline, dedicated to remaining the best. Our aim is to meet your expectations anytime time you take a flight, and we continue to invest in our enterprise and strive to offer you an exceptional service level” (Qantas, 2014).
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