IntroductionAim of the report The paper aims at presenting a comprehensive analysis of the Qantas airline in regards to its business position. It entails a close observation of the strengths, weaknesses, opportunities and threats enable the person reading it to understand why the company needs to carry out advanced business strategies in order to maintain its business pose. Mission and vision The Qantas group has the long term vision of operating the world’s best premium airline, Qantas, and the world’s best low fare carrier, Jet star. The main mission is to return Qantas international to profitability by building a long term shareholder value.
It also intends to strengthen Asia as a new premium as a full service airline based in Asia as a new brand to assist in the exploration of various base locations. Besides, the company is working towards deepening and broadening alliances to ensure network adequacy and effectiveness. Most significant is the objective to ensure business improvement through safety policies, right crafts and routes, customer service Excellency and operational efficiency. (Qantas Annual Report 2010). History The company began through the lieutenants Wilmot and Paul who were from the World War II service.
They had in mind that with the establishment of a new airline, it could be easy to move across sparsely populated borders. The services began in terms of joyrides which later developed into a business blooming to date. Year after year, new advancements are observed within the company. Currently, Qantas is the second oldest airline in the world. It is situated in Queensland and was founded in 1920. In Australia, it is the largest airline both domestically and internationally.
It is known for its distinctive aspect of operating long distance airlines and carriers. Moreover, Qantas is the pioneer of fright services from Australia to North America as well as Europe. Lead into SWOTA business organization requires performing a systematic analysis of its market position in order to monitor its operations in terms of performance. SWOTThe term SWOT refers to strengths, weaknesses, opportunities and threats that characterise a business institution. Strengths refer to the aspects of a business that place it above the competitors while weaknesses entail the aspects that disadvantage a business in comparison with others.
Opportunities refer to the external elements that give the business a chance to perform better while threats are those that present a challenge to business’ performance. (Paul, 2000)Why people use SWOT According to Paul (2000), SWOT helps business people in the following ways: It Provides information that is significant for tactical planning. It enables the business to build on its recognizable strengths. Offers knowledge of the available weaknesses thus enables the businessmen to respond accordingly. The capacity for exploitation of opportunities is strengthened. Helps people, to evaluate the level of progress by analyzing the past, present, and the future prospects.
SWOT AnalysisThis refers to a method employed by a business firm to evaluate the strengths, weaknesses, opportunities and threats in the business arena for a specified time. It is characterised by the identification of the business objectives as well as considering whether the external environment is favourable or not to the business venture, such that the possibility of achieving the set business objectives is known(Paul, 2000).