PESTLE and SWOT Analyses of Qantas - Case Study Example

Qantas Student’s Name University affiliation Date EXECUTIVE SUMMARY Qantas possess certain competency that makes it stand out from its competitors. For instance, about value, the company resources such as infrastructure, employees, and technology are indispensable in its operations. In analyzing the general environment of Qantas, the PESTLE analysis is used as a strategic tool to provide the macro-environmental factors. PESTLES analysis describes how Qantas functions. Qantas also have a diversified business portfolio that adds value to its reputation in the airline industry. The SWOT analysis of the company environment indicates that the company operates in a fierce environment where there is stiff competition. Qantas Company enjoys various strengths and opportunities, but it needs to have a stronger marketing unit to survive. For instance, the company needs to know innovation is inimitable and to protect it the company has to use patents and copyrights. The top management has an important role in exploiting the competencies of the company to ensure that the company survives in the long run. The value chain analysis considers the support and primary activities. Primary activities include five steps namely; outbound and inbound logistics, operations, market and sales and customer service. On the other hand, support system, which helps the primary activities to work effectively, has four parts that include Human Resources, Firm infrastructure, Procurement, and technology. To create a competitive advantage, Qantas Group may put into consideration implementing the expeditionary Marketing that would help the company to create a wider customer base. For instance, the launching of low-cost airlines such as the Jetstar Brand and creating a travel packet of services such as accommodation, transportation, and activities option would make the company be ahead of the competitors. Another strategy that the company may consider implementing is the unique customer style strategy that would help low-cost airfare like Jetstar in the creation of more value to the products and services. Table of Contents i EXECUTIVE SUMMARY ii Table of Contents iii INTRODUCTION 1 General Environment Analysis 2 The PESTLE analysis of Qantas airlines 2 Political 3 Technological 3 Economical 3 Socio- cultural 3 Environmental 4 Legal 4 EXTERNAL ANALYSIS 4 The Industry Environment 4 Threat of new Entrants 4 Rivalry in the Industry 5 Threat of substitutes 5 Suppliers bargaining power 6 Buyers bargaining power 6 INTERNAL ENVIRONMENT 7 QANTAS RESOURCES 7 Infrastructure 7 Diversified portfolio 7 Complementary Brands 8 Service, Product, and Technological Innovations 8 Top management and employees 8 Capabilities identification 9 Core competency analysis 9 Valuable 9 Rare 9 Inimitable 10 Not- substitutable 10 Figure 1 Analysis of Qantas resources using the VRIN test 10 Value Chain Analysis 11 Primary Activities 11 Support activities 12 PULLING IT TOGETHER 13 The SWOT analysis of the Qantas Group 13 CURRENT STRATEGIES 15 Differentiation Strategy 16 Cost leadership strategy 16 STRATEGY RECOMMENDATION 17 Expeditionary Marketing 17 Unique Service Style 18 CONCLUSION 18 REFERENCES 19 INTRODUCTION Qantas is an airline industry that gets its root way back in 1920. The industry has undergone various stages starting from the pre-war duration to after World War II. Qantas has a wide network that covers 173 domestic and 42 international flights. The firm has a logo known as ‘red kangaroo’ (Qantas.com.au, 2015). Qantas has two main brands, the Jetstar, and the Qantas brand. Businesstraveller.asia (2015), the company applies differentiation in its aviation business since it is the only airline company that has LCC and FSC. The Qantas airline implements various strategies in operating its fleet. The headquarters of Qantas is in Mascot, Sydney, and Australia. The vision of Qantas Company is to be ‘the Low Fare Airline and World best Premium”. There is an interesting demographic background in the airline industry. Airlines with strong establishment will benefit a lot if they define their destinations that would target the ever growing world population This report looks at the vision of Qantas Company that helps in understanding the goals of the firm through using the five strategies. These strategies include right aircraft, safety as the main concern, client service, right course and operational competence. This report explains and analyzes the organization's structure through differentiation and cost leadership using the Porters’ generic model of the five forces. Also, the SWOT analysis comprehends the current situation of the company by analyzing both the internal and external factors. The industrial core competencies of Qantas group are using the two main points of airline brands that have a reputation for diversification and safety. In measuring the company performance, this report would use the Value Chain. Moreover, the report would give the strategic recommendations and the fallouts that may happen from the recommendations (Qantas2014.reportonline.com.au, 2015). Resources are the company assets that a firm need during its operations. A resource may be a drawback or strong point to the company. Also, company resources may or may not offer a competitive advantage to the company. Resources exist in two types namely, the tangible and intangible resources. Intangible resources are such organizational possessions like brand acknowledgement, reputation, and innovation. On the other hand, tangible resources are resources such as the firm’s financial resources, human capital and physical resources. Resources are efficient if they can offer a competitive advantage to the firm. To determine if the resource can offer a competitive advantage, the four tests of competencies is carried out. Competencies are those features that a firm requires to become competitive with other industrial participants. Competencies help a firm to compete sufficiently. A collection of these attributes leads to the achievement of competitive advantage. The four core competence tests includes; Value, Rare resource, Inimitable and Not-substitutable resource. General Environment Analysis The PESTLE analysis of Qantas airlines Pestle analysis is a strategic management tool that describes the framework of the macro-environmental factors of the company. The PESTLE analysis is an important marketing development tool that uses business position. We can describe how Qantas works by using PESTLE analysis. Political Political factors have significant effects on the airline industries. Qantas faces some political issues such as corruption, political stability, and tax. Qantas requires a stable country with a strong political structure to run its’ businesses (Businesstraveller.asia, 2015).. Also, Qantas has the license to run its business. Moreover, Qantas has taken a step of keeping oil under the control of the organization of the countries that export petroleum. Technological The technological innovation has led to various developments to Qantas Airways. For instance, the two new airplanes do a non-stop flying between two continents. Moreover, Qantas have online booking system that is easy for access by customers. The high technology has led to rising customers expectations. Qantas has also developed an advanced airplane B747 and 380A that has improved the convenience of flying. Economical Economic issues affect the aviation industry at a greater extends. Currency rate inflations can affect Qantas hence leading to an unstable economy. During the financial recession, there was an economic crisis that highly affected Qantas Airways. Qantas can also be affected by changes in the foreign rates (Qantas.com.au, 2015). There has been consistent fall in the revenue of the company. For instance, the June 30th financial report of 2009 had the revenue to be $14.3billion which reduced in 2012 to $13.6billion. A decline in the Australian economical performance leads to a significant reduction in the performance of the company. Socio- cultural Qantas enjoys the existence of a variety of customers. Brand identity is an important asset to every airline industry. Therefore, Qantas has a strong brand name, giving us the reason they use the Australian national symbol. The prevailing social and cultural conditions in respect to the airline industry affect the performance of the company (Qantas.com.au, 2015). The social trends affect the airline industry that suggests that there is an acceptance of low-cost airline services within consumers. Environmental The environmental factors affect the airline industry through the airline regulatory boards that has regulations on the environmental effectiveness of the airline operators. The PESTEL analysis shows that the airline company has an aim of achieving a reduction of gas emissions that causes pollution by 50% come 2050. Presently, Qantas has an emission of 95% carbon to the environment from its flying operations Legal The carbon tax is the major legal regulation that Qantas Group undergoes. The company bores the carbon tax from its performance, and the tax implies that that the legal formality needs that the company has to fulfill. Also, Qantas has to maintain safety and health rules to serve customers. EXTERNAL ANALYSIS The Industry Environment Threat of new Entrants Qantas has the capabilities of becoming a leader in the domestic airline industry in Australia but faces a threat of new entrants that provides low costs airlines. Tiger Airways offer a threat to Qantas. Tiger Airways have two bases in Adelaide Airport and Melbourne’s Tullamarine Airport (Qantas.com.au, 2015). Tiger Airways are planning to create a new base in Victoria’s Aviation Airport with a potential of having new flights in Australia. Therefore, Qantas need to concentrate on the creation of a barrier to industrial entrants such as implementing the entry deterring price strategy. Besides, the Alliance strategy would also make it difficult for new entrants since the strategy can create a brand value by using the differentiation strategy to create a higher feeling by the Qantas customers. Rivalry in the Industry Qantas experiences fierce competitions from the airline companies in the world. Jetstar experiences rivalry with other low-cost airlines such as the Virgin Blue Airline. A rivalry is present in the industry because most airline companies focus on low price to deal with competition. To solve the situation, Qantas should focus on the differentiation strategy to build the firm’s strength in dealing with other competitors (Mindtools.com, 2015). There is a severe competition in the airline industry. The industry environment is very crowded. For instance, Skytrax has a list of 620 airlines that were operating in 2009. There are some airlines that order Boeing 787s. There are 56 airlines that transport people over large distances in large crafts. These airlines are well branded and have a broad national base. For instance, Qantas airline faces a fierce competition from other strong companies like Malaysia Airlines, Virgin Australia, and Singapore Airlines. The stiff competition has resulted in low returns as compared if there were few participants. Threat of substitutes Most individuals prefer airline transport when moving from one country to another. The airplane substitutes include the use of cars, trains, cruise ships and buses. These substitutes offer a minimal threat to airlines, especially the low-cost airlines because airline transportation is fast and convenient. Qantas has implemented promotional trips with low price to convince its customers. Suppliers bargaining power Aircraft manufacturers and oil suppliers are the main suppliers in the aviation industry. Airbus, Boeing, and Bombardier are the main airline manufacturers that contract with the Qantas Group. Therefore, the power of these aircraft manufacturers can have a strong impact on the Qantas Company. Oil suppliers are powerful suppliers in the airline industry. The airplane suppliers operate in a relatively fast-cycle industry that has big economies of scale. The suppliers rely heavily on the expensive R &D. The major airplane manufacturers, Boeing, and Airbus are the major suppliers in the airplane industry. Both manufacturers have airplane offerings and affect the service price in a great way. Buyers bargaining power The Qantas group has created a challenge to the Virgin Blue by creating low-cost airlines like the Jetstar. Qantas faces an influential bargaining power by the local and global customers. The low-cost airline drives promotion and demand from customers. Qantas also faces an aggressive industry from the local market. The competitive market has resulted for the domestic margins to become low. Virgin Australia is a fierce domestic competitor that possesses a great threat to Qantas. Some airline companies such as Tiger that is a low-cost company has new airplanes that offer cheap prices on profitable routes (Bain.com, 2015). Malaysia and Cathay Pacific Airlines are among the winners in the travel survey. Since there is a strong competition for price brand loyalty is diminishing causing a financial crisis in the airline industry. To encourage customers, Qantas adopts various strategies including modification of prices to attract customers. Qantas Airline delayed new aircrafts and considered mergers when it was almost collapsing. INTERNAL ENVIRONMENT QANTAS RESOURCES Infrastructure Qantas has 283 fleets that when a comparison is made with the international airline firms such as Lufthansa and Southwest Airlines. Qantas is among the top ten airline firms it terms of the size of the fleet. Though the size of the fleet is not a measure of the firm’s competitive advantage, Qantas offers luxurious cabins in the form of A380. The cabins give a sense of luxury and comfort to the travelers, thereby providing an edge. The luxurious cabins offer the company a competitive advantage over other airline players. Qantas also have 14 world class international lounges. The firm is a sole domestic player that offers multi-tiered domestic lounges (Businesstraveller.asia, 2015). Diversified portfolio A business portfolio that is diversified helps the Qantas group to mitigate the risks that associate with the external environment. Jetstar and Qantas brands cater for different market segments and therefore, nullify the market risks that the firm may face in the market segments (Wantas2014.reportonline.com.au, 2015). Qantas group enjoys the existence of loyal customers. For instance, the Qantas Freight flyer enjoys customer loyalty. Qantas nullifies risks through a growing membership brought by the loyalty program. Complementary Brands Qantas brand is the premium airline that operates in both international and domestic routes. Qantas brands are the QantasLink and Qantas. Referring to Qantas.com.au (2015), QantasLink is a regional airline while Qantas specializes in airline services to the mining communities. Jetstar is a low-fare airline that apart from servicing the domestic and international routes in the Australian community; it has gone beyond into the Asian markets and New Zealand. Jetstar has a variety of brands such as the Jetstar Pacific and Jetstar Asia. Service, Product, and Technological Innovations Qantas group has made a significant investment through its PAT in the product and service innovation. Renovation and maintenance of the fleets is a continuous process that the Qantas Group undertakes. Safety is one of the things that the Qantas groups places at the forefront of doing business. Numerous research and maintenance process to ensure that there is no compromise of the traveler’s safety. There is also a program to upgrade B747-400 aircrafts that would help the group to meet the demand that it forecasts. The process flow also undergoes improvement to ensure that there is the presence of efficient loading and unloading process. The groups also consider making improvement in the operational reliability and customer entertainment as part of the research program. Top management and employees A competent Top management and employees enable Qantas group to enjoy a competitive advantage in the industry. The Qantas group has qualified and competent executive management committee. For instance, Alan Joyce, the group's CEO, has led the company to experience a better financial outcome. Besides, the group has employees that come from different nations and gender. The Qantas group has a stable human capital that has contributed to its existence in the airline business. It has a proper recruitment, selection, training and development of the human capital. The company has also employed a proper compensation scheme. Capabilities identification Core competency analysis Bain.com (2015) state that resources are significant for the operations of a firm. Not all resources give a firm competitive advantage. Core competencies are the firm’s characteristics that help an organization to enhance its value through the provision of better services and products. These capabilities enable a firm to combine technologies to come up with the most effective provision of services. Qantas has a compilation of competencies that helps in attaining competitive advantage. Valuable For a resource to be competent, it must give a firm value. If a company has a resource that is unique to what other firms have, it would give the company ways to deal with its competitors who may get it hard to acquire a similar resource. Qantas group has the infrastructure, employees and technology that is indispensable to pin its operations. Qantas also have a diversified business portfolio that adds value to its reputation in the airline industry. Rare Having a resource that is rare but has no value is often meaningless to a company. Qantas group has an exceptional infrastructure. The infrastructure includes the world-class international lounges and the luxury cabins that are rare and unique in their ways. Qantas group also have complementary brands such as the Jetstar and Qantas, which are rare. Qantas has a unique experience because it is one of the airlines that are old in the Australian airline industry. There are rare innovations such as the next-generation check. Qantas also have a unique organizational strategy such as the business diversification. Inimitable A company’s resource that is unique and rare should be difficult to imitate over a long period. Competitors can imitate the fleet and lounges that Qantas has. The Qantas group diversifies its business portfolio that is not easy to imitate. The Qantas group has 90 years of knowledge of the airline industry. It is hard to imitate this experience by the competitors. To prevent imitation of innovation, Qantas protects its innovations through patents. Moreover, since Qantas do not have an exceptional employee base, it undertakes employee training and development. Not- substitutable For a significant competitive advantage, a resource should not be easily substitutable by other resources. The Qantas enjoys various non-substitution resources such as the diversification of business portfolio, and complimentary airlines. Qantas has infrastructure and products that cannot be substituted by the competitors. Figure 1 Analysis of Qantas resources using the VRIN test Valuable Rare Inimitable Not-substitutable Infrastructure √ √ x √ Complementary Brands √ √ √ √ Diversified Portfolio Business √ √ √ √ Top management and employees √ √ x √ Product, Service and Technology √ √ x √ Experience √ √ √ √ Investments √ x x X Value Chain Analysis Value Chain Model analysis helps in the analysis of the competitive advantage of a firm. The analysis has two parts namely, the primary and support activities. The two activities increase the value of service and products. Primary Activities There are five main steps in the primary activities. These steps include outbound and inbound logistics, operations, market and sales and customer service. Marketing and sales are the activities that provide places that customer can easily access the company products and services. Qantas has created various advertisement programs to publicize their products such as Sponsorship Football Federation Australia and Frequent Flyer program. These products use the Qantas Boeing 747 aircraft that has the 'comes play’ words. The Qantas group distributes its products in a diverse channel such as Qantas travel, travel agency and television advertisement (Worldairlineawards.com, 2015). Inbound logistics is the activities that involve obtaining, stocking up and distributing inputs. Qantas Airline Company has three largest jet manufacturers such as the Airbus, Bombardier and Boeing that provides it with aircrafts. Moreover, Qantas has an oil supplier and frames that provide food products Outbound logistics is the activities that range from gathering, stocking up and supply. Qantas has a main outbound logistics in the transportation service. Qantas has ways in distributing its services to its customers in a range of ways such as through online and travel agents. Operations are linked with the transportation input to make the final product form. Qantas operations have several processes of Quanta’s services in the provision of tickets, catering, security, meeting rooms among other services. Qantas also cooperates with other partners in preparing hotel and rental cars for its customers. Customer service has a connection with the provision of services to customers in enhancing and maintaining product value and perception by the customers. The Qantas file states “Qantas is a major partner in the LTQ Engineering that entails the engine maintenance and joint venture with the Lufthansa Technik. The business employs around two hundred people that maintain aircraft engines for Qantas.” Support activities Support activities help the primary activities in working effectively. There are four parts in the support activities that include Human Resources, Firm infrastructure, Procurement, and technology. Firm infrastructure gives the structure of an industry in its functional departments such as the accounting and management department, engineering department, and the financial department. About Human Resources, Qantas acknowledges that great employees influence the organization in transferring value of the aviation services to customers in the most effective ways. Qantas has various ways through which it can train its employees to improve their skills. Qantas has facilities fir technical training, making it one of the airlines that provide industrial training that includes apprentices and engineering technical training that would certify the release of the aircraft. Employees with ability enhance product value and increase the firms’ productivity. Training helps the company to differentiate its products from the products that the competitors offer. Qantas procurement system has the main goal of deriving the most value from the relationship it has with its suppliers in the achievement of ethic, reliability and sustainability of the aviation business. The process may also include the reduction of costs of the firm and improving the quality product. PULLING IT TOGETHER The SWOT analysis of the Qantas Group The SWOT analysis analyzes the current situation such as the strengths, weaknesses, opportunity and threats that Qantas faces. Strength Qantas has an established and strong brand name and reputation. The firm has a long knowledge of the airline industry. Qantas is at the top ten positions in the Skytrax award as the top airline industry in the world. Also, the company realizes a significant role in the society charity contribution, education and sport among other activities in Australia. These strengths help Qantas to have a good image in the eyes of its customers. Jetstar can be more effective if it adjusts to a new strategy in dealing with other low-cost airways. For instance, the partnership strategy is a good strategy may increase the firm’s productivity. Weakness Qantas has a high operation cost in creating best products and services to curb the fierce competition. For instance, the firm spends almost 30% of the cost base in labor cost. Opportunity Globalization is an opportunity that offers Qantas Company to increase its business coverage. The Internet has enabled individuals to exchange information worldwide about the purchase of products and services. The existence of alternative fuel such as methanol and liquid hydrogen gives the company an opportunity to have a higher bargaining power to the fuel suppliers, hence affecting the fuel prices. As a result, the bargaining power reduces the capital cost the company could have incurred. Threats The oil crisis is the major threat that Qantas faces because the aircraft needs oil to fly. If there is no control over oil prices, prices will shoot up resulting in a significant impact on the industry. Therefore, increasing the airfare would be necessary to bridge the gap between the fuel cost and the offset amount. Moreover, low-cost airlines also offer a great threat to the company as well as the transportation alternatives that are available to customers. CURRENT STRATEGIES Qantas group focuses on the safety and quality of service it offers to the customer. The group has a long-term strategy that incorporates infrastructure, fleet maintenance, product and service, and innovation in ensuring the company offers the optimum safety. The QFtuture strategy offers Qantas group a three-year transformation in the airline business. The QFuture assists the Qantas group in reaching a sustainable growth in the competitive aviation industry. The QFuture aims at making transformation and improvement of business areas such as the workplace environment and technological improvements. Operating the complementary airlines is one of the Qantas strategies that is doing very well. The two brands, Qantas and Jetstar brands offer 65% share in the domestic market and enable the Qantas group to maintain its flexibility in its capacity growth. The Qantas groups have also matched the capital expenditure and the demand. Qantas is continuously expanding its geographical region (Readinglists.lib.monash.edu). The company is exploring regions such as the Asia-Pacific region. On the other hand, Jetstar is a low-cost operator in the pan-Asian region. Qantas Freight and Qantas Frequent Flyer gets encouragement from Qantas since the Qantas Group would benefit from the nullification of risks that is associated with the airline business apart from the profits that the company experiences. Recently, according to the CEO, the group would reduce its operational costs. For instance, postponing acquisition of the two A-380 airbuses has helped the group to reduce its operational costs. Differentiation Strategy The implementation of the differentiation strategy provides an enhancement in the Qantas product value to the customers. The differentiation strategy has made customers feel superior on how they perceive the company products and services. For instance, Qantas considers safety and security in its services. The company has confidence in its world-class management systems that are different from the services offered by competitors. About customer service, Qantas provides in-flight entertainment in various international flights. Moreover, the Qantas Group has a route network where it operates numerous flights to various destinations. Cost leadership strategy Jetstar is one illustration of the cost leadership strategy. The Jetstar is a low-cost airline that has gained significant market share. The Qantas Group wants to make Jetstar reach the low price level that other airplane films cannot reach. Moreover, the Qantas is adopting the partnership strategy in dealing with major competitors. For instance, Jetstar and Asia-Pacific have come into a partnership to cover wider routes and reduced fare than the major competitors. Low price airlines attract travelers with a small budget. Jetstar acknowledges low price that produces fast sales hence the company can gain more customers easily. STRATEGY RECOMMENDATION Expeditionary Marketing Cost leadership is the main focus of most companies worldwide. Qantas Company is one of those companies that execute the policy of cost management and leadership. Qantas gives evidence by launching of low-cost airlines such as the Jetstar Brand. The low-cost aircrafts should attract fast-paced market incursions to have worldwide recognition to be effective. For instance, the company should create a travel packet of services such as accommodation, transportation, and activities option (Bain.com, (2015). When the company implements this strategy ahead of the other companies, it will benefit from a range of interesting offers and cheap prices through diversification of channels. The potential fallout of this strategy is that though the company may gain competitive advantage, it would incur higher costs that may have a serious effect on the firm. Unique Service Style Qantas already enjoys the brand group, but it can use this strategy in the low-cost airfare like Jetstar to create more value for its products. Though cheap prices attract customers, customers look for security and safety from these services and products. For instance, the company may opt to create a low-cost airfare with little differentiation from the services provided by other competitors by removing the price of baggage. Low-cost airfare without baggage costs attracts customers, more so, the women who need space for their clothes. Besides, provision of food found at the aircraft destination should be served to introduce the culture to travelers before they land. These unique service styles would improve the company image. The fallout of this strategy is that through service differentiation, issues such as high cost in service operation may be needed to support this strategy. CONCLUSION The analysis shows that Qantas has a market experience that dates to 90 years back. Qantas enjoys a competitive advantage through its complimentary brands and diversification of the business portfolio. The diversification is a measure to hedge the uncertainties that exist in the aircraft market. Loyalty program has benefited the company through the creation of loyal customer base for the company. Qantas need to guard its costs to ensure that it makes profits. Qantas has a potential of being the best airline company in Australia but faces some threats such as instability of fuel cost, alternative transportation, and low-cost airways. About the core competencies, Qantas can be a strong airline company due to its two-brand strategy that focuses on security and safety. The diverse strategies in dealing with competition through technological development and website enable Qantas to get customers faster than its competitors. For the company’s survival in the worldwide market, it has to maintain its firm position and be able to handle the unexpected situations that may arise in the course of its operation in the world-wide context. Despite Qantas company enjoying various strengths and opportunities, it needs to have a stronger marketing unit to enable it to survive in the competitive market. Innovation is inimitable, and to protect its innovations, the firm has to use patents and copyrights. The function of the executive management is to exploit the competencies of the company to ascertain that there is a long-term survival of the company. REFERENCES Bain.com, (2015). Management Tools - Core Competencies - Bain & Company. Retrieved 20 September 2015, from http://www.bain.com/publications/articles/management-tools-core-competencies.aspx Businesstraveller.asia,. (2015). Business Traveller Asia Pacific - corporate travel news from cities of Singapore, Hong Kong and all Asia, on airlines, hotels, loyalty programmes, technology and city guides essential for the business traveller. Retrieved 23 September 2015, from http://www.businesstraveller.asia/ Mindtools.com,(2015). Porter's Five Forces: Assessing the Balance of Power in a Business Situation. Retrieved 20 September 2015, from https://www.mindtools.com/pages/article/newTMC_08.htm Mindtools.com,. (2015). Porter's Generic Strategies: Choosing Your Route to Success. 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