The paper "Qantas Partnership - Alliance with British Airways" is an outstanding example of a marketing case study. The global market competition changes have engulfed the market causing drastic management changes in multinationals across the globe. In this regard, one of the strategic approaches through which global ventures have adopted to mitigate competition is through the establishment of alliances both bilateral involving many organizations and bilateral involving two partners in the industry. One of the influenced global industries is the aviation industry. In this case, increased globalization and international trade development expanded the industry enormously.
However, as Nataraja and Al-Aali (2011, p. 473) in a case study of the Emirates airline noted, an increased free market led to the emergence of diverse multinational players in the industry, making it highly competitive. One of the global players in the aviation global industry is the Qantas airline, an Australian based aviation industry. In its expansion, the industry established a multilateral partnership with the British airways under the one world alliance in 1999 to enhance its market expansion and consumer satisfaction in the European market.
Moreover, recently in 2012 announced a bilateral alliance with the Emirates airline a major player in the Middle East market. This essay offers a critical analysis of both partnerships consequently offering an overall recommendation on the most viable of both partnerships. Alliance with British Airways In its bid and strategy to expand across the globe, the Qantas airline focused on the European market. Initially, the organization focused on expanding its market and influence in the domestic Australian aviation industry. In this regard, despite competition from the Virgin Australia airlines exerted its overall control in the domestic market through the Qantas and the Jester affiliate airlines.
Therefore, in a bid to globalize especially after its privatization in the early 90s, the organization concentrated on the European market. At this time, the European market with the economic development levels in the nations was the ideal destination and market base for airline organizations. However, a major demerit in the industry was its perceived domination by the European based airlines such as the British airways posed an expansion threat (“ One World” , 2014). Therefore, the organization developed a partnership with the British airways as a partner in the region through whom the organizational consumers from Australia-Europe route would catch up destination bound flights across Europe Since its establishment, the partnership alliance developed a series of merits and gains for both organizations.
However, for the analysis of this evaluation, the focus is based on the gains and challenges of the alliance on the operations of the Qantas airlines. Therefore, the developed and accrued gains and risks on the other partner's British airways are deliberately omitted in this evaluation. Merits Increased Destinations The alliance between Qantas and British Airways has major merit in its establishment of increased destination routes in the market.
This has persistently been a major limitation of the majority of airways in the global market. In this case, most of the airways lack connecting airline services to enable consumers to reaches their final destinations. In order to acquire flights across the globe, the airlines require a wide range of career flights to cater to the different routes. Moreover, they require the respective destinations' regulatory approval of the respective nations. Therefore, the approach requires a wide range of regulatory factors in the market.
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