The paper "Situational Analysis of Qantas Airways Limited" is a perfect example of a management case study. The Australian aviation industry, similar to the global aviation industry is gradually changing. In this regard, the industry driving factors, operational margins and regulations are all changing simultaneously. In this regard, the changes cause ripple market effects necessitating simultaneous changes by the operating organisations in a bid to remain competitive. The Australian market is served by two key aviation industry players namely the Virgin Airlines and the Qantas Airways respectively. One of the longest-serving organisations in the Australian aviation industry is the Qantas Airline that has a considerable market share (Yi-Hsin, 2012, p. 1328). This report develops a critical analysis of the Qantas Airlines operations with respect to its mission statement evaluating the performance through the application and use of the SWOT and Porters Five forces model evaluation tools.
In this regard, the evaluation discusses the various alternative strategic approaches and goals that the organization can adopt and apply into the future to increase its performance and market success both locally in the Australian, market as well as internationally.
A summary of the organisation's SWOT and porters five forces model analysis are attached under the report appendices section under appendix 1 and 2 respectively. 2.0 Situational Analysis The organizational mission is based on the provision and facilitation of quality aviation transport services at affordable prices. Therefore, the mission statement requires the organization to expand its product portfolio as well as propositions as a measure to increase and facilitate guarantee in the market. Therefore, the need to exert its influence in the Australian market as well as expand to other global markets form part of the organizational strategic need and goal into the future (Roos and Kennedy, 2014, p. 262).
This report evaluates the specific approaches and goals through which to achieve and successfully execute its mission statement. 3.0 Industry Alliances One of the strategic goals that Qantas Airways should focus on is developing and applying the use of alliances in the industry. Currently, as Morschett, Schramm-Klein and Zentes (2010, p. 14) stated, a situational analysis on the venture establishes that the organization is enjoined in the One world alliance as well as an alliance with the Emirates organization.
In this regard, the evaluation of the alliance's performance establishes its successful organizational performance and market success. Therefore, an increase in the use of such alliance into the future would increase the organizational market performance and success into the future. 3.1 Strategies In the execution of the above alliance's developments goal, this report argues that the organization should adopt the following strategies to achieve the goal Develop alliances with industry aviation services providers Develop alliances with consumer organisations such as tourism agencies to boast consumer base. Develop alliances with the suppliers and labor organisations in a bid to reduce the overall industry and organizational operational and production costs. 3.2 Justification One of the fundamental advantages and merits of developing alliances is the likelihood of sharing organizational resources.
As indicated under the SWOT analysis, Qantas Airways is facing a rising cost of production in the market a virtue that reduces its overall market profit margins. In this regard Kielbowicz (2003, p. 917) stated that the adoption and development of increased alliances will facilitate the sharing of resources such an expertise, lounges and passengers parking areas, thus reducing on the ventures capital investment needs, reducing the cost of production.