Business Research Report - Essay Example

Introduction to sector There is high specialization in services delivered in air travel, a feature that distinct the industry from other forms of service delivery. The achievement of sustainable economic advantage by a firm in the industry defines the ‘for profit’ strategic management. It involves proper evaluation and planning of a firm’s context of industry (the environment) as well as the creation of a viable sustainable competitive differentiation for the survival and profitability of the business.

Qantas Company has enjoyed dominance due to the strategic niche it occupies having already well established itself in the aviation industry over years (Morton, 22). The Qantas operates within the transport service industry with her main areas of operations being in offering freights services both locally within Australia and internationally. Qantas company survival and dominance within the air transport industry lean on the strategic factors acting as barriers to entry, which restricts other firms from entering in the industry.

These include the high capital base requirement in order to venture into the industry, relatively low fares which do not warrant survival for a new entrant to the industry and the overall effect of her operation as a dominant player in this industry. Research question The management of the firm must have and apply the most appropriate business strategies that would help the business in the competitive industry. In this study therefore, the management requires an appropriate mechanism, through which the strategy of customer loyalty and CSR can be applied within the industry for the purpose of effectiveness and efficiency in performance.

Therefore, this research study intends to answer the following question: what favorable CSR and loyalty strategy should the organization in aviation industry (Qantas) employ for profitability and improved performance? Evaluation Current Organizational Performance In this analysis, we analyze Qantas, which is an Australian air travel company, which specializes not only on local flights but also in international carriage (Anon para 1-3). In her own vision, Qantas intends to become the Australia’s best business in the future and compete favorably in the international scene.

Political influences in the operations of the company in the industry oversaw her privatization since 1995, and ever since have seen the company run profitably until the recent challenge posed at the international environment, which saw a decline in her profitability. The international scene has seen the emergence of new cheaper airlines within the Asian region, which poses a great threat to the company. Moreover, the fall of profitability in international operations of the company has been another cause of alarm to the macro-economic environment of the Qantas airline.

The global economic crisis of the period around 2008 oversaw the shaking of the Qantas profitability through the inflation of the Australian currency, which affected the tourism and the business travel within the country. Qantas VRIO model analysis: The VRIO model as a tool of business analysis is adopted to show what firm resources, and capabilities drive sustainable competitive advantage of the particular firm in the context of competition with the rival groups (“