Nobody downloaded yet

An Australian Airline (Qantas) - Essay Example

Comments (0) Cite this document
Summary
The author of this paper has evaluated and presented two alternatives and recommended that for a turnaround strategy to be successful reorientation is a better strategy than trying to revive the underperforming sectors in tradition markets. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.2% of users find it useful
An Australian Airline (Qantas)
Read TextPreview

Extract of sample
"An Australian Airline (Qantas)"

Download file to see previous pages Center of discussion in this paper is Qantas, an Australian Airline that had so far been enjoying premium brand equity but lately ash been experiencing declining sales and market share. Turnaround strategy should involve extension and expansion of the geographical region. Qantas plans to extend its services with an Asian hub and serve the underserved Asian markets. SWOT analysis had revealed that opportunities in this region are immense but they should focus on being a premium corporate airline. Earlier the recommendation was to focus on new product development, look for newer destination with fewer carriers and attract new customer base. Thus the first alternative to continue with Qantas brand and extend service in international sectors is not feasible and has inherent risks. Therefore, the airline should start its new carrier as a premium corporate airline with focused leadership having string corporate vision. They should be able to provide all on-board facilities based on an evaluation of customer needs and convenience. This strategy is in alignment with its corporate vision which is to operate the world’s best premium airline. This strategy would require 3-4 years to become effective as fresh agreements, landing rights, and delivery of new aircrafts would have to be obtained. This also requires training and development of the staff, better employee relationships and focus on profit maximization. This is an achievable strategy as the airline has abundance of experience in being a legacy carrier. They also have experience of dealing with the Asian clients because of Jetstar, their LCC. It is expected that this strategy would be able to provide the expected synergies. 2. Alternative recommendations Qantas Airlines, proposing to start a premium carrier with as Asian hub is subject to regulations imposed by the Australian government as they face charges against layoffs. It has been recommended that the new premium carrier should focus on Singapore as the hub and the strategy that has been recommended was to focus on product development and new market development. This strategy would disturb its agreement with Oneworld partners and especially Cathay Pacific. This paper analyzes the proposed recommendations and provides alternative strategy identification and discussion. 2.1 Alternative strategy 1 As of now the strategy is to start a new premium brand with a minority stake which would help them obtain landing rights in Asia and also feed the base hub with international traffic. However, this strategy could lead to fragmentation and dilution of its core brand as it already runs a low cost Jetstar subsidiary which operates in Asia. They should hence focus on the base brand and develop it. 2.1.1 Gap Analysis The airlines vision is to be the first 'next generation' premium carrier (Qantas, 2009). Brand Qantas is well established in the minds of the people and continuing with the existing brand instead of a new carrier would be a strategic fit with their corporate visions, mission and goals. They have the necessary resources in terms of human capital such as trained pilots and operations staff. This strategy would eliminate the existing pilot agitation in Australia and they could save face against government opposition. 2.1.2 Changes in the current marketing strategy With this new strategy Qantas would not have to focus on new product development. However, their target segment, market positioning and the distribution channels would remain the same. They could continue to offer new destinations to the new segments through innovative strategy. To differentiate itself from other products, 2.1.3 Expected results This strategy would help in better allocation of resources and utilization of unutilized resources. At the same time, financially there would be cost savings as the new brand need not be promoted separately. Marketing efforts too would be ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“An Australian Airline (Qantas) Essay Example | Topics and Well Written Essays - 3000 words”, n.d.)
Retrieved de https://studentshare.org/marketing/1391493-an-australian-airline-qantas
(An Australian Airline (Qantas) Essay Example | Topics and Well Written Essays - 3000 Words)
https://studentshare.org/marketing/1391493-an-australian-airline-qantas.
“An Australian Airline (Qantas) Essay Example | Topics and Well Written Essays - 3000 Words”, n.d. https://studentshare.org/marketing/1391493-an-australian-airline-qantas.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Qantas Airways: Strategic Contingencies
.... Administrative Science Quarterly 16(2): 216-229. Joyce, A. 2011. New Approaches for Changing Times. Australia Pacific Aviation Outlook Summit. www.alaea.asn.au/attachments/article/278/20110720_Notice_40_Attachment_Alan_Joyce_Speech_20th_July_2011.pdf Accessed August 16, 2011. Lawrence, P. and J. Lorch. 1967. Organization and Environment. Cambridge: Harvard University Press. Our Company. 2011. Qantas Airways Limited. http://www.qantas.com.au/travel/airlines/company/global/en Accessed August 15, 2011. The Australian. 2011. Joyce's reform warning irks engineers. TheAustralian.com.au....
8 Pages(2000 words)Essay
Strategic management. Current strategic structure for Qantas airline
...airline is a well branded airline as the spirit of Australia, and it has a number of outstanding accepted TV advertisements on this theme. Domestically, it is a well supported full service airline and in the Global travel as the Australian airline. The airline has still managed to be among the world’s most profitable airlines. However, in mid 2009 the profits became predicted to fall by 100 million. In response to this financial crisis Qantas airline has grounded decided to ground 10 aircraft, and has also informed Boeing that it will defer its orders for the 737-14 version of the...
3 Pages(750 words)Essay
HR Planning at Qantas
.... They are meant to ensure that employees desires are satisfied and that they get a proper working environment and culture for conducting their jobs conveniently and comfortably too. It is also crucial that the strategies that the management undertakes are willingly accepted by employees and unions in order to ensure to make them effective and successful. Employee’s acceptance of the organizational strategies accounts for a key factor for their effective implementation. The project seeks to present the present situation at Qantas Airways which Australia’s flag carrier and regarded as one of the most well known airlines in the world. The company’s maintenance and repair costs account for one of the most...
7 Pages(1750 words)Essay
Australian Airline (Qantas)
...business influences how it devises its marketing strategy. Qantas intends starting a full service premium airline but its plans could face resistance as the government will examine the airline’s expansion plans. Under the terms of privatization Qantas was to remain an Australian-based and majority owned company. The macro environment is essential as it impacts the external business environment of the firm. Government regulations and legislation can impact the carrier’s decision for expansion but this problem is minor because Qantas would continue to remain as Australian carrier, complying with the rules laid down by the...
6 Pages(1500 words)Essay
Qantas Consumer Behaviour Theory
...and the ways to satisfy them (Enock & et. al., 2011). As customer behaviors are dynamic in nature, it is important for an organization to use strategic planning concept to familiarize with fluctuating behavior of customers and take advantage of it. The major purpose of using strategic planning concept is to help organizations understand how they can compete in future (Kotler & et. al., 2007). Benefits It Obtains Strategically As the customers’ demand for air travel has increased after the year 2000, several airline organizations have provided discounted fares for travellers. Thus, to survive in the airline industry, Qantas applied the strategic concepts in their operations. The first...
4 Pages(1000 words)Case Study
Corporate Social Responsibility of Qantas Airline
...that have been achieved by Qantas in terms of security. One of the ways through which Qantas has developed more security is by making external links. This group has linked with many external airlines for instance the Australian Government Security. This is a good technique they have used to minimize their spending on security and ultimately making the process to be easy. There are also some cross border security agencies that have been put in place to ensure that some fears like terrorism are mitigated if not done away with (Weiss, 2006). Some other issues like corruption have been handled effectively through the measures that the security management team has laid down....
10 Pages(2500 words)Case Study
Change mangement in Qantas
...?Change Models and Strategies Used Qantas organization did not provide us with the model of change that they utilized to launch their change program.However, it is our view that they used general principles of project management. The idea behind this model is to find the best choice possible, rather than a perfect solution with the basis on achieving outcomes with as little negative consequences as possible. The KT process involves appraisal of the situation to clarify the situation, identify the concerns, as well as choose the direction. It also involves analysis of the problem, analysis of the decision, and analysis of the potential problem. Through following the KT model’s step by step approach, Qantas...
3 Pages(750 words)Essay
Qantas Financial Analysis
...Introduction Qantas is one of the largest airlines companies in Australia and has been involved in providing national and international transportation and freight services. The company has three major business operations viz. flying businesses, flying services, and associated businesses. The company's wide range of services extends to catering, engineering and maintenance etc (Reuters). This paper provides an insightful analysis of the financial position and business risks of Qantas with the help of the information provided in the company's financial statements for the year ended 2006. Analysis of Qantas Financial Position and Business Risks An analysis of...
4 Pages(1000 words)Case Study
Qantas Airline
...cent of Qantas. In February 1993 Qantas received 1.35 billion AUD capital injections from the Government. The British Airways purchase was completed in March 1993, setting the stage for partnership arrangements in many areas to achieve economies of scale. The following month the Qantas board decided to merge Qantas and Australian under the banner Qantas - 'The Australian Airline' (www.qantas.com.au, 2006). The airline sharply increased capacity allocated to Australian domestic routes to meet market growth and win back market share. It introduced a new cabin design for...
9 Pages(2250 words)Essay
QANTAS INTERNAL ANALYSIS
...is likely to gain competitive advantage. As such, this paper seeks to assess the strengths and weaknesses of Qantas Airways. The paper discusses the strategies that have been implemented by the organization in order to operate viably in the industry that is characterised by stiff competition. The paper will also discuss some of the measures that can be implemented in order to improve the performance of the organization while at the same time minimising its weaknesses. Basically, Qantas specialises in offering passenger air transport and it operates various routes in Australia. This paper focuses on Sydney to Melbourne route. According to Qantas Data Book (2011), the...
4 Pages(1000 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic An Australian Airline (Qantas) for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us