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.
Nobody downloaded yet

An Australian Airline (Qantas) - Essay Example

Comments (0)
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 paper

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
Comments (0)
Click to create a comment
Qantas Airways: Strategic Contingencies
Every organization operates in a certain, specific to it, external environment. For this reason each company is exposed to certain risks and influences over which it has no control. The only solution in such a situation is to respond to the influence in an adequate and timely manner.
8 Pages(2000 words)Essay
Strategic management. Current strategic structure for Qantas airline
Qantas has a strong governance structure and board which includes individuals with a wide range of experiences. The airline also operates a range of businesses that include baggage handling, check in and passenger lounges.
3 Pages(750 words)Essay
Should foreign governments be in the International Airline Business
Some people who are gaining financially from the business are undoubtedly supporting the step but some others are opposing it outright. In this paper we shall discuss whether the foreign governments should be allowed in the international airlines business or not and the reasons behind it.
3 Pages(750 words)Essay
Strategic Contingencles Affecting the Strategic Choices That Qantas
As the report stresses since each company operates in a unique environment and has unique characteristics, each one’s situation is different. Nevertheless, it is obvious that the general principle of adjusting to the external environment should be followed in order for the company to remain successful.
8 Pages(2000 words)Essay
Australian Airline (Qantas)
According to the paper the major problem of the report is that of competitive rivalry in the Southeast region where established full service players such as Singapore Airlines and Cathay Pacific continue to have loyal customers. Qantas should focus on new product development, look for newer destination with fewer carriers and attract new customer base. Qantas should use its brand equity and develop new customer base and introduce new destinations.
6 Pages(1500 words)Essay
Corporate Social Responsibility of Qantas Airline

This research will begin with the statement that one of the things that have been recently brought in the society is corporate social responsibility. This is an alternate way of dealing with things that are connected to human beings. Corporate Social Responsibility plays a vital role in the modern business environment.

10 Pages(2500 words)Case Study
Qantas Airline
The main idea was to identify the cause of the problem. After having detailed survey of its history, a short survey was conducted and based on the data collected problems were analyzed. Problems that were addressed was relating to the sales of Qantas and the factors that were affecting the strong market giant of Australia's business.
9 Pages(2250 words)Essay
Marketing Mix Essay
In fact, a company should back its objectives with the appropriate strategies. Marketing strategies are essential in maximizing the performance and profitability of a company. Philip Kotler (2001), regarded as one of the world's marketing guru defined marketing strategy as "the marketing logic by which the business unit hopes to achieve its marketing objectives." A marketing strategy significantly involves "specific strategies for target markets, positioning, the marketing mix and the marketing expenditure levels (Kotler 2001)." Each of the areas of the marketing strategy should be crafted so as to complement each other.
8 Pages(2000 words)Essay
Acute Euthanasia
The Rudolphs decided to voluntarily stop eating and drinking (VSED), a method they have learned from the organization. “The New England Journal of Medicine in 2003…reported that most [the]
1 Pages(250 words)Article
Case study: Change mangement in Qantas
Changes in procedures which do not tend to alter the design of organization are not regarded as large scale organizational change because organization’s
3 Pages(750 words)Essay
Let us find you another Essay on topic An Australian Airline (Qantas) for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us