Qantas澳洲航空战略管理报告（英文原创）

Qantas澳洲航空战略管理报告（英文原创）
A Case Study Report of Qantas Airlines
Executive Summary
In this report, the author makes a case study of Qantas Airways, analyzes the external and internal environment of the enterprise with a series of analysis models such as PESTEL, Porter’s Five Forces, Value Chain, SWOT and so on, so as to find the development issue of Qantas and put forward some practical recommendations from different levels. On the positive side, the development of aircraft manufacturing, the improvement of additional business in civil aviation industry, the financial and policy support from government, the ease of travel by aircraft at a cheaper price than before, the best services among other airways, the already settled fuel supply, all these enabled Qantas more room for development. However, the economic crisis of 2008 still had a strong hit on the company, the first-class passengers sharply reduced. The emerging layoffs, cuts in positions and the general strike had a bad influence on the development of Qantas. What’s more, the decline in corporate credit rating made the situation even worse. Therefore, it is high time for Qantas to conduct a series of new strategies so as to achieve sustainable development and gain more profits. The recommendations include strengthening cooperation and coordination with other airline companies, business expansion in Asia and Europe markets, implementation of better human resource management and keeping reducing operation cost.
Table of Contents
Executive summary.............................................................. .. (1)
1. Introduction (1)
2. External Analysis (1)
2.1 Industry overview............................................................. .. (2)
2.2 General environment analysis............................................................. .4
2.3 The industry environment.......................................................... ..
(5)
2.4 The competitive environment.......................................................... .. (6)
2.5 Opportunities and threats.............................................................. .. (6)
3. Internal Analysis............................................................. . (6)
3.1 Tangible and intangible resources (7)
3.2 Capabilities identification (7)
3.3 Core competency analysis............................................................. .. (8)
3.4 Value chain analysis............................................................. .. (8)
3.5 SWOT analysis ............................................................ . (9)
3.6 Current strategies (9)
4. Recommendations...................................................... . (10)
4.1 Business level................................................................ . (10)
4.2 Corporate level................................................................ .. (11)
4.3 International level................................................................ . (11)
5.Conclusion........................................................ . (11)
References........................................................... . (12)
1. Introduction
Qantas Airline was set up in Queensland, Australia in 1920 by two veterans. Superb reputation has made Qantas become the symbol of reliability, security, advanced technology and high quality customer services in civil aviation industry. Except for the core business of passenger and cargo transport, Qantas Group
also own many subsidiary companies including Qantas Link, Jet Star etc. (Qantas, 2013) Meanwhile, Qantas also operate many other business relevant aviation, such as airline food and holiday tourism business.
Currently, Qantas is still one of the leading long haul airline companies as well as one of the most powerful brands in Australia. It is maintaining the first class product and services standard as well as leading the updated development of international civil aviation industry. (Shaw,2011) The health development of the civil aviation industry could present a country’ stronger competence and economic power. With the popularity of the civil aviation industry, competence among airline companies becomes fiercer. Therefore, studying the factors that influence or limit the development of civil aviation industry in depth has significant realistic sense.
In this report, the author conducts a case study of Qantas Airline, analyzes the external and internal environment of the enterprise with a series of analysis models such as PESTEL, Porter’s Five Forces, Value Chain, SWOT and so on, so as to find the development issue of Qantas and put forward some practical recommendations from different levels.
2.External Analysis
When conducting a case study of a company especially an international enterprise, it is important to analyze the external environment of the enterprise, the enterprise external environment is the joint name of the。