Qantas Airways Strategy

BUSINESS POLICY AND STRATEGY

QANTAS STRATEGY PLANNING

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BUSINESS POLICY AND STRATEGY

QANTAS STRATEGY PLANNING

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TABLE OF CONTENTS

1 INTRODUCTION 3

2 QANTAS AIRWAYS LTD BACKGROUND INFORMATION 3

3 STRATEGY DEVELOPMENT 3

4 EXTERNAL ENVIRONMENTAL ANALYSIS 5

4.1 PESTLE analysis 5

4.2 Porter’s 5 Forces Network 7

4.3 Strategic Group Analysis 8

5 INTERNAL ENVIRONMENTAL ANALYSIS 9

5.1 IFE Matrix 9

5.2 Qantas Stakeholders 11

6 QANTAS SWOT ANALYSIS 11

7 CONCLUSION 12

8 REFERENCES 14

1 INTRODUCTION

In order for any organization to survive in the unpredictable environments that they operate in, the organizations have to always keep on developing strategies that adapt to the situations presented by the environments. When developing strategies, organizations have to analyse both the internal and external environment in order to establish threats, opportunities, weakness and strengths of the organization in reference to the environment. This reports analysis the environment of Qantas Airways which is the biggest airline in Australia. Environmental analysis techniques such as PESTLE, SWOT and Michael porter five forces analysis have been used.

2 QANTAS AIRWAYS LTD BACKGROUND INFORMATION

Qantas as discussed by Hanson et al (2011) is an acronym for Queensland and Northern Territory Aerial Services Limited that was established on 19th November 1920. The airline is nicknamed as the flying kangaroo and it is the largest airline in Australia. The company’s headquarters are in Botany Bay, Sydney, Australia (Qantas, 2012).

According to a research conducted by Skytrax (2011), the airline was categorized as a four star airline. The chairman of the airline is Leigh Clifford where as the CEO is Allan Joyce. As of 2010, Qantas airlines revenues were A$ 13.722 Billion with the profit after tax been A$ 249 Million (Qantas,...