Evaluation of External Environment and Strategic Management of Qantas Airlines

INTRODUCTION
OF
MANAGEMENT

1
Executive Summary
Aim of the given report is to do entire evaluation of the external environment and the
strategic management of Qantas airlines. In this report there will also be an illustration about
the analysis of an industry with the help of porter’s 5 forces. There will be description and in-
depth evaluation of different types of elements including competitor analysis, threat of
substitute, threat of new entrants, industry rivalry as well as the powers of suppliers and
buyers. In this report there will be illustration of the macro-environment that is able to with
the help of the PESTLE analysis. Qantas’s business and corporate level strategies illustrates
about the way in which competitive benefits to the airlines industry can be ensured. In the last
section of the report an analysis of all the Qantas strategies and at the same time
recommendation about the way in which airways can achieve growth and sustainability.
Content

2
s
Introduction............................................................................................................... 3
CSR of Qantas........................................................................................................... 3
Managerial ethics of Qantas........................................................................................... 3
PESTLE ANALYSIS................................................................................................... 4
Porter’s five force model............................................................................................... 5
Qantas Resource based view model.................................................................................. 6
SWOT analysis of Qantas.............................................................................................. 7
Leadership of Qantas................................................................................................... 8
Conclusion................................................................................................................ 8
References................................................................................................................ 9

3
Introduction
A Qantas airline was established back in the year 1920 and it is the 3rd biggest airlines
company all across the globe. Jetstar Group, Qantas Loyalty, Qantas Domestic, Qantas
freight, Qantas internationals are the five major subsidiaries of this group. The mission of this
firm to give its stakeholders the best returns among all. Their major priority is the safety that
it provides to the people.
This company also dispenses their major work of engineering and maintenance to different
third parties which is posing bigger safety records. Such type of alterations within Qantas still
ensures that this organisation remains the safest of all and does not have an impact on the
image of being a safe airline. In this report there will be evaluation of the competitive
environment of the airlines industry as well as role of Qantas in it. At last some
recommendations will be provided so that company could achieve sustainable competitive
benefits which help in achieving higher returns (Qantas Airways Limited, 2016).
CSR of Qantas
CSR is a set of processes that is done by the business to make them accountable for the
society. In this the interests of the general public or its stakeholders are provided. As a prime
CSR activity this company is focusing towards the climate change. They are giving full
efforts towards working towards environment. It is continuing with the biggest carbon
offsetting program among all airlines companies operating all across the globe. They have
concentrated upon the eco-friendly fuels for aviation that are sustainable. They are also
focused towards reducing the landfill waste by 75% at the end of the coming year. This
company has a future plans to carry-on in refining the climate scenario evaluation every day.
However Qantas understand that they require dedicated efforts and attention. This company
are performing their part of the work effectively. Qantas is destined towards expanding the
physical risk analysis over the domestic boundaries as well as they are considering towards
the financial implications of the risks that are caused by the three climate change features.
Managerial ethics of Qantas
 Business ethics has an essential element known as managerial ethics. It consists of
collection of ethical beliefs or principles that is having impact on the employee’s