Business Management and Strategic Management

Running head: BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
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BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
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Michael Porter, an American Academic once said, ‘the essence of strategy is choosing what
not to do’.
Hello I am XYZ, the CEO of Qantas Airways. I am here to present an insight upon the
strategies and strategic management process of our company.
As we are all aware of the fact that Qantas Airways has always been a flag carrier in
Australia. Being third oldest in the world in terms of airline business. The name of the
company emerged from Queensland and Northern Territory Aerial Services. The Airline
Company was founded in the year 1920 and the actual operation began in the year 1921. The
values of the company has always been supportive of the vision for being an efficient
business which leads the Soul of the country, Australia with the efforts of being genuine,
strong, optimistic, experienced and inventive. The company has always been considered as
the strongest airline for offering long-distance and domestic airline. The aim for
accomplishing a leadership position is based on the expertise of our safety measures,
engineering, operational reliability and maintenance. Qantas have adopted various strategies
for the purpose of acquiring large market share in domestic and international market. For
directing the focus of the business on both domestic and international market, we have
introduced various strategies including, dual brand strategy.
One of our main organizational strategies is dual brand strategy. The strategic management
process for the planning and implementation of this strategy can be understood by the
purpose of structuring the strategy of dual branding. The main aim behind dual brand strategy
is to offer more choices, seamless travel for the domestic, regional and international
customers and cohesive operational plan of the business. The dual brand strategy of
introducing Jetstar as a sub brand for offering low carrier associated with the full service
carrier of Qantas. The dual brand strategy has been proved as a market shift for the business.

BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
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In spite of the success of the strategy, the company is experiencing intense pressure from the
rising prices of fuel for the aircrafts, thereby affecting the low fare offerings. Our business is
experiencing an intense competition from existing and emerging airline businesses in terms
of product offerings, composition and in term of pricing competition. The strategies our
company is accommodated by the collaborative efforts of all the functional division due to
our basic system of portfolio business.
Another strategy of investing on brand, digitalization and customers was introduced for
increasing the customer involvement, improving market share and profitability. The step of
adding free Wi-Fi connection in the lounges was one of the initiatives for increasing customer
satisfaction. The improvement of lounge and the strategy of renovating the waiting area with
the association of refreshments and entertainment amenities contribute towards the
enhancement of customer satisfaction. The customer satisfaction initiatives for the Jetstar are
still focussed on the offering of low fares. The low fare strategy helps in the stimulation of
demand for the growing list related to international and national leisure destinations. The
operation of our International operations, the anticipated future seems bright, as the company
is unlocking efficiencies from Boeing 787-9. The success of the London-Singapore route can
be our success factor in the future.
The success of our future can only be judged through the trifecta approach of delivering
satisfaction to our people, shareholder and customers.
The process of strategic management includes the understanding regarding potential
challenges for the selected strategies in the future of Qantas Airways. Along with numerous
benefits and initiatives for success with the implementation of the dual brand strategies in our
company, the strategy also reflects various potential challenges for the future. The main
challenge is different approach of the brands with different vision and mission, as Jetstar is