Competitive Strategy Analysis

Running head: COMPETITIVE STRATEGY ANALYSIS
COMPETITIVE STRATEGY ANALYSIS
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Author Note

1COMPETITIVE STRATEGY ANALYSIS
Strategy 1
I. Introduction and explanation of PESTEL framework
PESTEL framework can be defined as a tool that is used by the marketers in order to
analyse as well as monitor the exterior macro environment based aspects that are able to
affect the organization. This tool is considered to be useful in the proper analysis of the
external situation of an organization (Daspit et al. 2017). The PESTEL structure can be used
in order to study the exterior environment when the organizations plan to expand their
operations in a new country. The different factors that are considered in the PESTEL analysis
based framework mainly include, political aspects, economic aspects, social aspects,
technological aspects, legal aspects and the environmental aspects (Durand, Grant and
Madsen 2017).
II. Application of strategy
Political factors – The different types of regulations are managed by Qantas Airways
in various markets or countries. The regulations in Australia and all other emerging
economies have changed in the last few years. This has an influence on the prices of services
presented by Qantas (Frynas and Mellahi 2015).
Economic factors – The exchange rates in Australia and the economic performance of
the country has a major impact on operations of Qantas in a short term and long term basis as
well. The stability in economic performance will be able to play a key part in the
improvement of revenues of Qantas (Hanson et al. 2016).
Social factors – The evolving gender based roles in Australia are considered to be
extremely significant factors for the operations of Qantas. Hierarchy and the societal norms
are able to play a key part in the growth of future processes of the organization (Jenkins and
Williamson 2015).

2COMPETITIVE STRATEGY ANALYSIS
Technological factors – The supply chain of Qantas Airways is getting disrupted fast
by the technological developments that are taking place. Production based costs are also
getting reduced due to the implementation of modern technologies (Hitt and Duane Ireland
2017).
Environmental factors – The priorities based on product innovation are affected in a
huge way by development of environmental norms. The extreme weather conditions also
have an influence on the processes of the business (Qantas.com 2019).
Legal factors – The legal protection of rights based on intellectual property,
copyrights and patents are considered to be important for development of the policies of
Qantas in an effective manner (Lasserre 2017).
Strategy 2
I. Introduction and explanation of SWOT framework
SWOT analysis framework can be defined as a strategic analysis based tool or
technique that is used to support the organization in order to identify the strengths,
weaknesses within the internal operations and the opportunities and threats that are provided
by the external environment as well. The analysis related to the factors are mainly based on
the project planning based process or the objectives that have been developed by the business
venture (Morschett, Schramm-Klein and Zentes 2015). The levels of favourability of the
factors are considered to be important in order to analyse the ways by which different
strategies can be developed by the organization. The strengths and the weaknesses of the firm
are related to the internal factors and environment and on the other hand, opportunities and
threats are mainly related to the external environment based factors (Wheelen et al. 2017).