This essay provides a comprehensive analysis of Qantas Airlines using strategic development tools such as PESTEL, Five Forces, SWOT, and Generic Strategy. It discusses the impact of political, economic, social, technological, environmental, and legal factors on Qantas' business operations. It also evaluates the bargaining power of buyers and suppliers, the threat of substitutes, and the intensity of rivalry in the airline industry. Additionally, it examines Qantas' strengths, weaknesses, opportunities, and threats, as well as its cost leadership and differentiation strategies. Overall, this analysis helps in understanding Qantas' competitive position and strategic decision-making.