International Strategic Management: Assignment
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Added on 2021-06-15
International Strategic Management: Assignment
Added on 2021-06-15
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Running head: International strategic management International strategic management
International strategic management Table of ContentsIntroduction.................................................................................................................................................3Macro environment.....................................................................................................................................3Micro environment......................................................................................................................................4Competitive advantage through functional level strategy............................................................................5Generic strategies of porter..........................................................................................................................7Diversification strategy...............................................................................................................................8Recommendations.......................................................................................................................................9Conclusion...................................................................................................................................................9References.................................................................................................................................................112
International strategic management IntroductionThe main aim of this task is to explain and outline the marketing strategies of the company. Qantas Corporation has been selected in the paper. Qantas is recognized as the third airline incorporated in the world. It is one of the attractive and leading airlines across the world. The paper explains that how the company uses SWOT analysis and pestle analysis to beat the rivalries in the international market. Here is the discussion about the functional and business level strategies of the firm. Along with this, the paper outlines the significance of the diversification strategy that is used by Qantas at the workplace. More detail of the task has been detailed below. The airline industry is a global market that is based on the transportation of goods and passengersby air. The airline industry plays a significant role in tourism (Lucarelli, 2014). Qantas Airways is an Australian airline company. It is the third oldest airline company across the world after KLM and Avianca. The company was incorporated in 1920 and it started its international passenger flights in May 1935. The Qantas name come from QANTAS. There are approx 29,596employees employed in the company. In today’s modern world, the firm is increasing and enhancing its profitability and revenue. The organization also owns Jetstar Airways that managesand operates international services from Australia and domestic services within New Zealand and Australia. The organization uses core values and competencies to maximize the growth and success (Qantas, 2018). Macro environment This is a significant tool to analyze and evaluate the external environment performance and efficiency of the company. It measures the ways in which the firm is influenced by external circumstances that is faced by it. The pestle analysis for Qantas has been discussed below. Political factors: There are various political factors existed in the marketplace that could affect the business activities and operations of Qantas Company. The analysis indicates that Airline Qantas is faced with governmental actions across the various regions. The airline is influenced 3
International strategic management by the political stability in the Middle East and also the political factor such as unrest in Bangkokhas influenced its operations in generating enough revenue from it. Economic factors: There are various economic factors such as interest rate, exchange rate, recession and employment rate. All these factors influence the success and growth of the firm. It is noted that various economic factors such as recession and inflation rate affect the Australian economy. Along with this, income level of people also decreased that has resulted into the lower demands for the air services. The lower demand of the products is reducing the revenue of the company in the international market (Homsombat, Lei and Fu, 2014). Social factors: The social factors also influence the profitability and revenue of the firm. The social factors such as custom, values, beliefs, and traditions have also influenced the performance of Qantas to a greater level. The social factors have influenced the airlines such as Qantas which accounts for rendering premium class air travelling services. Technological factors: The technological factors have a great impact on the airline industry in the sense that the entire process of the bookings of airline tickets is based on the online reservation systems. Further, the analysis of Qantas shows that technological factors are highly affected Qantas. With the help of technological factors, the company has been able to be strong and effective leader in the global market (Klettner, Clarke and Boersma, 2014). Legal factors: The legal factors such as rules, regulations and norms highly affect the performance of Qantas. The carbon tax also affects the performance and efficiency of the firm. The carbon tax implies the legal formality that needs to be fulfilled by the airline in successfully and effectively performing its operations. Micro environment SWOT analysis is done by Qantas to analyze and evaluate the threats and opportunities of the market ( Chen and Muzi, 2013). It helps to gain competitive advantages in the marketplace. The SWOT analysis for Qantas is discussed below. Strengths4
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