Analysis of Qantas Airlines: Market Position and Competitive Analysis

MARKETING

Executive summary
This report analyses and evaluates the recent market position of the Airline Company
“Qantas” and the airline industry too. In order to evaluate and assess the organisation’s
internal and external situation with the application of Porter`s five forces model, SWOT
Analysis, and PESTLE Analysis. This report leads to examine the opportunities in the
external market and strengths in the air travel industry. Apart from this, this content will
emphasis on given capabilities and definite resources, which will permit to get great
competitive benefit above the other competitors with the use of SWOT analysis.

Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Qantas Airlines...........................................................................................................................3
SWOT Analysis.........................................................................................................................3
Competitive Analysis.................................................................................................................5
PESTLE Analysis.......................................................................................................................5
Conclusion..................................................................................................................................7

Introduction
This report will bring a discussion on environmental analysis on airline company “Qantas.”
The company has been named Queensland and Northern Territory Aerial Services that has
grown to developed as one of the Australia`s major international and national airline and also
the strong brand in Australia. The report would undertake to analyse aviation industry with
the aid of PESTLE Analysis in order to recognize the environmental influences such as
economic, political, environmental, social, legal, and technological factors. Some of the top
future trending and needs for the change can be seen from the analytical tools. For the
competition analysis, the report has undertaken the analysis of both emerging and recent
airlines so that it can check the environment of the rivalry as confronted by the corporation.
Qantas Airlines
Qantas is an authorized airline as main competitor of the Australia. The flag hauler of
Australia Qantas regulates its flights from Australia to almost top 85 global journey's end
with a fleet extent of nearly 124 airplanes (Qantas, 2018). It accounts to provide air-travelling
services to the customers by operating at both domestic and international market where
Qantas account for significant market share in the Airline industry (Qantas, 2018). Qantas has
been great market leader with more than 65 percent of the market share. The airline was
established in 1920 and it is among the world`s eldest carriers and experienced too (Qantas,
2018). The company operates few subsidiaries such as Qantas freight, Jetstar, Qantas
holidays, and Qantas link. The company hires nearly 30000 people of which 93 percent of the
local Australians that make it one of the nation`s largest employee base organisation (Qantas,
2018).