Strategic Management - Qantas Airline

Running Head: QANTAS AIRLINE 0
STRATEGIC MANAGEMENT

QANTAS 1
Table of Contents
Overview....................................................................................................................................2
Vision, Mission and Goals.........................................................................................................2
Unique Differentiation Feature..................................................................................................2
Competitive Analysis (Positioning Map)...................................................................................3
Conclusion..................................................................................................................................5
References..................................................................................................................................6

QANTAS 2
Overview
Qantas Airline is one of the oldest and prime airline outback in 1920. In both international
and domestic sector, this airline is leading with continuous expansion and growth. The airline
focuses on premium business and luxury class passengers. Though Qantas is largely a
passenger airline, however, airfreight also constitutes an integral aspect of its core
commercial. Moreover, their other operations comprises of tourism, catering and E-
commerce ardent to transport and air travel.
In terms of target market, this airline is catering to several sections of the society people from
corporate sector, middle class and upper middle class. Qantas also have varied pricing policy
that depends on the needs and wants of a passenger.
Vision, Mission and Goals
The enduring vision of Qantas airline is to control the world’s best premium airline. In
addition, their mission statement states that – Is ‘We are Country top premium airline and we
are devoted to being the best. Our objective is to come across the customer expectation every
time they fly and so we remain to invest in the business and will always endeavour to give
customer a superior level of service’.
Moreover, their goals are also divided into several key elements such as –
 To make safety as first priority.
 Right aircraft in the right route.
 Excellence in customer service.
Unique Differentiation Feature
Qantas has a huge global operations management and supply chain. One of the distinct
features of this airline is fuel hedging as it gives Qantas a sense of safety and strength in the
unsteady market environment and helps with enriched managing, planning and decision-
making by proposing some certainty. Therefore, their desired goal to fulfil customer needs
with improved operations in relation to the international business partner.