Business Strategy for Qantas Airlines

Running head: Business strategy
Business strategy
2018

Business strategy
Executive summary
Strategies are required to generate more profit and attract maximum workforce across the globe.
No company can grow and strive without using innovative strategies and approaches. Qantas
which is one of the leading airlines in Australia has been chosen in the task. The current
strategies such as value chain analysis, diamond model and balance scorecard model also are
depicted in the task. The current strategies help Qantas to be a leader in the competitive market.
With effective current strategies, the company could able to increase its market share and profit
margin. Apart from this, the paper also outlines diversification and cost strategies that help to
differentiate its services from the competitors to a large extent.
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Business strategy
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Organization background............................................................................................................................4
Current strategies.........................................................................................................................................5
Analysis & reflection of current strategies..................................................................................................6
Value chain analysis................................................................................................................................6
Diamond model.......................................................................................................................................7
Balance scorecard....................................................................................................................................8
Proposed strategies....................................................................................................................................11
Cost.......................................................................................................................................................11
Diversification strategy..........................................................................................................................11
Strategic control....................................................................................................................................12
Conclusion.................................................................................................................................................13
References.................................................................................................................................................15
Bibliography...............................................................................................................................................18
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Business strategy
Introduction
The main object of this paper is to portray and discuss about the strategies of Qantas. The
organization has been chosen as an example to perform the strategic analysis is Qantas airline. It
is one of the biggest and well-known airlines in Australia who provides Quality air travel
services to the clients in the global market. The paper takes into consideration various current
and past strategies of Qantas airlines and the way in which the firm can uplift profitability and
outcomes. Qantas background, mission, and vision also have been considered in the task. Along
with this, proposed strategies such as cost, diversification and strategic control also have been
presented in the task which helps to maximize the efficiency and effectiveness of the firm. At the
end, some recommendations have been elaborated to make a strong image in near future. More
detail of the paper has been elucidated below.
Organization background
Qantas was incorporated in 1920, Qantas has grown to be Australia’s biggest and leading
international and domestic airline (Qantas, 2018). It is one of the largest and leading long
distance airline and one of the biggest airline brands in Australia. The company has built and
developed a reputation and brand image in operational reliability, safety, customer services, and
engineering and maintenance. The main business of Qantas is the transportation of customers
utilizing two complementary airline brands such as Jetstar and Qantas. The company also
operates and manages subsidiary businesses such as other airlines and businesses in specialist
markets like as Q catering. The firm employs more than 30,000 workforce with around 93% of
them based within Australia. Qantas airline brands operate and manage domestic, regional and
international services internationally. The company works in a tough and complex environment
where people are often predicted to attain the impossible, supported by trust, respect, loyalty and
good leadership. Every member of the company enjoys the opportunity and provide support to
follow their dreams in the international market (Linkedin, 2018).
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