Strategic Management: Issues and Analysis of Qantas Airways

Running head: STRATEGIC MANAGEMENT 1
Strategic Management:
Name:
Institution:

STRATEGIC MANAGEMENT 2
Introduction
Remarkably, strategic analysis and planning is central to development and practice of
strategic management (Hill, Jones & Schilling, 2014, pp. 115). Essentially, strategic analysis
involves the effort by the organisational management to analyse all the key issues impacting on
the company’s operations and thus developing the right strategies to counter those issues for the
purpose of ensuring that the company achieves its target goals (Wheelen, Hunger, Hoffman &
Bamford, 2017, pp. 130). Therefore, this report covers the issues surrounding Qantas Airways,
an Australian Airline and how such issues can be approached by the business by developing
relevant and appropriate strategies to help it achieve its target goals and objectives.
About Qantas Airline
Background of the Company
Started in 1920, Qantas Airways is an Australian airline company that has gained
reputation both locally and internationally. The company has its headquarters in Sydney. Qantas
employs more than 30,000 staffs. In Australia, the company controls 65% of the market share.
The company offers services including freight, leisure, ground handling services, holiday
packages, catering and travel services. Moreover, the company has a lot of branches worldwide
including Jestar Asia in Singapore, Tokyo based Jestar Japan, Jestar Pacific based in Vietnam
and Jestar New Zealand. Its main destinations Asia, Africa, Europe and Oceanic countries
(Qantas, 2018).