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200587 - Strategic Management - Assignment : Qantas Airways

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Western Sydney University

   

200587 Strategic Management Assessment (200587)

   

Added on  2020-03-01

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200587 - The paper will discuss the industry attractiveness, resources, capabilities, core competencies, and competitive advantages of the airline in great detail, and come up with appropriate recommendations and conclusions. Industry attractiveness Currently, the aviation sector has been very competitive in many countries globally. Human resource management operates in four areas: corporate, business segment, development, and learning, and shared services. Under, the development and learning, the HRM comes up with training programs to assist the worker in delivering work efficiently.

200587 - Strategic Management - Assignment : Qantas Airways

   

Western Sydney University

   

200587 Strategic Management Assessment (200587)

   Added on 2020-03-01

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Running head: QANTAS AIRWAYS STRATEGIC MANAGEMENT1Qantas airways strategic managementName:Institution:
200587 - Strategic Management - Assignment : Qantas Airways_1
QANTAS AIRWAYS STRATEGIC MANAGEMENT2IntroductionThe Qantas Airways are the largest airline in Australia. The airline began in business by transporting mails and passengers. Currently, the company has its operations almost 140 destinations globally and largest employer in Australia with around 37,000 employees[ CITATION Pea14 \l 1033 ]. Human resource management operates in four areas: corporate, business segment,development and learning and shared services. The market segment, the HR staff, collaborates with other business segments to ensure delivery of the services that will assist in the competitive advantage. At corporate level, the HRM handles staff’s remunerations, benefits, development of the management and industrial relations of the company with its competitors. Under, the development and learning, the HRM comes up with training programs to assist the worker in delivering work efficiently. Finally, the human resource has duties in the firm and under shared service[ CITATION Ham12 \l 1033 ]. The paper will discuss the industry attractiveness, resources, capabilities, core competencies and competitive advantages of the airline in great details, and come up with appropriate recommendation and conclusion.Industry attractivenessCurrently, the aviation sector has been very competitive in many countries globally. Concerning the Qantas, although it is the largest aircraft in the Australia with higher domestic passengers, it is threaten by other emerging airlines worldwide[CITATION Hus15 \l 1033 ]. Michael Porter model will help understand more about the Qantas airliner structure.Industry competitorQantas operates a virgin blue airline with low cost. However, looking at the cost leadership strategy, it cannot help in the current competitive condition. It is because each
200587 - Strategic Management - Assignment : Qantas Airways_2
QANTAS AIRWAYS STRATEGIC MANAGEMENT3aviation airline focuses on the cost reduction, and services delivery and having an excellent product that out does the competitor. And so, Qantas can concentrate on the differentiation strategy to strengthen the company to deal with other the competitor.Threat of the new entrant For instance, the Tiger Airways plans to set up a new base in Victoria's Avalon airport. For that reason, Qantas should know to create hurdles to a new competitor from global aviation like using price tactic with the jet star airline as subsidiary[ CITATION Ber15 \l 1033 ]. Also, association strategy crucial in building trouble Qantas’s competitors to create brand worth by diversity; create superiority feeling of the Qantas customers.Threats of the substituentsTo save time, individuals use a plane as a means of transport between countries or inaccessible places. Due to the alternatives such as automobiles, vessels and trains, the airline should try to come up with diverse options and encourage travelling at a lower cost to influence customers.Bargaining power of suppliersThe two primary provider of the aviation industry is aircraft manufacturer and fuel supplier. Qantas contracts the aircraft manufacturers such as Boeing, Bombardier and Airbus[ CITATION Pie09 \l 1033 ]. Hence, the influence of the airliner engineering firm can be greatto transact with the Qantas airline. Another major supplier of the airline is the fuel which comes at higher cost.Bargaining power of the buyers
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QANTAS AIRWAYS STRATEGIC MANAGEMENT4Both locally and all over the world, bargaining influence of the consumers can be extraordinary. Nationally, Qantas has a jet star which has several routes at comparatively low cost. Tiger Airways Australia is alternative airline offering a reasonably little price carriage[ CITATION Pie09 \l 1033 ]. Similarly, the bargaining control of the buyers in the global airline industry can be substantial. Consequently, numerous airlines are operating at a lower cost, offering several options and different promotion. So, Qantas should have a quality product at the lower price in various channels such as websites and travel agency.Core competenciesThe core competencies consist of the production process, staff, customer relationship and abilities of the acquaintance which assist in the company to reach its goals and objectives[ CITATION Pea14 \l 1033 ]. Similarly, strategic planning shows the possible method that the organization can come about in future. Also, the company can go along the new core competencies to create benefits and success. A strategic design like information and social planning is the ways to define the senior management. For the case of the Qantas airline, the organization‘s core competencies are exceptional airline with outstanding services [ CITATION Par07 \l 1033 ]. Qantas airline utilizes their core competencies to make the corporation have competitive advantages. The Qantas airline employs their essential capabilities with Qantas and jet star airline; which are reliable trademark.Resources and capabilitiesPossessions are intangible or physical assets that business implements into corporate plans [ CITATION Cui15 \l 1033 ]. Although the market advances powers and limits, a firm’s reaction to the resources capability and distribution development becomes a basis of competitive
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