Organization Structure of Qantas Freight

This report discusses the organizational structure, leadership style, and marketing strategies of Qantas Freight, Australia's leading air cargo carrier. It explains how the company manages its operations in both domestic and international markets, and how it uses a combination of leadership styles to address problems. The report concludes that Qantas Freight has applied effective marketing strategies and has been successful in dominating the market.

RUNNING HEAD: Organization structure 0
qantas freight
Organization structure

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Contents
Introduction................................................................................................................................2
Structure of Qantas Freight........................................................................................................2
Leadership style.........................................................................................................................3
Strategies within Australia or overseas markets........................................................................4
Comment on structure and strategies of company.....................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................5

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Introduction
Qantas freight is a subsidiary company of Qantas. It is Australia’s leading air cargo carrier.
The company provides freight and logistics services. The company offers the extensive
network in the home country and foreign countries. The company helps businesses to achieve
their export vision by offering access to the world. The company also transports pets. It also
assures that the pet will receive highest level of care while travelling. The company offers
freight service in three ways, Q-go priority, Q-go express and Q-go classic. When an urgent
delivery is required then Q-go priority can be opted. A person can choose the preferred flight.
Q-go express is used to move goods a bit faster than usual. The express handling is offered at
both on ground and in the air. Q-go classic can be preferred when reliable and cost effective
delivery is more than sufficient. It is ideal for the large scale shipments which are time acute
but not urgent. The company is more than moving cargo. It connects people with the goods
they need. The company also owns logistics business such as express freighters Australia;
JETS transport express and Qantas courier New Zealand. This report defines the structure of
Qantas Freight. The leadership styles are defined which are used by the company. The
strategies of company with in Australia and outside country have been explained. Further the
comments on the structure and strategies of company have been remarked.
Structure of Qantas Freight
The structure, strategies and leadership makes up an effective organisation. The
understanding of Qantas Freight’s objectives, aims, mission and vision are helpful for the
success of company. It also ensures continuity of the services of company in the long run.
The Qantas Freight continued to grow it’s presence in the market (Richards, 2017). The
organisation structure have important role in allocating responsibilities, power and roles. The
organisation structure of the company reflects it’s management style and leader attitude to the
environment in which it operates. The structure of company keeps delivering for customers
and shareholders. Qantas Freight belongs to the country oldest airline that is Qantas airlines.
The company uses mechanism for the flow of information in all the levels of management
(Alexander & Merkert, 2018). The strategies and objectives of company are responsible for
the structure of company. The strategies and objectives decide the organisational structure of
Qantas freight. The company makes use of both centralised and decentralised organisational

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structure. The subsidies of the company are headed by the executives. The executives have
important role and responsibility in exercising operations of company. They are imparted
with authority. The employees of company are managed in such a way that their duty
executes the goals and objectives of company. The chief executive officer manages the
business of Qantas freight. The businesses of company Qantas domestic and international
divide the commercial and operational functions. The structure of Qantas freight focuses on
the strategies of company. These strategies are helpful in international and domestic business
of the company (De Boer, 2018).
The management of company includes the members of corporate governance and executive
top management team. The practices and policies are set up by the higher level of
management. The management embraces and implements policies in the organisation. The
nature of the structure of company reflects that it has adopted matrix structure (Merkert &
Ploix, 2014). The company maintains various departments such as project management,
functional management and administrative management. There are various teams which work
with all of these departments to make sure that the company is achieving goals and objectives
successfully. The management of both Qantas international and domestic makes sure that the
business runs independently according to the concern of organisation and market conditions.
Qantas freight has exclusive team which represents divisional functioning. There are different
CEOs for each division in the company. There are also non-executive directors who direct
board and execute functions of company. The company have business executive team in it’s
structure to look after strategies, policies and implementing plans. The team is also liable to
take technical actions which are necessary by the company to perform (Francis & Lyon,
2016). The organisation structure of company also comprises mangers and air professionals.
They are liable to perform tasks required for the skill development as this task is not
performed by the ground level staff. The company complies with rules and regulations to
conduct it’s activities successfully. The company maintains an appropriate corporate
governance framework which is reflected from it’s functioning. The demand for Qantas
freight is continued to grow. The company is transforming itself to deliver flexible and
efficient operations for the constantly changing needs of customers. The company has also
made significant investments in it’s structure to meet increased expectation of customers. The
shippers are also using seamless digital platforms and real time access to the supply chain of
company. The technology used in support service can differentiate carriers (Chandra, et. al.
2014).

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Leadership style
Alan Joyce is the chief executive officer and managing director of Qantas since 2008. The
company has implemented it’s biggest transformation under his leadership. A leadership style
influences the behaviour of employees to determine direction and success of company. It is
an effective management function which helps to maximise efficiency and in achieving
organisational goals. The leadership style initiate action and provides guidance to employees.
There are various leadership styles used by Qantas freight such as participation, authoritarian
and delegation (Holten & Brenner, 2015). The participation style includes leaders and
employees in the process of decision making. The authoritarian style is used by managers to
order people what is expected by them. Finally the delegation style empowers employees to
take decision by their own. The leaders are always held responsible for the decisions taken by
employees in an organisation. It is because the leaders instruct employees to perform their
work effectively (Renko, El Tarabishy, Carsrud & Brännback, 2015).
The company uses all aspects of leadership styles in it’s management. Qantas freight
practices leadership styles in the operation and activities of company. The top management of
company is perilous while handling different culture of employees and reviewing views of
shareholders. The company need to be cogent at the time of taking decisions otherwise it can
result in conflicts with stakeholders and employees (Chang, Park, Jeong & Lee, 2014). There
are some circumstances when the company need to turn out to be authoritative. In this
situation leader takes decision and followers are bound to follow the same. They do not have
any authority in the important decision of company. It can also happen that the perspective of
employees and trade unions is not favourable. The decision also results in criticism from
stakeholders and experts. It has been noticed from the experience of company that it uses
more of authoritative leadership style. The participative and delegate leadership style has
some attributes in the management of company (Gregson, et. al. 2015).
The leadership style of company is also found on the basis of these elements such as vision,
diverse management team, seeking opinion from employees and collaborative. The company
considers that vision has great role behind the team to be effective. The top management of
Qantas freight is based on providing direction and strategy to enable leadership. The vision of
company supports to employees in the execution of tasks. The management of company

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includes individual from different fields. The team provides skills, education and training
essential to enhance the management of company (Li, Wang & Cui, 2015). The management
of team includes individuals from various disciplines so the leadership traits are needed to
make management of company effective. The employees of the organisation are important
source of information in the decision making process of organisation. It is because the
employees have involvement in the activities of company on daily basis. They learn and
observe the progress of organisation. The Qantas freight recognises the importance of
employee information so the consultation is done with them by the top management in the
important decision making process. It is also helpful in motivating and encouraging
employees. The leaders should be honest and cooperative (Merkert & Alexander, 2018). The
employees feel motivated towards achieving organisational goals by being collaborative.
Strategies within Australia or overseas markets
The effective strategy should adapt to the company’s mission and vision. It acts as roadmap
to the company in achieving objectives. Qantas freight has established various strategies
subject to the nature of problem. The company uses different strategies both in domestic and
international operations. The company have strategies for both Australian and foreign market.
The company is continued to maintain competitive marketing strategies even though it is
facing rigid competition from air cargo companies like Virgin Australia Cargo. Despite the
competition, the company is continued to apply it’s price war marketing strategy. The
company have announced a five year extension of international mail air freight agreement. As
per this agreement, the company will handle 12,000 tonnes of mail and parcels out of
Australia every year (Qantas, 2016). The Australia post group and international contract have
built a five year domestic air freight agreement fleet. This agreement includes establishment
of a domestic freighter fleet for the Australia post group. It became operational in 2016
(Qantas, 2016). The company will continue to be carrier of nation’s mail and parcel through
to 2020. Qantas freight has been engaged as the largest provider of air freight services for the
Australian post group. The company is committed to deliver products internationally and
helping Australian customers to access global markets. The company have transformed itself
to deliver flexible and efficient operations as per the changing needs of customers. The
company supports e-commerce industry which relies on air freight for the express delivery of
international packages and parcels.

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Comment on structure and strategies of company
The organisational structure helps companies to implement suitable strategies. It helps in
achieving mission, vision and objectives of company. The strong organisation structure of
company seems to cater interest of each stakeholder. It has been achieved by the management
by adopting a combination of leadership styles (Le & Lappas, 2015). The leaders have been
able to act simultaneously by using various leadership styles to address the problems at hand.
It is an effective leadership style to be transformational and situational. It can be evidenced
by the success of company in both domestic and foreign market.
It has become clear from the analysis of company’s strategy that the business should adopt
various marketing strategies. Qantas freight seems to have practiced appropriate and suitable
strategies. It attributes to the success of company in both domestic and foreign market
(Alexander & Merkert, 2017). The company has been successful to claim a substantial
market share by adopting these strategies. This report concludes that Qantas freight has
applied effective marketing strategies and this is the reason company have been able to
dominate market (Lyon, 2016).
Conclusion
Qantas freight is continue to expand it’s international network. The strong reputation in the
customer service makes company an excellent choice for the domestic and international
flight. The organisational structure, leadership style and marketing strategies are important
aspects in the success of an organisation. The company deemed to have smooth running in
the market due to the application of these concepts. Qantas freight has achieved success after
putting these aspects into the consideration. The organisation structure is helpful in allocating
resources and delegating duties effectively. On the other hand, the leadership styles provides
direction to company and is effective in the decision making process. Finally the marketing
strategies conclude the profitability as well as competitive advantage of company.

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Air Transport Management (pp. 57-75). Routledge.
Alexander, D.W. and Merkert, R., 2017. Challenges to domestic air freight in Australia:
Evaluating air traffic markets with gravity modelling. Journal of Air Transport
Management, 61, pp.41-52.
Chandra, S., Chitgopeker, C.K., Crawford, B., Dwyer, J. and Gao, Y., 2014. Establishing a
benchmark of fuel efficiency for commercial airline operations. Journal of Aviation
Technology and Engineering, 4(1), p.6.
Chang, Y.T., Park, H.S., Jeong, J.B. and Lee, J.W., 2014. Evaluating economic and
environmental efficiency of global airlines: A SBM-DEA approach. Transportation Research
Part D: Transport and Environment, 27, pp.46-50.
De Boer, E.R., 2018. The Different Types of Frequent Flyer Programs. In Strategy in Airline
Loyalty (pp. 29-57). Palgrave Macmillan, Cham.
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In Air Transport in the Asia Pacific (pp. 73-91). Routledge.
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Relations, 57(4), pp.604-623.
Holten, A.L. and Brenner, S.O., 2015. Leadership style and the process of organizational
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Merkert, R. and Alexander, D., 2018. The air cargo industry. The Routledge Companion to
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