Reflective Essay on Business Capstone Report

Running head: Reflective Essay
Reflective Essay on Business Capstone Report
Competitive analysis of Qantas airlines
Name of the Student:
Name of the University:
Author Note:

Reflective Essay 1
Table of Contents
Introduction:...............................................................................................................................2
Analysis of the theories and frameworks:..................................................................................2
PESTLE analysis:...................................................................................................................3
Porter’s 5 forces analysis.......................................................................................................4
The financial aspect................................................................................................................5
SWOT analysis:.....................................................................................................................6
Challenges faced during the capstone project:...........................................................................7
Conclusion:................................................................................................................................7
My future action plan:................................................................................................................8
References:.................................................................................................................................9

Reflective Essay 2
Introduction:
The course work of this business capstone project was for 11 weeks and our lecturer
present various topics during this time to work on the research report. Firstly, I would like to
say that the experience of working on this report was unique and exciting at the same time
because it was for the first time that I was involved in such detailed research for a single
assignment. Business Capstone report is based on topics that have global perspective and this
is the reason that the selection of topic had to be correct to meet the objective of working on
global perspective that would highlight the operational activities of different leaders in the
field. Right from the selection of the topic, to the entire research work evaluating the
opportunities and challenges of the selected organisation followed by proposing
recommendations to the organisation for improving its operational activities, it was a good
experience of analysing by using relevant business concepts and frameworks and supporting
it with the data. This essay will further produce the details of the challenges faced during the
course of writing the essay.
Analysis of the theories and frameworks:
On the first week of the Business Capstone project, I was cautious of selecting a
research topic based on which the entire project work will be carried on. At the very
beginning I faced certain difficulties in selecting the topic of research because the aim of the
capstone projects is to evaluate the business scenario from various perspectives including
internal and external environment where the company operates, the financial aspects of the
current situation in which the company is along with the changing market trends and
consumer choice of selecting the particular product (Clifford, 2019) In this way, at times I
felt that there are many options of selecting a topic and again there remained a dilemma
whether that topic will be evaluated properly based on the information available over the
internet. Thus, after considering various pros and cons of different topics, few of which were,

Reflective Essay 3
‘Changing pattern of customers choice while buying a car’, ‘Importance of performance
review of the employees in an organisation’ and others, I finally, decided upon working with
the Qantas Airlines (Graver & Rutherford, 2018). The topic selected was to ‘Evaluate the
current business strategies of Qantas to compete in the market’. This topic interests me the
most because I was sure enough that this topic will give me the opportunity of using the
frameworks like PESTLE, Porter’s 5 forces, evaluation of the financial aspects of the
company and other points which was the aim of the capstone project (Geaviation.com, 2019).
In this respect, I would like to mention that when I started working on the research part
during the second week, I came to know about the issues like the high fuel expenses and the
materials used by the Airlines to manufacture its Airplanes were much costly and this was
adding to the increase fare and high maintenance (Wang, Xia, Zhang & Zhang, 2017).
Therefore, my aim was to evaluate the entire scenario and then come up with the suitable
recommendations to improve the current situation of Qantas Airlines.
PESTLE analysis:
It was in the third week of the project, we started working on the PESTLE analysis.
The PESTLE analysis gives a comprehensive idea of the entire external situation including
the government’s intervention in any commercial project. From the analysis, I have found
that the political factors are very unbalanced when it comes to the operation of Qantas
because this airline covers a large area and simultaneously has to go through the different
political boundaries and has to abide by those political factors (Ibisworld.com.au, 2019). For
instance, the political instability due to the selection of the government in the Middle East is
one of the concerning matter for Qantas to operate there. Moreover, in Australia, the political
factors allow the entry of other airlines to operate in the country and thus, opening up the
scope of intense competition (Kang & Hansen, 2018). The economic factors are also not to
favourable for Qantas because in the recent time, it has been clearly identified that the new