Internal and External Analysis of Qantas Airways Limited

Running head: SITUATION ANALYSIS OF QANTAS AIRWAYS
Situation Analysis of Qantas Airways
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SITUATION ANALYSIS OF QANTAS AIRWAYS1
Executive Summary
The primary purpose of this report is to discuss about the external along with the internal
analysis of Qantas Airways Limited. The report talks about the main success factors of the
airlines industry and the corporate strategy of the company. The report discusses about
performance of Qantas Airways and the factors that have increased performance of company.
The report elucidates on nature of customer base of company and the strategy that the
organization can partake in the future that can help in developing company.

SITUATION ANALYSIS OF QANTAS AIRWAYS2
Table of Contents
Introduction................................................................................................................................4
External Analysis of Qantas.......................................................................................................4
PESTEL analysis....................................................................................................................4
Porters Five forces..................................................................................................................5
Success Factors of Qantas Airways...........................................................................................6
Internal analysis.........................................................................................................................6
Business strategy of Qantas Airways.........................................................................................7
Performance of Qantas Airways................................................................................................8
Stakeholders of Qantas Australia...............................................................................................9
Nature of customer base...........................................................................................................10
Future Strategy of Qantas.........................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12
Appendices...............................................................................................................................14
Appendix A..........................................................................................................................14
Appendix B..........................................................................................................................15

SITUATION ANALYSIS OF QANTAS AIRWAYS3
Introduction
Situation analysis refers to process within marketing plan that helps in analysing the
internal and the external environment of an organization that helps in the identification of the
capabilities of a company. Situation analysis helps in defining competitor along with the
customer that helps a company in determining crucial steps that can be of help for business in
succeeding in marketplace. Qantas Airways is flag carrier within Australia which is largest
airline in relation to the fleet size and the international flights (Qantas.com 2020). It refers to
third oldest airline which was founded in the year 1920. The fleet size of the company is 132
and it flies to 85 destinations across the world that accounts for the immense popularity of the
airlines across the world. It has various subsidiaries like Qantas Link, Jetstar Airways, Qantas
Freight and the Qantas Holidays. This report throws light on the environmental and the
industrial analysis of the organization which is of great significance for the growth of the
organization. This report elaborates on the main success factors of the industry which have
provided the company with an edge above the competitors. This report talks about the
internal environment of the organisation and the competitive strategy of the company that can
aid in the growth of the business. This report elucidates on overall performance of the
organization in last two years and the factors that have made company successful. This report
elucidates on kind of consumer base of company and how the stakeholders would drive the
strategy of the company in future.
External Analysis of Qantas
PESTEL analysis
Political- Australia have liberal democratic system which is stable that can aid in the
development of Qantas Airways Limited. The country have full democracy that have ensured
the peaceful atmosphere in the country.