Strategic Management Assignment : Qantas

Added on - 24 Apr 2021

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Running head: STRATEGIC MANAGEMENTStrategic managementName of the studentName of the universityAuthor note
1STRATEGIC MANAGEMENTExecutive summaryThe aim of this report is to discuss about the external and internal environmental factors beingfaced by Qantas in their global operation. This report used PESTLE, SWOT and Porter fiveforces model to determine the environmental factors. In addition, sources of competitiveadvantages for Qantas along with their sustainability are also being determined in this report.The current standing of Qantas in their strategic group is identified. This report concludes with afew recommended steps, which will help to enhance their competitive advantages in the longterm.
2STRATEGIC MANAGEMENTTable of ContentsIntroduction......................................................................................................................................3Ownership status of Qantas.........................................................................................................4External environment of Qantas......................................................................................................4Determination of the industry competiveness.................................................................................6Determination of the internal analysis of Qantas............................................................................8Generic strategies of Qantas..........................................................................................................10Cost leadership strategies..........................................................................................................10Differentiation strategy..............................................................................................................10Strategic group diagram.................................................................................................................12Value chain analysis of Qantas......................................................................................................13VIRO analysis of the sources of competitive advantages.............................................................15Recommendations..........................................................................................................................17Conclusion.....................................................................................................................................17Reference.......................................................................................................................................19
3STRATEGIC MANAGEMENTIntroductionThe current business scenario is much more competitive for the contemporary businessorganizations. Competition is ever increasing with the entry of more number of competitors inthe market. Therefore, it becomes important for the business organizations to determine theirinternal and external environment in order to identify their gaps and initiate the process ofstrategic management accordingly (Vogel & Guttel, 2013). Initiation of the strategicmanagement helps the contemporary business organizations to have their strategies inaccordance to the environmental factors. In the current competitive business scenario, initiationof the strategic management is more important. One of the major business sectors, which arewitnessing huge competition, is the global airline industry. Furthermore, with the entry of thelow cost airliners, competition got more intensified.Qantas airways are the leading airliner in Australia and are one of the oldest airliners inthe world. It is based in Australia and operates in around the world. According to the reports,Qantas is the leading airliner in Australia with having more than majority of the market share(www.qantas.com, 2018). The objective of them is to be the leading airliner in the global marketwith having the most number of passenger traffic. However, in the recent time, the emergence ofhuge number of airliners both in budget and long haul categories put huge challenge for Qantasto maintain their market leadership status. Thus, they are in the need of having effectiveapproaches of strategic management.This report will discuss about the internal and external environments for Qantas in theairline industry. In addition, the industry attractiveness will also be analyzed with the help of thePorter’s five forces. Other factors such as generic strategies of Qantas and strategic group will
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