Strategic Management of Qantas: CSR, Ethics, and Leadership

Running head: STRATEGIC MANAGEMENT
Strategic Management:
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1STRATEGIC MANAGEMENT
Executive summary
Qantas is the flag carrier airline in Australia and third oldest in the world. It is one of the largest
airlines in the world. The company is led by one of the most successful and visionary leader,
Alan Joyce. In this report, one CSR policy and one business ethics practice of the company and
their impact have been discussed. The paper also includes criticism to these policies and how the
company has been taking measures to overcome the criticisms. Internal and external
environment analyses have been performed for Qantas and various opportunities and threats have
been identified. Lastly, the leadership of Alan Joyce has been discussed in the end. Various
recommendations are provided in the end for the company to address the opportunities and
threats in business growth.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Discussion....................................................................................................................................3
2.1 CSR activity and managerial ethics practice.........................................................................3
2.2 Criticism of CSR activity and managerial ethics practice and its impact..............................5
2.3 Environmental analysis..........................................................................................................6
2.4 Leadership of the CEO........................................................................................................10
3. Conclusion and recommendations.............................................................................................11
References......................................................................................................................................13

3STRATEGIC MANAGEMENT
1. Introduction
This report discusses various aspects of the strategic management operations of one of
the major airlines of Australia, Qantas. It is also the flag carrier of Australia and is the largest
airline in terms of fleet size, international destinations and flights. The airline was founded in
1920 and the third oldest airline of the world (Shaffner, Mills and Helms Mills, 2017). It has its
primary hubs in Brisbane, Melbourne and Sydney airports. It started its international flights in
1935. The airline is also the founding member of Oneworld Airline Alliance. It also owns the
low cost airline, Jetstar Airways. In 2017, the revenue of the company was A$16.1 billion
(Qantas AU, 2019). In this report, topics like, the social responsibility and managerial ethics
practice of the company used to engage with the stakeholders and their impact, its criticism and
its outcome, environmental analysis of the company, opportunities and threats of the
environment, actions taken by the company to address those and the leadership style of its CEO
and its impact on the team management and business operations will be analytically discussed.
Thus, the paper will give an overview of the strategic management of Qantas.
2. Discussion
2.1 CSR activity and managerial ethics practice
Qantas has a CSR ranking of 81 in comparison to 17,268 companies (csrhub.com, 2019).
The company has taken various CSR approaches for participating in the sustainable development
of the planet. As per the website of Qantas, the company commits to minimize the carbon
footprint on the environment, that is, on air and on the ground. Qantas publishes a CSR report
and it has taken the 2020 environmental target of reducing energy and water consumption by
20% and reducing waste-to-landfill by 30%. The company has reduced electricity consumption
by 9%, water consumption by 11% and waste-to-landfill by 20% between 2009 and 2014. Along
with that, the organization has also taken the target of cutting the net emissions by 50% by the
year 2050 (Qantas.com (a), 2019).
For achieving these targets, the company has improved the lighting efficiency by
installing LED technology in the aircrafts and on-ground offices, installed other types of energy
saving electrical appliances, water efficient equipments, replaced inefficient cooling towers and