Analysis of Qantas Airways using Porter's Five Forces Model
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This essay analyzes Qantas Airways using Porter's Five Forces Model and recommends future strategies for growth. It examines the competitive rivalry, threat of new entrants, bargaining power of suppliers, bargaining power of buyers, and threat of substitutes.
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Contents Introduction...........................................................................................................................................3 Summary of porterโs five forces model.................................................................................................3 Application the model...........................................................................................................................4 Usefulness and limitation......................................................................................................................5 Conclusion.............................................................................................................................................6 References.............................................................................................................................................7
Introduction Qantas Airways is a leading Australian organisation in the airline industry. This Airway is listed on ASX (Australian stock exchange). This essay brings out a discussion on Qantas Airways and its analysis through Porter`s five forces model. In addition to this, the essay has also recommend some future strategies to grow in future. Initially, the model is defined appropriate properly then it is applied on Qantas airlines (Hannigan, Hamilton III, & Mudambi, 2015). Summary of porterโs five forces model Porterโs five forces model is a tool, which is used to comprehend the competitiveness of the business situation and recognize the strategic prospective of profitability. Porter five forces was created by Michael in 1979 and become one of the popular and highly regarded tools (Riasi, 2015). Competitive rivalry- When the prices are intense then companies attract customers with competitive price cut and great influencing marketing tools. On the other hand, if the competitive rivalry is low then organisation will earn tremendous profits (Riasi, 2015). Threat of new entrants- This factor determines how easily a new organisation can enter the market. If the industry is profitable, more organisations will enter the market and the profitability of each organisation will fall. Hence, the important for the existing organisation is to generate huge barriers in order to enter so that it can deter new entrants (Riasi, 2015). Bargaining power of suppliers- robust bargaining power of suppliers will trade its prices at high or low to its buyers. Few suppliers in the industry will have high prices. Negotiating power of buyers is described as when buyer has the power to ask for lower prices or the higher prices than the customer`s bargaining power of buyers is high. Threat of substitutes is describes as force threatens where buyers easily can find substitute products, which will
attractpriceswithimprovedqualityespeciallywhencustomerscanswitchfromone merchandise to another at low cost (Riasi, 2015). Application the model Bargaining power of buyers- this force is generally high in the aviation industry because there are numerous options available to select from such low costing airline travelling services, and premium-class air travelling service (Moir, & Lohmann, 2018). Various service providers deal these services and finally increase the buying power of buyers. Australians have considerable personal disposable income but still differs from person to person. Australia is a growing economy with potential in market. Influx in capacity will pressurise the low yields (Whyte, and Lohmann, 2015). Bargaining power of suppliers-, this threat is lower as there exist large number of suppliers in the industry for the same kind of services. While analysing the supplierโs power, it is polarised in huge. The investment, which these manufacturing create for suppliers and considering high value order where there, is a little chance, which would raise the prices largely. The two main suppliers of the industry are Boeing and Airbus. Deregulation has restricted competition between Virgin blue and Jetstar airways. In regards to the competitors, Ansett has collapsed in many regions (Whyte, and Lohmann, 2015). Threat of substitutes- in regards to the threat of substitutes, it has a low in aviation industry as air travelling mode is fastest way of availing travelling services for the longer distances that is easily possible for water and road transport. Threat of substitutes is low. There are some substitutes available for shorter routes such as train, bus and other land transport. This may not be relevant enough for lengthy distances that with the beginning of technology there are various options of video conferences, net meetings and video messages, which is exactly an right substitute and also not effective (Whyte, and Lohmann, 2015).
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Rivalry among the competitors- Qantas is one of the major airlines in Australia, as the existing conditions imply that Qantas is facing huge competition with Virgin Airline in the localmarket.Intenserivalryintermsofpricesortheservicelevelscaninducean organisation to reduce the operational cost to maintain the margin from the operations (Moir, & Lohmann, 2018). Threat of new entrants- This force is low as new organisations needs huge infrastructural investment for establishing airlines. Innovation cannot only attract customers but gives them a reason to buy from Qantas (Bashir, & Verma, 2017). For the domestic players, the entry for the players is easy especially in terms of license and the initial stage where most of the peripheral operations are outsourced. Whereas, while considering the international routes, entry barriers are very high as the competition is huge. Leasing can reduce the exiting cost from the airline business. flyers and passengers has a wish to compromise rather than paying high fare even when they feel that flight services are of low quality and low standard (Whyte, and Lohmann, 2015).
Usefulness and limitation (Source: CAPA, 2016) Qantas is a market leader in the airline industry that considers market details to establish certain strategies for pricing and marketing. The main goal of the airline services is to satisfy the needs of customers, which a business can use to gain competitive advantage. With increasing demand in air transport for the next 20 years, Qantas have the ability to lead the airline industry. Qantas`s domestic group has proven, the group is giving satisfactory returns to the shareholders. The company has built its leading position in the (Australia) domestic market (Boin, Coleman, Delfassy, and Palombo, 2017). The profits of the company is increasing because of Qantas loyalty with the increase in the number of Asia`s people. Create add-on services- the company should have install setup in order to support the customers with unique services by offerings. Faster service- Fat services to the customers attract them for their convenience. Making new strategic offers can deliver products to the customers as soon as possible to extract and wipe
premium price to order to get a competitive edge (Boin, Coleman, Delfassy, and Palombo, 2017). Conclusion Thisessay has used competitiveanalyticaltool named as Porter`sfive forcesmodel framework which examine the external factors that affect the profitability of the organisation. Qantas has the advantage of providing luxury services and has its subsidised hands as Jetstar Airways. Many airlines focus on responding positively to service for the aeroplane that increase the revenue. As a recommendation, the company should design effective marketing strategies that will focus on customer needs.
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References Bashir, M., & Verma, R. (2017). Why business model innovation is the new competitive advantage.IUP Journal of Business Strategy,14(1), 7. Boin, R., Coleman, W., Delfassy, D., and Palombo, G. (2017).How airlines can gain a competitiveedgethroughpricing.Retrievedfrom: https://www.mckinsey.com/industries/travel-transport-and-logistics/our-insights/how- airlines-can-gain-a-competitive-edge-through-pricing CAPA, (2016)Jetstar Pacific plans fleet and international expansion for 2016 as VietJet competitionintensifies.Retrievedfrom: https://centreforaviation.com/analysis/reports/jetstar-pacific-plans-fleet-and- international-expansion-for-2016-as-vietjet-competition-intensifies-270869 Hannigan,T.J.,HamiltonIII,R.D.,&Mudambi,R.(2015).Competitionand competitiveness in the US airline industry. Competitiveness Review, 25(2), 134-155. Moir, L., & Lohmann, G. (2018). A quantitative means of comparing competitive advantage among airlines with heterogeneous business models: Analysis of US airlines. Journal of Air Transport Management, 69, 72-82. Riasi, A. (2015). Competitive advantages of shadow banking industry: An analysis using Porter diamond model. Business Management and Strategy, 6(2), 15-27. Whyte, R. and Lohmann, G. (2015).The carrier-within-a-carrier strategy: An analysis of Jetstar. Journal of Air Transport Management,42, Pp. 141โ148