The Strategic Management Analysis of Qantas Airways

Running head: STRATEGIC MANAGEMENT ANALYSIS OF QANTAS AIRWAYS
STRATEGIC MANAGEMENT ANALYSIS OF QANTAS AIRWAYS
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STRATEGIC MANAGEMENT ANALYSIS OF QANTAS AIRWAYS1
Executive Summary
The report is built on the business level strategy that has been applied by an international
organization in order to uphold its competitive advantage in the industry. The organization that
has been taken into consideration for this study is Qantas Airways that is a flag carrier airlines
company in Australia. The business level strategy of Qantas Airways has been discussed along
with its competitive benefit and sustainability based activities. The internal and external
environment based factors of Qantas Airways have been discussed in the report in detail. The
future objectives of the organization have also been suggested along with the action plan.

STRATEGIC MANAGEMENT ANALYSIS OF QANTAS AIRWAYS2
Table of Contents
Introduction......................................................................................................................................3
A brief history of the organization and its business level strategic development...........................3
The competitive dynamics and rivalry within the industry.............................................................4
Competitive advantage and sustainability.......................................................................................5
The internal and external environments of the organization...........................................................5
Internal environment factors that influence Qantas Airways......................................................5
External environment factors that influence Qantas Airways.....................................................6
The development, implementation and monitoring of strategy at a business level.........................8
Recommendations............................................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

STRATEGIC MANAGEMENT ANALYSIS OF QANTAS AIRWAYS3
Introduction
Business level strategies can help the organizations in different industries so that they are
able to achieve a competitive benefit in the market. The strategies are also able to offer major
value to the customers by using the core competencies of organizations in an effective manner.
Business level based strategies are considered to be a mechanism for the business that is able to
provide a competitive edge in the respective industries (Aguinis, Edwards & Bradley, 2017). The
report will be based on the study of business level strategies that are implemented by Qantas
Airways. The rivalry levels and competitive dynamics within the industry will also be discussed
in the report in detail.
A brief history of the organization and its business level strategic development
Qantas Airways is a flag carrier based airlines organization in Australia and the
organization has also gained position of biggest firm with respect to the fleet size that operate in
the international destinations. Qantas is the third oldest airlines firm in the entire world after
organizations like Avianca and KLM. The airlines organization is mainly based in the Sydney
suburb of Mascot that is adjacent to the main hub located at the Sydney Airport. Qantas has been
able to gain around 65% of the total shares in domestic market of Australia in the last few years
(Qantas.com, 2020).
The business level strategy of an organization like Qantas Airways will be based on the
methods by which it is able to able to use the resources in order to gain a major competitive
benefit in the industry. The sustainable competitive advantage will be based on the proper usage
of resources and the commitments that have been made as well. The development of business
level strategy is related to the value that is created by Qantas Airways for the customers.