BUS300: Research Proposal on Qantas Airways Change Management Strategy

This research proposal focuses on recommending a change management strategy for Qantas Airways, Australia's flag carrier airline. It investigates the need for organizational restructuring, particularly the split between Qantas domestic and international operations. The report includes a literature re...Read More

Business Finance and sustainable Financial: Research Proposal

Introduction
The organizational change management is regarded as the process of controlling and
managing the impact of new changes adopted in an organization such as restructuring,
implementing new business processes or cultural changes. In this context, the present research
proposal aims to recommend a change management strategy for an Australian company. The
company selected for the purpose is Qantas Airways, a flag carrier airline of Australia that is
known to have largest fleet size with having a number of international flights. The proposal is
about recommending a change management strategy of organizational restructuring for Qantas
Airways by developing an in-depth understanding of the need of implementing a change
management strategy within the company.
2.0 Background Information
2.1 Industry
The aviation industry in Australia at present operates a number of airlines within the
country. The industry has grown very rapidly in the recent years due to increasing demand of air
transport among the population of the country. The industry operates international, domestic and
regional flights to and from various parts of the world. The major players operating in the airline
market of Australia are Qantas and Virgin Blue and Impulse Airlines. The industry has
undergone major structural changes after deregulation. The Australian government is supporting
the industry restructuring through upgrading the infrastructure and adopting other aviation
reforms. The research study will be based on addressing the following research question ‘What
are the reasons responsible for adopting a change management strategy by Qantas Airlines’?
2.2 Company
The Qantas has grown to be the largest airline of Australia and is also attributed to be the
world’s largest long distance airline. The airline operates regional, domestic and international
airline services and employees approximately about 30,000 people. The main competitor of the
company is Virgin Blue in the Australian aviation market. Its brand includes Qantas, Jet Star and
Qantas Link and the group provides its airline services across 182 destinations in about 44
countries.
3.0 Literature review
Qantas, a flagship airline of Australia has recently undergone a major transformation in
its organizational processes and procedures. The airline is facing stiff competition from both
global and domestic airline industry and thus it s recommended to the airline for introducing
flexibility in its organizational structure. The restructuring is aimed at emphasizing the major
profit generating business areas of the airline and thus enhancing its domestic and international
growth. The airline is recommended to adopt a new organizational structure in order to prioritize

its domestic and international market growth separately. The airline at present is also focusing on
divided its organizational structure into two separate parts, that are, Qantas domestic and Qantas
International. The main reason behind this split is that Qantas international is not performing
well and is not providing sustainable returns in comparison to Qantas domestic. As such, the
airline is recommended to adopt the organizational restructuring so that it can focus on
improving the profitability of its international business. The splitting will facilitate the airline to
develop separate financial statements of both its business area. As such, the airline can attract
potential investors and creditors by simplifying its financial reports. The increased transparency
in it business operations by restructuring will also help the airline to achieve trust in the
stakeholder’s mind and thus promoting its goodwill in the international market.
4.0 Research methodology
4.1 Data Collection
The research study will incorporate the use of both qualitative and quantitative data for
achieving a feasible solution for the research problem in context. The research method helps in
developing an overall framework for carrying out the research study. The present research will
incorporate the use of exploratory research method for developing a specific answer for the
research problem. The data will be collected through the use of primary and secondary research
method. The primary method will incorporate the use of survey questionnaire method in order to
collect quantitative data for addressing research problem. The questionnaire developed will be
presented to management and employees of Qantas airways for analyzing the need and factors
responsible for its restructuring. The research will adopt the use of random sampling method in
order to select the participants of the research tidy.
The questionnaire will be presented to about 100 participants that belong to different
management position within the company and will be selected through random sampling. The
survey process will facilitate and provide the information in relation to the factors leading the
airline to resort towards adopting an organizational change management strategy. On the other
hand, secondary method will involve collection of quantitative data from academic literature
existing on the topic. The secondary data for the purpose will be collected through academic
sources such as journals, textbooks, magazine and other credible sources. The secondary data
will help in supporting the data obtained from the use of questionnaire survey method.
4.2 How you will analyze data
The data collected will be analyzed through the use of statistical quantitative method. The
data collected from survey questionnaire method will be analyzed and evaluated through the use
of graphical method in order to provide an easy understanding of the results obtained to the
readers.
5.0 Expected Outcomes

The research study will help in analyzing and evaluating the importance of organization
change management with reference to Qantas Airways. The research study will help in
evaluating the need for adopting an organizational change management in Qantas for supporting
its long-term growth and development. The research study, as thus, will help the Qantas airline in
proposing and developing a change management strategy for promoting it sustainable growth
and development.