Analyzing Business Communication Strategies for Qantas Airways' Growth

This report delves into the critical role of business communication in today's dynamic world, emphasizing its significance for companies to effectively interact with their target customers. With a specific focus on Qantas Airways, the study aims to identify and analyze suitable communication strategies that can be implemented to improve the airline's business processes and strengthen its brand positioning. The report explores the benefits of Enterprise Social Networks (ESN) and digital communication, highlighting how these tools can foster transparent communication between the organization and its stakeholders, ultimately improving customer engagement and overall business performance. The research includes a comprehensive literature review, outlines the research objectives and questions, and details the methodology used to gather and analyze data, including ethical considerations. The report concludes by offering strategic recommendations for Qantas Airways to enhance its communication strategies and address potential challenges, thereby ensuring a strong brand image and a robust customer base.

Running head: BUSINESS COMMUNICATION
Business Communication
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Table of Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Research Aim...................................................................................................................................3
Research Objectives.........................................................................................................................3
Research Questions..........................................................................................................................3
Literature Review............................................................................................................................4
Communication Strategy.................................................................................................................4
Methodology....................................................................................................................................5
Research Design..............................................................................................................................6
Data collection and data analysis.....................................................................................................6
Ethical consideration.......................................................................................................................6
References........................................................................................................................................7

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Introduction
Business communication plays the vital role in current world of advancements. Each of
the business companies put the best effort to establish the effective communication to interact
with the target customers (Beltran & Bertin, 2015). The study would highlight the effective
communication strategy for improvising the business process in a significant way. With the
special reference of Qantas airways, the study would discuss the suitable communication strategy
that the company should utilize for the future prospects. The development of Enterprise Social
Network (ESN) and digital communication would be discussed in this study to improve the
business process.
Background
Business communication is one of the most effective strategies for strengthening the
competitive position of the business. The internal and external communication process is
essential for ensuring the flow of information among the stakeholders (Godlovitch et al., 2013).
The study specifies about the Enterprise Social Network, which determines the establishment of
the communication process among the target audience (Sadia et al., 2016). It is notable that the
current world is widely driven by the digital media. The use of the digital strategy creates the
links between the organization and the co-workers. On the other hand, the external stakeholders
can utilize such communication method to derive the information as per their convenience
(Amran et al., 2015). The report would thus reflect on the effective communication strategy that
has the significant contribution in developing the organizational positioning in a competitive
world.

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Qantas Airlines has captured the largest position as an international and domestic airline
in Australia (Qantas.com, 2017). It has established the strongest brand positioning and renowned
as the leading long distance airline. The company has established the commendable reputation
for excellence in safety, engineering and maintenance, operational reliability, and effective
customer service. It has been observed that the company has the presence in Twitter to maintain
the social media communication. However, the lack of frequency in the social communication is
the major obstacles from establishing the strengthened organizational positioning with a strong
customer base (Razmerita, Kirchner and Nabeth, 2014). It is thus important for the company to
develop the Enterprise Social Networking to develop a strong brand image and attract more
travelers to avail the airline services.
Research Aim
The aim of the research is to develop the most fruitful communication strategy to
strengthen the customer base and develop the brand position in a competitive scenario.
Research Objectives
 To critically analyze the effective communication strategy for business development
 To understand the necessity of developing communication strategy in Qantas Airlines
 To identify the gaps and loopholes in establishing the business communication within the
company
Research Questions
 How the business communication helps in developing the strengthened brand image?

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 How the communication strategy helps in strengthening the customer base of Qantas
Airways?
 What major challenges Qantas may face while improving their communication strategy?
Literature Review
The business communication is one of the major aspects that help in strengthening the
brand positioning of the company. It is notable that in this competitive business world, the
business marketers strive to develop the stronger brand image by attracting more stakeholders
(Ellison, Gibbs & Weber, 2015). The lack of appropriate communication strategy can be
disadvantageous for a company in terms of longer sustainability. The literature review section
would discuss the effective communication strategy that can help in improvising the competitive
positioning of the company.
Communication Strategy
Current business scenario has been widely using the social media strategy as the best
method of communication. The extensive use of the social media to communicate with the
company has transformed the digital world in a drastic way (Laumer et al., 2017). Similarly,
Enterprise Social Networking is one of the most effective communication strategies that the
business marketers can use to establish the transparent communication with the stakeholders
(Hacker, Bodendorf & Lorenz, 2016). Social media communication is generally developed to
create the transparent interaction between the organization and individuals. There are various
types of the social media platform that the company can use for interacting with both the internal
and the external stakeholders (Meske & Stieglitz, 2013). Some of the companies use Twitter as
the major communication media. Twitter is the center of personal blogs that include the video,

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texts, and link to other videos (Faria & Sousa, 2017). However, it is essential for the company to
utilize this social media strategy much frequently and actively to discuss the updated information
with the stakeholders.
The establishment of the Enterprise Social Networking is focusing on the suggestive
utilization of the digital communication within an organization. When the organization can
communicate efficiently with the stakeholders, it becomes quite easier to develop the relevant
functionalities for the future betterment (Kane, 2015). In the airline industry, the travelers
sometimes seek the information about the ticket prices, online booking, and many other relevant
services. If the company is unable to convey the updated information to the target stakeholders, it
might create the reputational damage (Ehret, Kashyap & Wirtz, 2013). It is in fact essential to
establish the transparent communication with the internal associates as well. This networking
system helps in strengthening the relationship between the organization and the individuals
(Leonardi, 2014). Therefore, it is essential to follow the appropriate communication strategy for
developing an effective relationship with the business stakeholders.
Methodology
Research methodology is one of the most significant aspects for completing the entire
paper successfully. With the help of various methodological tools, the entire process of research
method is conducted (Lewis, 2015). This very specific study is in quest of collecting appropriate
data and information in order to evaluate different components and impacts of business
communication. Followings are the three major aspects of conducting an effective research
methodology.

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Research Design
In order to organize and evaluate a research issue the researcher has to design the paper
based on appropriate research philosophy, approach and research design (Creswell & Poth,
2017). This very specific study would to follow positivism research philosophy based on
deductive approach. By keeping a keen observation on the research issue the researcher would
evaluate data and information based on existing theories. After analyzing data descriptive
research design will help the researcher immensely to analyze the pros and cons of research
issue from different level of aspects.
Data collection and data analysis
Data collection is considered as one of the most significant techniques of acquiring
appropriate information from various sources. This very specific study would like to focus on
primary data collection technique. With the help of primary data collection, method researcher
would like to involve the participants directly on the survey method. Around 50 employees from
Qantas Airlines will be involved in the survey method for sharing their views on business
communication. Data analysis will be conducted with the help of graphical and statistical
presentation so that readers can get an overview about the response of participants.
Ethical consideration
While conducting the entire research work the researcher would have to follow a specific
ethics, values and belief. While gathering data from different resources an individual should
never force the participants for providing data. It should be a spontaneous participation on behalf
of the respondents based on which they can give immense information from the various
resources.

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References
Amran, A., Ooi, S. K., Mydin, R. T., & Devi, S. S. (2015). The impact of business strategies on
online sustainability disclosures. Business Strategy and the Environment, 24(6), 551-564.
Beltran, V., & Bertin, E. (2015, February). Identity management for Web business
communications. In Intelligence in Next Generation Networks (ICIN), 2015 18th
International Conference on (pp. 103-107). IEEE.
Creswell, J. W., & Poth, C. N. (2017). Qualitative inquiry and research design: Choosing among
five approaches. Sage publications.
Ehret, M., Kashyap, V., & Wirtz, J. (2013). Business models: Impact on business markets and
opportunities for marketing research. Industrial Marketing Management, 42(5), 649-655.
Ellison, N. B., Gibbs, J. L., & Weber, M. S. (2015). The use of enterprise social network sites for
knowledge sharing in distributed organizations: The role of organizational
affordances. American Behavioral Scientist, 59(1), 103-123.
Faria, B., & Sousa, R. D. (2017, September). Enterprise Social Network Success: Evidences
from a Multinational Corporation. In European, Mediterranean, and Middle Eastern
Conference on Information Systems (pp. 197-203). Springer, Cham.
Godlovitch, I., Monti, A., Schäfer, R. G., & Stumpf, U. (2013). Business communications,
economic growth and the competitive challenge. Study for the European Competitive

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Telecommunications Association (ECTA) and the International Telecommunications
User Group (INTUG. Bad Honnef, Germany: WIK-Consult GmbH.
Hacker, J., Bodendorf, F., & Lorenz, P. (2016). A framework to analyze enterprise social
network data. Enterprise big data engineering, analytics, and management, 84-107.
Kane, G. C. (2015). Enterprise Social Media: Current Capabilities and Future Possibilities. MIS
Quarterly Executive, 14(1).
Laumer, S., Shami, N. S., Muller, M., & Geyer, W. (2017, February). The Challenge of
Enterprise Social Networking (Non-) Use at Work: A Case Study of How to Positively
Influence Employees' Enterprise Social Networking Acceptance. In Proceedings of the
2017 ACM Conference on Computer Supported Cooperative Work and Social
Computing(pp. 978-994). ACM.
Leonardi, P. M. (2014). Social media, knowledge sharing, and innovation: Toward a theory of
communication visibility. Information systems research, 25(4), 796-816.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), 473-475.
Meske, C., & Stieglitz, S. (2013, June). Adoption and use of social media in small and medium-
sized enterprises. In working conference on practice-driven research on enterprise
transformation (pp. 61-75). Springer, Berlin, Heidelberg.
Qantas.com, 2017. Our Company | Qantas. [online] Qantas.com. Available at:
<https://www.qantas.com/travel/airlines/company/global/en> [Accessed 27 Nov. 2017].

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Razmerita, L., Kirchner, K. and Nabeth, T., 2014. Social media in organizations: leveraging
personal and collective knowledge processes. Journal of Organizational Computing and
Electronic Commerce, 24(1), pp.74-93.
Sadia, A., Salleh, B. M., Kadir, Z. A., & Sanif, S. (2016). The Relationship between
Organizational Communication and Employees Productivity with New Dimensions of
Effective Communication Flow. Journal of Business and Social Review in Emerging
Economies, 2(2), 93-100.