This report offers a comprehensive strategic analysis of Qantas Airlines, a major player in the Australian aviation industry. It begins with an industry analysis using Porter's Five Forces, assessing the threat of new entrants, substitutes, competitive rivalry, and the bargaining power of suppliers and buyers. The internal analysis then focuses on a SWOT analysis, identifying Qantas's strengths, weaknesses, opportunities, and threats, including its strong brand image, struggles with labor unions, potential for international expansion, and competition from other airlines. Furthermore, the report evaluates Qantas's business-level strategy through a value chain analysis, examining primary activities like sales and marketing, research and development, customer service, and production, as well as secondary activities such as human resource management and infrastructure. The analysis considers both the Qantas and Jetstar brands, providing a holistic view of the airline's strategic position and operational activities. This detailed assessment highlights the key factors influencing Qantas's competitive advantage and overall business performance.