Strategic Planning Project: Qantas Airways - Action Plan

This project presents a strategic plan for Qantas Airways, focusing on restoring its reputation, confronting crises, operating sustainably, and planning for the future. The plan confirms Qantas's mission, vision, and values, emphasizing innovation and passenger comfort. It outlines research, including legislative requirements and intellectual property risks. Strategic objectives and strategies are formulated with assigned priorities, timeframes, and measurable performance indicators. The plan details how to circulate the strategic plan, monitor its implementation, and make refinements. An action plan covers communication with stakeholders, assigning roles, monitoring progress, making refinements, contingency planning, and evaluating objectives. The plan also addresses reviewing the effectiveness of the plan and improving strategic planning processes, with references to relevant academic sources.

Running head: STRATEGIC PLANNING
Strategic Planning
Name of the Student
Name of the University
Author Note

1STRATEGIC PLANNING
3.1. Write the Strategic Plan – when writing your plan
ensure you:
a. Confirm the Mission, Vision and Values of the organisation
The mission statement is ‘restoring our reputation, confronting the
crisis, operating sustainably and planning for the future'."1
The vision of Qantas is to become the most reputable brand in the
airlines industry. They want to provide the passengers with the best
unique experiences.2
They value the comfort of the passengers and focus on the ways the
innovation is formulated.
b. Outline the research and background undertaken for
inclusion in the strategic plan such as legislative
requirements, regulations and codes of practice.
The legislations in the Australian background should be maintained by
Qantas. The different regulations in the airline industry should be
maintained by them indeed. The ethical codes for behaving with the
passengers should be maintained.3
c. Where you have sought, or can seek advice from expert’s
persons where necessary.
I can seek the advice from the expert human resource managers. I
should be able to gather the necessary information from the managers
and apply them in the practise.
d. Include intellectual property risks and management
The intellectual property risks are associated with the trademarks the
company use and their symbols. These things cannot be imitated by
other companies. The Kangaroo trademark is one of the best
intellectual properties. The management should note the importance of
the intellectual property of Qantas.4
1 Fly With One Of Australia’S Most Popular Airlines | Qantas US (2018) Qantas.com
<https://www.qantas.com/us/en.html>.
2 Fly With One Of Australia’S Most Popular Airlines | Qantas US (2018) Qantas.com
<https://www.qantas.com/us/en.html>.
3 Eloisa de Moura Lopes, Henio Fontão and Amílcar dos Santos Gonçalves, "Significant
Factors In The Technological Profile Of Innovative Companies In The Return Of Capital In
Technological Innovation" (2013) 1(1) International Journal of Innovation.
4 Fly With One Of Australia’S Most Popular Airlines | Qantas US (2018) Qantas.com
<https://www.qantas.com/us/en.html>.

2STRATEGIC PLANNING
e. Formulate strategic objectives and strategies needed for
the future
Qantas will need to be innovative in their approach to formulate the
strategic objectives. In future, they will seek to get the best from
their business operations while implementing technological
advancement.
f. Detail each strategy with an assigned priority, a timeframe,
responsible parties and measurable performance indicators
The innovation strategies should be implemented within the next
three months. They will want to grow their business in Asia within
the next four months. They want to provide the best opportunities
and comforts for the global travellers. The performance indicators
are the desired outcomes for delivering these strategies and
measuring the progress for growing in Asia.
g. Outline how you will circulate the strategic plan for
comment, support and endorsement
The strategic plan can be circulated by measuring the scopes. The
managers will take the feedback from the managers and
employees. They will need to upgrade their infrastructure by
implementing the new technologies. The brand promotions should
be done through the social media marketing.
h. Explain the strategies you will have to monitor and evaluate
the implementation of the plan and make refinements as
appropriate and contingencies where necessary.
The growth strategies should be monitored properly so the
organization can deliver their services to most countries. They have
to focus on the implementation of technology so they can deliver
the customers at a faster pace. They can make the refinements if
they feel the strategies are not implemented properly.5
i. Review process for the plan’s effectiveness and
opportunities for improvement.
The plans are very effective for the growth of the organization into
Asia. They have to promote their brand across many countries so
they can increase the number of their foreign passengers. The
financial benefits will have to be measured.6 If these plans are
effective enough, these plans will bring great glory for Qantas.
There are several opportunities for improvement as well. The
5 Salman Z Alharthi, "Towards A Sustainable Competitive Advantage" (2012)
1(1) International Journal of Business Research and Development.
6 Eloisa de Moura Lopes, Henio Fontão and Amílcar dos Santos Gonçalves, "Significant
Factors In The Technological Profile Of Innovative Companies In The Return Of Capital In
Technological Innovation" (2013) 1(1) International Journal of Innovation.

3STRATEGIC PLANNING
employee and customer feedbacks can be taken as the resources
for the needed improvement.

4STRATEGIC PLANNING
3.2. Implement a strategic plan - Develop an action
plan for the implementation and communication of your
strategic plan. Discuss within your group your action plan
and formulate the plan. Develop your action plan using
your own words.
The action plan needs to cover the points below:
a. How would you communicate the strategic plan and
promote the benefits associated to get the buy-in from
all stakeholders;
The stakeholders can be communicated about these strategic
plans through the social media platforms and arranging the
meetings. Their feedbacks should also be assessed by the
managers and reviewed properly.
b. How would you assign specific roles to stakeholders in
relation to strategies;
The various stakeholders should be assigned to their specific
roles. This can be done by assessing their limitations and range
of previous performance for the organization. Qantas should
assign the roles according the brand marketing roles to the
marketers of the organization and the engineers should get the
roles for the technological advancement.
c. How would you use performance indicators to monitor
progress in implementing the strategic plan;
The performance indicators should be implemented properly.
The progress of the plans can be monitored by measuring how
much progress they have made according to the timeline being
assigned to these roles. The stakeholders should be aware of
their roles and responsibilities.
d. How would you make necessary refinements to your
strategic plan;
The necessary refinements can be made by asking for feedbacks
from the stakeholders. The positive and negative feedbacks
should be assessed properly. Thus the innovation techniques
should be practised properly as well.7
7 Pernille Eskerod, Martina Huemann and Claudia Ringhofer, "Stakeholder Inclusiveness:
Enriching Project Management With General Stakeholder Theory" (2015) 46(6) Project
Management Journal.

5STRATEGIC PLANNING
e. What type of contingencies planning will be put into the
plan and implementation process to ensure that the
plan is implemented;
The contingencies planning should be providing the adequate food
to the passengers in the flights for their satisfaction. They should
also provide the passengers with the facilities for lavatory. They
can also provide the passengers with the notifications for the
delayed flights. These things will ensure the implementation of the
plans for technological innovation.
f. How will you ensure that the plan is implemented on
time;
The plan will be implemented on time by checking the
timeframes being allotted for the plans. The stakeholders will be
given proper deadlines for completing the works.
g. How would you evaluate the achievement of objectives
at agreed milestones; and
If the objectives of the organization are achieved, that will be done
according to the annual reports of the company Qantas Airways.
h. How would you review the effectiveness of the plan and
consider methods for improving strategic planning
processes?
The effectiveness of the plan should be done by setting a proper
action plan. The strategic planning should be improved by
implementing the action plan. The strategic planning process will
be evaluated by the managers.

6STRATEGIC PLANNING
References
Alharthi, Salman Z, "Towards A Sustainable Competitive Advantage" (2012)
1(1) International Journal of Business Research and Development
Eskerod, Pernille, Martina Huemann and Claudia Ringhofer, "Stakeholder
Inclusiveness: Enriching Project Management With General Stakeholder
Theory" (2015) 46(6) Project Management Journal
Lopes, E., Fontão, H. and Gonçalves, A. (2013). Significant Factors in the
Technological Profile of Innovative Companies in the return of Capital in
Technological Innovation. International Journal of Innovation, 1(1), pp.26-37.
Qantas.com, Fly With Australia’S Most Popular Airline | Qantas AU (2018)
Qantas.com https://www.qantas.com/au/en.html