University Case Study: Qatar Airways Service Analysis and Strategy

This case study examines Qatar Airways' in-flight service, comparing it with other airlines like American Airlines, Finnair, and Cathay Pacific. The study analyzes cabin crew duties during boarding, service friendliness, training content, service attentiveness, language skills, meal service efficiency, and PA announcements. The research references the provided assignment brief, which includes details on service manuals, menu distribution, and service overview. The analysis aims to determine what makes airlines distinguished in service and suggest implications for lower-rated airlines to achieve business success. The study covers various aspects of airline service, including customer satisfaction, training, and operational procedures, and it also focuses on the analysis of the airline's service standards, training, and customer experience.

Running Head: Assessment Task: Case Study on Qatar Airways
Assessment Task: Case Study on Qatar Airways
Name of the student
Name of the university
author’s note

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Abstract
The purpose of the report to do the complete analysis of the four airlines which are
based in different countries of Europe, Middle East, Asia and the United Nations.
Analysations have been made as to determine the reason to find out What Makes Asia’s
Airlines Distinguished in Service. Thus, this study will review service training for flight
attendants for 4 airlines from the same alliance group based in Europe, Asia, Middle East,
United States regions. Consequently, it can be analyzed what is main aspects that winning
airlines focused on and can suggest implications for those airlines relatively low-rated to
achieve a successful business in the future.

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Table of Contents
Introduction................................................................................................................................4
Methods......................................................................................................................................5
Results......................................................................................................................................14
Discussion................................................................................................................................15
Conclusion................................................................................................................................16
References................................................................................................................................18

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Introduction
The competition in the airline's industry has increased consistently. This can be
attributed to various reasons some of them are the increase in the number of new entrants in
the organisation. Customer satisfaction has been a significant concern since time, and thus,
various methods are implemented to gain maximum customer satisfaction. The higher level
of customer experience and satisfaction ensures the success of the organisation in the airline's
industry. It is not only the hardware elements which makes the customers happy and
satisfied; instead, there are other factors which matters simultaneously. There are various
airlines and the organisations which have been indulging into practices so that they can gain
more customer attention. Some of the airlines which have been on the list at the top are ANA
All Nippon Airways, Asiana Airways, EVA Air, Hainan Airlines, Japan Airlines, Qatar
Airways and so on. The rankings done are based on the status of the cabin staff and the
hospitality they serve.
The customers love the airlines and the services based on the varied factors, and thus
the organisation needs to take the overall care of the customer. The risk and safety
management also counts as one of the critical factors which are taken care of by the airlines
and the organisations operating in the same industry. It has been observed that the ratings are
given based on the timing, travelling, in-flight experience, comfortable in travelling,
punctuality and so on. Competitors can make use of the methodologies which is implemented
by the other organisations and thus it is tough to maintain the uniqueness and the distinctness
in the aviation features. Technologies are being updated continuously, and therefore the
aviation industry needs to make use of the advanced features so that they can gain the
maximum benefits.

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Methods
American Airlines is recognised as one of the largest airlines which serves fifty countries all
around the world. It takes care of all the services which the aviation sector demands like the
maintenance of the services, handling of the baggage, and other related business (Saleem,
Zahra & Yaseen, 2017). The development of the airlines have been taking place over time
and has been reorganised as a company. The various integrated system has been
reincorporated and renamed in the aviation industry of the company. American Airlines has
also gone into the phase of struggling in terms of restructuring of the features and the
capacities of the company. This was due to the result of the increase in the financial status of
the aviation industry.
The restructuring was done in the field of employment of the new staff members,
employee layoffs, a decrease in the routes of the flights, an increase in the punctuality, and so
on. It has also become the first significant airline who had made a partnership with the
environmental protection agency for developing the environment-friendly strategies and the
methodologies to be implemented and used for the business operations (Grégoire, Salle &
Tripp, 2015). The size of American Airlines is one of the largest in terms of fleet size. It
holds both the domestic and international flight services along with the subsidiaries.
American Airlines is known for its loyalty flyer program, which earns the mileage credits,
which can further be redeemed for travelling free with the American airlines.
This helps in creating a strong brand reputation and also attracts the customers.
American Airlines also has links and partnerships with various international organisations
and agencies for consistent business operations and sustainability (Borenstein, 2017). It
travels to more than one thousand destinations which are approximately more than a hundred
countries. The relationships and the strong alliances with the other agencies and the

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companies help in the enhancement of the flight frequencies, which in turn makes the
company gain more turnover. This has also made him rank 74 in 2019 in the American
region. The extensive operational network of American airlines has helped in increasing the
maximum advantage. This is measured with the help of revenue passenger miles, also known
as RPM and the available seat miles known as the ASM (Williams, 2017). American airlines
get one of the most extensive schedules for passengers in the world. There were more than a
hundred million mainline flights and more than fifty million regional flights. The reputation
of American airlines is also satisfactory in terms of entertainment.
The onboard entertainment of the American airlines is highly popularised and is also
appreciated by the customers and the clients. This ensures that the company is gaining
customer support and loyalty for its brand. Thus, American airlines can learn more publicity.
Majority of the market share in the United States is of the American airlines, and thus, it
gives fierce competition to the major airline companies and the international agencies.
However, the limited number of suppliers of the aircraft engines and the parts suppliers acts
as a challenge. Many mechanical vulnerabilities are thus exposed to American airlines.
Defects in the designing lead to the inadequacy in the performance. This hurts the company
and its successful growth and overall development. Thus, this aviation company needs to
increase the number of suppliers for the airline's suppliers and the parts of the aeroplanes.
Moreover, it does not have the unfunded pension benefits which they contribute the minimum
amount of funding requirements of the pension funding equity act of 2004 (Borenstein,
2017). There are certain obligations which need to be followed by the company so that the
position of the liquidity is not adversely affected.
The Low-Cost Carrier which the LCC competition is increasing the market at a
continuous pace which has a direct effect on the revenues earned by the airline's company.

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The companies have the advantage of affiliate marketing, and they use these techniques,
which helps in variating the prices and the features according to the competition and the
economic status of the aviation industry (Saleem, Zahra & Yaseen, 2017). The American
airlines gain the benefit with the help of advertisement techniques luring a large number of
audiences. It also attracts the small business companies so that they can easily reach to the
customers. For this, the company needs to spend a lot of time in the online sector so that more
comfortable features for the customers can be provisioned to them. The company also has
many opportunities in terms of international tourism and the enhancement of air freight. The
growing security concerns are also taken care of by the American airlines abiding by the
environmental laws and the helpful interventions of the government agencies.
Fin Air is the airline company which is operating in the European regions and has
been ranked 32 in the year 2019. Finn Air is the national airline company in Finland and is
the sixth oldest company in the world. It gives provision for the regular and the seasonal
services of Europe, North America and Asia. The establishment of the company was with the
help of the small circle of the financiers (Etemad-Sajadi, Way & Bohrer, 2016). Innovation
across airlines have increased, leading to the development of air travel ecosystems. It is also
regarded as one of the comprehensive airlines which have always made efforts and given the
exact time of the real travel data. It empowers the industry and the overall insights of the
aviation industry. The decision making capability of the company has also improved since
time.
It is also one of the trusted global networks of the aviation industries for the growing
data. The data experts in the company have always lead to consistent evolution for the
innovations and the leading products and the services of the company. The company has also
flown its first push for change flight which is the biofuel flight. This has been one of the

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significant initiatives which have the goal of decreasing the carbon emission to the minimum.
A biofuel mix of 12 per cent has been used while taking this initiative which has successfully
helped in the total reduction of the carbon emissions for two flights by approx.
(Wattanacharoensil et al., 2017). 32 tonnes. This has gained the attention of the customers in
terms of experiencing favourable times and the conditions. The decrease in the emissions
from the travel will be of the great benefit to the economy as well as the industry.
These types of initiatives taken put pressure on other aviation companies and also
increases the level of competition in the industry. So these types of changes have always been
noticed in the Finn Air aviation company. Finn Air has been evaluated as the world's safest
airline by the German Jet Airliner Crash Data Evaluation Centre (JACDEC) in the year 2019.
The safety index of the company is the highest, which is 93.91 per cent. More than four
billion passengers travel by the Finn Air traffic airlines and thus it is the safest form of traffic
(Ahmadpour, Robert & Lindgaard, 2016). The safety index of the Finn Air aviation company
is calculated on the basis of the three categories which are namely accidents and the incidents
taking place in the aviation since the last thirty years; the environment of the business
operations and the infrastructural status of the company including the factors of service like
the ages since the fleet has been used (Thomson, 2018).
The following factors are further compared with the yearly revenue of the kilometres
travelled by the passengers. Finn air has been renewing the entire cabin of the airlines with
the introduction of the new and unique feature of Premium Economy cabin class for the long-
haul fleet. The following investments are made by the company so that the customers
experience the best and are satisfied with the features given to them. There will also be a
renewal of the seats, the carpets, the interior design of the cabins, new classes, and the
premium economic modifications (Petcu, 2017). Due to its exclusive features, the Finn Air

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aviation company has also been awarded the Five Star Global Airline rating in the year 2019
by the Airline Passenger Experience Association (APEX). This rating has been given the
score based on the feedback by the passengers and its official verification.
Thorough renovations are taking place in the aviation company to be the leading
competitor in the operating industry. The extension in the flights is also taking place with the
addition of more destinations across the world. For instance, the network has been extended
in Norway and has thus become one of the worlds largest regional carrier. Finnair has also
extended its alliances with the west coast of the united states and its airline companies. This
will thus help the company in reaching more and more places and conducting business
operations in a more significant manner (Law, 2017). The introduction of the new features
like the offering of a light economy class fair, including the provision of hand baggage has
gained the attention of the customers. It also helps them in convenient purchasing of the
tickets and availing the other features in advanced.
Qatar Airways are one of the youngest international airlines, which is serving six
continents. This is possible due to the immense support of the customers and their valuable
feedbacks which had helped the company in developing and growing consistently. More than
a hundred destinations are connected with the fleet of the latest-generation aircraft. The
services which are provided are unique and new in the context and also involves all the types
of haul segments like the short, medium and the long haul segments. The Qatar airways have
a wide range of network coverage throughout the world, increasing the probability in
reaching more and more number of destinations (Samuel-Azran & Assaf, 2018). They are
committed to the services which they provide to their customers so that the customers often
travel with the Qatar airlines. They prioritise the journey and the features which makes the

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journey more comfortable and convenient. Qatar Airways has also gained various awards and
has become one of the elite groups of an aviation company in the world.
The goal of the company is to make it the airline of choice so that more and more
customers are attracted to it. This would help the company in gaining the motivation to offer
more to its customers. Qatar Airways has been successful in go-to-market strategies for its
products and services. The contemporaneous firms have been integrated with the help of the
mergers and the various acquisitions. Several technologies have been adopted and
incorporated by the Qatar airways for streamlining the business operations in a better manner
so that the reliability of the supply chain is maintained (O’Connell & Bueno, 2018). Qatar
airways have always been successful in providing a high level of satisfaction to its customers.
It dedicates the features to the development of the relationship and the management system so
that more and more customers are in contact with the company and there is a high level of
equity with the potentiality and the capability of the customers.
Qatar airways have been successful in entering the new markets and holding a strong
position throughout. The Qatar airways have expanded in such a manner which has helped in
high gaming amount of revenues and diversifying the risk of the economic cycle in the
market. Qatar Airways has got a reliable and robust base of the suppliers of the raw materials
so that no further hindrance is observed in the process of conducting the business operations.
Stable free cash flow is one of the important and the strong factor which helps the company
to expand in the right direction (Chiambaretto & Wassmer, 2019). The company make sure
that a employs a skilled and competent workforce so that no disturbance is caused to the
customers. For this, various learning and training programs are provisioned to the employees.
This further helps in gaining good returns on capital expenditure with the help of the creation
of the new streams of revenue. However, most of the times, the long-term growth of the

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Qatar airways are affected due to the changes in the inventory system. Sometimes, due to the
inefficiency in the financial planning the current and the liquid asset ratios are affecting
which in turn affects the entire business operations. However, there are many opportunities
for the Qatar Airways by which it can stabilise its business operations with the help of the
adjacent product segments. The new policies of the environmental regulations will eventually
help the company in evolving in a better manner and gaining the advantage of the majority of
the market share. The evolving trends in the choice of the customers and their behaviours will
help the company to gain the major market share and earn more revenues (Cookson, 2017).
The advancement of the technologies have always been beneficial for the company in terms
of the development of the major features and the varied categories so that the value oriented
propositions can be gained. moreover, the core competencies in the field of the aviation
industry can provide benefits to the company and it can put more efforts to gain the highest
position in the market. Thus, the features of the Qatar airways has been able to gain the
number one position in the year 2019 in the Middle Eastern region. The critical factors can be
acknowledged by the company in the real time so that further issues and the complications
are not aroused in the process of growing and gaining sustainability in the long run (Prince &
Simon, 2017).
Cathay pacific airways is one of the major aviation companies which have been
operating in the Asia region since time. The company makes sure that the customers
experience best and are satisfied at the highest level so they prioritise their features and its
development like the factors promoting comfort and convenience for the customers. It
believes in the long term differentiation of the competitors in terms of the products and the
services so that the customers make the best choice. The staff members are also dedicated
towards the provision of the best of the services and helps in changing their perceptions in the

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positive way. The trainings given to the staff members and the investments done for them
shows the significance given to the customers and for their services (Loukopoulos et al.,
2016). Cathay pacific has adopted a new identity in the field of the aviation corporation and
thus has an economic appeal. The fleet of the company has also been expanded with the
conservative management systems. The company has also become one of the world’s first
airline of flying non stop transpolar flight to the north pole. The cargo services of the
company has also been developed since the evolution of the airline company and it also
contributes to more than thirty per cent of the revenue which is collected which makes the
company more competitive. The innovation has always been in high demand in the aviation
industry and thus the airline companies focus on the same. The quality of the services are
maintained by the company which has helped it being the highly reputed companies in the
country (Cookson, 2017). The employees which are interested in the aviation industry has
helped the company in developing its community services. Two of the major loyalty
programmes which have been launched by the company are The Marco Polo Club and the
Asia Miles club which has helped the company in becoming one of the Asia miles members.
One of the primary missions of the company is the safety and the efficiency of the flights.
The features are developed in such a manner which defines the strong passion of the
company. Cathay pacific has got the diverse culture which employs many individuals through
several stages of the selection process to ensure that they do not fail in any of the core works
and affect the other business operations. The flying potential is assessed and the company
gains the reputation of being the best airlines in the company. They are covering more than
one hundred destinations and have more than one hundred and fifty aircrafts which helps in
strengthening the growing operations and becoming one of the premier international aviation
hubs (Steven et al., 2016).