Report: Strategic Services Management Analysis of Qantas Airline

This report provides a comprehensive analysis of Qantas Airline's strategic services management. It begins with an introduction and executive summary, followed by a detailed background of the company, including its mission, vision, and values. The report then delves into Qantas's strategic plans and implementations, including an examination of its past, present, and future strategies. A SWOT analysis is conducted to assess the company's strengths, weaknesses, opportunities, and threats. Gap analysis is also performed to identify areas for improvement in service delivery. The report explores the challenges faced by Qantas, both in relation to its competitors and in adapting to changing customer behavior and demands. Recommendations are provided to address these challenges, and the report concludes with a summary of the key findings and insights. This report is valuable for understanding the strategic landscape of Qantas Airline and its approach to service management.

Running Head: STRATEGIC SERVICES MANAGEMENT OF QANTAS AIRLINE 1
Strategic management of the Australian Qantas airline
Insert Name
Insert Institution

STRATEGIC SERVICES MANAGEMENT OF QANTAS AIRLINE 2
Table of Contents
Introduction....................................................................................................................................................3
Executive summary........................................................................................................................................3
Background information of the company......................................................................................................3
Mission, vision, and values of the company..................................................................................................4
Qantas Airline strategic plans and implementations......................................................................................4
Strategic implementations..............................................................................................................................5
Findings..........................................................................................................................................................6
Gap analysis...................................................................................................................................................7
Challenges facing the company.....................................................................................................................8
Challenges Qantas company face in relation to their competitors.................................................................8
Challenges they face as customer’s behavior and demands change..............................................................9
Recommendation...........................................................................................................................................9
Conclusion...................................................................................................................................................10

STRATEGIC SERVICES MANAGEMENT OF QANTAS AIRLINE 3
Introduction
In this report, an implementation of services management strategy is performed. The outcomes
mainly provide brief history information of Qantas Airline in Australia and its objectives, goals, mission,
and morals. The aims of the company show that it targets at providing safe and secure air travel services
globally, delivering excellent services to the clients at the same time. However, investigation projector of
the historical, current and upcoming of Qantas shows that the company has made huge growth in the
previous year which makes it the main transporter of Australia it is also commonly called first-class air
travel service provider. The best long ways carrier is also connected with Qantas airline, and the
forthcoming events predict that it objects that achieving further growth through co-joining alliances with
the other developed airline worldwide.
Executive summary
Qantas airline is the premium airline situated in Australia and provides satisfactory air travel
services to its customers across the globe. The scope of the report is restricted to the implementation of
services management strategy of Qantas Airline with foremost emphasis will be placed on analyzing a
brief background of the company, its mission, goals, and standards and the company’s up-to-date
financial position (Belloc, 2007). To sum up to this, assessment of the strengths and weaknesses, threats,
and chances of Qantas using SWOT examination. It is then monitored by the analysis of the service
management strategies of the organization and the evaluation of functional levels which assists in the
effective accomplishment of the management strategy. The report findings would be added to the
conclusion section.
Background information of the company
Qantas is considered as one of the largest airlines in Australia which connects over 900 and above
destinations worldwide with over 25 airline partners. Since its commencement in Queensland in the year

STRATEGIC SERVICES MANAGEMENT OF QANTAS AIRLINE 4
1920, Qantas has developed to become the leading brand in the global aviation industry. It also has some
prominent brands operating locally, domestic and international travelers and shipping category including
in-flight catering and travel routines. Since its inception, Qantas Airline has placed considerable effort to
become the largest airline in the world with a good reputation of being the toughest brands in Australia.
The company has been fruitful in developing itself as the securer airline by achieving continuous
operational productivity and also by ensuring that they employ qualified staffs more so, engineering and
maintenance team (Chaffey, 2011). Their core business is the airline business which comprises traveling
services to passengers traveling from one area to different destination. The company operates under two
distinctive brand names these are Qantas and Jetstar, and it operates throughout Australia and
international countries. Generally, it has been a fruitful trademark within the airline industry.
Mission, vision, and values of the company
As far as the Qantas’s mission is concerned, its long-term strategic mission is to work as the
world’s paramount top airline as well the best low-fare transporter. In order to be more successful, the
vision, mission, and values of the company largely depend on the growth of the company alongside the
leadership style structure the company opts to use. Qantas airline n (Harrell, 2002)
(Horovitz & Johnson, 2011)
(Ishikawa & Naka, 2007)
(Lovelock & Wirtz, 2016)implementation of services management is shown as;
(Sheehan, 2011)

STRATEGIC SERVICES MANAGEMENT OF QANTAS AIRLINE 5
 Qantas plans to equip the strategic objectives for all the responsible departments when
recruiting new staff know and consider tactical objectives for the departments, the quick
investigation was done on the competencies by assessing the main skills needed now and
the upcoming.
 (Stecher, 2010)
Gap analysis
Circulated and observed clearly, client data can have a powerful impact. Workers will understand
what the customers need and expect from the company. Complaints and compliments from clients will be
able to direct their improvements toward accomplishing those expectations. Thereafter, the company can
design the correct types of process, develop the correct type of training, abolish waste that represents
things customers do not require and deliver what is needed. A necessary method for organizing and
presenting information used is gap analysis. These are;
Service well-made gap- his shows the difference between the service customers expect and the
services they received. Analysis indicates that Qantas provide the quality service to their customers.
Service delivery- Qantas airline delivers the best services despite what customers expect from
them. They actually do their best to deliver quality work.
Service design gap- Qantas might misunderstand the customer’s needs some expects everything
to run smoothly while others are okay.
Management understanding gap- shows what the customers expect and what management
actually expects. They all have different views; customers expect less waiting at the airline, but
management may perceive the dialog.

STRATEGIC SERVICES MANAGEMENT OF QANTAS AIRLINE 6
Communication gap- The Company ensures that they have good communication service with
their consumers to avoid unnecessary tasks or cancellation of flights.
(Verweire, 2014)
Advanced technology is a competitive challenge. Technology is spontaneously
advancing at a high rate worldwide, and this creates a new field in the way the company carries
out travel services. There is a lot of advance upgraded activity. The use of technology has
changed how we view the appearance of airline services in the industrial area. There is tight
competition because the new advanced equipment is replacing the current old ones. Some
airlines provide refreshments, free Wi-Fi and iPad this is affecting customers, and they are
starting to shift to another company because the management lacks enough money provide all
those extra services and also to divert and embrace this new technology. This has greatly affected
the Qantas Airline management.
The significant characteristics of goal setting theory; the willingness to work is a
motivating influence. Difficult tasks are a greater motivator than easy tasks. Qantas airlines
should set clear goals to guide the service administration. Subordinates should commit to the set
objectives. The advantage of having goals is that it increases incentives to complete tasks given
to staffs also it leads to improved performance.
Planning guides the organization’s direction in order to meet the set objective. Managers
must set rules and guidance that gives the institution directions. The airline has dreams and
missions to accomplish. The goals set should be used by management and staff to do their tasks
without supervision.

STRATEGIC SERVICES MANAGEMENT OF QANTAS AIRLINE 7
In this case, mismanagement of capital monetary straightforwardness is dangerous in that
it decreases the productivity of the company. Every business should train their employees on
how to control money inflows and outflows in order to reduce risks that come along with
mismanagement of funds in the organization
The management should encourage originality to gadget new ideas amongst employees.
Creation of unique ideas gives support to customers and helps to win customers trust. The
motivation theory and goal setting; this theory gives out the reputation of setting goals that direct
the management in daily routine. The goals make staffs be more responsible for the workforce.

STRATEGIC SERVICES MANAGEMENT OF QANTAS AIRLINE 8
References
Ansoff, H. (2014). Strategic management. [Place of publication not identified]: Palgrave Macmillan.
Belloc, H. (1967). On. Freeport, N.Y.: Books for Libraries Press.
Chaffey, D. (2011). Internet marketing. Harlow [u.a.]: Prentice Hall Financial Times.
Harrell, G. (2002). Marketing. Upper Saddle River, NJ: Prentice Hall.
Horovitz, J., & Johnson, G. (2011). Service strategy. México: Pearson Educación.
Ishikawa, A., & Naka, I. (2007). Knowledge management and risk strategies. Hackensack, N.J.: World
Scientific.
Lovelock, C., & Wirtz, J. (2016). Services marketing. Hackensack (NJ): World Scientific.
Sadler, P. (2004). Strategic management. New-Delhi: Koganpage India Prt. Ltd.
Sheehan, B. (2011). Basics Marketing 03. Lausanne: AVA Academia.
Stecher, B. (2010). Toward a culture of consequences. Santa Monica, CA: RAND.
Verweire, K. (2014). Strategy implementation. London: Routledge.