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Project 2. An analysis of Qantas: The grounded Kangaroo? (Grant et. al., 2014, page 427) Essay Example

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Strategy evaluation

Qantas uses strategy assessment by improving on technology modernization in order to provide an immense performance and be a tough competitor globally (Whyte, 2015). The company also uses this method as part of their culture while innovation is at all times considered as the customers’ demand and shareholder’s want. Safety is a further strategy of concern since the company needs the best security training and coverage of the world. Qantas center on airborne safety, safety management, security operational health, safety and management. Qantas invests on high normal of operational safety and presentation.

Qantas focal point is a strong brand name. As Qantas is the main airline of Australia, the company is the premium carrier that offer the full check ins both global and domestic route with safety ((Dostaler et al, 2015). There are two key aspects such as time and to meet customer contentment as well as safeguard the company with high show standards (Perrot, 2015).

Strategic chart and evaluation events are being shaped; the organization must make sure that they are associated with the structure, arrangement, society, and performance management style. The career growth, performance running and incentive systems must be evaluated to guarantee relation to the employee’s presentation and maintain of the planned intention (Sarina et al, 2015 p686). Strategic evaluation can assist in employing the strategic plans. The operational description of the plan can boost the strategy and the personnel around particular issues (Ruiz, 2013 p.189). Crafting a tactical evaluation chart aids in identifying crucial areas that can be easily identified and bring impact to the company through input of diverse mechanisms. This will build an important framework where the image and mission of the company will be placed internationally and objectives attained. The statistical-linkage study will facilitate in the control of resources and ensure accountability in which a quality service will be delivered to the customers (Sengul et al, 2012 p.375).


Qantas can find out the cost of production and then include a margin for profit. Market: in this category most fares at Qantas are establishlished by the market, where demand is met by supply (Ruiz 2013, p.181). Competition helps in examining what other airlines such as Virgin Blue are changing. In order to become more cost effective Qantas has chosen to engage in outsourcing which has allowed them to decrease costs, access greater expertise & increase competitiveness.
Qantas has recently made a number of management decisions has greatly influenced their financial sector. The right staff must be employed & trained to produce Qantas’s service. The efficiency of Qantas’s operations is affected by the quality of the human resource.

Effective financial management has enabled Qantas to attain considered objectives of liquidity, solvency, productivity, competence, growth and return on capital. Qantas uses this in order to maximise its profits to allow a higher gross profit ratio. 

From the internal analysis and executive summary there are a few recommendations that should be employed to ensure the company’s productivity and market share are improved. Primarily, the company should take benefits of the increased customer’s demand for the services worldwide hence create an extensive market share especially in countries where its competition is dominant (Lucarelli, 2015). The company should also come up with modern safety measures that will help the company grasp loyalty of customers in its various markets.
Another recommendation for Qantas is to carry out an innovative mechanism that will bring fresh ideas on innovativeness of the company. Therefore, the customers will support the relationship with the customers and generate substantive relations that will enhance a Geographical advantage (Ruiz 2013, p.181).

The challenges caused by market life cycle can be handled through creating emergency plans to deal with reservations and appropriate equivocation through management of risks. Another essential recommendation is to create a firm base of the current life cycle stage of the airline industry to ensure a formulation that will foresee to price oriented strategies from diverse airline companies (Ruiz 2013, p.181). If the recommendations are executed in its operations, then the company is sure to make great profits in the future and therefore its growth will also increase.The following recommendations have therefore been advanced to help Qantas maintain its world class by just staying viable in the current market with the present services (Collins et al, 2013).

The external and internal analysis shows that it is necessary for Qantas to expand and construct on its brand reflection if it has to stay viable in the vastly vibrant airline industry (Whyte, 2015). However, it should center more on quality service as it is vital in the diversification strategy of the Airline. Quality is vital feature for top brand name in the world. Quality is perceptual, restricted, and subjective that is to meet the customer’s needs that will boost the company and drive competition to other worthy competitors such as virgin Australia (Collins et al, 2013). Qantas should manage its partnerships and internal ability for plan and usability to expand services that match the company’s system and purpose. Moreover, this will help bridge the breach among customers wants in terms of travel tickets and services offered as it outline the main source of Qantas income (Perrot, 2015 p.41).

The company strategies extend swift expansions to the global rising market share that to achieve advanced machinery that will hold the customer base and brand organization. This would be supportive as it will be in procession with the attention of the company’s stakeholders to make the company operations effective.
It should also start a short-term price war and modern services with its main competitors to reinforce its status. In regard, this will ensure a long term warrant of the market distribution (Ruiz 2013, p.181).

Threats-Opportunities-Weaknesses-Strengths (TOWS) Matrix

, 2015).TOWS Matrix is a vital harmonizing means that assist specific manager expand four kinds of strategies namely, SO Strategies, ST Strategies, WO Strategies, and WT Strategies (Lucarelli

. The managers spearhead their organizations to be in a situation where the power can be used to make an impact of exterior trends and events. Generally, organizations will practice these Strategies in order to get into a situation where they can relate SO Strategies. When the company has main limitations, it will strive to prevail over and overcome them. When an organization faces major threats, it will inquire about them in order to focus on opportunity (Sengul et al, 2012 p.375). (Collins et al, 2013)SO Strategies facilitate the strength of the company and help in tackling of exterior opportunities

WO Strategies help in dealing with internal weaknesses by taking advantage of external opportunities. Occasionally important exterior opportunities exist, but the company has internal weaknesses that prevent it from developing the opportunity (Sarina et al, 2015 p.686). Strategies use the company strengths to evade the force of external threats. This illustrates that well-built organization should always meet threats in the external environment.

. (Perrot, 2015)WT Strategies provide protective tactics that enhance in minimizing internal weaknesses and evading environmental threats. An organization expression with several external threats and internal weaknesses may certainly be in unstable location. In this case, if a company is in this state it has to struggle for its endurance, unity, economize; and declare liquidation


Qantas must regularly improve the actions that are recommended to ensure efficiency and change to the rising market resistance that is ever uneven (Lucarelli, 2015). This would signify that policies in place will diverge if the modern and costly particulars become accessible. However, the main study behind these strategies is to ensure a robust network that will bring an effective system that will sustain the customers’ needs (Perrot, 2015). In addition, it is crucial that strategic appraisal may not comparatively robust with the achievement of operational objective. As a result, elasticity and good organization will be mandatory to preserve the necessary approach and possible advantage of the organization

Reference list

Collins, Josh, Mike Malmgren, and Erik Sandberg. «Strategic Change through Dynamic Capabilities: The response to the market entry of low-cost airlines.» 360°, the Ashridge Journal Summer (2013).

Dostaler, Isabelle, and John Fiset. «3 Airline companies Strategies and trends.» The Global Commercial Aviation Industry (2015).

Keller, Kevin. Strategic Brand Management: Global Edition. Pearson Higher Ed, 2013.

Lucarelli, Giulia. «The corporate strategy of Qantas Airways. A case study.» (2015).

Perrott, Bruce E. «Building the sustainable organization: an integrated approach.» Journal of Business Strategy 36, no. 1 (2015): 41-51.

Ruiz, José L. «Cross-efficiency evaluation with directional distance functions.» European Journal of Operational Research 228, no. 1 (2013): 181-189.

Sarina, Troy, and Chris F. Wright. «Mutual gains or mutual losses? Organisational fragmentation and employment relations outcomes at Qantas Group.» Journal of Industrial Relations 57, no. 5 (2015): 686-706.

Sengul, Metin, Javier Gimeno, and Jay Dial. «Strategic delegation a review, theoretical integration, and research agenda.» Journal of Management 38, no. 1 (2012): 375-414.

Whyte, Randall, and Gui Lohmann. «Low-cost long-haul carriers: A hypothetical analysis of a ‘Kangaroo route’.» Case Studies on Transport Policy (2015).