Airlines in Australia - Strategic Analysis

2207 words 9 pages
A STRATEGIC ANALYSIS REPORT

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Content

1. Executive Summary 3

2. PESTEL Analysis 4

Political 4

Economic 4

Social 4

Technology 4

Legal 4

Environmental 5

3. SWOT Analysis 6

Strengths 6

Weaknesses 6

Opportunities 6

Threats 6

4. Competitive Analysis 7

a. History and competition/joint ventures 7

b. Industry size, routes, hubs and passenger numbers 9

5. Financial data 2008 14

6. Jetstar 15

New Mission Statement 15

New Value Statement 15

Strategic Objectives 15

Key Strategies 15

1. Executive Summary

In this strategic analysis report I as senior manager of Jetstar have developed PESTEL analysis, SWOT analysis, competitive analysis, created new mission and value
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Qantas had previously acquired Impulse Airlines and operated it under the QantasLink brand from 2001, but then re-launched the airline under the Jetstar brand in 2003.

Domestic passenger services began on 25 May 2004, international services to Christchurch in New Zealand commenced on 1 December 2005 and other international services started in 2005.

Jetstar has been showing sustained accelerated business growth since its launch in 2004 Jetstar has carried over 30 million domestic passengers.and recently announced a record profit before tax of AUD $137 million, a growth of 18% over the previous year.

Although owned by Qantas, its management operates largely independent of Qantas.

Parent company Qantas also has stakes in sister companies Jetstar Asia Airways and Valuair in Singapore (via its stake in Orange Star); and Jetstar Pacific Airlines in Vietnam.

The airline operates an extensive domestic network as well as regional and international services from its main base at Melbourne Airport using a mixed fleet of narrow- and wide-body jet liners.

Reserved seating is currently provided on all routes and on 4 October 2006, Jetstar became the first Australian airline to allow customers to select their seat upon booking.

On 7 December 2005, it was announced that Jetstar would establish the world's first global low cost airline flying initially to destinations within ten

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