Qantas Case Study

6000 words 24 pages
QANTAS
CASE ANALYSIS REPORT

MARK ANTHONY ANDRIJCICH
STUDENT NUMBER – 10513924
MGMT3347 – STRATEGIC MANAGEMENT
SEMESTER 2, 2011
TUTORIAL 4 – MONDAYS, 15:00
ROOM BUSN:161 – THE CULLITY TUTORIAL ROOM
TUTOR – DOUG MOFFAT
INDIVIADUAL CASE ANALYSIS REPORT

TABLE OF CONTENTS

EXECUTIVE SUMMARY……………………............................3

EXTERNAL ANALYSIS OF QANTAS………………………...4 --Industry --General Environment Analysis --Six General Elements --Demographic --Economic --Global --Political/Legal --Socio-Cultural --Technological
--The Industry Environment --Michael Porter’s 5 Forces That Shape Strategy --Competitive Environment

INTERNAL ANALYSIS OF
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439).
High Oil Prices. High oil prices are a major reason that the global airline industry lost more than US$10 billion in 2008 (Hanson 2010, p. 439).

GLOBAL
Globalisation. The industry has continued to benefit from globalisation (Hanson 2010, p. 439). As a direct consequence of the globalisation process, individuals are now traveling a lot more than they ever have.
Swine Flu. Swine Flu has cost airlines a significant amount of money; this is due to an international drop in passenger numbers by 11 per cent (Hanson 2010, p. 440).

POLITICAL/LEGAL
Deregulation. The Australian government deregulated the Australian domestic airline market in 1990. As a direct consequence, entry and price restrictions were abolished.

SOCIO-CULTURAL
Growing Tourism Industry. The travel bug is well established—not only are there many workers, who travel because of the global economy, it isn’t unusual to find university students who have traveled to five (or more) countries before they have obtained well-paid work (Hanson, p. 439).
TECHNOLOGICAL
More Fuel-Efficient Aircraft. Due to fierce competition among aircraft manufactures (especially the two major players—Boeing and Airbus), commercial airlines now have access to more fuel-efficient aircrafts. The Airbus A-380 is a highly efficient airplane that can transport 555 passengers almost 10,000 kilometres (Hanson 2010, p. 440). Boeing has the 787 Dreamliner, which offers fuel efficiency and the

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