Qantas澳洲航空战略管理报告英文原创.docx
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Qantas澳洲航空战略管理报告英文原创
ACaseStudyReportofQantasAirlines
ExecutiveSummary
Inthisreport,theauthormakesacasestudyofQantasAirways,analyzestheexternalandinternalenvironmentoftheenterprisewithaseriesofanalysismodelssuchasPESTEL,Porter’sFiveForces,ValueChain,SWOTandsoon,soastofindthedevelopmentissueofQantasandputforwardsomepracticalrecommendationsfromdifferentlevels.Onthepositiveside,thedevelopmentofaircraftmanufacturing,theimprovementofadditionalbusinessincivilaviationindustry,thefinancialandpolicysupportfromgovernment,theeaseoftravelbyaircraftatacheaperpricethanbefore,thebestservicesamongotherairways,thealreadysettledfuelsupply,alltheseenabledQantasmoreroomfordevelopment.However,theeconomiccrisisof2008stillhadastronghitonthecompany,thefirst-classpassengerssharplyreduced.Theemerginglayoffs,cutsinpositionsandthegeneralstrikehadabadinfluenceonthedevelopmentofQantas.What’smore,thedeclineincorporatecreditratingmadethesituationevenworse.Therefore,itishightimeforQantastoconductaseriesofnewstrategiessoastoachievesustainabledevelopmentandgainmoreprofits.Therecommendationsincludestrengtheningcooperationandcoordinationwithotherairlinecompanies,businessexpansioninAsiaandEuropemarkets,implementationofbetterhumanresourcemanagementandkeepingreducingoperationcost.
TableofContents
Executivesummary........................................................................................1
1.Introduction................................................................................................1
2.ExternalAnalysis........................................................................................1
2.1Industryoverview.................................................................................2
2.2Generalenvironmentanalysis..............................................................4
2.3Theindustryenvironment.....................................................................5
2.4Thecompetitiveenvironment...............................................................6
2.5Opportunitiesandthreats......................................................................6
3.InternalAnalysis.........................................................................................6
3.1Tangibleandintangibleresources.........................................................7
3.2Capabilitiesidentification......................................................................7
3.3Corecompetencyanalysis.....................................................................8
3.4Valuechainanalysis..............................................................................8
3.5SWOTanalysis.....................................................................................9
3.6Currentstrategies...................................................................................9
4.Recommendations........................................................................................10
4.1Businesslevel.........................................................................................10
4.2Corporatelevel.......................................................................................11
4.3Internationallevel...................................................................................11
5.Conclusion...................................................................................................11
References.........................................................................................................12
1.Introduction
QantasAirlinewassetupinQueensland,Australiain1920bytwoveterans.SuperbreputationhasmadeQantasbecomethesymbolofreliability,security,advancedtechnologyandhighqualitycustomerservicesincivilaviationindustry.Exceptforthecorebusinessofpassengerandcargotransport,QantasGroupalsoownmanysubsidiarycompaniesincludingQantasLink,JetStaretc.(Qantas,2013)Meanwhile,Qantasalsooperatemanyotherbusinessrelevantaviation,suchasairlinefoodandholidaytourismbusiness.
Currently,QantasisstilloneoftheleadinglonghaulairlinecompaniesaswellasoneofthemostpowerfulbrandsinAustralia.Itismaintainingthefirstclassproductandservicesstandardaswellasleadingtheupdateddevelopmentofinternationalcivilaviationindustry.(Shaw,2011)Thehealthdevelopmentofthecivilaviationindustrycouldpresentacountry’strongercompetenceandeconomicpower.Withthepopularityofthecivilaviationindustry,competenceamongairlinecompaniesbecomesfiercer.Therefore,studyingthefactorsthatinfluenceorlimitthedevelopmentofcivilaviationindustryindepthhassignificantrealisticsense.
Inthisreport,theauthorconductsacasestudyofQantasAirline,analyzestheexternalandinternalenvironmentoftheenterprisewithaseriesofanalysismodelssuchasPESTEL,Porter’sFiveForces,ValueChain,SWOTandsoon,soastofindthedevelopmentissueofQantasandputforwardsomepracticalrecommendationsfromdifferentlevels.
2.ExternalAnalysis
Whenconductingacasestudyofacompanyespeciallyaninternationalenterprise,itisimportanttoanalyzetheexternalenvironmentoftheenterprise,theenterpriseexternalenvironmentisthejointnameofthepolitical,social,technologicalandeconomicalenvironmentetcoutsidetheenterprise.
2.1Industryoverview
QantasAirlinebelongstothecivilaviationindustry.Allaviationactivitiesusingalltypesofaviatorsexceptformilitaryusesarecalledcivilaviation.Sincethe1950s,theservicerangeofcivilaviationhasexpandedconstantlyandbecomeanimportanteconomicsectioninmanycountries.Thedevelopmentofcommercialaviationismainlyembodiedastherapidincreaseofpassengerandcargotransport,regularairlineroutescoveralmosteverycontinentandcountries.(Balobabaetal,2009)Ascommercialaviationhasaseriesofadvantagessuchasfast,safe,comfortableandunrestrictedbythelandform,ithasauniquepositioninmoderntransportationstructure,especiallyinlong-distancehigh-speedpassengertransport.Itpromotesthedevelopmentofdomesticandinternationaltrade,tourismandallkindsofcommunicationactivities,andmakesitpossibleforthedevelopmentofremoteareasinshortterm.
2.2Generalenvironmentanalysis
Economic:
Sincethebreakoutoftheglobalfinancialcrisisin2008,QantasAirway’sbusinesshasbeenaffectedalotbecausetheamountofdomesticandinternationalbusinessandtourismtraveldecreasesmuch.Theinternationaleconomicenvironmentisdepressing,thusresultinthedecreasingprofitofinternationalairlines.Meanwhile,thepriceoffuelisstillveryhigh,thusnarroweddowntheprofitspaceofcivilaviation.
Socio-cultural
TheoverallincomeoftheaviationindustryinAustraliain2012wasaround$79.6billion,whichaccountedfor6.1%oftheGDP,andsolvedtheemploymentproblemofover0.8millionpopulation.Besidesthat,theaviationindustryplaysaveryimportantroleinsocialcultureinAustralia,thedevelopmentoftourismindustryisanevidence.(Nandetal,2013)Accordingtothe2012industryreportreleasedbyIBISWorld,theappreciationofAustraliandollardrivesalargeamountofAustralianstotraveloverseas.Currently,theoverseasAustraliantouristsoccupyaround30%ofthewholepopulation.Itisestimatedthattill2017,therewillbearound50%Australianstraveloverseas.(Nandetal,2013)
Global:
AccordingtoareportofIATA,BloombergWorldwideAirlinesIndexindicatesthatthestockpriceofglobalairlinesincreases9%in2012,whichwasbetterthantheoverallperformanceoffinancialmarket.Thefuelpricekeepsfluctuationbutisstillveryhigh,withnear$130pertank.Theglobalairlinepassengertransportvolumeincreases0.6%,whilemostcamefromChinamarket.InNovember2012,internationalpassengertransportdemandincreased5.6%,newmarketperformedwell,year-to-yeargrowthratewas3.1%.AirlinecompaniesinAsia-Pacificregiondevelopedveryrapidly,year-to-yearpassengertransportandcapacityincreased6.2%and2.6%respectively.(Nandetal,2013)Thoughglobaleconomicperformancewasweak,thefinancialconditionofmostairlineswasimproved.
Technological
Thescienceandtechnologicalinnovationofaviationmanufacturersspedupthedevelopmentofcivilairlineenterprises.SinceBoeing,thebiggestaviationmanufacturerintheworldmadethemergerandacquisitionoftheworld'sthirdlargestmanufacturerMcDonnellDouglasintheyear1996,theAirbushasbeentheonlyonerivalofBoeing.Sincethat,thetwogiantshavemadetheinvestlargeamountofmoneyonnewmodels’researchanddevelopment(Balobabaetal,2009).Theyhavedevelopedtheworld’smostadvancedairplanes,A380andB747,oneaftertheother.Thesetwonewtypesofplanehavetheabilitytoflylonghaulscrosstwocontinentswithoutstops.Besides,thenewscientificandtechnologicaldevelopmentimprovetheservicesonboardsuchasthewirelessinternet,whichattractsmorebusinessprofessionalandyoungpassengersbecausetheycouldenjoymoreconvenience.Asaresult,inrecentyears,airplanehasbecomethemainvehiclesforlongdistancetravel.Qantashasexperimentedalotinairnavigationandreleasedmanynewmeasures,thushassavedthecostofthecompanyandalsoreducedenvironmentalpollution.Duetothis,QantaswontheEagleAwardofInternationalAviationin1999and2005.(Barbotetal,2008)
Political-legal
ThegovernmentofAustraliahastakenaseriesofmeasurestohelpQantasAirwaystoovercomedifficultiesandavoidbein