SWOT分析例文.docx

SWOT分析例文.docx

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SWOT分析例文

SWOT分析例文  

2010-08-0514:

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1.0Introduction

2.0CriticalInformationonCompany

3.0Analysis

3.1Megaenvironment

3.1.1Technological

3.1.2Economic

3.1.3Legal-political

3.1.4Socio-cultural

3.1.5International

3.2TaskEnvironment

3.2.1CustomersandClients

3.2.2Competitor

3.2.3Suppliers

3.2.4Laboursupply

3.2.5GovernmentAgencies

4.0Conclusion

References

1.0Introduction

QantasAirwaysLimitedwasfoundedinQueenslandinAustraliain1920,anditisoneoftheoldestairlinesintheworld.QantasistheacronymoftheQueenslandandNorthernTerritoryAirServices.ItistheAustralia’slargestairlineandAustralia’snationalairline.ItsparentcompanyisQantasGroup.QantasGroupoperatestheAustralianaviationindustry,includingaviation（stocklimitedliabilitycompanyoperatinginternationalroutesandAustralia）,QantasLink,Jetstar（low-costairlines）,JetstarAsia,andotheraviation-relatedbusiness.ThekangaroologoofQantasisasymbolofreliability,security,advancedtechnologyandqualityservice.

2.0CriticalInformationonCompany

QantasAirwaysLimited,togetherwithitssubsidiaryQantasLinkandJetConnect,whoseroutenetworkcoversOceania,theSouth-EastAsia,EastAsia,India,theUnitedKingdom,Germany,theUnitedStates,Canada,SouthAfricaandotherplaces.ItsinternationalaviationhubareSydneyairportandMelbourneairport,andQantasoperatesitsinternationalflightstoconnecttheBrisbane,Perth,SingaporeChangyiinternationalairport,LosAngelesinternationalairportandLondonHeathrowairport.ItsdomesticaviationhubisSydney,Melbourne,Perth,Brisbaneairport,aswellasmajorcitiessuchasAdelaide,CairnsandCanberraairports.

Inadditiontopassengerandcargoaircorebusiness,Qantasalsooperatesavarietyofotheraviation-relatedbusinesses,includingaviationcateringandtourismbusiness,suchasholidaytourism.QantasCateringGroupisawholly-ownedsubsidiaryofQantasGroup,operatingmainlytwobroadcategoriesinthecateringbusiness-QCateringandSnapFresh.QCateringhassetupcateringcentresinsixairportsofAustraliaincludingSydney,Melbourne,Brisbane,Cairns,AdelaideandPerth.SnapFreshisacentralfoodmanufacturerofspecializedaircraftbuiltinQueensland,supplyingmealformajorairlinesandatthesametime,itsproductsdirectlyselltonon-aviationmarkets.QantasHolidays,whichisAustralia’slargesttravelwholesaler,isanotherwhollyownedsubsidiaryofQantas.After30yearsofdevelopment,QantasHolidayshassuppliedanumberofcustomerswithexcitingtraveloptionsinAustraliaandaroundtheworld.LocatedinAustraliaandSingapore,Jetstarairlineisaspecialairwaysprovidinglow-costairlineticketforAustraliaandtheAsia-Pacificregionpassengers.FromMay25,2004maidenflightofAustraliandomesticflighttothebusinessexpandedtothewholeAsiaaftersixmonths,Jetstarairlineshasbeenrapidlydeveloped.InNovember2006,Jetstarlaunchedinternationallong-distanceflightsbetweenAsiaandAustralia.QantasnationalservicecentreprovidetheaircraftmaintenanceservicesandsupportforAustralianDefenceForce,includingthespecialtaskfleetofAustralianGovernment,RoyalAustralianAirForce（RAAF）’sHerculesandAustralianDepartmentofDefence（ADF）’sfireextinctionfleetandhelicopterfleet（Qantas,2008）.

InordertoensurethatQantasairlinesmaintaintherankingofoneoftheworldsexperiencedairways,Qantasconstantlyinvestinthepurchaseofnewaircrafts,aircraftinternalpromotionandinfrastructureimprovement.

3.0Analysis3.1Megaenvironment3.1.1Technological

Thetechnologicalinnovationinaviationmanufactureracceleratedthedevelopmentofairways.Aftertheworld'slargestaviationmanufacturer-Boeingmergedtheworld'sthirdlargestaviationmanufacturer-McDonnellDouglasatDecember15,1996,theAirbushasbecometheonlyremainingopponentofit.Sincethen,thetwocompaniesinvestedlargeamountofmoneyonnewmodels’researchanddevelopment（Vistrom&Mejtoft,2009）.Theyhavedevelopedtheworld’smostadvancedairplanes,A380andB747,oneaftertheother.Thetwonewaeroplanescoulddonon-stopflyingbetweentwocontinents.Inadditiontothis,newtechnologymadeitpossibletouseinternetonairplane（Albers,Buhne,&Peters,2009;Givin,2009）.Suchwasagreatattractiontobusinessman.Thesereallyimprovedtheconvenienceofflying.So,theaircraftisbecomingthemainmeansoftransport.

3.1.2Economic

Afterafinancialcrisisturnedintotheeconomiccrisis,QantasAirwaysLimitedwillinevitablybeaffected.Today,globalenterpriseshadtoreducespendinginallareas;toreducebusinesstravelisthepreferredone（Bonn&Rundle-Thiele,2007;Greve,Nielsen,&Ruigrok,2009）.

InternationalAirTransportAssociationrecentlypublisheddatashowthatinDecemberlastyear,theyear-on-yearpassengersinbusinessclassandfirstclassreducedby13.3%.InJanuarythisyear,Asia-Pacificbusinessclasspassengersfellbynearly24percentandbusinessclasspassengersinEuropedecreasedby22.2%,respectively.Itwasabigblowtotheaviationindustry（Graham,2009）.

3.1.3Legal-political

TheAustraliangovernmentistakingmeasurestohelpQantasAirwaysLimitedtotideoverthedifficulties.BritishAirwaysandQantasAirwaysLimitedareconsideringapotentialmerger,whichisconsideredthemostambitiousinitiativesinacceleratingtheintegrationprocessofworld'saviationindustry（Duval,2008）.Itwasatrulyglobalairlinestep,becausethetwosides’routenetworkcoveragematchedwell.Ifthetwocompaniessuccessfullymerged,thetwosideswillreducethewasteofresourcesbroughtaboutbycoincidence,bythecombinedroutenetworkexpansion,inanumberofkeyrevenuesynergiesandwillfurtherconsolidatetheEuropean,transatlanticandAsia-Pacificmarket（NarasimhanandTalluri,2009）.

3.1.4Socio-cultural

TheaviationindustryshowedagreatinfluenceontheAustralia'slife.Iftherearenoaircraft,thelifeintheinlandareasofAustraliawillbecomeverydifficult.Whenitcomestotheminingindustry,tourismandresidentstravellingandotherimportantindustries,theaircraftisasimportantasbreadandbuttertodailynecessities.

Australiangovernmentrecentlyreleasedanarticleonthereportofthestatusoftheaviationindustry.Extensionreportedthatairlinesarestrugglingtomaintainprofits.Anumberofairservicesinremoteareasgotasubsidyof11millionU.S.dollars.SuchwasamajoreventtoallresidentofAustralia.

3.1.5International

Currently,theoutbreakoftypeAH1N1influenzaaffectedQantasAirwaysLimited.Now,theimpactoftypeAH1N1influenzaonrelatedindustriesaregraduallybecomingapparent,andperhapstheepidemicwillbecontrolledinacertainperiodoftime,butitmaybelikein1918whentheplagueinEurope（Ewers&Dauelsberg,2007）,atrendrepeatedoutbreaks,therefore,thelengthoftheinfluenza,determinesthesizeofthecasedamagetorelatedindustries.Now,airwaysarewithstandingthetestoftypeH1N1influenza.Theepidemicaffectedthepeople’spsychologicalfeelingsintravellingnotonlyininternationalroutes,butalsodomesticroutes.AccordingtotheInternationalAirTransportAssociation（InternationalAirTransportAssociation,IATA,referredtoasthe"IATA"）onApril28releasedinMarchoninternationalscheduledservicestransportdata,year-on-yearpassengertrafficandfreighttransportweredownmorethan11%and21.4%,respectively.TheAssociationchairmenBisignanisaidthatinadditiontoaddressthefinancialcrisis,GovernmentsneedtotakecountermeasurestopreventthespreadoftypeH1N1influenza.

Tabel1SWOTanalysisonmegaenvironment

SWOTanalysis

Technological

Economic

Legal-political

Social-cultural

International

Strength

Enablethedevelopmentofairways

ImportantinAustralian’slife

Weakness

Decreaseinprofit

Opportunities

Supporttheaviationindustry

Threats

2008economiccrisis

Globalinfluenza

3.2TaskEnvironment3.2.1CustomersandClients

QantasisthebestairlineinAustralia,butthepriceisalsohigherthanothers.PassengerschoosingQantasairlinescanreceivetheVIPtreatment.Overtheyears,QantasreliedmainlyondistinguishedclasspassengerstoobtainaprofitandthefirstandbusinessclasspassengersremainstrongintheflowformanyyearssothatQantashasbeeninaprofit（Schuster,2009）.However,thisadvantagenolongerexistedinthepastsixmonths.Theeconomiccrisisreducedthenumberoffirst-classpassengers;moreandmorepeoplechooselow-costflightsinsteadofhigh-costflights（EgriandRalston,2008）.OnApril30,QantassaiditsMarchrevenueofseatratefellto78.3%andthenumberofpassengersfellto3.21million.Theinternationalpassengersofmainroutesdecreased16%andthenumberofdomesticpassengersfell2.6%.However,itsdiscountairlineJetstar’spassengernumbercontinuedtogrow.Thenumberofdomesticpassengersis686,000,increasedby1.8%,respectively.Andthenumberofinternationalpassengersincreasesby36%to186,000（ShawandWilliams,2009）.

3.2.2Competitor

TheIATArecentlyannouncedtheworld’stopairlinesofinternationalpassengerandcargotrafficrankinglastyear,thetopforcargoiswasLufthansawithatotalvolumeof7.15billionton-kilometres,andtheBritishaviationisatthetopofpassengervolumeof95.47billionpassenger-kilometres.Qantasisinthetenthofthislist.Inaddition,JetstarwillreplaceitsparentcompanyQantastooperateitsNewZealanddomesticroutesfromJune9.

3.2.3Suppliers

Qantas