Qantas澳洲航空战略管理报告英文原创.docx

1、Qantas澳洲航空战略管理报告英文原创A Case Study Report of Qantas AirlinesExecutive Summary In this report, the author makes a case study of Qantas Airways, analyzes the external and internal environment of the enterprise with a series of analysis models such as PESTEL, Porters Five Forces, Value Chain, SWOT and so

2、 on, so as to find the development issue of Qantas and put forward some practical recommendations from different levels. On the positive side, the development of aircraft manufacturing, the improvement of additional business in civil aviation industry, the financial and policy support from governmen

3、t, the ease of travel by aircraft at a cheaper price than before, the best services among other airways, the already settled fuel supply, all these enabled Qantas more room for development. However, the economic crisis of 2008 still had a strong hit on the company, the first-class passengers sharply

4、 reduced. The emerging layoffs, cuts in positions and the general strike had a bad influence on the development of Qantas. Whats more, the decline in corporate credit rating made the situation even worse. Therefore, it is high time for Qantas to conduct a series of new strategies so as to achieve su

5、stainable development and gain more profits. The recommendations include strengthening cooperation and coordination with other airline companies, business expansion in Asia and Europe markets, implementation of better human resource management and keeping reducing operation cost. Table of ContentsEx

6、ecutive summary.11. Introduction.12. External Analysis.1 2.1 Industry overview.2 2.2 General environment analysis.4 2.3 The industry environment.5 2.4 The competitive environment.6 2.5 Opportunities and threats.63. Internal Analysis.6 3.1 Tangible and intangible resources.7 3.2 Capabilities identifi

7、cation.7 3.3 Core competency analysis.8 3.4 Value chain analysis.8 3.5 SWOT analysis .9 3.6 Current strategies.94. Recommendations.10 4.1 Business level.10 4.2 Corporate level.11 4.3 International level.115. Conclusion.11References.121. IntroductionQantas Airline was set up in Queensland, Australia

8、in 1920 by two veterans. Superb reputation has made Qantas become the symbol of reliability, security, advanced technology and high quality customer services in civil aviation industry. Except for the core business of passenger and cargo transport, Qantas Group also own many subsidiary companies inc

9、luding Qantas Link, Jet Star etc. (Qantas, 2013) Meanwhile, Qantas also operate many other business relevant aviation, such as airline food and holiday tourism business. Currently, Qantas is still one of the leading long haul airline companies as well as one of the most powerful brands in Australia.

10、 It is maintaining the first class product and services standard as well as leading the updated development of international civil aviation industry. (Shaw,2011) The health development of the civil aviation industry could present a country stronger competence and economic power. With the popularity

11、of the civil aviation industry, competence among airline companies becomes fiercer. Therefore, studying the factors that influence or limit the development of civil aviation industry in depth has significant realistic sense.In this report, the author conducts a case study of Qantas Airline, analyzes

12、 the external and internal environment of the enterprise with a series of analysis models such as PESTEL, Porters Five Forces, Value Chain, SWOT and so on, so as to find the development issue of Qantas and put forward some practical recommendations from different levels. 2. External Analysis When co

13、nducting a case study of a company especially an international enterprise, it is important to analyze the external environment of the enterprise, the enterprise external environment is the joint name of the political, social, technological and economical environment etc outside the enterprise. 2.1 I

14、ndustry overviewQantas Airline belongs to the civil aviation industry. All aviation activities using all types of aviators except for military uses are called civil aviation. Since the 1950s, the service range of civil aviation has expanded constantly and become an important economic section in many

15、 countries. The development of commercial aviation is mainly embodied as the rapid increase of passenger and cargo transport, regular airline routes cover almost every continent and countries. （Balobaba et al,2009）As commercial aviation has a series of advantages such as fast, safe,comfortable and u

16、nrestricted by the landform, it has a unique position in modern transportation structure, especially in long-distance high-speed passenger transport. It promotes the development of domestic and international trade, tourism and all kinds of communication activities, and makes it possible for the deve

17、lopment of remote areas in short term. 2.2 General environment analysisEconomic: Since the breakout of the global financial crisis in 2008, Qantas Airways business has been affected a lot because the amount of domestic and international business and tourism travel decreases much. The international e

18、conomic environment is depressing, thus result in the decreasing profit of international airlines. Meanwhile, the price of fuel is still very high, thus narrowed down the profit space of civil aviation.Socio- culturalThe overall income of the aviation industry in Australia in 2012 was around $79.6 b

19、illion, which accounted for 6.1% of the GDP, and solved the employment problem of over 0.8 million population. Besides that, the aviation industry plays a very important role in social culture in Australia, the development of tourism industry is an evidence. （Nand et al,2013) According to the 2012 i

20、ndustry report released by IBIS World, the appreciation of Australian dollar drives a large amount of Australians to travel overseas. Currently, the overseas Australian tourists occupy around 30% of the whole population. It is estimated that till 2017, there will be around 50% Australians travel ove

21、rseas.（Nand et al,2013)Global:According to a report of IATA, Bloomberg Worldwide Airlines Index indicates that the stock price of global airlines increases 9% in 2012, which was better than the overall performance of financial market. The fuel price keeps fluctuation but is still very high, with nea

22、r $130 per tank.The global airline passenger transport volume increases 0.6%, while most came from China market.In November 2012, international passenger transport demand increased 5.6%, new market performed well, year-to-year growth rate was 3.1%. Airline companies in Asia-Pacific region developed

23、very rapidly, year-to-year passenger transport and capacity increased 6.2%and 2.6% respectively. （Nand et al,2013) Though global economic performance was weak, the financial condition of most airlines was improved. TechnologicalThe science and technological innovation of aviation manufacturers sped

24、up the development of civil airline enterprises. Since Boeing, the biggest aviation manufacturer in the world made the merger and acquisition of the worlds third largest manufacturer McDonnell Douglas in the year 1996, the Airbus has been the only one rival of Boeing. Since that, the two giants have

25、 made the invest large amount of money on new models research and development （Balobaba et al,2009）. They have developed the worlds most advanced airplanes, A380 and B747, one after the other. These two new types of plane have the ability to fly long hauls cross two continents without stops. Besides

26、, the new scientific and technological development improve the services on board such as the wireless internet, which attracts more business professional and young passengers because they could enjoy more convenience. As a result, in recent years, airplane has become the main vehicles for long dista

27、nce travel. Qantas has experimented a lot in air navigation and released many new measures, thus has saved the cost of the company and also reduced environmental pollution. Due to this, Qantas won the Eagle Award of International Aviation in 1999 and 2005. (Barbot et al, 2008)Political-legalThe government of Australia has taken a series of measures to help Qantas Airways to overcome difficulties and avoid bein