SWOT分析例文.docx

1、SWOT分析例文SWOT分析例文2010-08-05 14:29:35|分类： 默认分类 |标签：swot分析例文 |字号订阅1.0 Introduction2.0 Critical Information on Company3.0 Analysis3.1 Mega environment3.1.1 Technological3.1.2 Economic3.1.3 Legal-political3.1.4 Socio- cultural3.1.5 International3.2 Task Environment3.2.1 Customers and Clients3.2.2 Competi

2、tor3.2.3 Suppliers3.2.4 Labour supply3.2.5 Government Agencies4.0 ConclusionReferences1.0 Introduction Qantas Airways Limited was founded in Queensland in Australia in 1920, and it is one of the oldest airlines in the world. Qantas is the acronym of the Queensland and Northern Territory Air Services

3、. It is the Australias largest airline and Australias national airline. Its parent company is Qantas Group. Qantas Group operates the Australian aviation industry, including aviation (stock limited liability company operating international routes and Australia), QantasLink, Jetstar (low-cost airline

4、s), Jetstar Asia, and other aviation-related business. The kangaroo logo of Qantas is a symbol of reliability, security, advanced technology and quality service.2.0 Critical Information on Company Qantas Airways Limited, together with its subsidiary QantasLink and JetConnect, whose route network cov

5、ers Oceania, the South-East Asia, East Asia, India, the United Kingdom, Germany, the United States, Canada, South Africa and other places. Its international aviation hub are Sydney airport and Melbourne airport, and Qantas operates its international flights to connect the Brisbane, Perth, Singapore

6、Changyi international airport, Los Angeles international airport and London Heathrow airport. Its domestic aviation hub is Sydney, Melbourne, Perth, Brisbane airport, as well as major cities such as Adelaide, Cairns and Canberra airports.In addition to passenger and cargo air core business, Qantas a

7、lso operates a variety of other aviation-related businesses, including aviation catering and tourism business, such as holiday tourism. Qantas Catering Group is a wholly-owned subsidiary of Qantas Group, operating mainly two broad categories in the catering business- Q Catering and Snap Fresh. Q Cat

8、ering has set up catering centres in six airports of Australia including Sydney, Melbourne, Brisbane, Cairns, Adelaide and Perth. Snap Fresh is a central food manufacturer of specialized aircraft built in Queensland, supplying meal for major airlines and at the same time, its products directly sell

9、to non-aviation markets. Qantas Holidays, which is Australias largest travel wholesaler, is another wholly owned subsidiary of Qantas. After 30 years of development, Qantas Holidays has supplied a number of customers with exciting travel options in Australia and around the world. Located in Australi

10、a and Singapore, Jetstar airline is a special airways providing low-cost airline ticket for Australia and the Asia-Pacific region passengers. From May 25, 2004 maiden flight of Australian domestic flight to the business expanded to the whole Asia after six months, Jetstar airlines has been rapidly d

11、eveloped. In November 2006, Jetstar launched international long-distance flights between Asia and Australia. Qantas national service centre provide the aircraft maintenance services and support for Australian Defence Force, including the special task fleet of Australian Government, Royal Australian

12、Air Force (RAAF)s Hercules and Australian Department of Defence (ADF)s fire extinction fleet and helicopter fleet (Qantas, 2008).In order to ensure that Qantas airlines maintain the ranking of one of the worlds experienced airways, Qantas constantly invest in the purchase of new aircrafts, aircraft

13、internal promotion and infrastructure improvement.3.0 Analysis 3.1 Mega environment 3.1.1 Technological The technological innovation in aviation manufacturer accelerated the development of airways. After the worlds largest aviation manufacturer-Boeing merged the worlds third largest aviation manufac

14、turer-McDonnell Douglas at December 15, 1996, the Airbus has become the only remaining opponent of it. Since then, the two companies invested large amount of money on new models research and development (Vistrom & Mejtoft, 2009). They have developed the worlds most advanced airplanes, A380 and B747,

15、 one after the other. The two new aeroplanes could do non-stop flying between two continents. In addition to this, new technology made it possible to use internet on airplane (Albers, Buhne, & Peters, 2009; Givin, 2009). Such was a great attraction to business man. These really improved the convenie

16、nce of flying. So, the aircraft is becoming the main means of transport.3.1.2 Economic After a financial crisis turned into the economic crisis, Qantas Airways Limited will inevitably be affected. Today, global enterprises had to reduce spending in all areas; to reduce business travel is the preferr

17、ed one (Bonn & Rundle-Thiele, 2007; Greve, Nielsen, & Ruigrok, 2009).International Air Transport Association recently published data show that in December last year, the year-on-year passengers in business class and first class reduced by13.3%. In January this year, Asia-Pacific business class passe

18、ngers fell by nearly 24 percent and business class passengers in Europe decreased by 22.2%, respectively. It was a big blow to the aviation industry (Graham, 2009).3.1.3 Legal-political The Australian government is taking measures to help Qantas Airways Limited to tide over the difficulties. British

19、 Airways and Qantas Airways Limited are considering a potential merger, which is considered the most ambitious initiatives in accelerating the integration process of worlds aviation industry (Duval, 2008). It was a truly global airline step, because the two sides route network coverage matched well.

20、 If the two companies successfully merged, the two sides will reduce the waste of resources brought about by coincidence, by the combined route network expansion, in a number of key revenue synergies and will further consolidate the European, transatlantic and Asia-Pacific market (Narasimhan and Tal

21、luri, 2009).3.1.4 Socio- cultural The aviation industry showed a great influence on the Australias life. If there are no aircraft, the life in the inland areas of Australia will become very difficult. When it comes to the mining industry, tourism and residents travelling and other important industri

22、es, the aircraft is as important as bread and butter to daily necessities.Australian government recently released an article on the report of the status of the aviation industry. Extension reported that airlines are struggling to maintain profits. A number of air services in remote areas got a subsi

23、dy of 11 million U.S. dollars. Such was a major event to all resident of Australia.3.1.5 International Currently, the outbreak of type A H1N1 influenza affected Qantas Airways Limited. Now, the impact of type A H1N1 influenza on related industries are gradually becoming apparent, and perhaps the epi

24、demic will be controlled in a certain period of time, but it may be like in 1918 when the plague in Europe (Ewers & Dauelsberg, 2007), a trend repeated outbreaks, therefore, the length of the influenza, determines the size of the case damage to related industries. Now, airways are withstanding the t

25、est of type H1N1 influenza. The epidemic affected the peoples psychological feelings in travelling not only in international routes, but also domestic routes.According to the International Air Transport Association (International Air Transport Association, IATA, referred to as the IATA) on April 28

26、released in March on international scheduled services transport data, year-on-year passenger traffic and freight transport were down more than 11% and 21.4%, respectively. The Association chairmen Bisignani said that in addition to address the financial crisis, Governments need to take countermeasur

27、es to prevent the spread of type H1N1 influenza.Tabel 1 SWOT analysis on mega environmentSWOT analysisTechnologicalEconomicLegal-politicalSocial-culturalInternationalStrengthEnable the development of airwaysImportant in Australians lifeWeaknessDecrease in profitOpportunitiesSupport the aviation indu

28、stryThreats2008 economic crisisGlobal influenza3.2 Task Environment 3.2.1 Customers and Clients Qantas is the best airline in Australia, but the price is also higher than others. Passengers choosing Qantas airlines can receive the VIP treatment. Over the years, Qantas relied mainly on distinguished

29、class passengers to obtain a profit and the first and business class passengers remain strong in the flow for many years so that Qantas has been in a profit (Schuster, 2009). However, this advantage no longer existed in the past six months. The economic crisis reduced the number of first-class passe

30、ngers; more and more people choose low-cost flights instead of high-cost flights (Egri and Ralston, 2008). On April 30, Qantas said its March revenue of seat rate fell to 78.3% and the number of passengers fell to3.21 million. The international passengers of main routes decreased 16% and the number

31、of domestic passengers fell 2.6%. However, its discount airline Jetstars passenger number continued to grow. The number of domestic passengers is 686,000, increased by 1.8%, respectively. And the number of international passengers increases by 36% to 186,000 (Shaw and Williams, 2009).3.2.2 Competito

32、r The IATA recently announced the worlds top airlines of international passenger and cargo traffic ranking last year, the top for cargo is was Lufthansa with a total volume of 7.15 billion ton-kilometres, and the British aviation is at the top of passenger volume of 95.47 billion passenger- kilometres. Qantas is in the tenth of this list. In addition, Jetstar will replace its parent company Qantas to operate its New Zealand domestic routes from June 9.3.2.3 Suppliers Qantas