Qantas澳洲航空战略管理报告英文原创.docx

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