Case Study: Qantas Airlines

Case Study: Qantas Airlines


Qantas which was founded in 1920 was first only a domestic airline. Eventually the company began travelling internationally and started expanding itself into the global market. Qantas today has become Australia’s national airline and one of the world’s leading long distance airlines.

To become one of the world’s leading airlines; Qantas expanded into the global market in numerous ways. Qantas became involved in global alliances for example: one world alliance – which is a global airline service bringing together 11 of the world’s biggest airlines. One world alliance helps to create loyal customers with frequent flyer points to help create airline recognition.

Despite years of growth and success, Qantas had experience problems in the recent years. (1) Service inefficiency and public discontentment (engine troubles and flight delays); (2) Failed Publicity stunts (racial discrimination) (3) Labor disputes with its three (3) unions. All these problems were collectively adding to Qantas existing corporate crisis. In order to lessen or negate the firm’s external intricacies. Qantas has launched a social (digital) contest,#QantasLuxury. However, instead of reaping positive feedbacks, negative and harsh lashes were generated in return. Another factor triggered the netizen’s outraged was the inactively and insensitivity of the company to all the messages they have received.

In order to aid management in doing their next steps, certain frameworks must be taken into consideration. These frameworks shall aid in assessing and projecting the future potential and likelihood of the airline's ability to bounce back in the playing field.

SWOT Analysis


* Improving Margins: In the initial years of operations, economic showing a significant progress, Qantas margins are also improving. This was the result of Qantas' addressing their customer-based needs by establishing complementary airline brands. Qantas to provide...

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