Qantas

Executive SummaryThis report purpose to describe the features and functionality of a airline company which is Qantas Group company, then states how organizations improve business performance; in addition how organizations change their strategy when they are facing marketing competitionQantas began its operations in 1920 as the second oldest airline in the world. Passenger and mail services started in 1920. When the Australian Government bought Qantas in 1947 to operate as the nation's flag carrier, Qantas was restricted to flying only internationally, while the domestic market was heavily regulated.

Qantas was dealing with a large change from the period of 1978 to 1994. This was brought by the Deregulation Act in the United States where other foreign airline industries were affected. Before 1992, Qantas was limited to flying international routes only while Australian Airlines was in charge of the domestic flights. During this regulated environment, Qantas and Australian Airlines were government owned and decided to separate the international and domestic airlines.

QF Business

River Thames and Qantas advert

Qantas 767 after take off

Table of Contents1.0 Introduction42.0 Identify the corporate mission………………………...…………………..53.0 Industry structure.…………………………........................................53.1 Threat of entry.63.2Bargaining power of buyers.……..……….…………………………73.3 Bargaining power of Suppliers.83.4 Threat of substitutes.83.5 Intensity of rivalry among existing competitors…………..................94.0 SWOTAnalysis……………………………………………………….94.1 Strengths…………………………………………………………94.2 Weakness…………………………………………………………….114.3 Opportunities:……………...114.4 Threats:125.0 Core competencies and competitive advantage………………..……….135.1 Core competencies……………………….......……………………….145.2 Competitive advantage……………...……………………………….146.0 Strategy Recommendation………………………...…………………….167.0 Potential fallout………………………………………………...…..…...188.0 Conclusion………………………………………………………………….199.0 Reference………………………………………………………………..201.0 IntroductionThe Qantas Group has a long history in the Australian airline industry. After deregulation of the industry in the early 1990's, Qantas was able to re-enter the domestic market in Australia. Through continual restructuring and reorganization, the Qantas Group is changing to reflect the demands of the market and keep the business profitable by generating revenue from various business areas. As well as operating the core flying business,The core flying business of the Qantas Group includes Qantas, for the business and full service economy traveler, QantasLink, for the regional flyer,