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Case Study Writing Help - A Case Study On Qantas Airways

Qantas, one of the most renowned organizations, made its own name and place in the aviation industry by proudly serving the citizens of Australia and the people from around the entire world with its world class flying facilities. Together with its employees this organization has achieved great heights in the aviation world and is recognized as one of the biggest and most successful airline industries operating domestic and international markets simultaneously by facilitating its customers with effective services which in turn help it to gain competitive advantage over the market. It is acknowledged to be one of the most reliable and strongest airlines in the world travelling long distances. Be it in terms of customer service, dependability, safety measures or planning and execution, the company has proved its superiority in all aspects. The two airline brands namely Qantas and Jetstar provides safety and security to all its customers be it regional, domestic or international. 

 

Understanding of client needs and requirements

Recognised as the world's leading aviation industry in long distance travelling, Qantas is regarded as the strongest brand in Australia providing exceptional services to all its customers throughout the world. The long term vision of the Qantas Group’s is to become the world's leading premium civil airline industry, Qantas and also the world’s best carrier of low and affordable fares, Jetstar. In order to achieve this vision Qantas has to focus on five main factors: secure safety in all its operations, right aircrafts and optimal routes, excellence in providing customer services, operational efficiency, Qantas and Jetstar as two complimentary strong brands.

By analysing this industry, significant findings are revealed about its past, present and future endeavours. The future perspective of the organisation is to achieve high levels of growth and to be recognized across the entire aviation industry. The airline aims to achieve higher growth internationally by making alliances with other renowned airlines all over the world like Singapore airlines, British airlines, etc within the coming 5 years by improving its ability to provide low cost flight fares affordable for its customers via subsidiary Jetstar. 

 

Project Scope - Qantas Airways

The scope of this project would be to generate more revenue through cost cutting and by enhancing its services by expending the profit which is generated on the domestic market rather than the international market which involves competition with big renowned airlines like Emirates and Etihad, i.e. earning more revenue from the busy routes and and using them on the latest lucrative routes. Moreover, improving the terminal and airfield infrastructure in Sydney Airport for the convenience of its customers will lead to decrease in traffic congestion and increase in the comfort levels of the passengers. Incorporating new technologies and innovations like Next Generation Check-In plan and building of advanced aircrafts like Airbus A380, Boeing 787, etc will increase the opportunities of this organisation.

 

Organisational Information - Qantas Airways

Qantas Airways in 1920 was registered as Queensland and Northern Territory Aerial Services Limited (QANTAS). It is the most strong and powerful airline organization in the World covering major long distance routes, globally. It is one of the powerful and popular brands of Australia because of its safety features, maintenance, and reliability of functions and so on. The Qantas group of Australia has two major brands of which are Jetstar and Qantas which fly domestically and internationally.  The annual revenue of Qantas is about $18B (Owler.com, 2020). The three major competitors of Qantas are Virgin Australia, Fiji Airways and Singapore Airlines. About 29,055 employees work in this organization - Qantas Airways in Australia (Qantas.com, 2020). Qantas targets the business travelers of Australia who travel to other foreign countries. The Board looks after all the matters of corporate management of Qantas like adopting policies, planning and many more so that the organization - Qantas can manage its shareholders. Qantas originated from Oneworld Airline Alliance in which Qantas was a founding member.  

 

Industrial Information

The organisations industrial information that affects its market share is highlighted based on the various seasonal factors:

Increased demand in regional flights  - Sydney airport is the major arrival point of Australia; this is one of the reasons behind the increased demand of the regional flights. Most of the people travel from Sydney to get their flights which suits their time table as in the Mascot Airport or Kingsford Smith Airport there are many flights in a single route which is a matter of comfort for the passenger as stated by Ramezani et al. (2018). Availability of flights of every state and country are available from Sydney which makes people board from Sydney (Qantas.com, 2020).  
Percentage of domestic flights/routes involve in Sydney/Melbourne - Sidney Airport which is commonly known as Mascot Airport or Kingsford Smith Airport is the busiest airport in Australia. About 40% of the domestic flights fly from this airport in Australia. Then, the Melbourne Airport comes which is the second largest Airport in Australia. From Melbourne which is commonly known as Tullamarine Airport, about 30% of the total flights fly from it in Australia. The Sydney -Melbourne route is the busiest route as it is the most populous and industrialist state of Australia (Qantas.com, 2020).     

Seasonal factors affect the market share for Qantas - At the time of Christmas, the market share of the organization - Qantas increases about 14%. Some numbers of flights get involved at that time to balance the communication during Christmas. The involvement of a large number of flights results in financial growth of the organization as opined by Murakami et al. (2016). At the time of November and December, the sales of the flight tickets of Qantas increased. More people in Australia go for any tour in November and December as it's the start of summer which is not all comfortable for them. 

Routes implemented/withdrawn - Some changes had been done in the Mascot Airport or Kingsford Smith Airport of Australia which is Sydney – Johannesburg. Earlier there was weekly 5days service but now it is 7 days service in a week. According to Kolidakis & Botzoris, (2018), a new flight has been added which is Sydney – Tokyo Haneda, once in a week. A new has been opened which is Brisbane and San Francisco by Qantas. From 2018 Qantas does not fly to Dubai to supply more flights to Singapore as the passengers demand for it (Qantas.com, 2020).  

Key routes Qantas is least engaged - Qantas covers about 85 significant cities and 36 countries all over the Asia-Pasific, both America and South Africa. As Qantas is a National based airline, it is one of the most popular airlines. Qantas has a widespread domestic network which is served about 55 places in Australia. Qantas gets help from feeder services through three bearers which are under the QantasLink brand. So, it is clear that every major domestic route is covered by Qantas Airline services (Qantas.com, 2020). 

 

Current concerns for Qantas to prevent the desired results 

In a study it has been seen that the fuel consumption of Qantas is too high than the other airline. So, there is a need to control the fuel consumption for Qantas airless. Because of improper passenger capacity of the flights the maximum fuel of the planes gets wasted as proposed by Xian (2018). About 74% of the total passenger capacity of the flight gets filled which results in the loss of fuel consumption of Qantas. A study shows that about 36 people per kilometers for every liter gets consumed by the flights of Qantas. 

Qantas’ standards about consulting company deals 
Alan Joyce is the CEO of Qantas who always believes in the diversity of community and a place of work. He focuses on the three important things of Qantas which are to be competitive so that Qantas become a better position of the country as well as the World. As commented by Beddow (2018), secondly availability of low fares flights so that every person of the country becomes benefited from it and thirdly availability of domestic flights than the international flights as it can give the best result of ROI plans.    

Strategic alliances
Qantas has partnerships with American Airlines, British Airways, Lanpass, Emirates and Aakash Airlines. In 2013, the partnership between Qantas and Emirates launched. Through this partnership, the customers can fly four countries persistently i.e. from Australia to the Middle East, Europe, Asia and Africa. This alliance is very useful for the customers as they can earn more points and status, options of rewards in flights, prevalent flyer status checking option and many more. If a customer has business or first class tickets with him /her then he/she can avail lounge managed by either of the two organizations - Qantas/Emirates (Qantas.com, 2020). 

Improvements in hassle and inconvenience of Sydney Airport
There is an extreme need for improvements and inconvenience of Mascot or Kingsford Smith Airport of Australia which is the Sydney Airport as it is the busiest route of Australia.. The government is thinking about a second airport in Sydney so that it can improve the inconvenience of Australia and maximize the comfort of the passengers as proposed by Wastnage (2018). It can reduce the problem of delay in departure and arrival time of every flight. Improvements of the High Intensity Approach Lighting (HIAL), Instrument Landing Systems (ILS) and Rapid Exit Taxiways (RETs) are going to diminish the problems of the Sydney Airport. 

 

Reference for Recommendation Report

The following recommendations should be taken into consideration while developing new plans and measures prior to new changes in order to avoid similar mistakes that occurred in the past. They are:

  • Analysing the changes in flight routes in the past five years prior to new changes in order to find out which routes have been introduced in the past and which have been withdrawn so as to avoid similar mistakes in the future.
  • Using the profit share of their revenue from the busy routes and use them to support flights on the less engaging routes.
  • Using fuel efficient aircrafts and increasing flight frequency as it decreases the passenger load on each flight.
  • Focusing on increasing its footprint in the domestic market first rather than delving into a a direct competition with competitors like Emirates and Etihad in the international market
  • Developing alliances for peripheral services with a number of big airlines by application management for drawing more passengers.
  • Terminal and airfield infrastructure should be improved so as to prevent congestion in the aircraft by increasing levels of comfort and convenience of its passengers, expanding baggage systems, new aerobridge constructions, etc.

 

Conclusion

The concern study about Qantas Airways reflects several organizational details at first which are about the market share, competitors, etc. The assignment then focuses on the regional demands of flight in Australia. Then it highlights the maximum involvement of domestic flights in both Sydney and Melbourne. Then, this study goes on highlighting the various seasonal factors that affect the market share of the organization. Furthermore, the assignment focuses on the new and withdrawn routes. The present concerns of Qantas, improvements, strategic alliances, etc. are also a matter of focus of this study. 


Reference list

Beddow, J. (2018). Understanding global listed infrastructure. Equity, 32(10), 10. Retrieved on: 20 June 2020, retrieved from: https://isidl.com/wp-content/uploads/2017/06/E4050-ISIDL.pdf

Kolidakis, S. Z., & Botzoris, G. N. (2018). Enhanced Air Traffic Demand Forecasting Using Artificial Intelligence. In 6th QUAESTI Virtual Multidisciplinary Conference, Zilina, Slovakia (pp. 126-131). 

Murakami, J., Matsui, Y., & Kato, H. (2016). Airport rail links and economic productivity: Evidence from 82 cities with the world’s 100 busiest airports. Transport Policy, 52, 89-99. Retrieved on: 20 June 2020

Qantas.com, Qantas (2020). Retrieved on: 20 June 2020, retrieved from: https://www.qantas.com/in/en.html

Ramezani, F., Branigan, J. J., & Perez, P. (2018). Improving connectivity between coastal economics and capital cities. Retrieved on: 20 June 2020, retrieved from: https://ro.uow.edu.au/cgi/viewcontent.cgi?article=1290&context=smartpapers

Tam, M. L. (2018, August). Empirical analysis of airline choice using survey data in Hong Kong. In International Conference of Akademika Nusa Internasional (p. 14). Akademika Nusa Internasional.1. Retrieved on: 20 June 2020, retrieved from: https://jarssh.com/papers/volume3-issue3/JARSSH-03-2018-0305.pdf 
Wastnage, J. (2018). American airport cities: Lessons for Western Sydney Airport. United States Studies Centre at the University of Sydney. Retrieved on: 20 June 2020, retrieved from: http://united-states-studies-centre.s3.amazonaws.com/attache/aa/ca/89/50/e0/3b/e8/8c/d5/f1/9b/06/8f/4c/22/ee/American-airport-cities-Lessons-for-Western-Sydney-Airport.pdfXian, W. (2018). Case Study on Qantas of ITS Strategic Management: The High Flyer of the Airline Industry. Retrieved on: 20 June 2020, retrieved from: https://webofproceedings.org/proceedings_series/ECOM/BUSEM%202018/BUSEM18030.pdf .