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Essay / Research Paper Abstract
This 10-page paper provides a strategic overview and environmental scan about Qantas Airways. Bibliography lists 10 sources.
Page Count:
10 pages (~225 words per page)
File: AS43_MTqantanly.doc
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Unformatted sample text from the term paper:
through code-sharing (Daniels, 2010). Qantas is also part of the one-world alliances, led by British Airways and American Airlines. Qantas owns QantasLink (a
regional carrier) and Jetstar, both of which operate in Australia and the Pacific Rim (Daniels, 2010). The company also generates revenue from catering, cargo and tourism operations (Daniels, 2010). The
Qantas fleet overall is made up of approximately 230 aircraft (Daniels, 2010). On the tourism side, Qantas owns a close to 60% stake in leading Australian travel agency Jetset Travelworld
(Daniels, 2010). Company Strategy The companys focus has been on expanding its network - in an effort to broaden its routes, Qantas formed
a code-sharing agreement in 2009 with Etihad Airways, which flies from Europe to the Middle East (Daniels, 2010). The agreement is helping Qantas defend its home territory of Australia from
Emirates Airlines (Daniels, 2010). The competition between more standard routes, however, is extremely high, meaning Qantas is turning to other sources and partnerships
to boost revenues. In early 2010, Jetstar placed a $3.5 billion order with Rolls-Royce for new engines that will fly the carriers fleet of 50 Airbus A320s (Daniels, 2010). Jetstart
also struck a deal with Malaysia-based AirAsia (Daniels, 2010). Meanwhile, to battle Virgin Blue in the Pacific, Jetstar has started flying from Australia to Fiji (Daniels, 2010).
Another interesting strategy Qantas uses is to not dilute its brand. When Virgin Blue entered Australia in 2003 with its low-frills airline, Qantas then turned around
and offered no-frills and a lower cost with its Jetstar (Ritson, 2009). Jetstar didnt cannibalize the Qantas brand, however, as it took the tourist routes on which Qantas had lost
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