Qantas Airlines:
It is up to you how you structure your answer. A typical “essay style” is not expected. Rather you should think in terms of imagining yourself to be a strategic management consultant who has been hired to prepare a preliminary review of the core strategies of Qantas for presentation to the board.

Thus, the report needs to contain an executive summary, a body of text arranged around a series of section headings, and conclude with recommendations about the appropriateness of the current strategies.

Not expecting a full comprehensive analysis of the strategies of Qantas. With the resources (including time) and information available, a full and comprehensive analysis is clearly impossible. Instead you should focus on identifying the main strategies and keu issues, so as to provide the Board with an overall appraisal of current strategies. In undertaking this analysis you need only rely upon information that is publicly and easily available., and you can make reasonable assumptions to fill in any gaps in your information. You should, however, be careful to clearly identify these assumptions in your answer. A detailed financial analysis is NOT required.

OVERALL APPROACH TO UNDERTAKING THE ASSIGNMENT
The number one thing to bear in mind in undertaking this assignment is that what is primariliy required is an application of the concepts, principles and tools of strategic management that have been (or will be) presented in the topic (NEED TO DISCUSS GLOBABL STRATEGY, COMPETITIVE ADVANTAGE, PORTER’S FIVE FORCES).

SOME KEY CONCEPTS TO KEEP IN MIND IN UNDERTAKING YOUR ANALYSIS:
-Remember that strategy is about taking actions to maximise profit (over the long term) — thus your assignment should answer such questions as: How is Qantas seeking to maximise profits? (ie what is their current core strategy/ies?) Have these strategies been successful to date? Are they likely to be successful in the future? Why? Why not? Emerging Threats? New Opportunities and implications for stratwgy?

– Strategy is also about establishing and sustaining a competitive advantage. — What is/are the competitive advantages of Qantas? Can these competitive advantages been sustained? What is required for them to be sustained?

– Corporate strategies and business strategiesmust complement one another. — Do the various airline operations of Qantas complement one another? Or might the diversification into new airline operations in recent years provide to be a strategic mistake? REMEMBER: This assignmentis to identify and critically review the strategies of Qantas in respect of their passenger airline operations. You only need consider the other businesses run by Qantas to the extent that these businesses have some strategic significance for the airline passenger businesses.

– To be effective, strategies need to be consistent with both the external environment and with the resources and capabilities of the firm.

Some Specific Questions to ponder in Undertaking your analysis:
-What is the competitive advantage/s of Qantas in the domestic market relative to Virgin Blue? Sustainable? What is required if the competitive position(and hence profitability) of Qantas domestic is to be sustainable?

-Whatis the strategy underlying Jetstar? Proving to be a good strategy? What is the danger in JetStar cannibalising paasengers (and revenue and profits) from the parent operation (ie Qantas Domestic)? How real is the danger? How to limit it? Where to next for JetStar? Dangers/positives in the latest strategies for JetStar domestic?

-Where should the focus be: Qantas domestic or JetStar, or both? Other?

– What about JetStar International – a good strategy?

– Threats to the Qantas International operations? How is Qantas addressing these threats? Sufficient/adequate?

-Value of international alliances and code-sharing?

-Threat of new entrants to both domestic and international operations? Strategies to limit the opportunities for new entrants?

-Why have Qantas ans Virgin Blue been able to continue to earn good profits in recent years while most airlines around the world have suffered significant financial losses? Is this likely to remain the situation?

INFORMATION SOURCES:
Qantas‘s annual report 2005/2006 (do not fall into the trap and simply paraphrase material from annual reports – information may be useful but it does not by itself represent an adequate identification or analysis of strategies for the company. You need to supplement such information from other sources, and most especially, it requires an intelligent application of the theory and concepts of strategic management).
Analysis is expected to be more up to date – with focus being the current strategies and situation.

MARKING GUIDELINES:
– the quality of the arguments presented, including its relevance and logic;

– level of understanding illustrated of the concepts introduced, how they have been applied etc.

– insightfulness of your analysis

the organisation of your assignment – overall structure of your answer, clarity of expression, and the succintness of your answer

There are faxes for this order.