Analysis Of Qantas

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Qantas is a commercial airline service, Australia’s largest airline and one of the world’s oldest airlines as they boast that their ‘people are the most important part of their business’. In today’s economy, the commercial airline service industry is exceedingly competitive, high in technology and safety-sensitive as we can see with many new low cost airlines upcoming as well as constant promotions by various airlines, which has impacted Qantas immensely. Due to these situations, Qantas has loss a significant amount of business causing many job losses as well as profit losses. In order to cut loses, Qantas has thought of undergoing downsizing in order to strengthen their business. Tony Sheldon, Transport Workers' Union national secretary had suggested that ‘at least’ 3000 jobs will be cut after reading reports within Qantas (Hall, 2014). Internal management and marketing strategies have to be implemented soon in order for the company to be back on its feet. In the airline industries, machines and products are not in the arena of an organisation’s core but the people, employees and customers are. The airlines industries is no more a traditional product-centred industrial model of corporate structures and industrial relations but more towards a customer service-centric environment thus HRM proficiency is essential to be the driving force of internal marketing strategies to gain customers loyalty. Human resource department is crucial in establishing strategies for the organizations as it aligns policies, procedures and activities with the organisational development strategic imperatives of the organisation as suggested by Appelbaum (2004). Consequently, it is imperative for the HR department of Qantas to establish strategies in orde...

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...rket share and most importantly loss of life (Appelbaum, 2004). In order to achieve Qantas objectives and goals as an airline, which includes opening gateways to the world, growing with Asia, building a strong, viable business and being best for global travellers, strategic management has to be implemented. Strategic management is defined by Thompson and Strickland as ‘the process whereby managers establish an organisation’s long-term direction, set specific performance objectives, develop strategies to achieve these objectives in the light of all the relevant internal and external circumstances and undertake to execute the chosen action plans’ (Stone, 2014). Qantas has to achieve a competitive advantage through precise and concise strategic management in order for them to have an edge as well as to manage environmental influences as compared to their competitors.

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