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Qantas SWOT and PESTLE Analysis

ID : 5248053| May 2023| 28 pages

COMPANY PROFILE -Qantas

Business Sector :Aviation

Operating Geography :Australia, Global

About Qantas :

Qantas Airways or Qantas is the largest domestic and international airline of Australia. The company has a strong dominance in Australian domestic market and has a presence in Americas, Asia, Europe, South Pacific and Middle East. It is headquartered in Mascot, New South Wales, Australia. 93% of Qantas employees are Australian making the company the highest employer of Australia. Qantas was founded in year 1920, by Hudson Fysh, Paul McGinness and Fergus McMaster. Qantas is an acronym for its original name - Queensland and Northern Territory Aerial Services Limited. Qantas owns 126 number of fleets making it one of the strongest and largest airline brands of Australia. Qantas is the third oldest airlines in the world and a founder of Oneworld airline alliance, constituting of 13 great member airlines. The Qantas group’s business operates under various subsidiaries, mainly its airlines operations are taken care of by Qantas Airways and Jetstar airways. It has approximately 20,000 employees as of early 2022.

The USP or Unique selling proposition of Qantas airways lies in being ‘the official flag carrier of Australia with largest the fleet size, international flights, and international destinations.’ Qantas mission statement reads “We are Australia's leading premium airline and we are dedicated to being the best. We aim to meet your expectations every time you fly and so we continue to invest in our business and will always strive to provide you with an exceptional level of service.” Qantas vision statement reads “'to be a great airline that champion's the Spirit of Australia' and are: − Together; − Genuine; − Inventive; − Optimistic; and − Experienced.”

Qantas Revenue :


AU $ 9.1 billion - FY ending June 30th 2022
AU $ 5.9 billion - FY ending June 30th 2021

Ownership / Major shareholders :


As of 2021, the ownership distribution for the top 5 shareholders of Qantas Airlines is as follows:–
1) First Sentier Investors (Australia) IM Ltd.(4.61%)
2) Pendal Group Ltd. (Investment Management) (4.35%)
3) Northcape Capital Pty Ltd. (3.94%)
4) AllianceBernstein LP (3.94%)
5) Eastspring Investments (Singapore) Ltd (1.60%)

Competitive Analysis of Qantas

SWOT
PESTLE
The SWOT/TOWS analysis is a framework, utilized to assess a company's competitive stance by identifying its internal strategic factors like strengths and weaknesses, external strategic factors like opportunities and threats. Precisely, SWOT analysis is a primitive evaluation model that evaluates the internal and external factors and their influences on the company's micro and macro environment.
Being one of the oldest, highly experienced and largest official airlines of Australia and ‘Regional airline of the year’ award winner, Qantas relishes the core competency of signifying the strongest brand of the country. The Qantas Group declares that it is a notable brand in Australia for its ability to provide excellent service, great customer satisfaction, safety, reliability and outstanding engineering and maintenance. These factors reckon for a competitive advantage that Qantas fancies over its competitors from the aviation industry.
The official flagship carrier of Australia, Qantas has the largest domestic and international fleets. The Qantas group owns the highest market share in Australia with a 38.2% dominance of Qantas Airways and 19% from that of Jetstar Airways. The firm presence of the brand in the Australian market is a key strength of Qantas. Apart from the strong domestic presence, factors like partnership and alliances with reputed airlines, substantial global presence, robust brand name, the largest number of lounges pan Australia, high customer satisfaction, premium facilities like luxurious travel experience, customized cuisines, SMS alerts for check-ins etc., are the greatest strengths of Qantas. Some of the key areas of improvement that signifies the weaknesses of Qantas are the low margins in international flights, issues with associations, difficulties in long distance flights and labor diminutions affecting the brand operations.
Qantas is promoting tourism across Australia; this is a great opportunity for the airline as there is an exponential increase in the number of travelers for both vacation and business purposes. Acquisition and mergers with top airlines can prove to be low hanging fruits with long-term opportunities. While fluctuation in fuel price continues to be a major threat to the entire aviation industry, Qantas also faces a threat of stiff competition from airlines, especially Virgin Airlines, in terms of market share, cheaper price, and better offerings.
The SWOT/TOWS Analysis for Qantas Airways is presented in a nutshell below in the form of a SWOT Matrix followed by the detailed analysis:
Strengths
Weaknesses
1. Strong dominance in the Australian market
2. Strong partnership with Emirates provides a competitive edge
3. Strong presence in emerging markets, like Asia
4. Strong advertisements and public relations management
5. Continued focus towards expenditure on innovation and technology
1. Highly affected by conflicts and terrorist acts across Middle East and Europe
Opportunities
Threats
1. Entering into the SME loyalty market
2. Partnership with leading airlines
3. New distribution capabilities to enhance flight experience around the world
4. Expansion of the Qantas loyalty programs
1. Rising threats due to increasing competition
2. Declining profits due to the impact of Covid-19
3. Increase in fare prices due to rising fuel prices
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Qantas

Strength

1. Strong Dominance in the Australian market: In domestic market, Qantas dominates its competitors. The company currently holds 70% of the Australian Domestic market shares. Thus, the claim of Qantas being the market leader is true by a big margin. It has also been consistently recognized in leading airline awards over the years. It has done a significant investment in Western Australia by introducing Airbus 330 on all Perth-Sydney and Perth-Melbourne weekday services. Further Qantas Loyalty has continued to innovate and is strategically positioned to deliver record growth in the coming years, and on the path to delivering $500-600M EBIT by 2022. 2. Strong partnership with Emirates provides a competitive edge: Qantas’ partnership with Emirates is one of the most significant partnerships that is established between two airlines. It opened the global network for Qantas via Dubai. Through this, Qantas gets an access to Emirates’ vast network in Europe, Middle East and North Africa. It has significantly reduced the travel time, by around 2 hours and 15 minutes, between Sydney and Melbourne to Europe via Dubai. However, it has proved to be a win-win situation for both the partners. Qantas gets a total of around 65 destinations in Europe, Middle East and North Africa and in turn, Emirates has a total of 50 destinations in Australia opened for its operations. They are now operating around 14 return flights per day between Dubai and Australia. The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Brands :

  • QantasLink
  • Qantas Freight (which itself wholly owns Express Freighters Australia).
  • (Through its freight subsidiary Qantas Freight, it owns 50% of both Australian air Express and Star Track Express (a trucking company), with the other 50% of both companies owned by Australia Post.)
  • Qantas Holidays
  • Qantas Ground Services
  • Qantas Catering
  • JetStar Airways
  • JetConnect
  • QantasLink (including Sunstate Airlines and Eastern Australia Airlines)
  • Fiji Airways (formerly Air Pacific) (49% stake owned by Qantas)

Key Business Segments / Diversification :

Qantas
Aviation Cargo Catering Services
Holidays Ground Services

Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :

Open Table Preview
Name
Business Segment
Year
Type
Objective/Synergy Achieved
American AirlinesAirlines2021PartnershipTo ensure flights between Australia, Canada, Mexico, and the United States will be able to work on a better connected travel schedule.
Fiji AirwaysAirlines 2017CodeshareAn extension of a previous codeshare agreement added more locations making travel to Fiji easier for Australians.
Taylor FryAnalytics and actuarial consulting business2015AcquisitionThrough this deal Qantas aimed to improve Qantas Loyalty’s analytic capabilities and data.
Australian AirwaysAirlines 2012AcquisitionQantas acquired Australian Airways to improve their cargo services.
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
SWOT & PESTLE (combined)
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WHY BUY THIS REPORT?
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
1. The SWOT and PESTLE analysis report of the Qantas Group manifests a comprehension of the obscure internal and external factors influencing the brand and its operations.
2. The SWOT analysis report constitutes all the factors that represent the major strengths and weaknesses of Qantas
3. The report confers intelligence on the external analysis, comprising the opportunities which can be consolidated to achieve worldwide growth and expansion. It also talks about some relevant threats to the company that threatens to hinder growth and expansion.
4. Core competencies relished by the flagship carrier of Australia, that devises a competitive advantage for Qantas, over its rivals and competitors from the airline industry
5. Pestle analysis of the aviation industry gives an accurate depiction of the external factors and its influences on the industry and extensively on the Qantas Group.
6. A detailed presentation of how influencers like political, economic, social, technological, legal and environmental factors have influenced Qantas ’s innovative business model.
7. Perforations into Qantas business diversification, extracting its key business segments and highlighting its major competitors
8. Critique of the acquisitions, mergers, capital raising, equity transactions, alliances or partnership ventures that Qantas subscribed with deal valuations and the business objectives or goals that were achieved alongside.
9. Synopsis of Qantas’ founders, its corporate headquarters, owners & stakeholders, and revenue jumps, concurrently with the overall company analysis to gain information about company profile, number of employees, business model, business plans and marketing strategy.
10. Interpretation of Qantas’ USP or unique selling proposition, mission statement and vision statement that has set a benchmark in the Australian airline industry
11. Insights into Qantas’ business model, along with further categorization and analysis of key business segments and business case study.
12. Crisp synopsis of the Qantas’ share price, key performance indicators, success factors, value proposition and core competencies

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References used in Qantas SWOT & PESTLE Analysis Report

1. Annual Report 2022 - https://investor.qantas.com/FormBuilder/_Resource/_module/doLLG5ufYkCyEPjF1tpgyw/file/annual-reports/2022-Annual-Report.pdf
2. Qantas, American Airlines Reauthorized to Cooperate on Trans-Pacific routes - https://www.travelweekly.com.au/article/qantas-american-airlines-reauthorised-to-cooperate-on-trans-pacific-routes/
3. Australia's Qantas to avoid Russian airspace on London flights - https://www.euronews.com/2022/02/27/ukraine-crisis-qantas
4. Qantas loyalty expands its financial services with ‘business money’ - https://www.qantasnewsroom.com.au/media-releases/qantas-loyalty-expands-its-financial-services-with-business-money/
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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