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Qantas SWOT & PESTLE Analysis

ID : 5248053| Sep 2020| 20 pages


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 and has more than 30,000 employees as of 2017. 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. Qantas recently successfully completed its first nonstop flight from Australia to London, which was a historic moment that aviation industry witnessed in March 2018.
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.”
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 Revenue :

AU $ 16.057 billion FY ending 30th June 2017 (y-o-y growth negative -1%)
AU $ 16.2 billion FY ending 30th June 2016

Ownership / Major shareholders :

As of April 2018, the major shareholders of the company are as follows –
1) Pendal Group Ltd. (Investment Management) (6.06%)
2) AllianceBernstein LP (4.96%)
3) Norges Bank Investment Management (2.73%)
4) BlackRock Investment Management (Australia) Ltd. (1.55%)
5) Wellington Management Co. LLP (1.54%)

Competitive Analysis of Qantas

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, 2017’ 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:
1. Strong dominance in Australian market
2. Growing global presence through partnerships
3. Stable earning platform with strong support for growth
4. Dual brand strategy helping growth and market segmentation
5. Strong marketing and public relations
1. Lowering of cost base will involve layoffs and tense industrial relations
2. Mismatch in capacity increase and market demand
3. Reduction in non-core assets
1. Opportunities in loyalty program and digital marketing
2. Leveraging big data analytics for operational efficiency and customer experience
1. Volatility in fuel and foreign exchange - a major concern
2. Regulatory issues hinder business expansion
3. Increasing competition from Asian rivals
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Detailed SWOT Analysis of Qantas



1. Strong Dominance in Australian Market: In domestic market, Qantas dominates its competitors. According to 2016 OAG Schedules data, Qantas domestic and JetStar collectively hold a good 59% of the domestic market. 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 continue 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. Partnership with Emirates: Partnership with Emirates is one of the most significant one established with another airline. 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 it operations. They are now operating around 14 return flights per day between Dubai and Australia.

3. Growing presence in Asia: Qantas has a presence in Asia countries since a long time. In addition to their regional hubs of Singapore and Hong Kong, it serves the important business cities of Jakarta, Manila, Tokyo and Shanghai with the network of their partner airlines. Qantas announced the launch of JetStar Japan in the year 2013 for tapping domestic low cost air travel. It has also struck a joint venture with Japan Airlines, Mitsubishi and Tokyo Century Leasing Company. With Australia’s warming relations with China, Qantas has also an established platform to enter the lucrative Asian markets.

4. Advertisements and Public Relations: Qantas publicizes Australian tourist destinations on all of their flights. They do this via advertising, social media, print media and public relations. They also sponsor major events like G’Day USA, the Australian Tourism Exchange, and the Australian Tourism Awards etc. They have also forged a three year marketing agreement with Destination New South Wales. These activities have truly helped Qantas in building a strong presence in and around Australia.

5. Expenditure on Innovation and Technology: Qantas was the first non-US airline to operate Boeing 707. To effectively manage their operations, they have equipped 3000 cabin crews, pilots, truck drivers and freight employees with iPads. They have also launched tools like Q-Eat for providing more convenience to their business class customers. Qantas and JetStar are investing in developing new cockpit technology to reduce fuel burn.


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


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


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

Major Competitors :

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 :

Aviation Cargo Catering Services
Holidays Ground Services

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

Open Table Preview
Business Segment
Objective/Synergy Achieved
Fiji AirwaysAirlines 2017CodeshareAn extension of a previous codeshare agreement added more locations making travel to Fiji easier for Australians.
Taylor FryAnalytics and actuarial consulting business 2015AcquisitionThrough 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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Check Out Analysis of Other Relevant Companies

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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SWOT & (2021). Qantas SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 08 Mar, 2021].

In-text: (SWOT &, 2021)

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Qantas PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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