QANTAS INTERNAL ANALYSIS - Assignment Example

When weaknesses are minimised, the company is likely to gain competitive advantage. As such, this paper seeks to assess the strengths and weaknesses of Qantas Airways. The paper discusses the strategies that have been implemented by the organization in order to operate viably in the industry that is characterised by stiff competition. The paper will also discuss some of the measures that can be implemented in order to improve the performance of the organization while at the same time minimising its weaknesses.

Basically, Qantas specialises in offering passenger air transport and it operates various routes in Australia. This paper focuses on Sydney to Melbourne route. According to Qantas Data Book (2011), the airline is the oldest in Australia and its major strength is that it has a strong brand name. The main advantage of a strong brand name is that it can attract as many customers as possible which gives the company a competitive advantage. It can be seen that the airline industry in Australia is characterised by stiff competition and for that reason, Qantas is in a better position to attract many customers as a result of the fact that it has a strong brand name.

It controls about 65 % of the whole domestic market share which puts it ahead of the other competitors (Qantas group Annual Report, 2013). Basically, this is a strength that has contributed to the organization’s viability and success in the market. According to ABC News (2014) Qantas is rated as one of the safest airlines across the globe which puts it ahead of other players in the industry. The other strength of the company is that it focuses its resources on developing high end business services and high quality services.

The employees are well trained such that they offer valuable services to the customers. This helps to attract customers as well as to