Case Study Analysis of an Australian Airline (Qantas) - PART 2

Case Study Analysis of an Australian Airline (Qantas) - PART 2 Essay example
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<p>Qantas had so far been enjoying premium brand equity but lately ash been experiencing declining sales and market share. Turnaround strategy should involve extension and expansion of the geographical region. Qantas plans to extend its services with an Asian hub and serve the underserved Asian markets.


This paper has evaluated two alternatives and recommends that for a turnaround strategy to be successful reorientation is a better strategy than trying to revive the underperforming sectors in tradition markets. Thus the first alternative to continue with Qantas brand and extend service in international sectors is not feasible and has inherent risks. Therefore, the airline should start its new carrier as a premium c...

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