Table of Contents
Qantas Business Environment Assessment
In the contemporary business environment, the structure if an organisation, marketing strategies of an organisation, and leadership styles are exceptionally crucial, as it all helps in gaining competitive landscape in the market. It is essential for every business organisation to set an effective organisational structure in order to enhance the performance and productivity of an organisation and it can be accomplished with the help of effective leadership (Tran and Tian, 2013). However, for this to be appropriate, an organisation is required an unmistakable comprehension of its targets, objectives, and mission (Agbim, 2013). This guarantees the coherence of the organisation administrations and projects both in the short run and over the long haul. For viable and exhaustive examination of these viewpoints, the paper is mainly focused to analyse the case study of Qantas Airways Limited. In relation to this, Qantas is one of the biggest airline organisations working in Australia as well as in the international market. Qantas is the best case of the organisation with compelling structure, leadership style, and marketing strategies that have encouraged the development of its tasks in the international markets. All through the paper examine the organisational structure, marketing strategies, and leadership style of the organisation.
Qantas Airways Limited Overview
Qantas Airways is recognised as a biggest and leading airline organisation, which operates in both domestic and international market and facilitates most effective services to its customers, which help an organisation in gaining competitive advantage in the market. Moreover, it is observed that the organisation comes in the ten biggest airline organisations in the world. It is identified that Qantas airline has more than 81 connection and additionally around 40 destination all over the world. The organisation takes part in broad local airline administrations with both New Zealand and Australia. In addition to this, Qantas serves in excess of thirty million clients in a year with with its subsidiary. Qantas airline is a member of global airline alliance, where the organisation is biggest investor with around 80% premium (Advameg Inc., 2016). The organisation services incorporate different programmes and services which includes freight services, loyalty programme, and corporate service. The organisation is focused towards employing the employees from different countries and around 29,596 employees that are working in the organisation presently and facilitating effective services to its customers. The services of Qantas vary predominant in New Zealand and Asia. In addition to this, the organisation administrations are present in the the Unites States of America and the United Kingdom (Advameg Inc., 2016).
Qantas Organisational Structure
Organisational structure is exceptionally significant in deciding how obligations, power, and parts are assigned, observed and composed (Al-Qatawneh, 2014). It gives a component to the stream of the data in all levels of the administration (Martinelli, 2010). In any case, the organisational structure significantly relies upon the organization different strategies, objectives, and goals (Mintzberg, 2009). The commonly utilised structures hierarchical are either decentralised structures of centralised structure. Additionally, Qantas has either embraced centralised or decentralized structure. The organisational structure of Qantas includes the parts of both centralised and decentralized structure of the organisation.
The organisation involves the different backups headed by various officials who have been offered with specialist, parts, and obligations to be practised under the zone of their activities. The organisation representatives have been orchestrated in a way that the execution of their obligations is in accordance with the organisation objectives and destinations. The organisation administration depends on two unmistakable organizations, Qantas Domestic and Qantas International with every business being overseen by its CEO. Furthermore, the two business divisions have their business and operational capacities. This structure has been embraced as the method for concentrating on the organisation procedures of changing the Qantas International business and also enhancing the Qantas Domestic business, which helps the organisation in enhancing the performance and productivity of the organisation in the competitive business environment. The organisation is mainly focused towards improving the operational services of the organisation because it enable the organisation to work more efficiently (Mintzberg, 2009).
Qantas Airline Leadership Style
In order to determine the right direction to the organisation and attaining high degree of success, it is vital to have followed up of an effective leadership style on the part of the organisations. The leadership style in the organisation is required to have effective motivation of the employees and implementation of the organisational strategies (Jaroslav, 2013). There are varied kinds of leadership styles that are followed in different business organisations namely participative leadership style, authoritarian leader style and delegation leadership style. All these kinds of leadership styles are followed in different organisations according to the nature of the organisation and its business needs. The review of the leadership style of Qantas Airlines reflects that the organisation accommodates aggregation of the different leadership styles. In order to determine and handle the diverse culture of the organisation, the management of the organisation follows rationale leadership approach in order to have effective decision making. The reason behind this kind of leadership style is that in absence of this kind of leadership style, the company may face the issue of conflicting situation between the shareholders and the employees. In some other situations, Qantas Airlines follows authoritative leadership style (The Conversation, 2014). With the help of this leadership style the management of the company enables to have effective decision making, however the trade unions of the company are not in the favour of this kind of leadership style followed by the company. The decisions taken by the company with the help of authoritative leadership style have been criticised on the part of different stakeholders namely the key industry experts and the customers and suppliers of the business. This has been argued in this relation that the top management leadership style of Qantas Airlines is highly inclined towards authoritative leadership style rather than democratic style. The authoritative leadership style followed on the part of the top management of the company enables it to have effective strategic development and implementation. The implementation of the key business strategies and their execution is the most significant and strong point of the authoritative leadership style of Qantas Airlines (Bhatti et al., 2012). This has also been examined in the same relation that other than authoritative leadership style, the company also follows participative and delegate leadership style. The leadership style of the company has enabled it to work with team effectiveness in such a way that the vision of the company can be attained to a significant level. The follow up of the varied kinds of leadership styles in the different organisational situations, makes the company enable to meet different kinds of organisational objectives. The main objectives that Qantas Airlines becomes able to meet with the help of this kind of leadership platform is the management of diverse employee teams, having inclusion of the employees viewpoint in the decision making process where required, holding a good influence of the followers and having right strategic direction. The collaborative approach of the company is highly significant to meet the strategic goals of the business successfully.
Examination of the Strategies of Qantas Airline within Australia and Overseas market
In the current business environment, implementation of effective marketing strategies is helpful in gaining competitive landscape in the competitive market. Utilisation of proficient marketing strategies is helpful in enhancing the performance and productivity of an organisation in the market, which helps an organisation in increasing the profitability and sustainability of an organisation. In this relation, Qantas is majorly focused towards implementing the marketing strategies in both domestic and for international market in order to enhance the performance of an organisation and for addressing the problems with respect to the performance and productivity of an organisation (Bhatti et al., 2012). In this context, the organisation has had strategies for both the market which includes Australia and overseas markets.
Qantas has kept on keeping up its aggressive strategies of marketing despite the fact that it is confronting firm rivalry from different airline organisations and one of them is Virgin Airline (Mason, 2014). In spite of the firm rivalry, the organisation has reliably kept on applying its marketing strategies in regards to the price war. Qantas focuses on the low-cost customers of Australia in order to improve the goodwill of the organisation, whereby it has viably and effectively outperformed its rivals. Qantas applies the idea of portfolio enhancement to build the base in respect to its domestic customers and in addition in the international markets (McGowan, 2006). This has brought about expanding the growth opportunities for the organisation in both domestic and international market. In addition to this, different strategies that are implemented by the organisation in it system in order to enhance the performance and productivity of an organisation in the market are presented below:
Cost Efficiencies: The principle objective of each organisation is to lessen the cost to the most minimal level as could reasonably be expected and in the meantime enhances the association net revenues (Karakaya, Badur, and Aytekin, 2011). This system has been significantly embraced by the organisations as the method of marketing (Kotler, Bowen, and Makens, 2006). In relation to this, with the effective utilisation of cost efficiencies, the organisation has gained competitive landscape in the market. In like manner, Qantas has understood the significance cost effectiveness and along these lines has applied the cost efficiency method in order to penetrate both international and domestic markets.
Division of the Brands: Qantas has separated the organisation flying business into different brands. This empowers the organisation to take into account the necessities of different customers (Kotler, Bowen, and Makens, 2006). For instance, with the help this strategy, the organisation has possessed the capacity to take into account the requirements of the distinctive classifications customers, for example, leisure travellers, corporate, and business travels.
Extension to less Airline Dominated Region: The development of the organisations to areas, for example, Asia has helped the organisation to set up in the new districts previously the section of the new players (Karakaya, Badur, and Aytekin, 2011). For instance, the development of the organisation tasks into Asia has helped the organisation to guarantee a moderately expansive piece of the overall industry than its rivals.
Comments on Company Structure and Strategies
An effective organisation structure is one that directs the organisation to have development of the most suitable and supportive business strategies that can render a straight roadmap to the business for establishment and meeting of the key mission, vision and objectives of the business. The organisation structure of Qantas is very strong that seems very much supportive for the company to meet and secure the interests of all the stakeholders. The management of Qantas Airlines has enabled to attain the business objectives with the help of aggregation of the different kinds of leadership styles. This has been criticised in this series that though the integration of the different leadership styles enables the company to act in different ways in different organisational situations and conditions. The leadership styles of the company followed under this organisational structure is transformational and situational leadership styles. The overall discussion reflects that the leadership style of the company is highly effective for determining company’s growth and success.
The evaluation of the key marketing strategies of Qantas Airlines reflects that the company followed different kinds of marketing strategies in order to win competitive edge over other rivals. The change in the marketing strategies is the key essentiality for all the businesses in order to secure their market position. The marketing strategies of Qantas Airlines seem very much supportive and directive for the business of the company and its growth and competitive advantage. The marketing strategies of the company are very much significant in both the domestic market of Australia and the international market in order to secure the business position of the company among competitors. The adoption of the significant marketing strategies the company has enabled to secure its market share to a good level. This has been reviewed overall that the application of the effective and practical marketing strategies of the company has made its successful in the international airline industry.