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SWOT analysis finds out that Qantas have strong work force, which is very important factor in meeting customer expectation in airline industry. An airline company has several dimensions of the business. Large number of employees indicates that the company is able to retain the talents and skilled labour in the company, who contributes positively towards the growth (Shaw 2016). Employee retention may be one of the factor that Qantas has been able to retain profit while other competitors making loss. Employees can be good ambassador for the company while marketing is taking into account. Low cost brand value helps Qantas to enhance brand value in order to achieve competitive advantage.
Qantas has increasing competitors in both Australian and Asian market such as Emirates, Etihad and Singapore Airlines. Although Qantas is successful to operate in Australia, it fails to make significant profit in the Asia and European market. Therefore, Qantas needs to revise its business model in these markets. In order to break the barriers in Asian market, the company is needs to change corporate strategy and cost structure (Bamber 2015).
External market environment affects the business level and corporate strategy of Qantas. The company needs to know the political and economic environment before expanding business in the international market. Business laws, regulations, labour laws, work place environment, and safety laws are needed to abide by (Maitland and Sammartino 2012). As customer satisfaction is important concern, making decision regarding fare and other amenities depend on the per capita
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