Communication can be defined as the exchange of information that takes place between a sender and a receiver (Habermas, 2015). With the emergence of technology, the process of sharing information has shifted from face- to- face interaction or paper work to the use of electronic media. Communication that takes place with the help of electronic media is known as electronic communication or e- communication. The term communication strategies can be defined as the scheme of planning the manner in which information is shared. It can often be regarded as the selection of the most beneficial objectives of communication and recognition of a specific brand and its strategy in terms of attitude.
The focus of this report is on Qantas Airways. This report highlights the key non- electronic communication methods and practices utilized by Qantas Airways along with the key electronic media and communication strategies, SWOT analysis of the communication methods and practices, comparison of such practices with that of the competitors and some suggestions and recommendations for the organization.
Qantas Airways is the third oldest airline in the world and was founded in the year 1920. It is the largest airline by fleet size, international destinations and international flights. The international passenger flights were started by Qantas Airways in May 1935. The main hub of the airline is at Sydney Airport and is based in the Sydney suburb of Mascot. Jetstar Airways is also owned by Qantas which is a low cost airline and operates both domestic services within New Zealand and Australia and international services from Australia along with holding stakes in various other Jetstar branded airlines. A number of subsidiary airlines also operate on trunk routes within Australia and to regional centers under the Qantas Link Banner. The headquarters of Qantas are located in Mascot, Sydney, New South Wales (Qantas, 2019).
The term non- electronic communication can be defined as the information or message distribution without making the use of an electronic device. With the passage of time, various technological innovations have taken place due to which the significance of non- electronic communication methods and practices have reduced to a great extent for Qantas Airways. Following methods and practices are used by Qantas Airways in order to establish non- electronic communication with the suppliers, customers, members of the staff and public.
Face to Face Communication- Face to face communication is regarded as the most common method of non- electronic communication which is used by Qantas Airways. This method is appropriate for the purpose of attaining instant response from the opposite party. For communicating with the staff members and suppliers, face to face communication method is adopted by Qantas Airways. Through the use of this method of non- electronic communication, the exchange of hard copies becomes easier along with other important papers for the organization. The formulation of strategies also becomes easier with the help of face to face communication due to instant responses for the parties involved (Duncan and Fiske, 2015). Coming to a conclusion in the business meetings is also simplified in case of face to face communication. Also, it is beneficial to make the use of this method for resolving of any query with the employees and the clients (Malyuga and Tomalin, 2017).
Memorandum- Memorandum is utilized by Qantas Airways for the purpose of facilitating internal communication with the employees working in different departments. Various memos are issued by the organization on day to day basis and are spread across different geographical areas and departments. Nowadays, the sending of memos by the organization takes place with the help of an e- mail to the employees (Quirke, 2017).
Letter- Letters is a method of formal and informal non- electronic communication which is utilized by Qantas Airways. The use of formal letters is made by the organization for the purpose of appointment of the employees along with their termination, resignation, providing instructions. Formal letters are often used for the documentation of the contracts. On the other hand, informal letters are often issued to the customers for informing them regarding the latest discounts, offers, schemes, etc.
Reports- Qantas Airways also make the use of reports as a method of non- electronic communication. The report presents the information in an organized format for a specific purpose and audience. The comparison of the reports for two different period of time allows the organization to compare the revenues and expenses during that period. Such reports are also presented in front of the higher authorities and stakeholders.
The promotion of Qantas Airways is also insured with the help of various other measures such as advertisements in newspapers and magazines, posters and banners that attract the target market of the organization.
Communication that takes place with the help of electronic devices can be termed as electronic communication. The advent of electronic communication has reduced the use of non- electronic communication methods by the businesses. The manner of conducting different activities has also changed to a great extent as a result of the use of electronic communication. Electronic media and communication strategies have assisted Qantas Airways in saving time and money and have made the business activities easier than before. Website, e- mail, video conferencing and social media are the mode of electronic communication that is used by Qantas Airways.
Website- Through the use of this mode of electronic media and communication, Qantas is able to communicate the information needed by the customers and prospective investors from the company. The information offered by the organization on its website includes its history, services offered, global flights and practices adopted by the management. The strategy used by this mode is offering current information to the visitors, relationship and community building and increasing the involvement of the customers (Kernbach, Eppler and Bresciani, 2015).
E- Mail- This electronic communication method is mostly utilized by the human resource department of the organization in order to establish formal communication with the management and the employees. E- mails are also used by Qantas Airways for informing the customers regarding the latest offers, schemes and discounts on its flights. This method is used in the form of a strategy for updating the previous customers regarding the current offers so that they return to the organization for using their services again (Kakabadse Kouzmin and Kakabadse, 2017).
Video Conferencing- Qantas Airways operate on a large scale and therefore different decision makers of the organization are situated in different areas of the world. This makes it difficult for the organization to conduct face- to face meetings with them from time to time. Video conferencing is therefore, an effective way to communicate with the individuals who are not present at the business meetings. This method is appropriate for delivering face to face interaction in real time with the remote employees and business partners without leading to wastage of time and money (Hartley and Chatterton, 2015).
Social Media- Maintaining the presence on social media has now become a basic necessity for each and every business. Qantas Airways is present on almost every social media network such as Facebook, Twitter, Instagram, etc. Such social media pages of the company are updated with images and videos along with the latest offers, discounts and schemes. The Twitter page of the company assists in obtaining the queries and grievances of the clients. Moreover, social media is an effective tool from the perspective of marketing campaigns as well (Dolan, Conduit, Fahy and Goodman, 2017).
Advertisements on radios and television for the purpose of promoting the discounts, offers and schemes are also the strategy undertaken by Qantas Airways for reaching to the public and the prospective customers.
Following strengths, weaknesses, opportunities and threats are highlighted by the SWOT analysis of the overall communication methods and practices adopted by Qantas Airways.
Strengths- Notable successes have resulted from the adoption of the social media strategy by Qantas Airways. Open communication with the customers is possible with the help of its social media strategy. It further allows resolving the queries of the customers on timely basis and reduces the chances of conflicts. Other practices, methods and strategies adopted by the organization for the purpose of establishing the communication with the suppliers, business partners and employees also provide a chance for open communication and are therefore very effective (Foroudi and Montes, 2017).
Weaknesses- the communication practices and methods adopted by Qantas Airways suffer from certain weaknesses as well. The strengthening of the internal communication system in Qantas Airways is needed such that the staff managers and the employees can openly discuss their grievances and queries with the higher authorities. The needed encouragement should also be provided to the staff members such that they can effectively offer their suggestions and ideas regarding the plans and operations of the company by way of an effective communication channel.
Opportunities- a number of opportunities are available to Qantas Airways for improving its communication methods and practices due to the development of technology. Innovation is required to be made in the website of the organization such that the customers can share their experiences on the flights of the Qantas. Popular hashtags can also be created on social media which will ensure the expansion of the reach of posts by Qantas. Internal communication apps can also be created which enhance the internal communication through easy sharing of the messages at any place and time (Quintanilla and Wahl, 2018).
Threats- Rigid methods for internal communication have been adopted by Qantas Airways which has led to the practice of one- way communication within the workplace. The existence of one- way communication within the organization is often regarded as the threat for the business as it results in the possibility of conflicts due to the presence of unresolved queries (Malhotra and Ackfeldt, 2016). Over a period of time, no innovation has been made in the communication strategies adopted by the business for communicating information to its customers. This can lead the customers to choose the services of the competitors (Urabe, Child and Kagono, 2018).
Singapore Airlines and the American Airlines are some of the biggest competitors of Qantas Airways. Both the airlines bring innovative communication and e- communication strategies in order to facilitate effective communication in the organization and to attract the customers.
Singapore Airlines utilize both offline and online strategies of communication for advertising and promoting its services. The website of Singapore Airlines is also innovative which provides all the requisite information to the customers. The American Airlines is also good at its communication strategies and utilize social media for this purpose for reaching a wider audience. Promotion campaigns are conducted by both the airlines from time to time with the help of sponsorships, events, internet, outdoor advertisements and television advertisements (Petersen, Kushwaha and Kumar, 2015). The efficient information flow within the two organizations has led them to attain competitive position in the marketplace. This further implies that there is open communication in the workplace such that fewer grievances arise among the managers and the employees. The employees are free to ask regarding the queries faced by them from the top management. The social media and blogs of these organizations are also updated from time to time in order to offer latest information to the public and customers (Louise, Paul, Mark and Rob, 2016).
The comparison of the communication methods adopted by Qantas Airways with that of its competitors i.e. Singapore Airlines and American Airlines provides that some improvements are required to be considered by Qantas for the purpose of attaining a superior position in the market. However, there are not many insufficiencies in the communication and e- communication strategies of Qantas Airways. The strategies of the competitors should be taken into consideration for obtaining ideas regarding their strategies (Beebe, Beebe and Ivy, 2015).
After considering the communication strategies, methods and practices adopted by Qantas Airways, it is recommended that the company should aim at improving its communication with the customers and prospective customers with the help of engaging celebrities with the brand. Celebrities are often referred to as the crowd pullers and will play a great role in the enhancement of the communication of the organization. In this manner, the company should increase its focus on its promotional strategies.
Furthermore, it is recommended that the company should start using a tailor made application for the employees, staff members, managers and the senior management for the purpose of facilitating effective internal communication (Ruck, 2015). The app will further assist the employees in receiving the urgent information and therefore the urgent tasks will not get delayed. Innovation management systems can also be utilized by the organization for providng an opportunity to the employees to share their innovative ideas with the higher authorities (Caetano, 2017). The communication strategy adoption should also be ensured in a way such that mission of the organization is communicated to the customers and employees of the organization. Also, the strategies should be evaluated on a continuous basis by making comparison with the communication strategies of the competitors in order to analyze the trends of the market and for taking the needed steps in this direction.
Therefore, it can be concluded that communication is the exchange of information that takes place between a sender and a receiver. The focus of this report is on Qantas Airways. This report highlights the key non- electronic communication methods and practices utilized by Qantas Airways along with the key electronic media and communication strategies, SWOT analysis of the communication methods and practices, comparison of such practices with that of the competitors and some suggestions and recommendations for the organization.
Qantas Airways is the third oldest airline in the world and was founded in the year 1920. The non- electronic communication methods used by Qantas Airways are letters, reports, face to face communication and memorandums. Moreover, the electronic communication methods used by the organization are social media, e- mail, video conferencing and website. The strengths, weaknesses, opportunities and threats of the communication practices adopted by the organization have also been highlighted with the help of a SWOT analysis. Such communication practices have also been compared with that of the competitors.
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