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In this assessment, your task is to reflect broadly on the role of business, how to communicate and acts on a social issues facing it in any society. Take time to reflect on the arguments and pieces of information presented in the literature. You will need to read widely and broadly.

Review the behaviours, actions and corporate communication of one of the companies listed below of your choice:-

  1. Qantas
  2. Woolworths
  3. Telstra
  4. Coles
  5. ANZ Bank
  6. Toyota
  7. BHP

In your own words:

  1. Examine and critique an aspect of the company’s performance with regards to fulfilling its mission, vision and corporate objectives.

  2. Analyse the company’s current corporate image.

  3. Highlight both areas of achievement and those requiring improvements. Do not focus only the positive or negative aspects.

  4. Examine and discuss the impacts and implications of the company’s action on society and stakeholders.

  5. Analyse company’s corporate social responsibilities and its communication strategies

  6. Analyse its ethical policies

  7. Provide you’re on – balance recommendations & conclusions about the company’s performance in society.

Qantas: Australia's Biggest Airline Company

The behaviours, actions and corporate communication of Qantas have been reviewed.

Qantas is the Australia’s biggest domestic and international airline company. It was founded in Queensland in 1920. Qantas is one of the strongest companies or brands in Australia. It has the reputation of the world’s leading long distance airline company. They have built a reputation for operational reliability, engineering and maintenance, excellence in safety and aristocrat customer service.

They operate secondary businesses in specialist markets. Their main business is the transportation of customers using complementary airline companies i.e. Qantas and Jetstar. They handle domestic, regional and international airline services. Qantas employs over 30,000 people. 93% of the employees based within Australia.

Qantas’ performance, current corporate image, the positive and negative aspects of the requiring improvements, impacts and implications of the company's action on society and stakeholders, its Corporate Social Responsibilities and its communication strategies, its ethical policies have been discussed underneath.

The mission statement is a general statement of how the goal is achieved. It is an action statement. A mission of a company should be – to provide unique and high-quality service to their customers. A vision statement is a big picture of what they want to achieve. The company's vision may be an economically active community or a successful vineyard business. Corporate objectives provide specific milestones with a specific timeline for reaching a goal(Elving, 2012).

The performance goals for the employees of Qantas is to plan and arrange their work in according to achieve preset outcomes or results. Employees become capable of doing their work properly by setting and completing real performance goals.

By developing their job skills and knowledge about their job, Qantas’ employees help themselves to prosper their work (Impact of Motivation on Employees, 2016). They undertake extra responsibilities. They follow their career goals. They create a bright future for them and the company (Schreckengast and Drury, 2015).

The employees can support the organisation's mission and vision. They also follow the company’s principles, goals, strategies and values. Qantas has own principles as the other companies. Qantas has set its future goals and also a few strategies to work with.  

The employees can cooperate with their staffs with mutual understanding and better limpidity (V. D., 2012). They understand each other well. Their relationship becomes stronger. Thus they build their unity stronger in this process.

The employees need good projects to run the work smoothly. So that they can work plan wise. The employees can plan successful projects. Therefore they can work on those projects. They can do creative works.

Mission Statement, Performance Goals, and Corporate Social Responsibility

They employees become stronger and remain tough when barriers appear. They overcome the blockades. They build a strong relationship with the company. As well as, from the setbacks, they learn the ways of improving their work (Steyn, 2004).

The actual goal-setting starts with an exploration of all aspects of the goal, including:

They must have the reasons for chasing the goal. Without any reason, they will not chase the target, and they will not achieve the goal.

They finally get the anticipated outcomes or results. They can observe the measurement of success. They will enjoy the moment of getting succeed.

Probable investors or shareholders or stakeholders may be obstructed (Aspara, 2011).

There are many capabilities and resources wanted, needed and available for the growth of the company.

There will be barriers or road blocks which may arise along the way. The employees will have to overcome the setbacks.

There is a popular goal-setting tool that is the SMART model (Rehman, 2012). It is easy to remember.

Specific: The employees should keep the goals focused and simple.

Measurable: They should make assurance for the achievement of the goal is measurable.

Attractive: The goal should be alluring not just for the short term, but for the long term also to the clients.

Realistic: The goal must be achievable realistically.

Timed: One should know the time when it will be achieved.

Qantas is the leading airline company in Australia domestic and international stages. Qantas is famous as the second oldest airline company (Petrovic, Puharic and Jovanovic, 2015). Therefore, Qantas is outstanding in strategic markets i.e. Western Europe and Asia-pacific. Overall the corporate image of Qantas is adamant. Qantas has activated a low-cost substitute brand namely Jetstar. The key to the Qantas group’s success is its two-airline strategy. This stat gives the airline the best place in any carrier all over the world regarding reporting to changes in downturns or demand patterns in particular classes of travel. Qantas is now one of the few airline companies in the whole world to have successfully run an LCC and a full-service premium carrier.

Qantas has provided lounge facility at the airport, package trips and adapted alliance strategy to retain the customer loyalty. Qantas gives low fare airline to consume the aviation market. Thus, Qantas has grown stronger in the worldwide.

Qantas which has a fatality free record is on the top of the list of airline ratings. Qantas has accumulated an extraordinary record of firsts in operations and safety. It is now the world's most experienced airline. It can list almost 30 important industry leading achievements. It is the first airline company to operate around global service. Qantas was a leader in using the FDR to monitor plane. It has been leading in a wide-ranging variety of recent cockpit innovations (McGregor and McGregor, 2016). It also was the leading airline company with real-time monitoring of its engines.

Qantas' Impact on the Australian Economy

Qantas has a few issues and difficulties in operations and competition in the market. The front desk, check-in and cabin staff are not acceptable. There is a vital point on what Qantas should take a drastic step to solve the problem that is the customer care service. It seems that they do not understand the process of customer service. They have no idea about actual interpersonal abilities and skills. The customer care service standards can be upgraded.

In this assignment discussed the implications of the airline company Qantas. These are such as,

Cost-cutting- The Company Qantas decided to cut $2 billion from their annual costs for saving their expenditure. According to this, the plan creates an effect on the employee’s salary. On the other word, they do not give the salary of their workers between times. For this reason, the organisation started to lose their employees or decrease the limit of their workforce. It is important for an organisation to continue its business without employees (Petrovic, Puharic and Jovanovic, 2015).

According to these, in some places, they got success from this decision. They save 3 per cent of their last income which is very beneficial for the organisation.

Lower oil price and the end of the carbon tax- For the benefit, Qantas make a plan to decrease fuel bill. When they started to control the fuel bill, it is noticed that their annual fuel bill is less than $4 billion from the previous year. Therefore, for the exclusion of carbon tax, the airline organisation got benefits for the whole year. Qantas decreased the fuel prices going on some directions such as South America, US, South Africa and Asia.

On the other side, customers of the Qantas demands to decrease the ticket prices. But Qantas decrease their fuel price but do not reduce the ticket prices for their consumers (Majocchi, 2015). For this problems, customers stop to buy tickets from the particular organisation so that Qantas lose their customers which effect on their business. For this reason, they will not be able to compete with other airline companies.  

Impact of the organisation on the economy of Australia

The airline company Qantas create an effect on Australia by providing jobs, endorsing tourism and pouring economic action. Therefore, Qantas play an important role in the Australian economy.

  • Qantas contribute $21 billion to the Australian economy which helps the Australian economic state.
  • Qantas provide jobs to Australian directly or indirectly. According to this, the employment of this airline company in Australia is 0.6percent of total hire.
  • Qantas also subsidies to Australia's GDP. According to this, they also provide $9.5 billion of price add to the travel sector(Carment, 2004).  

Corporate social responsibilities of Qantas

  1. To generate sustainable and responsible communities- In the airline organisation Qantas. The experience employees help them to grow up their business. Before appointing them, Qantas provide training to the workers so that they can be able to do their work properly. The development skills of the employees can improve through training. Well-trained employees can help the organisation to grow up their business and also make them responsible for fulfilling their duty in the workplace. Qantas also provides job to the young people for making their future bright(Crisan and Borza, 2012).
  2. To demeanor business responsibilities- At Qantas, the managers or management team needs to communicate with their customers politely, provide god quality service and have to listen to their words which help them to understand their needs. For this reason, Qantas can develop their products based on customer’s choice and can be able to meet their altered needs. On the other side, they should be polite with their employees also so that the managers also can get a respectful behavior from the workers. These methods can make a pleasant environment inside the company.   
  3. To diminish waste and improving recycling- The airline company take a decision to deal with the waste materials which can be improved. In this way. The total of waste can be decreased by the airline organisation(Meneses, 2016). These materials need recycling. According to these, Qantas strains to reprocess the things by way of possibility such as the computer, furniture, etc.

Along with these, the engineering section of Qantas got success to recycle some materials and has remarkable reprocess ratio like 85%.  

  1. To endorse wellbeing and inclusion- Qantas provide health policies for their employees. The organisation tries to take care of the workers. They want to get ready for critical situations like if anyone fall ill inside the workplace, then they will provide appropriate cure of the worker. Qantas will be presented for the employees on 24 hours, 365 days. According to these, they also try to keep the organisation's environment clean so that it do not create any impact on worker's health.
  1. To endorse wellbeing and inclusion- Qantas provide health policies for their employees. The organisation tries to take care of the workers. They want to get ready for critical situations like if anyone fall ill inside the workplace, then they will provide appropriate cure of the worker. Qantas will be presented for the employees on 24 hours, 365 days. According to these, they also try to keep the organisation's environment clean so that it do not create any impact on worker's health.

Qantas' Communication Strategy

Qantas’s communication strategy

Communication strategy helps an organisation to achieve their mission. Therefore, it helps Qantas to get success in business and make them able to compete with other organisations.

The managers, employees, shareholder achieve success in their business through organisation's communication strategy. There included some variable communication steps such as:

  • Image formation
  • Participation methods
  • Evidence on development
  • Exploration usage
  • Dialogue arrangements
  • Consciousness Rising

These are sometimes extend internally or sometimes externally

  1. Internal: The employees of the organisation should involve themselves work and need to communicate with each other to complete the work properly before giving a deadline(Call for Papers for Special Issue on Next Generation Communication and Network Security, 2011).
  2. External:

New communication networks

New developing strategy

New viewpoint

New and improving methods

Social responsibilities to employees- Qantas need so maintain a good relationship with their employees. It can help the workers to share their problems, and the team leaders can solve the problem easily. Qantas have to give respect to the workers. The organisation need to make them professional in their work.  

Social responsibilities to investors- Stakeholders of an organisation support the company to increase their profit level in business. On the other side, the employee’s involvement also needed to grow up a business Therefore, Qantas should give them opportunities or fulfil their demands for benefits.  

Social responsibilities to the environment- A pleasant environment can encourage the employees to submit proper work in the workplace. On the other side, well-trained and experienced people always want the pleasant place and it also a benefit of the airline company.

Social responsibilities to customers- Qantas have to provide quality products to their customers and need to collect reviews from them. Consumers have the right to check all the products they buy. The position of the organisation depends on customer’s satisfaction (Mantzavinos, 2012).

From the above discussion, it is noted that the airline company is running under a great problem. However, it is important for them to reconstruct their corporate image in the airline industry by providing better service and maintaining their corporate social responsibility in the society. In this way, it is also important for the airline industry to maintain the policy within the organisation to develop better workplace for employees. On the other hand, the discussed aspects of improvement also very important to implement in the company. However, this achievement and goal of training methods will help the organisation to shape them again. Apart from that, the corporate social responsibilities are the key function that the organisation should perform. Depending on that the communication processes of corporate social responsibilities have been mentioned in the above statement. The proper implementation of the communication processes will lead them to perform better in the society. With the implementation of corporate social responsibilities, the ethical policies are also necessary to include in the organisation's workplace. Therefore, the policies mentioned above are much necessary for Qantas to regain their position in the worldwide context.

Conclusion

The overall report is focused on the corporate image of Qantas. With shaping the image in the report, the goals and objectives of the organisation have defined in the paper. Along with that, the ways of improvement for the organisation’s activities have been highlighted clearly. The implication and impacts of the organisation's activities have been delivered in the paper to demonstrate organisation actual condition. On the other hand, the CSR and the ways of communication have been precisely framed to understand Qantas corporate social activities. With the proper recommendation, the whole report has been concluded at the end of this paper.

References

Elving, W. (2012). Corporate Communication Positioned within Communication Studies—Corporate Communications, an International Journal: The Journal and its History, Scope and Future Developments. Review of Communication, 12(1), pp.66-77.

Impact of Motivation on Employees. (2016). International Journal of Science and Research (IJSR), 5(2), pp.1836-1839.

McGregor, B. and McGregor, B. (2016). From the cockpit to the classroom: leveraging failure as a reflective learning opportunity. Innovations in Teaching & Learning Conference Proceedings, 8.

Petrovic, D., Puharic, M. and Jovanovic, T. (2015). Airline company management: 'Defining of necessary number of employees in airline by using artificial intelligence tools'. Tehnika, 70(6), pp.1039-1046.

Rehman, R. (2012). Model of Smart System Based On Smart Grid, Smart Meter and Wireless Based Smart Appliances. IOSR Journal of Electrical and Electronics Engineering, 1(5), pp.06-10.

Schreckengast, S. and Drury, D. (2015). Regional Aviation Early Career Pilot Attributes Study. International Journal of Aviation, Aeronautics, and Aerospace.

Steyn, B. (2004). From strategy to corporate communication strategy: A conceptualisation. Journal of Communication Management, 8(2), pp.168-183.

Steyn, B. (2004). From strategy to corporate communication strategy: A conceptualisation. Journal of Communication Management, 8(2), pp.168-183.

D., M. (2012). Regulators of employees behaviour in Russia.Economy of Region, pp.89-97.

Call for Papers for Special Issue on Next Generation Communication and Network Security. (2011). Security and Communication Networks, 4(2), pp.e2-e2.

Carment, D. (2004). Protocols for the organisation of AHA conferences. History Australia, 2(1).

Crisan, C. and Borza, A. (2012). Social Entrepreneurship and Corporate Social Responsibilities. International Business Research, 5(2).

Majocchi, A. (2015). Comments. After the Oil Price Crash, it’s Time for a Carbon Tax. The Federalist Debate, 28(1).

Mantzavinos, C. (2012). The Ethical Project. A Dialogue. Analyse & Kritik, 34(1).

Meneses, G. (2016). Recycling as an Object of Study for Behavioural Sciences. Advances in Recycling & Waste Management, 01(01).

Petrovic, D., Puharic, M. and Jovanovic, T. (2015). Airline company management: 'Defining of necessary number of employees in airline by using artificial intelligence tools'. Tehnika, 70(6), pp.1039-1046.

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