1.0 INTRODUCTION

Qantas is Australia’s largest airline with its oldest continuously operated airlines in the world. (R) As was established by four men at first with simple biplanes that can only carry 2 or 3 passengers, Qantas now developed into a world's leading long distance airline and standing out of the strongest brands in Australia. Qantas also developed several promotional programs and services with its committed staff and won loyal customers. Qantas would continue to develop while facing challenges such as industrial dispute, accidents and so on.
This report is conducted to analysis the current situation and strategies based on the case of Qantas. Furthermore, the report will identify the strategies that would be responsible to its situation.

2.0 RESEARCH OF QANTAS

environmental context of the case

Qantas has operated a number of passenger airline subsidiaries since inception including

by three men who could see the great benefits that aviation would bring to the people of western Queensland. The airline they established would eventually connect Australia with the world. A fourth man, Arthur Baird established the reputation for engineering excellence that Qantas has never lost.

further route extension

Qantas would continue to evolve and grow

Qantas is Australia's largest airline, the oldest continuously operated airline in the world and the second oldest in the world that is still in operation.[7

Qantas carries a 65% share of the Australian domestic market