INTRODUCTION The objective of this assignment is to analyse the current situation of Qatar Airways, as well as to determine possible future strategic options through the application of theoretical frameworks such as value chain analysis, resource edit, stakeholder analysis and Ansoff matrix.
BACKGROUND Since its re-launch in 1997, Qatar Airways has attained staggering growth in fleet size and passengers number. From four aircraft in 1997, the group grew to a fleet size of 42 in September 2005 and by 2015, the fleet size will almost triple to 110 aircraft. From its hub in Doha, Qatar Airways has developed a global network of destination thanks to its code-share partners and alliances with other companies. Qatar Airways' strengths The activities of a business could be divided in two groups: Primary activities and Support activities. Primary Activities Inbound logistic: For Qatar Airway are kerosene, on board and airport duty free shop, aircrafts and their parts and the possibility to choose food before flying. Operation: In this group there are activities such as check-in, service on board, flight time-table and destination plans. Outbound logistic: Transportation by airplane is essentially a movement from one place to a far destination. This is the final service to customers. Marketing and sale: Such as promotions, advertising campaign and cooperation with travel agency. A fundamental action is to invest in global brand knowledge and diffusion. According to this, in an interview to Flottau(2007) Qatar Airway's CEO: "We would like to be a member of Star Alliance". Service: Such as catering and on board entertainment. For Qatar Airways this is a very crucial point that can give to the company a competitive advantage. For example, according to Fiorino(2003) "Qatar Airways is offering free access to same-day printed version of about 170 of the world's newspaper. Qatar is the
------------------------------------------------- Assessment Front Cover Sheet Course / Programme: MBA Module: MBA4059 Strategic Management & Marketing Module Tutor: Dr. Tony Ayoola Assignment Number: One of one (100% of final mark) Assignment Title: Case Study Based Analysis Assignment Length: [5613 – 1843 (cover sheet and reference words)] = 4499 Words Issue Date: 22nd February 2013 ------------------------------------------------- Submission Deadline: 22nd April 2013 Please submit this form with the completed…
Management Content: 1. Background of Qantas 2. Analysis of Qantas External analysis a. What industry is it? b. General environment analysis c. The industry environment d. Competitive environment e. You now have material about opportunities Internal analysis f. The firm’s resources, tangible and intangible g. Capabilities identification h. Core competency analysis i. Value chain analysis j. Weakness k. Pulling it together l. Current strategies 3. Recommendation &…
of disclosure, e.g. press releases, initial public offerings (IPOs), web sites, company brochures, newsletters”(Gelb, 2002). It principally bases on the set of enterprise activities, using financial statements as the main sources of information to analysis and synthesis the enterprise process. Its purpose is to understand the past, evaluate now and predict the future, helping report users to improve decision-making. As AASB (2004) stated, the aim of annual report is to provide financial information…