澳洲Report代寫:澳航Qantas經營策略外部和內部分析

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  • 澳洲Report代寫:澳航Qantas經營策略外部和內部分析

    澳大利亞航空公司,澳航,是世界上第二古老的航空公司(澳航有限公司,2010年)。澳航于1920年在昆士蘭成立,是澳大利亞最大的國內和國際航空公司,被認為是全球領先的長途航空公司之一。澳航擁有從澳大利亞到北美、歐洲和亞洲的先進服務。如今,澳航集團擁有3000多名員工,在44個國家的182個目的地網絡中提供服務。澳航有三個密切相關的集團(澳航有限公司,2010年)。它們是商業集團、客戶和營銷集團以及運營集團。商業集團包括銷售、分銷、商業計劃、澳航鏈接和聯盟等。客戶和營銷集團包括客戶體驗部分、機組人員、飛行服務和營銷。運營集團擁有工程、機場、餐飲、飛行運營、運營計劃和控制以及澳航航空服務。
     
     
    本報告旨在分析澳航在航空業的經營策略。2010年至2012年材料數據有限。分析包括外部分析和內部分析。從企業層面、企業層面和國際層面進行戰略分析。
     
     
    航空公司的新進入者總是很困難,因為大部分的資源已經被現有的航空公司占據。總的來說,外部環境包括一般環境、行業環境和競爭環境。一般環境通常被稱為宏觀環境。行業環境競爭激烈。供應商的議價能力很高,但客戶的議價能力很低。鐵路也許是短距離內威脅航空公司的唯一因素,但不能完全取代航空業。現有航空公司之間的競爭非常激烈。澳航是一家古老的國有股份制公司,擁有良好的客戶基礎和豐富的有形資產。澳航的核心能力是航空運輸和貨物運輸。從內部分析,航空運輸具有競爭力和盈利能力。在對澳航SWOT分析的基礎上,從業務、合作和國際層面提出了澳航的發展戰略。

    澳洲Report代寫:澳航Qantas經營策略外部和內部分析

    Australian Airlines, Qantas, is the second oldest airline in the world (Qantas Airways Limited, 2010).  Qantas is founded in the Queensland in the year of 1920; it is the largest domestic and international airline in Australia, and which is considered as one of the long distance carriers leading the world.  Qantas has advanced services from Australia to North America, Europe and Asia.  Today, Qantas Group has more than three thousand employees and offers services across a network of 182 destinations in 44 countries.  Qantas has three groups which are closely related (Qantas Airways Limited, 2010). They are Commercial group, Customer and Marketing group, and Operations group. The Commercial group contains sales, distribution, business planning, Qantas link and alliances, etc. Customer and Marketing group comprises customer experience part, cabin crew, in flight services and marketing. The Operations group has engineering, airports, catering, flight operations, operations planning and control and Qantas Aviation Services. 
     
    The objective of this report is to analyze Qantas business strategy in the airline industry. The material data is limited from 2010 to 2012.  The analysis includes both external analysis and internal analysis.  The strategies analysis from three levels: Business level, corporate level and international level.
     
    It is always difficult for new entrants to the airline industry because most of the resources have been already occupied by existing airlines.  To summarize, the external environment consists general environments, industry environments and competitive environment.  The general environment is often referred to as the macro-environment.  The industry environment is competitive.  The bargaining power of the supplier is high, but low in customers.  Railways maybe the one threat airline in short distance, but cannot replace airline industry complete. The competition among existing airline companies is very fierce.  Qantas is an old state-owned joint-stock company which has good customer base as well as plenty of tangible.  The core capabilities of Qantas are airline transportation and cargo.  From internal analysis, airlines transportation is competitive and profitable. After analyze the SWOT of Qantas, strategies are proposed from business, cooperation and international level.
     

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