Essay on Strategic Analysis Report

4529 Words Aug 31st, 2013 19 Pages
Strategic Analysis Report

Nav-Star Consultants

Prepared for: Michael Lloyd (Tutor) Authors: Stephen Hill (7136196) Rohan Dwyer (6825079) Natalie Fraser (8382719) Vivian Ng (7660162) Due: 25/05/2012 Word Count: 2385 Tutorial: Thursday 1800-1900

Qantas Head Office 203 Coward Street Mascot NSW 2020 Ph: (02) 9691 3636 Fax: (02) 8222 4700

MGB309: Strategic Management

Semester 1, 2012

Contents
1 2 3 Preface ............................................................................................................................................. 2 Executive Summary .......................................................................................................................... 3 Two Potential Strategies
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The industry is heavily influenced via increasing global operational expenses, volatility and competition creating numerous challenges for Qantas’ long-term survival. Moreover, constant changes of consumer behaviour, perception and purchasing powers are directly influencing Qantas’ diminishing profit margins alongside high operational expenditure. It is crucial for Qantas’ to optimise opportunities and manage complex trade-offs involving value chain and supply chain management (SCM) activities. Numerous mechanisms exist to maximise the differences between perceived value and actual costs of supply chain activities. The key challenges for Qantas are to conceptualise strategies that provide a balance of efficiency and effectiveness.

Initial internal and external analyses determined key discrepancies involving Qantas’ direction of global and functional-level strategies. The analyses identified integrated, global standardisation, human resource (HR) and operational strategies as the primary segments to adjust. Key

deficiencies arose regarding international competitiveness, terminal/plant consolidation, operational restructure requirements, workforce personnel skill and training enhancements and continual Industrial Relations (IR) disputes. As such, distinct emphasis to Qantas’ management amplified top and middle managerial inadequacies and change requirements.

The analysis concluded that Qantas

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