MGMT3010 Strategic Management Project 2 An analysis of Qantas
小组作业。但四叶草EDU可独立完成。
Project 2. An analysis of Qantas: The grounded Kangaroo? (Grant et. al., 2014, page 427)
What are the key success factors of the Australian airline industry? What is the difference between different segments of this industry? Which resources and capabilities of companies are critically important for successful performance in this industry? Which strategies are most successful in addressing the competitive forces in the airline industry? ‘Will Qantas become Jetstar’ (Grant et. al., 2014: 4)
The format of the report should be as follows:
Executive summary (objectives, method, limitations and findings of the report – one page only, no bullet points; no repetition of the introduction).
Introduction (main strategic issues which (see the questions to each given project – in Italic) the company is facing and which you intend to study in your report; what parts are included in your report and what analytical tools will you use to investigate the company’s competitive position in order to prepare recommendations with regards to the main strategic issues?).
Main strategic issues which the management has to address (these issues should be identified based on company background information)
In this section you should provide a brief outline of the company, what it does and how it has developed, and any other
information you consider relevant to understanding the current situation. The outcome of this section is to identify main
strategic issues (e.g., see main strategic issues given you in each of the three projects – in Italic - for your preparation and
class discussion). In the following two sections you will analyse the external and internal environment in order to resolve the
main strategic issues.
External analysis
In this section you should outline what you think are the main opportunities and threats facing the organisation. You should
analyse the general, industry and competitors' environment of the company. Do not attempt to analyse all elements of the
external environment equally: it is important that you concentrate on a few main elements and explain why they are significant.
You have to support the most significant elements of the external environment by references from the business media, industry
publications and other relevant websites.
Internal analysis
In this section you should outline what you think are the main strengths and weaknesses of the organisation. As with the
external analysis, you need to try to identify and explain the main issues rather than list a wide variety of factors. You should
explain what resources and capabilities contribute into a competitive advantage of the company. Your analysis should be
supported by relevant information from the case study, a company’s web site and the media.
Strategy evaluation and recommendation
In this section you should outline a range of strategic actions for the company: where to from now to re-solve the main
strategic issues identified in section 1. You should recommend one of these alternative actions and justify your choice in terms
of the company’s SWOT analysis. To link together the results of the external and internal environmental analysis, you should
use the TOWS matrix which will be introduced in section 4 of the semester (see Study Guide).
Conclusion (major results of your analysis and recommendations with regards to the main strategic issues identified in
Introduction)