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Our Brand: Our Brand Takes the Spirit of Australia to the World

Essay by   •  June 7, 2012  •  Case Study  •  2,561 Words (11 Pages)  •  1,688 Views

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Mission

"Our Brand: Our brand takes the spirit of Australia to the world"

Vision

"The Qantas vision is to offer the best airline experience"

"Our Future: Investment and innovation help shape our future"

"To be the world's leading premium airline brand"

Goals/objectives

Specific

Measurable

Attainable

Relevant

Timely

"Our goal is to give each customer the best possible travel experience, form the time they choose to fly with us to when they arrive at their ultimate destination."

"Our Business: Being a good business is as important as being a great airline inaction"

"Our Customers: Customers are at the centre of everything we do"

"safety is highest priority"

In flight experience:

Continue to set the standard for premium cabin experience

Award winning service

Best dining experience in the air

Leadership in in flight entertainment

Current Situation

Internal environment

STRENGTHS

Tangible resources:

Physical resources: - sophistication and location of equipment (amount/quality of planes?)

Large aircraft fleet - physical resources? (when compared to competitors) (in aus - largest regional fleet and network with capacity growing 9.1%)

V- Yes

R - Yes

I - Yes

N - Yes

=Sustainable competitive advantage'

Technological resources -patents, trademarks, copyrights, trade secrets (repairing services?)

Qantas Engineering maintenance & repair - only airline company to have won cum Cumberbatch Trophy twice

V- Yes

R - Yes

I - Yes

N - Yes

= Sustainable competitive advantage

Financial

one of the world's most profitable airlines - tangible financial - ability to generate internal funds?

V- Yes

R - No?

I - No?

N - No?

= ?

Intangible resources:

Human resources

Good board and governance structure - intangible human organisational routines/managerial capabilities

V- Yes

R - No

I - No

N - Yes/No

= Competitive parity

Innovation resources

Snap Fresh uses chef-driven meal design, and advanced production and freezing technology to produce meals for Qantas and other airlines,

V - Yes

R - Yes

I - Yes

N - No?

=Temporary/Sustainable competitive advantage

Platinum One

V - Yes

R - ?

I - No

N - ?

= ?

Reputational resources - customers: Brand name perceptions of quality, durability, reliability

suppliers: Efficient, effective, supportive, mutually beneficial interactions and relationships.

Well branded "spirit of Australia"- reputational customers brandname

V- Yes

R - Yes

I - Yes

N - Yes

= Sustainable competitive advantage

Well-known for safety record (not one death!)

V - Y

R - Y

I - Y

N - Y

= Sustainable competitive advantage

Awards (for winelist/inflight entertainment) - reputational customers - brand name

V - Y

R - Y

I - N

N - ?

= ?

5 million frequent flyer members(biggest in southern hemisphere) -reputational

V- Yes

R - Yes

I - Yes

N - No

= Sustainable competitive advantage

Marketing - brand name, customer service (entertainment/hospitality industry)

R&D - ?

Distribution

Q Catering -Its strength is its national approach to the coordination of food production, operations, logistics, transport, quarantine waste handling, warehousing and bonded store functions.

V - Yes

R - Yes

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