You are required to view the following video regarding Qantas produced by Australian Broadcasting Corporation (ABC) for this assignment:
http://www.abc.net.au/7.30/content/2014/s3953030.htm
As the presenter, Sarah Ferguson, describes: 'These are turbulent times in the history of Australian aviation and tomorrow [27 Feburary 2014] will be D-Day for the national carrier, Qantas, as it confronts crippling financial losses. In the morning the company is due to announce the extent of its losses, which will measure in the hundreds of millions of dollars for the past 12 months, and in the afternoon it'll address its staff, where it's expected to announce thousands of job cuts'. You are encouraged to view more videos from ABC regarding the airline.
In this case study, you are required to do the following tasks:
1. Provide a summary of the industry and market information. This summary must be very brief (limited to no more than 300 words). Further information can be provided as an appendix.
2. Conduct an industry analysis using the following tools:
Industry Analysis I
Pestel Analysis: Draw the PESTEL framework similar to page 115 of the text of theorganisation competing in its industry. Use bullet points in each box to list the points you want to emphasize.
Element Narrative: See the text pages 115-17 of Grant et al. 2014. For each of thesix elements listed, describe and outline how the environmental conditions within each might influence the organisations decisions going forward. (Total 600 words)
Collect Evidence: Find evidence to support your PESTEL. Extra marks will beawarded to those who use quotations and references other than the text showing clear evidence that the academic article(s) and/or publication(s) have been read. You should quote theory in such a way that it supports the framework you produce. For example, see selected readings in modules plus any additional sources.
Industry Analysis II
Five Forces: Develop a Five Forces model. Use theaddition of complements if appropriate. Draw the figure similar to page 134. However, populate each box with bullet points of the main features or forces listed from pages 121-34.
Forces Narrative: Each main component of your five forces should also beexplained in written narrative. That is, immediately below your figure, now summarise each of the forces and why or why/not these are relevant to the forces you selected. (Total 600 words)
Collect Evidence: Extra marks will be awarded to those who use quotations andreferences other than the text showing clear evidence that the academic article(s) and/or publication(s) have been read (e.g. see readings in modules). You should quote theory in such a way that it supports the model you produce. For example, see selected readings in modules plus any additional sources.
Industry Analysis III
KSF Table: Draw up a KSF Table similar to one on p.145 of the text. Identify theexternal forces of the industry of the organisation competes in, list the likely industry response as a whole (i.e. how the whole industry is currently (or should be) responding to these forces, then list the key success factors going forward. That is, how all companies competing in the industry can be successful.
KSF Narrative: Choose five (5) of the most important key success factors for theindustry. Write a supporting paragraph explaining why you have chosen each key success factors (KSFs) to support your table. (Total 600 words)
Collect Evidence: Extra marks will be awarded to those who use quotations andreferences other than the text showing clear evidence that the academic article(s) and/or publication(s) have been read (e.g. see selected readings in modules). You should quote theory in such a way that it supports the table you produce. For example, see selected readings in modules plus any additional sources.