With reference to the information in the Qantas – Which route out of the
turbulence? case study (and other relevant sources) answer the following
Identify Qantas’s core competences. Based on a structured analysis of the operating
environment, discuss how the organisation can exploit its strengths to achieve
sustainable competitive advantage in the Asian-Pacific market. What do you
Compared with other approaches, what are the advantages and
disadvantages of Qantas’s traditional geographic focus? Use theoretical and
practical evidence to support your answer.
What is your overall assessment of Qantas’s current situation and what
recommendations would you make for their future strategic direction in emerging
markets? Explain the reasoning behind your recommendations.
Describe and discuss how Qantas can manage the cultural issues that result from
being a global player.
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