summary

qantas is operating within a very challenging industry environment. after the turbulence of the past few years, the global aviation industry has still not returned to “normal”. qantas also continues to compete on an uneven playing field. for maintaining its predominant position and success in the future campaigns, qantas should prudentially predict the macro-environment and build scenarios of the future; understand and identify the customers’ needs; and improve the strategic capability and internal competitive competence. on the other hand, it needs to integrate management structure and prepare emergency strategies to meet the big change within the pestel environment.