Qantas Airways Assignment - Copy

8/19/2019 Qantas Airways Assignment - Copy

1/31

Amit BandhuPrabhakar

3158004

Submitted to- Mr

Venkatraman


2/31

BREIF ES!RIP"I#$ #F !%#SE$

SERVI!E

&anta' (&ueen')and and northern territor* aeria)

'er+i,e' )td ,urrent)* i' the .or)d 'e,ond o)de't air)ine

and .a' /ounded ba,k in 10 in &ueen')and2 &anta'ha' e'tab)i'hed it'e)/ a' .or)d' dominant )on di'tan,e

air)ine and a)'o the 'trone't brand in Au'tra)ia2 Maor

bu'ine'' o/ &anta' rou6 i' ,on+e*in o/ 6a''ener'

u'in their t.o air)ine brand'- &anta' and 7et 'tar2

&anta' /o,u'e' on 6remium bu'ine'' and )uur* ,)a''

6a''ener' .herea' et 'tar /o,u'e' on 6ri,e 'en'iti+e

6a''ener'2 &anta' i' 'ub di+ided into 3 rou6',ommer,ia)9 marketin and ,u'tomer and o6eration'2

!ommer,ia) rou6 in,)ude' 'a)e' and di'tribution9

6)annin9 &anta' )ink and a))ian,e'2 !u'tomer and

marketin ,om6o'ed u6 o/ in :iht 'er+i,e'9 ,u'tomer

e6erien,e et,2 &anta' rou6 ,on'i't o/ :iht

o6eration'9 ,aterin and o6erationa) 6)annin et,2

(&anta' Air.a*'9 010


3/31

Qantas group segment revenue

&anta' dome'ti,

35;

&anta'

internationa) 3;

7et 'tar 10;

&anta' )o*a)t* 8;

&anta' /rei4ht


4/31

REVENUE GENERATING SOURCES

$et re+enue

/rom 6a''en4er'>0;

$etre+enue

/romFrei4ht 5;

Re+enue /rom

!ontra,t.ork;

An,i))ar*6a''en4er

Re+enue ;

Pa''en4er'er+i,e /ee' 3;

?ea'ere+enue1;

other'>;

(&anta' Air.a*'9

01

NET REVENUE FROM PASSENGERS- &anta' rou6

earn' ,on'iderab)e amount o/ re+enue throuh

tran'6ortation o/ 6a''ener' .hi,h ,ontribute' to

a)mo't >; o/ tota) rou6 re+enue2 &anta' rou6

a,=uire it' net re+enue /rom t.o o/ their maor brand'9

et 'tar and &anta'2 In *ear 011 and 019 tota)

re+enue .hi,h &anta' rou6 had earned .a' around

@125 bi))ion2

Freight REVENUE- A' the name 'ue't' it'e)/ /reiht

re+enue 'o net /reiht re+enue /or &anta' rou6 ,ome'

/rom the tran'6ortation o/ ood' in et 'tar and &anta'

air,ra/t'2 'ua))* air)ine indu'tr* ha' )ink .ith

mu)tinationa) ,om6anie' .ho dea) in e6ort and im6orto/ ood' and 'er+i,e' 'o that the* ,an enerate

re+enue b* ,on+e*in o/ ood'2

ANCILLARY PASSENGER REVENUE- &anta' rou6

earn' the an,i))ar* re+enue b* 6ro+idin 'er+i,e' to

6a''ener' .hi,h in,)ude dut* /ree 'a)e'9 in :iht

,aterin9 bar 'a)e'9 baae ,hare' et,2 In other.ord' .e ,an a)'o that air)ine enerate' an,i))ar*


5/31

re+enue /rom non ti,ket 'our,e' and b* 6ro+idin

'er+i,e' dire,t)* to the 6a''ener' durin their ourne*

either at the air6ort or in the :iht2

REVENUE FROM CONTRACT WORK- &anta' rou6

enerate' re+enue /rom ,ontra,t b* 6ro+idin 'er+i,e'

to-

Qantas catering- &anta' o6erate' their o.n

,aterin 'er+i,e' to their 6a''ener'2 &anta'

,aterin ,ater' to other air)ine'9 rai).a*'9 retai)

market9 de/en,e and medi,a) manaement2 B*'er+in to them &anta' enerate' re+enue2

Qantas defence services- it )ook a/ter a+iation

maintenan,e 'er+i,e' and a)'o 6ro+ide' a''i'tan,e

to Au'tra)ia de/en,e 'er+i,e' in,)udin AF hter

and he)i,o6ter :eet'2 Qantas engineering- he)6' other air)ine' /or

maintenan,e and enineerin 'er+i,e'2 Ser+i,e',on'i't u6 o/ air,ra/t interior u6rade'9 enine'

maintenan,e and in+entor* manaement2

OBJECTIVES OF ESSAY IGLIGTED-

Maor obe,ti+e' .hi,h are bein hih)ihted o/ &anta'

air.a*' are a' /o))o.'- Ser+i,e 'trate* and 'er+i,e ,u)ture o/ &anta'

air.a*'e',ribin ke* 'takeho)der o/ the ,om6an* .ith

the taret market /or &anta' bu'ine''2 Po''ib)e 6oint' o/ /ai)ure2&anta' ,u'tomer 'er+i,e 6ro,e'' .ith nan,ia)

,on'ideration and 'er+i,e )e+e) ben,hmark'2


6/31

Summar* o/ the 'er+i,e 6ro+ider .ith

re,ommendation'2

SERVICE STRATEGY OF QANTAS AIRWAYS-

&A$"AS CR#P S"RA"ECD-

DELIVER SUSTAINABLE RETURNS TO

SHAREHOLDERS

SAFE"D BEI$C "%E FIRS" PRI#RI"D

FRAME #R F#R S"R#$CER

#MES"I! BSI$ESS

"RA$SF#RM

I$C

&A$"AS

I$"ER$A"I#$A?

E$?ARCI

$C

7E" S"AR

I$ ASIA

PR#FI"AB

?D

EVE?#PI

$C


7/31

ne. internationa) 'trate*2 Stroner &anta' im6)ie' that

it i' dire,t)* re)ated to their ,u'tomer'9 em6)o*ee' and

'hareho)der'2 P)an reardin bui)din 'troner &anta'

addre''e' the ,ha))ene' .hi,h are ,urrent)* /a,in b*&anta' internationa) bu'ine'' .hi,h /urther ,om6ri'ed

u6 o/ /our e)ement'-

Cro.in their bu'ine'' tie u6 .ithin the A'ian

market2 Emere them'e)+e' a' the be't air)ine /or )oba)

tra+e))er'2 Bui)din a 'tron and +iab)e bu'ine'' in

internationa) market2#6enin ate.a*' to the .or)d2

QANTAS FIVE EAR !LAN- &anta' ha' e'tab)i'hed a

+e *ear 6)an .hi,h initia))* ha' an obe,ti+e o/

returnin &anta' internationa) to 6rotab)e air)ine in

'hort term2 In +e *ear'9 :*in bu'ine'' o/ &anta'(dome'ti, and internationa) :iht' .i)) e,eed the

,a6ita) ,o't on 'u'tainab)e ba'i'2

DUAL BRAND STRATEG" &anta' ,urrent)* ha+e

'troner brand' 'u,h a' &anta' )ink9 &anta' /reiht9

&anta' /re=uent :*er and 7et 'tar to &anta' dome'ti,2

ith a)) the'e 6o.erhou'e brand' &anta' e6e,t that

the* .i)) e'tab)i'h ,om6etiti+e )oba) 6)at/orm .ith hih

6otentia) ro.th rate a,ro'' a)) market'2 &anta' doe'

not .ant to re'tri,t them a' Au'tra)ian ba'ed

internationa) air)ine2 In'tead o/ thi'9 the* .ant to in+e't

in reiona) A'ian market and other 6art' o/ .or)d a)'o2

(&anta' Air.a*'9 011

"hat' ho. &anta' are oHerin 'er+i,e' totheir ,)ient' a' .e)) a' their 'hareho)der' 'o that the*


8/31

,an diHerentiate them'e)+e' .ith other ,om6etiti+e

air)ine'2 B* thi' .a* the* ,an ,reate and ,a6ture +a)ue

/or both ,u'tomer' a' .e)) a' 'hareho)der' re'6e,ti+e)*2

SERVICE CULTURE

GLOBAL ORGANISATIONAL CULTURE- 'er+i,e ,u)ture

in a 6arti,u)ar orani'ation i' o/ten 'o 6o.er/u) that it

ma* ,ro'' nationa) boundarie'2 But thi' doe' not meanthat orani'ation 'hou)d inore their )o,a) ,u)ture2

#rani'ationa) 'er+i,e ,u)ture o/ten re:e,t' the

nationa) ,u)ture2 For eam6)e ,u)ture o/ air A'ia9

Ma)a*'ian ba'ed air)ine )aid more em6ha'ie' on

in/orma) dre'' 'o that 'tatu' diHeren,e .i)) not et

,reated2 !on+er'e)*9 &anta' .orkin ,u)ture doe' not

re:e,t 'ame deree o/ in/orma)it*2 %o.e+er9 i/ In /uture&anta' de,ide' to mere u6 .ith air A'ia9 there .ou)d

be a need to take ,u)tura) diHeren,e' into

,on'ideration2

'ua))*9 .hen orani'ation run' their o6eration' in

other ,ountr*9 )o,a) ,u)tura) et' inored at their o.n

ri'k2 "hat' ho. nationa) ,u)ture aHe,t' the

orani'ationa) .orkin ,u)ture2 (Robbin'9 7ude9 Mi))ett9

J Bo*)e9 014

QANTAS SERVICE CULTURE E#!ERIENCE" In 01

and 013 &anta' 6inned u6 .ith Me)bourne 6)a*ba,k

theatre to ,on+e* e6erientia) )earnin 6roramme' /or

manaer'9 'u6er+i'or and 4000 o6erationa) round

'taH2


9/31

urin t.o '6e,ia))* de'ined .eek da*'9 6)a*ba,k

6ro/e''iona) a,tor' team ,ontribute their

,ommuni,ation and im6ro+i'ation 'ki))' .ith the 'taH

and uti)i'e their theatri,a) in:uen,e to indu)e9em6o.er and moti+ate 6arti,i6ant' 'o a' to i+e

maimum out,ome at their .ork6)a,e2 So that at the

end ,u'tomer 'ati'/a,tion 'hou)d be o/ hihe't

'tandard2

"eam o/ &anta' member' 6er,ei+ed that Me)bourne

theatri,a) 6)a*ba,k ,ou)d he)6 them in ,reatin a

K#L e6erien,e that .i)) be enereti,9 in,)u'i+e and

intera,ti+e a' .e))2 (P)a*ba,k9 013

BRAND CULTURE" ELEVATING E#!ERIENCE

Au'tra)ian 6remium air)ine &anta' i' )oba))*

re,oni'ed /or it' e,e))ent ,u'tomer 'er+i,e2 A' the

,re. member o/ &anta' are )oba) amba''ador' /or

their brand 'o e+er* ,re. member o/ &anta' i'

e6e,ted to ,ommuni,ate reardin the matter o/

&anta' +a)ue' and brand .hene+er the* intera,t .ith

6a''ener'9 'u66)ier' and other &anta' 'taH2 Brand

,u)ture .a' initia))* intended to de+e)o6 a branded

en+ironment /or reater 'u,,e''2 "he'e brand

en+ironment' are the mirror /or &anta' brand +a)ue'

and 'er+i,e 6i))ar' .hi,h )a* do.n the /oundation /or

,re. edu,ation and their ,u)ture2 Brand en+ironment

e6re''e' .hat' a)) about to be an Au'tra)ian and

he)6' in rea)i'in the 'taH home a.a* /rom home /ee)2

(&anta'

IDENTIFING TARGET $AR%ET BUSINESS-


10/31

B* the term "aret market .e under'tand that kee6in

'6ot)iht on '6e,i, or ,ertain rou6 o/ ,on'umer' in

market at .hi,h ,om6an* /o,u'e' on to de)i+er their

ood' and 'er+i,e'2 ue to ad+an,ement in te,hno)o*toda* ,u'tomer' are mu,h more marketin 'a++*

.hi,h .a' not .itne''ed be/ore2 So it i' +er* im6ortant

to ha+e ,)ear ,ut taret market /or a ,om6an* a' it i'

an im6ortant too) /or marketin 'trate* a)'o2

&ETSTAR- thi' i' a )o. ,o't Au'tra)ian air)ine /rom&anta' rou62 7et 'tar /o,u'ed on 6ri,e 'en'iti+e

,u'tomer' tra+e))in /or )ei'ure 6ur6o'e2 It /o,u'e' on

both internationa) a' .e)) a' dome'ti, tra+e)

6a''ener' mo+in to and /ro /rom Au'tra)ia2 Market

area .hi,h et 'tar ,o+er' i' Sina6ore9 %on on9

$e. ea)and and Au'tra)ia9 7a6an and Vietnam2 (&anta'

Air.a*'9 011


11/31

5et'tar

Sin4a6ore

Vietnam

7a6an

%on4kon4

Au'tra)ia

$e.Iea)and

(&anta'

Air.a*'9 015

&A$"AS AIRADS- thi' air)ine /o,u'e' on both bu'ine''a' .e)) a' )ei'ure 6ur6o'e tra+e))er'2 Maor internationa)

market in .hi,h &anta' air)ine' 6ro+ide' it' 'er+i,e'

are 9 SA and A'ia2 (&anta' Air.a*'9 011


12/31

&A$" AS

?#DA? "D

Fre!"e#t

$%er&

Qantas'(u)

(&anta'

Air.a*'9 015

&A$"AS ?#DA?"D- ba'i,a))*9 it taret' tho'e 6a''ener'

.ho /a)) into the ,ateor* o/ bu'ine'' tra+e))er'2

(&anta'

Air.a*'9 015

In 'im6)e .ord'9 )o*a)t*

6roramme o/ &anta' i' &anta' /re=uent :*er2 B*

be,omin member o/ thi' 6roramme one ,an


13/31

uti)i'e it' 6oint in +ariou' .a*' 'u,h a' dinin9

hote) a,,ommodation and 'ho66in et,2 A' &anta'

air)ine' i' one .or)d member9 'o bein a member

o/ )o*a)t* 6roramme re.ard ,an be a66)ied to+ariou' other air)ine' 'u,h a' !atha* Pa,i,9

Finnair9 Briti'h air.a*'9 Ameri,an air)ine' et,2

(&anta' Air.a*'

It ba'i,a))* i+e' 6a''ener a,,e'' to &anta'

bu'ine'' )oune at diHerent air6ort' )o,ation'

a,ro'' the .or)d i/ hea+in an internationa) tran'it2!ertain 6erk' o/ thi' member'hi6 are 6remium

,he,k in /a,i)it*9 )uae a))o.an,e2 Pa''ener'

,an a+ai) thi' member'hi6 b* 6aid 'ub',ri6tion or

uti)i'in &anta' 6oint' /rom /re=uent :*er 'u,h a'

i/ ha+in a o)d member'hi6 in /re=uent :*er

',heme2 (F)*nn9 015

KEY STAKE OLDERS OF TE COMPANY -

In toda* ,om6etiti+e .or)d9 it' im6ortant /or an

oraniation to bui)d a 'tron re)ation'hi6 .ith the

'takeho)der be,au'e u6 to 'ome etent both o/ them

ha+e their in:uen,e on ea,h other2 A6art /rom thi'9 it

,annot be denied that ood under'tandin o/ 'take

ho)der' b* ,om6an* 6oint o/ +ie. i' oin to a''i't the,om6an* to /o))o. u6.ard trend in term' o/ their

6ro)e'2

Some o/ the ke* 'take ho)der are-

S"''(ier&- &anta' air.a*' need to de6end u6on

on)ine tra+e) aent' 'u,h a' e6edia2,o2n9 .eb et9

*atra2,om et,2 ue to te,hno)oi,a) ad+an,ement


14/31

6eo6)e u'ua))* bu* ti,ket' on)ine a' it i' u'er

/riend)* and o/ten 6ro+ide e,onomi,a) dea)' a)'o2 Me)i*- media 6)a*' a +ita) ro)e /or ,reatin an

im6a,t on ,u'tomer mind' /or eam6)e Ma)a*'ianair)ine M% 3>0 ,ra'h in,ident and due to media

,o+erae ,om6an* 'a)e' /a))' do.n dra'ti,a))* /or

/e.er month'2 So9 air)ine' need to /o,u' on

bui)din a 'tron re)ation .ith media 'o a' to ha+e

ood 6ub)i, re)ation'2 E+'(,%ee&- em6)o*ee' ha+e the 6o.er o/ bui)din

a ,om6an* re6utation in /ront o/ ,u'tomer'2 "he*are the one' .ho .i)) make r't im6re''ion o/

,om6an* and .i)) )ea+e it' im6a,t on ,u'tomer'

mind a' the r't im6re''ion i' )a't im6re''ion2 So9

em6)o*ee' and manaement 'hou)d ha+e 'tron

re)ation'hi6'2 A((i*#e .et/ee# *ir(i#e&- a))ian,e' 'u,h a' 'tar

a))ian,e and 'k* team .i)) )ead to more o6erationa)eN,ien,* o/ air)ine' a' it i+e' a,,e'' to .ider

rane o/ de'tination' under one ,ode 'hare2 C,+'etit,r&- other ,om6etitor' in market 'u,h a'

)o. ,o't air)ine' .i)) aHe,t the de,i'ion' that

,om6an* i' 6)annin a' there .i)) be 'ome im6a,t

on their o.n ,om6an* b* &anta' o6erationa)

'trate*2 Air',rt&- Air6ort' en'ure' the on time

6er/orman,e o/ air,ra/t .ith the he)6 o/ air traN,

,ontro)9 minimiin ,o't o6eration' to maimie

e,onomi, im6a,t9 /o,u'in on 'a/et* o6eration'

and eN,ien,* o/ o6eration'2 (?o+e9 01


15/31

!OSSIBLE SERVICE FAILURES - Po''ib)e /ai)ure' in

'er+i,e ,an 'im6)* be dened a' .hen the 6er/orman,e

'tandard o/ 'er+i,e /ai)' to meet the e6e,tation' o/ the

,)ient' or ue't'2 E+en i/ the 'er+i,e re,o+er* i' bein6ro+ided to ue't the* are oin to mea'ure it

a,,ordin to their o.n 6er,e6tion'2 Some o/ the

6o''ib)e 'er+i,e /ai)ure' are-

12 SERVICE CONSISTANCY CALLENGE- thi' i' the

bie't ,ha))ene .hi,h u'ua))* indu'tr* /a,e'

be,au'e one o/ the ,hara,teri'ti,' o/ 'er+i,e i' that

it i' +ariab)e2 Ma* be the reu)ar ue't o/ the

,om6an* .i)) not e6erien,e 'imi)ar 't*)e o/

'er+i,e de)i+er* on e+er* +i'it .hi,h he had

re,ei+ed it /rom other em6)o*ee o/ ,om6an* in

hi'Oher 6re+iou' +i'it2 It i' not ne,e''ar* that

'er+i,e 6ro+ider' are a).a*' ood or bad be,au'e

it i' ba'ed on human re)ation'hi6' a' e+er*

indi+idua) i' diHerent2 So9 em6)o*ee' mu't de+e)o6

:eibi)it* in their 'er+i,e 't*)e to ada6t their

a66roa,h to .hi,h the* are oin to 'er+e2 ("oi'ter9

013 2 COMPLAINTS RESPONSE- In order to ha+e

eHe,tua) 'er+i,e de)i+er* it i' +er* im6ortant that

di''ati'ed ,u'tomer' 'hou)d ,om6)aint about their

e6erien,e' 'o that matter 'hou)d be re'o)+ed

'ub'e=uent)* and ,u'tomer' .i)) aain return in

/uture to uti)i'e the 'er+i,e' o/ re'6e,ti+e brand2

#ther.i'e9 =ue'tion' .i)) be rai'ed on oraniation

6romi'e' and no 6rot 'hou)d be etra,ted out

/rom ,u'tomer )o*a)t* 6roramme i/ the* ne+er

return ba,k2 But un/ortunate)*9 on)* 5; to 10; o/


16/31

unha66* ,u'tomer' a,tua))* ,om6)aint'2 !ertain

rea'on' behind thi' are-

• !u'tomer' 'u66o'e that oraniation .i)) not

re,i6ro,ate2• "he* .i'h to a+oid en,ounterO,on/rontation

.ith the 'er+i,e 6ro+ider re'6on'ib)e /or

'er+i,e /ai)ure2

• "he* are una.are about their riht' and

,ommitment o/ the oraniation to.ard'

them2

A)) o/ the abo+e rea'on' ,reate hurd)e' to ather the

in/ormation re=uired /or eN,ient 'er+i,e re,o+er*2 So9 it

i' im6ortant /or ,u'tomer' to rea)i'e that it i' not

ne,e''ar* that 'er+i,e /ai)ure )ead' to di''ati'/a,tion

but it i' about )a,k o/ 'er+i,e re,o+er* to that 6arti,u)ar

'ituation2 So9 /eedba,k i' a)'o ne,e''ar* /rom

,u'tomer' to ha+e eN,ient 'er+i,e re,o+er* /or

maintainin ,u'tomer )o*a)t*2 (Fot9 00


17/31

into air,ra/t2 )timate)*9 ,u'tomer doe' not re,ei+e

hi' baae2 Atte#)*#t t%'e& i# /r,#g )e&ti#*ti,# ,)e-

.hen .e hand o+er our baae at ,ounter9 i/ attendant a,,ident)* in6ut' the .ron de'tination

,ode then the baae .i)) be de)i+ered to .ron

6)a,e2 I/ routin )abe) i' taed .ith identi,ation

detai)' then mo't 6robab)* em6)o*ee' .i)) ure it

out .here the baae 'u66o'ed to o and na))*

de)i+ered it there2

B*gg*ge (,*)e) ,#t, /r,#g '(*#e- 'ometime'baae et' )oaded onto .ron 6)ane be,au'e o/

human error a)'o2 Ma* be em6)o*ee 6)a,e' it on

.ron baae ,art and it et' )oaded into

diHerent 6)ane2 (Mu)+ihi))9 011

IN FLIGHT CATERING ISSUES" "here 'hou)d be

no ,ommuni,ation a6 in bet.een the in :iht,aterer and the air)ine'2 More the 6arti,u)ar detai)'

.e 6ro+ide to ,aterer9 more the ,u'tomiation

,aterer' ,an 6ro+ide2 !ommuni,atin eHe,ti+e)*

.ith the ,aterin 'our,e'9 round 'taH and third

6art* 6ro+ider .i)) )ead to 'u,,e''/u) out,ome2 I/ in

:iht ,aterin doe' not o .e)) then entire tri6 /or

6a''ener' 'hou)d be ,on'idered a' /ai)ure2(?eemann9 01

So9 in order to minimie 6o''ib)e /ai)ure' 'er+i,e

6ro+ider' 'hou)d tra,k and identi/* /ai)ure' o,,urred

in 6a't and a)'o the ,au'e /or that2 #ne ,an take

a''i'tan,e /rom ue't /eedba,k /orm .ritten b*

ue't 'o a' to 6ro+ide immediate 'er+i,e re,o+er*

and /or im6ro+ement in /uture 'er+i,e de)i+er*2


18/31

CUSTO$ER SERVICE !ROCESS- ,u'tomer 'er+i,e

6ro,e'' +arie' in tra+e) ,)a''e'2 Pa''ener tra+e))in

in e,onom* ,)a'' .i)) not et 'ame )e+e) o/ 'er+i,e

.hi,h i' 6ro+ided in bu'ine'' or r't ,)a''2

Ser1ie 'r,e&& i# Q*#t*& i#ter#*ti,#*( B"&i#e&&

(*&& 0r,+ he2 i# t, *rri1*(&-

Che2 i#- bu'ine'' ,he,k in i' a,,e''ib)e 0

minute' 6rior to :iht boardin2 Pa''ener' a)'o

ha+e an o6tion o/ 'e)/ ,he,k-in +ia on)ine 'er+i,e

4 hour' ahead o/ :iht2 Pa''ener' e+en ha+e a6re/eren,e o/ 6rintin their o.n boardin 6a'' 'o

that the* .i)) et more time to re)a at air6ort2

A/ter ,he,k in ,om6)eted 6a''ener /urther mo+e

on to e6re'' immiration ,ounter and 6remium

boardin )ane to board air,ra/t2

B"&i#e&& (,"#ge- 6rior to boardin in bu'ine''

)oune' 6a''ener ,an eno* +ariou' 'er+i,e' 'u,ha' maaine'9 ne.'6a6er'9 hih '6eed internet

a,,e''9 'ea'ona) menu9 ,om6)imentar* 'na,k' and

drink' and bari'ta ,oHee2

O# .,*r) (,"#ge- In airbu' A380 bu'ine'' ,)a''9

re/re'hment' and maaine' are 6ro+ided in a

'e6arate /u))* /urni'hed bu'ine'' )oune .here one

,an ha+e et toether .ith our tra+e) ,om6anion'/or un6)anned meetin'2 58 ,m ?! ',reen i'

e=ui66ed /or entertainment 6ur6o'e and e+en /or

6re'entation2 S2% .e)&- 6a''ener' ,an eno* ne. )e+e) o/

inte))ient 'eatin2 #ne ,an 'hi/t the 6o'ition o/ 'k*

bed' .hi,h 'uit' u' be't2 ni=ue ma''ae o6tion i'

a)'o a+ai)ab)e2 I/ 6a''ener .ant' to ')ee69 the*


19/31

,an ,on+ert 'e,ond eneration 'k* bed into /u))*

t.o metre :at bed2

O# .,*r) )i#i#g- 6a''ener ,an ,hoo'e /rom

ro,k 6oo) internationa) bu'ine'' menu .here the*.i)) e6erien,e /u)) /orma) dinin .ith internationa)

'tandard'2 Somme)ier 'er+i,e ,an be a+ai)ed b*

6a''ener' .ho .i)) a''i't in .ine and ,ham6ane

'e)e,tion .ith the mea) ,ho'en2 one ,an on)ine

book our mea) 1 hour 6rior to de6arture on & eat

.eb'ite2

E#tert*i#+e#t- 6a''ener' are entertained b*ad+an,ed entertainment '*'tem2 Some o/ the

/eature' in,)ude 121 in,h 6er'ona) tou,h ',reen

.ith noi'e ,ontro))in head'et'2 #ther

entertainment o6tion' in,)ude "V 6roramme'9 !

a)bum'9 mo+ie'9 intera,ti+e ame'9 de'tination

uide' et,2 Per'ona) te)e6hone /eature a)on .ith

re6)* tet me''ain9 )a6to6 6o.er out)et' andSB ,onne,ti+it*2

A+e#itie&- ,u'tomer' tra+e))in internationa))* in

bu'ine'' ,)a'' .i)) e6erien,e Au'tra)ian ba'ed

)uur* '6a 6rodu,t'2 It in,)ude' orane and +ani))a

)i6 moi'turier9 /a,e moi'turier9 Peter Morri''e*

de'ined 6*ama' are a+ai)ab)e to kee6 ,u'tomer

re)a2 Arri1*(- on arri+a)9 bu'ine'' ,)a'' 6a''ener' i'

the r't one' .ho eit the air,ra/t2 Priorit* baae

'er+i,e i' 6ro+ided and i' the r't one' to be read*

/or ,o))e,tion2 I/ ha+in an internationa) tran'/er

:iht attendant a''i't' them reardin an*

in/ormation2 (&anta' Air.a*'


20/31

C"&t,+er &er1ie 'r,e&& i# i#ter#*ti,#*(

e,#,+% (*&& 0r,+ he2 i# t, *rri1*(&-

Che2 i#- #n)ine ,he,k in /a,i)it* i' a+ai)ab)e to

6a''ener' 4 hour' 6rior to :iht de6arture2

#ne ,an add on our 'eat 6re/eren,e a)'o and

6rint their boardin 6a''2 #ne ,an dire,t)* o to

on)ine ,he,k in ,ounter a)'o at 'e)e,ted 6ort' to

dro6 oH ba'2 #ther.i'e9 'taH' are there at

air6ort to a''i't 6a''ener' /or ,he,kin in2

Pa''ener 'hou)d rea,h hour 6rior to de6arture

time /or ,he,k in2 Se*t&- e,onom* ,)a'' 'eat oHer' 'o/ter

,u'hion'9 netted /oot re't and etra )eroom /or

6a''ener' ,om/ort2 Seat' ha+e adu'tab)e

headre't and re,)ine /a,i)it* to kee6 6a''ener

,om/ortab)e .hi)e ourne*2 O# .,*r) )i#i#g- one ,an on)ine book our mea)

1 hour 6rior to de6arture on & eat .eb'ite2

Pa''ener' ,an a)'o order /ood /rom on board

menu ,ard a)'o2 E#tert*i#+e#t- o6tion' in,)ude mo+ie'9 "V

6roramme9 mo+in ma6'9 intera,ti+e ame'

and radio ,hanne)'2 'in entertainment '*'tem

,ontro) one ha+e the o6tion o/ 6er'ona) 6hone

,a))' and re6)* to tet me''ain2 A+e#itie&- ,om6)imentar* ,om/ort kit i'

6ro+ided to 6a''ener' 'o a' to 'ta* re/re'hed2

i6 6ou,h ,ontain tooth6a'te9 toothbru'h and

e*e'hade'2 #n )on hau) :iht' b)anket' and

,otton 6i))o. are a)'o 6ro+ided2 Arri1*(- A/ter arri+in9 6a''ener' ,an mo+e on

to immiration ,ounter /or ,om6)etin /orma)itie'


21/31

and )ater on .i)) ,o))e,t their )uae2 (&anta'

Air.a*'

FINANCIAL CONSIDERATION- &anta' rou6 had

'6ent @3 bi))ion on A#V ,o't' (air,ra/t o6eratin+ariab)e in 013 and 0142

"he 6ie ,hart i+en be)o. i))u'trate'

Route na+iation and

)andin /ee' 45;

maintainan,e 1


22/31

Route na+iation i' the ,hare' .hi,h are in,urred

b* internationa) and Au'tra)ian air '6a,e2 %o.e+er9

)andin /ee' are ,hared b* the air6ort authorit*

/or e+er* )andin2 Maintenan,e ,o't ,om6ri'ed u6 o/ air,ra/t

maintenan,e ,he,k u69 'ub ,ontra,tor /ee' and

)abour ,o't2 A 6a''ener e6en'e .hi,h .a' in,urred i'

,om6ri'ed u6 o/ ,)ub o6erationa) ,o't'9 )o't

baae de)a*'9 in :iht ,on'umab)e 'u,h a'

amenitie' and in :iht entertainment2 !re. e6en'e take into a,,ount a,,ommodation

,o't9 a))o.an,e' and +ehi,)e hire et,2 Cround hand)in e6en'e broad)* ,on'titute u6 o/

tho'e 'er+i,e' .hi,h are indi'6en'ab)e /or an

air,ra/t bet.een take oH and )andin 'u,h a'

air,ra/t mar'ha))in9 re/ue))in9 baae hand)in9

)oadin and un)oadin o/ ,aro et,2IDENTIFYING SERVICE LEVEL BENC MARKS

!urrent)* &anta' i' one o/ the )eadin brand' o/

Au'tra)ia ha+in hi'tor* o/ re)iabi)it*9 'a/et*9

enineerin and o6erationa) e,e))en,e9 o+er.he)min

,u'tomer 'er+i,e2 "hat' .h* &anta' had bui)d 'tron

re6utation in air)ine indu'tr*2 So9 ben,hmarkin i'

ne,e''ar* a' it he)6' in a,,e''in ho. .e)) .e are

6er/ormin in market2

Per/orman,e mea'urement o/ &anta' air)ine .ithin the

air)ine indu'tr*


23/31

Sectors Arrivals On

Time

Departures On

Time

Cancellatio

ns

Scheduled Flow

n No. % No. % No. %

Jet star 7628 7449 5547 74.5 5379 72.2 179 2.3

Qantas 10042 9907 8468 85.5 8635 87.2 135 1.3

Qantas Link 10527 10214 8534 83.6 8733 85.5 313 3.0

Regional Express 6303 6277 5200 82.8 5368 85.5 26 0.4Tiger air 2220 2194 1672 76.2 1763 80.4 26 1.2

irgin !"stralia 11521 11220 9744 86.8 9979 88.9 301 2.6

irgin !"stralia Regional !irlines 2708 2647 2141 80.9 2197 83.0 61 2.3

!ll !irlines 50949 49908 41306 82.8 42054 84.3 1041 2.0

Qantas # all Q$ %esignate%

ser&i'es20569 20121 17002 84.5 17368 86.3 448 2.2

irgin !"stralia # all !

%esignate% ser&i'es14229 13867 11885 85.7 12176 87.8 362

2.5

(!non)*o"s+ !irline ,n Ti*e -eror*an'e /tatisti's+ 2015

In 7u)* 0159 +irin Au'tra)ia manae'

hihe't on time arri+a)' and de6arture' a' ,om6ared to

other maor dome'ti, air)ine' .ith 8


24/31

BENCH$AR%

Prie h*#ge 'ere#t*ge ,+'*re) t, it&

,+'etit,r-

&anta' Air.a*' ?imited Peer Crou61 month 3

month

'

1

month

'

D"

&anta'

air.a*'

)td2

-14238; -

02


25/31

month month' h'

!om6an*-

&anta'

air.a*' ?"2

-

14238

;

-02;

-021;

Se,tor Air(i#e& -5248; -42; 245; -02>5;

Inde S4P5AS6

788

-

11223;

(Anon*mou'9 &anta' Air.a*' ?imited Sto,k

Per/orman,e Ben,hmark9 015


26/31


27/31

the board o/ dire,tor' re'6on'ibi)it* that the* 'hou)d

ne+er ,om6romi'e on the ,om6an* 'tandard o6eratin

6ro,edure' be,au'e i/ 6a''ener' dont et 'ame )e+e)

o/ 'er+i,e a' e6e,ted .hi)e tra+e))in ma* be the* .i))'tart admirin another air)ine /or /uture tra+e) 6ur6o'e2

2 E#h*#i#g "&t,+er &er1ie &tr*teg% - !om6an*

'hou)d oHer 'ome '6e,ia) treatment to their reu)ar

,u'tomer' 'o that ,u'tomer' 'hou)d a)'o /ee) '6e,ia)

that the* are bein taken ,are o/ 'u,h a' '6e,ia)

'er+i,e'Odi',ount' .hi,h ,om6etitor' are not 6ro+idin2Ma* be it indire,t)* aHe,t' the 6'*,ho)o* o/ ,u'tomer'

a)'o and the* 'hou)d 6a* etra in return o/ 'er+i,e'

bein oHered to him2 Some ne. 6romotiona) ',heme'

and oHer' 'hou)d a)'o be )aun,hed /or ne. ,u'tomer'

a)'o in order to attra,t them2

32 Ati#g ,# "&t,+er 0ee).*2 - ,u'tomer re)ation

oN,er 'hou)d be more eN,ient .hi)e hand)in the

,om6)aint'2 I/ ,u'tomer' dont et ho)d on ,om6an*

.hen the* are in need and e6e,tin to ha+e a

rea''uran,e /or better 'er+i,e 'tandard9 then ma* be

,om6an* .i)) )o'e their ,)ient'2 #ne ,an maintain tra+e)

hi'tor* ,ard /or /re=uent :*er 6a''ener' ,ontainin

in/ormation reardin the 6re/eren,e' and di')ike' o/

6a''ener2 Short de',ri6tion o/ 6a''ener' ,hoi,e' .i))

o in )on run /or bu'ine'' 'o a' to maimie the

,on,ern' o/ a,,e''ibi)it* and tru't .orthine''2

42 Cre*ti#g (,%*(t% 0,r "&t,+er&- it i' one o/ the mo't

,riti,a) .a*' to .ithho)d ,om6an* ,u'tomer' and

uti)i'in them to u6'ure bu'ine'' /a'ter2 It ,an be


28/31

uti)i'ed a' too) /or ,reatin a 6o.er/u) ,om6etiti+e

ede2 #ne o/ the 'im6)e't .a*' o/ ,reatin )o*a)t* i' to

oHer ,om6an* kno.)ede to ,u'tomer' but at the 'ame

moment o+er6romi'in 'hou)d not be done2

SU$$AR - &anta' air.a*' are +er* ,on'i'tent air)ine +er*

mu,h ,ommitted to.ard' on time arri+a) and de6arture2

A/ter ,om6)etion o/ boardin 6ro,e'' and :iht take oH9

.e),ome drink .a' 'er+ed to u' a' the :iht rea,hed the

a)titude2 In :iht maaine'9 menu ,ard9 bu* on board menu

,ard .a' 6)a,ed in'ide the ba,k 6o,ket o/ /ront 'eat2 ?e

'6a,e .a' a)'o 6rett* ,om/ortab)e2 #n m* 'eat b)anket9

6i))o. and noi'e ,an,e))ation head6hone .ere 6)a,ed2 #ne

,an a)'o adu't our 'eat b* re,)inin it2 In :iht

entertainment '*'tem .a' a)'o a66re,iab)e be,au'e +a't

'e)e,tion o6tion' .ere a+ai)ab)e in,)udin entertainment9 "V

'ho.'9 ne. re)ea'e'9 Bo))*.ood and %o))*.ood mo+ie'9 )i/e

't*)e 6roramme' et,2 A/ter 'er+in .e),ome drink9 ,re.

member took our dinner order2 ?ater on9 /ood .a' 'er+ed

.hi,h .a' brouht to u' in /ood ,art atta,hed .ith hot ,a'e

in'ide it2 ith one hour 6rior to )andin9 :iht attendant'

aain did break/a't 'er+i,e in main ,abin2 So9 m* /ood and

be+erae e6erien,e .a' e,e))ent2 &anta' ,re. member'

.are a)'o /riend)* and 6o)ite2 #ne o/ the area' .here I .a'

di''ati'ed .ith their 'er+i,e .a' baae hand)in2 hen I

rea,hed at baae ,o))e,tion ,on+e*er be)t I .itne''ed

that m* ba .hee)' .a' broken and that .a' +er*

embarra''in moment /or me .hen I )itera))* had to 6u)) u6

m* 0 k ba2 Fina))*9 i/ I ta)k about m* o+era)) e6erien,e it

.a' rea))* eno*ab)e2

*or+s C,te-


29/31

Anon*mou'2 (0159 7u)*2 Airline On Time Performance Statistics2 Retrie+ed /rom

bitre2o+2au htt6OObitre2o+2auO'tati'ti,'Oa+iationOot6Qmonth2a'6

Anon*mou'2 (0152 Qantas Airwas Limited Stoc! Performance "enc#mar! 2 Retrie+ed

/rom ...2innan,ia)'2,om htt6OO...2innan,ia)'2,omOenO'to,k

;06er/orman,e9&anta';0Air.a*';0?imited9014O)oba)Oen

&anta' Air.a*'2 (n2d22 International "%siness2 Retrie+ed /rom ...2=anta'2,om2au

htt6OO...2=anta'2,om2auOtra+e)Oair)ine'Ointernationa)-bu'ine''-,)a''O)oba)Oen

&anta' Air.a*'2 (0112 Qantas Airwas Limited Strategic 0a* &anta' air.a*' )imited2

&anta' Air.a*'2 (0102 Qantas 1ro%/ At 1lance* Mu',at &anta' Air.a*' ?imited2

&anta' Air.a*'2 (n2d22 Qantas International Econom 2 Retrie+ed /rom

...2=anta'2,om2au htt6OO...2=anta'2,om2auOtra+e)Oair)ine'Ointernationa)-e,onom*-

,)a''O)oba)Oen

&anta' Air.a*'2 (0152 Qantas investor da* &anta' air.a*' )imited2

&anta' Air.a*'2 (012 Reven%e So%rces* &anta' air.a*' )imited2

&anta' Air.a*'2 (0142 Segment Reven%e* &anta' air.a*' )imited2

&anta' Air.a*'2 (n2d22 Trac! And anage Qantas 're2%ent 'ler iles* Retrie+ed /rom

u'inmi)e'2,om htt6'OO...2u'inmi)e'2,omO6roram'O&anta'UFre=uentUF)*erOdetai)


30/31

&anta'2 (n2d22 &randc%lt%re*com*a%* Retrie+ed /rom E)e+atin "he E6erien,e

htt6OObrand,u)ture2,om2auO6ort/o)ioOr't-bu'ine''-brandO

Robbin'9 S29 7ude9 "2 A29 Mi))ett9 B29 J Bo*)e9 M2 (0142 C)oba) #raniationa) ,u)ture2 In

Organi3ational &e#avior (62 P2432 nited 'tate' Pear'on edu,ation2

"oi'ter9 72 (0132 Service fail%re* $e. Dork Ameri,an Manaement A''o,iation2

?#C B##

"#PI! "IME RA"I#$ A"E

Brie/ de',ri6tion

o/ ,ho'en

1 hour 1< Auu't 015


31/31

'er+i,e

Ba,kround o/

&anta' air.a*'

125 hour 18 Auu't 015

#be,ti+e' 0 minute' 1 Auu't 015

Ser+i,e 'trate* hour 1 Auu't 015

Ser+i,e !u)ture hour 0 Auu't 015

Identi/*in

taret market

bu'ine''

1 hour9 1 hour 19 Auu't

015

e* 'takeho)der 125 hour 3 auu't 015

Po''ib)e 'er+i,e

/ai)ure

3 hour 5 Auu't 015

!u'tomer

'er+i,e 6ro,e''

1 hour9 1hour Auu't

015Finan,ia)

,on'ideration

1 hour 30 Auu't 015

Identi/*in'er+i,e )e+e)

ben,hmark

3 hour 3 Se6tember015

Re,ommendatio

n

1 hour 5 Se6tember

015Summar* 30 minute' 5 Se6tember

015

Qantas Airways Assignment - Copy

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