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A New Airline in the Making

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Submitted By franticly7
Words 1299
Pages 6
Table of ContentsTable of Contents
Executive Summary 2
Introduction 3
Interim Department Reports 4
Effect on Customer Base 5
Customer Service 5
Image 6
Marketing and Promotion 6
Conclusion 6
Appendix 1 Memorandum
Appendix 2 Survey
EXECUTIVE SUMMARY

Qantas Airlines – Crisis in the Making
Since the year 2000, Virgin Blue has stormed into the Australian domestic airline scene with great success, quickly capturing 25% of the market with their low cost pricing strategy.
As CEO of Qantas you are worried. Your internal analysts are predicting that Virgin Blue's market share will likely grow to reach on third of the market by next years, if left unchecked. Part of Virgin Blue's success lies in its clever balance of cheap airfares while still retaining profitability.
Unfortunately, it is virtually impossible for Qantas to compete with Virgin Blue on cost since most of your employees and major capital investments are already locked into long term contracts.
Qantas has also built up a reputation over the years for offering exceptional service. If you are to reduce prices, you will not be able to maintain the level of service you currently provide.
The situation is also not helped by the fact Singapore Airlines, the premier airline in the South East Asian region, has entered the low cost provider business with a new venture called Tiger Airways. Although starting out small, Tiger also has the potential to cut into the low end of the Qantas customer base.
The challenge is clear, you must build a new loct airline in order to survive. You have thought of a new name – Dragon, although your other senior management prefers the name Jet Star. Regardless of the name, there are many issues to consider before this new project can get off the ground.
How will this new airline affect Qantas' business? Should we take up this opportunity? The task is to consider

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