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Qantas Airways
STRATEGIC DIRECTION * Qantas Airways Limited may have won the capacity war between itself and Virgin Australia, but the cost has been considerable. The company now needs to consider drastic measures that were previously out of the question, such as selling low cost carrier Jetstar or its highly profitable loyalty programme. Much of Qantas Airways Limited’s future, however, is in the hands of the Australian Parliament, and whether or not it dismantles the 1992 Qantas Sales Act to allow majority foreign ownership.
KEY FACTS
Summary 1 Qantas Airways Limited : Key Facts Full name of company: | Qantas Airways Limited | | | Address: | 10 Bourke Road, Mascot, New South Wales 2020, Australia | Tel: | +61 (02) 9691 3636 | Fax: | +61 (02) 9490 1888 | www: | www.qantas.com | Activities: | Operator of a scheduled airline, a low cost carrier, air freight carriers and a loyalty programme |
Source: Euromonitor International from Australian Stock Exchange, Qantas Annual Report
Summary 2 Qantas Airways Limited: Operational Indicators | 2011 | 2012 | 2013 | | | | | Net sales | A$14,894 million | A$15,724 million | A$15,902 million | Net profit | A$552 million | A$95 million | A$192 million | Number of employees | 32,490 | 33,600 | 33,265 |
Source: Euromonitor International from Qantas Annual Report

COMPANY BACKGROUND * Qantas is publically traded on the Australian Stock Exchange, but with limitations that were imposed on the company as part of the 1992 Qantas Sales Act, prior to being progressively privatised between 1993 and 1995. The most important of these is that the majority of Qantas’ ownership should remain in Australian hands, due to a 49% foreign ownership cap. This law has long been controversial, since it limits the ability of Qantas to compete against foreign-owned airlines, such as Emirates, Singapore

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