Qantas operates in the private sector. The organisation operates in the aviation industry, one which is rife with competition.
Qantas objectives:
Scouring through many different public reports that Qantas has made available to the public, I noticed that the organisation has many strategic goals.
Broadly speaking, their objectives are:
- To provide a satisfactory return to shareholders
- To generate enough profit in reserve to fund growth and the gaining of new aircraft
- Increased passenger ticket sales
- Increased market share in the airline industry
- To grow and create new routes
- To decrease operating costs, mainly labour costs
Below is a more in depth look at Qantas's objectives, taken from their 2011 investor presentation:
As can be seen in the image above, the organisation's key goal is to deliver sustainable returns to shareholders. This will be achieved through 5 sub-objectives, 3 of which will help strengthen Qantas's domestic business.
The 5 other objectives are:
- Profitably building on 65% market share through dual brands (increase market share)
- Deepening FFP (Frequent Flyer Program) member and partner engagement
- Growing our portfolio of related businesses
- Transforming Qantas International
- Growing Jetstar in Asia
These are all very specific strategic objectives. It is essential that businesses have specific objectives as it gives the organisation a sense of direction and allows them to efficiently focus their energy on achieving these objectives. The strategies they will use to achieve these goals have a clear focus on the customers and employees. They plan on achieving these goals by:
- Engaging and developing our people (employees/employee satisfaction)
- Building customer loyalty through great experiences and multiple brands (customers/customer satisfaction)
- Safety is always our first priority (customers and employees)
Above we can see that due to the detailed strategic objectives, Qantas has been able to make huge progress in achieving their goals.
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