Qantas structure of the company
Examine how the structure of an Organisation influences the overall performance of the company.
Qantas Airlines is one of the biggest airline companies globally. The company offers various services related to the traveling passengers and freight. On the global basis, the company is on the third oldest company. It has been analyzed that company started conducting the activities in November 1920 and there are more than 28,000 employees who are doing the routine activities of the company. Headquarter of the company is located in Australia.
The organization has more than 64% share in the Australian market and also services are given to the customers in a proper manner. Under the brand of Qantas, it has been seen that there is Jet Connects who offers services in Australia and in New Zealand. The organization has a link with the Jet Star, which offers services at low cost. This Airline conducts the activities both in the international market and also in the domestic market. It has been seen that the company has connectivity with more than 40 destinations globally (Stribling, 2013). The organization conducts the activities together with the subsidiary companies and there are more than 20 Million customers in a year who are served. Qantas services take into consideration loyalty programs, freight services, and corporate services. The services of the organization are also seen in the United Kingdom and the United States of America. The activities of the company are divided into major brands like:
Qantas: this brand conducts the activities both in the international and domestic platform. The services of the company are related to marketing and customer activities. The brand in this class consists of Qantas local network and also Qantas link.
Jestar: This brand conducts the activities across Australia, Japan and also Asia. This takes into consideration the segments like Jestar Japan, Jestar pacific and also Jestar Asia. Qantas freight also considers the services related to air cargo (Whyte and Lohmann, 2015).
In this paper, the focus will be given to the leadership styles and also the structure of the organization. By analyzing the company structure the discussion will be made on the strategies which are within Australia and according to that comments are given which will help the company to survive for a long time in the competitive market.
Source: (Stribling, 2013).
The structure of the company is considered as one of the aspects that assist in determining the overall responsibilities, power and also the roles. It also provides proper information to the management and the employees who are conducting the routine activities. The organization structure of the company focuses on the strategies and objectives of the company. The forms of the organization are concerned with centralization as well as decentralization. The structure of the Company takes into consideration various aspects concerned with the decentralization and centralization (Hatch, 2018).
Qantas leadership style
Qantas activities are managed by the executives and also they have the responsibility to complete the task of the different departments. It has been evaluated that the employees of the company are given task and it should be completed in a proper manner so that the company can easily accomplish goals and objectives (Tran and Tian, 2013). Qantas focuses on various businesses who conduct the activities on international as well as on domestic level. The operations of the company are controlled by the chief officer of the company. The company also focuses on commercial and operational functions so that activities can be conducted in a right direction. It brings transformation in the activities on international as well as one domestic platform (Bolman and Deal, 2017).
By emphasizing the organizational structure of the company, it can be analyzed that the company has focused on the matrix structure. The matrix structure is considered as a structure of the company and there are many top executives who are involved in conducting the activities and also maintain control over the activities. There are many departments in the company like administrative, commercial and also project management. The entire department conducts the activities by taking into consideration teams so that goals and objectives can be managed effectively (Alvesson and Sveningsson, 2015).
The leadership style has an important role in managing the activities of the company. It also assists in completing the assigned task in a correct direction. Leadership styles consider various aspects of the company that assists in motivating the employees so that proper plans and strategies can be implemented. The company focuses on various leadership styles like authoritarian, participative and delegation styles (Taneja, 2016). The authoritarian style of leadership assists the managers to give proper direction so that the activities can be completed according to the expectation level. Participative and democratic style of leadership focuses on making proper decisions so that activities can be controlled in a proper way (Hodges, 2016).
It has been analyzed that leaders consider the decisions bout in rare cases their take the opinion or the view of the employees. Leadership Style related to delegation helps to offer permission to the workers so that employees can take the decisions in a proper way. It has also been seen that in style of leadership related to the delegation the leaders are responsible for the overall decisions (Kaynak and Kucukemiroglu, 2015).
It can also be analyzed that the activities of the company are managed by the top management and also it has a relation to the views and concepts related to the shareholders. It also helps to manage the conflicts between the customers and also the employees (Cascio, 2018).
Qantas strategies for the Australian market and overseas
Sometimes the decisions that are made by the company are criticized by many stakeholders. The style of leadership can be taken into consideration by considering various aspects and it has been seen that management of the company focuses on the team. The leader of the company gives direction to the employees and helps the workers in doing the task with proper efficiency.
Next factor is related to the diverse management team in which the management of the company focuses on the people who are from a different field. The leader offers various skills to the employees so that they can achieve goals and objectives in a proper manner. There are various disciplines which focus on the team of the company and also they give proper leadership traits that are necessary for the company.
To take views and opinion is also one of the factors in which the employees can take correct decisions. It has been seen that if the activities of the company are conducted in a proper manner then it can be possible to achieve goals and objectives in a proper manner.
The company has taken into consideration the information of the employees so that decisions can be taken in a correct way. The last factor is related to the collaborative approach in which the company management focuses on the leaders and the actions are conducted with dedication. By focusing on the method of leadership it has been seen that the motivation level of the employees enhances and also they can complete the activities that maximize the overall profits.
It is important for the company to consider effective marketing strategies so that goals and objectives can be achieved in a proper manner. The company focuses on creating various strategies that are based on the nature of the problem that should be considered. There are many companies who take into consideration various strategies both on international as well as a domestic platform. The company focuses on many strategies related to foreign market and also Australian market (Jarach, 2017). It has been seen that company is focusing on maintaining various competitive marketing strategies. When there is a high level of competition it has been seen that company focuses on maintaining a competitive advantage. There are many competitors of the company like virgin airlines (Cummings and Worley, 2014). It has been seen that Qantas emphasizes on targeting the low-cost customers of Australia. The company also outperformed in the high-level competition. Qantas consider the concept of portfolio diversification to increase the customer base on domestic as well as on the international level. This has enhanced the growth of the organization in the local market. The strategies that should be considered by the company are:
It has been seen that company has segmented the activities into various brands. This has helped the company to focus on the need of the consumers. For example: by focusing on the strategy the company collects the need of the consumers like corporate and also business travels (Malaval, Bénaroya, and Aflalo, 2014).
To enhance in less dominated airline region
The company has expanded the company to start the activities in the new region. It is important to make proper entry so that profits can be achieved. The company has achieved large market share if a comparison is made with the other competitors in the market (Homsombat, Lei, and Fu, 2014).
Qantas focuses on reducing the overall cost to the low level so that profits of the company can be increased. This strategy is taken into consideration by the company to market its services in the market. Through marketing, it can be easy for the company to compete with the competitors prevailing in the market. The company has taken into consideration the requirement of the cost efficiency and also applied so that it can be simple to penetrate the market. Penetration can be done in domestic and also in the international market (Costantino et al., 2016).
It has been seen that organizational structure effectiveness can assist the organization to implement the strategies so that the company can easily achieve mission, vision, and objective of the company. The structure of the company is good and it helps to collect the interest of the stakeholders. By leadership style, it can be easy for the management to achieve growth in the market. If there is a proper integration of the activities then it has been seen that leaders will not be able to act in a proper manner.
This paper focuses on the concept that leadership styles have brought transformational and also situational which is known as an effective style of leadership. It can be easy for the company to attain growth and profits in the domestic as well as in the international market. If a proper style of leadership is considered then it can easy for the organization to manage the activities. Effective leadership style is important so that the employees can conduct the activities according to the directions given by the top management. It has been seen that company is following matrix structure which can help to control the operations of the organization. By focusing on nature it has been analyzed that the company should consider various marketing strategies. Qantas airline has focused on the best strategies. This can give a contribution towards the success of the company and also by considering these strategies the company can easily achieve large market share. The dominating role played by the company is just because of the effective marketing strategies which have given growth in the overall operations of the company (Kleymann and Seristö, 2017).
Conclusion
The important part of the company is related to the organization structure, leadership style and also the strategies related to marketing. The organization has considered these concepts in a proper manner so that the activities can be smoothly conducted in the domestic market as well as on the domestic platform. Also, the style of leadership has given the direction to the company. Therefore, it has been seen that marketing strategies has determined the overall profitability of the company and also helped to achieve competitive advantage. By achieving competitive advantage it can be easy for the company to maintain the image and also it enhances the image in the market. It is essential to emphasize on these strategies as this can offer various advantages as well as opportunities prevailing in the market
References
Alvesson, M. and Sveningsson, S., 2015. Changing organizational culture: Cultural change work in progress. Routledge.
Bolman, L.G. and Deal, T.E., 2017. Reframing organizations: Artistry, choice, and leadership. John Wiley & Sons.
Cascio, W., 2018. Managing human resources. McGraw-Hill Education.
Costantino, F., Di Gravio, G., Nonino, F. and Patriarca, R., 2016. Evolution of the intellectual structure of research on pricing strategy of low cost carriers. Research in Transportation Business & Management, 21, pp.99-116.
Cummings, T.G. and Worley, C.G., 2014. Organization development and change. Cengage learning.
Hatch, M.J., 2018. Organization theory: Modern, symbolic, and postmodern perspectives. Oxford university press.
Hodges, J., 2016. Managing and leading people through organizational change: the theory and practice of sustaining change through people. Kogan Page Publishers.
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Jarach, D., 2017. Airport marketing: Strategies to cope with the new millennium environment. Routledge.
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Kleymann, B. and Seristö, H., 2017. Managing strategic airline alliances. Routledge.
Malaval, P., Bénaroya, C. and Aflalo, J., 2014. Alliance Strategies. In Aerospace Marketing Management (pp. 545-581). Springer, Cham.
Stribling, J., 2013. Seven tips on being a great leader from Qantas’ Alan Joyce. .[Online] Jonstribling. Available at https://www.jonstribling.com/7-leadership-tips-from-alan-joyce/, [Accessed on 19 May].
Taneja, N.K., 2016. Adaptation Strategies by Airlines. In Airline Industry (pp. 101-125). Routledge.
Tran, Q. and Tian, Y., 2013. Organizational structure: Influencing factors and impact on a firm. American Journal of Industrial and Business Management, 3(2), p.229.
Whyte, R. and Lohmann, G., 2015. The carrier-within-a-carrier strategy: An analysis of Jetstar. Journal of Air Transport Management, 42, pp.141-148
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