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Qatar Airways

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Executive summary The company that we selected is ''Qatar Airways''. This project is going to offer a general idea of the strategic management process, terms that are included in the process, and the benefits of strategic management to Qatar Airways. Furthermore, it discusses the mission, goals, and the strategies of the company (Qatar Airways). A SWOT Analysis of Qatar Airways will be provided, followed by six strategies that will help the company grow or stay successful. The first part of the project will consist of an introduction on Qatar Airways. The second part is identifying the mission, goals, and strategies used by the company. Followed by the strategic management process, the SWOT Analysis, and the strategies in helping the company stay successful in its line of business. 1.0 Qatar Airways Qatar Airways is an airline founded and built in Doha which is the capital of Qatar. This airline is based in Doha which links 72 destinations all together, and is one of the fastest growing airlines in the world. It is also ranked one of the four airlines in the world that have been given the 5 star airlines Status from skytrax. Furthermore, it is known for being a member of the Arab air carrier's organization. This highly ranked airline was established in 22 November 1993 and began its flight operations in 20 January 1994. It was owned by the royal family of the state which is Qatar, and then it was launched again by a new management team in April 1997 headed by Akbar Albaker which was the chief executive. Today Qatar Airways is owned by 50% government and 50% private investors. Qatar Airways was the official airline for the Asian games that were held in Doha city (Qatar) in the date 1-15-2006. In the year 2006, it introduced some new insignia for their new plains in the year 2006. The first aircraft with this insignia was a340-600hgw which was launched in ITB Berlin. ...read more.


Stability: Stability strategy: a corporate strategy characterized by an absence of significant change in what the organization is currently doing. The organization does not grow, but does not fall behind either. Stability strategy is the most appropriate choice when an industry is in a period of rapid disorder with external forces, or if the industry is facing slow or no growth opportunities. c) Renewal: Renewal strategy: corporate strategy designed to address organizational weaknesses that are leading to performance declines. There are two main types of renewal strategies: 1. Retrenchment strategy: short run renewal strategy used when performance problems aren't very serious. Retrenchment strategy helps stabilize operations, revitalize organizational resources and capabilities, and prepare to compete once again. 2. Turnaround strategy: a renewal strategy for situations in which the organization's performance problems are more serious. 2.4.2 Business (or competitive) strategy: Business (or competitive) strategy: an organizational strategy focuses on how the organization will compete in each of its businesses Strategic business units (SBU): the single businesses of an organization in several different businesses that are independent and formulate their own strategies a) The role of competitive advantage: Competitive advantage: is what sets and organization apart; its distinctive edge. That edge can come from doing something that other cannot do or doing it better than other, it can also come from organizational resources (the organization has something that is competitors lack). b) Quality as a competitive advantage: Quality can be a way from an organization to create a sustainable competitive advantage. It focuses on customers and continues improvement (it can differentiate itself from competitors and attract loyal customers). c) Sustaining competitive advantage: Every organization must be able to effectively take advantage of its resources and to develop the core competencies that can prove it with a competitive advantage and must be able to sustain it. d) Competitive strategies: Helps managers create and sustain a competitive advantage that will give a company above average profitability, by doing an industry analysis. ...read more.


There are many strategies that Qatar Airways can follow to improve their company or organization. We will discuss each of the strategies and how they can help Qatar Airways. 1) Corporate strategy: - Qatar Airways may use the growth strategy to grow, either through vertical or horizontal integration. In backward vertical integration they can become their own supplier, meaning they can produce their own foods and drinks that they serve to their customers instead of making a contract with another company that specializes in these things. In forward vertical integration, they can grow by becoming their own distributor, in other words, they can make more offices exclusively for Qatar Airways instead of travel agency offices where they have a lot of other airways they can offer to the customer. In horizontal integration, they can combine with other airways to decrease their competition in that industry, example, combining Qatar Airways with Etihad. - They can also use the stability strategy which is very useful at times like these (of economic crisis), where the organization does not, but it doesn't fall back either. They can achieve that by continuing to serve the same customers by offering the same services. 2) Business (or competitive) strategy: - Qatar Airways can use competitive advantage to set itself apart from its competitors by doing something better than others companies or something that they cannot do. They have skills at giving customers what they want (fun, inexpensive, and convenient service. - They can make their main goal is quality, (focusing on customers and continuous improvement). This helps them in attracting loyal customers, and can result in a competitive advantage that can't be taken away. 3) Functional strategy: - They can update the human resource department improving its employee selection or by training programs that teach them how to treat customers uniquely and make them feel special. - They can also have the marketing department develop new promotions or packages (including transportation, accommodation, and meals) for customers at a fairly reasonable price to encourage people to fly with Qatar Airways. ...read more.

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