Qantas SWOT Analysis

Published by MBA Skool Team, Last Updated: March 02, 2022

Qantas SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Qantas, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Qantas is one of the leading brands in the airlines sector. The article below lists the Qantas SWOT and includes its target market, segmentation, positioning & USP.

Let us start the SWOT Analysis below:

Qantas Strengths

The strengths of Qantas looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

A list of strengths is mostly the starting point in a SWOT analysis. Below are the Strengths in the SWOT Analysis of Qantas :

1. Qantas Airways has a strong international and domestic presence based out of Australia

2. Backing by the government of Australia gives it a strong business presence 

3. Qantas Airways is one of the top and largest airlines operating in Australia

4. It has been one of the oldest airline operators in the world

5. Qantas Airways has nearly 80 international as well as domestic destinations

6. Good brand building exercises through advertising and sponsorship

7. Qantas Airways has more than 30,000 employees

8. It offers great services like lounge, frequent flyer programs etc. for loyal Qantas Airways customers

Qantas Weaknesses

The weaknesses of a brand are certain aspects of its business which it can improve. Here are the weaknesses in the Qantas SWOT Analysis:

1. Issues like price fixing, incidents etc. have hurt the image in the past

2. Limited international presence of Qantas Airways compared to other leading global airline companies

Qantas Opportunities

The opportunities for any brand can include prospects of future growth. Following are the opportunities in Qantas SWOT Analysis:

1. Opportunity for Qantas Airways to become a leader in Australasia and Asian continent

2. More international destinations specially in Asia

3. Tie-ups with international airlines for a combined service offering to customers

Qantas Threats

The threats for any business can be external factors which can negatively impact its business. The threats in the SWOT Analysis of Qantas are as mentioned:

1. Increasing fuel prices, global pandemic, fluctuating currencies etc. affects operations of Qantas

2. Rising labor prices can affect business operations

3. Increasing presence of other international airlines can affect business of Qantas Airways

Hence this concludes the Qantas SWOT analysis.

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About Qantas

Qantas Overview
Parent Company

Qantas company





Tagline/ Slogan

The Spirit of Australia


Qantas Airways is the leading Australian flagship carrier serving global destinations

Qantas STP

Passengers Preferring Comfort / reliability

Target Market

Corporates / Upper Middle Class / Middle Class


Qantas Airways is a premium international airlines showcasing the Australian hospitality

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Qantas. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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