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Qantas SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: August 17, 2023Read time:

Here is a detailed SWOT analysis of Qantas covering strengths, weaknesses, opportunities and threats.

Qantas Strengths

  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

Above are the strengths in the SWOT Analysis of Qantas. 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.

Qantas Weaknesses

  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

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

Qantas Opportunities

  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

Above we covered the opportunities in Qantas SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Qantas Threats

  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

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

Hence this concludes the Qantas SWOT analysis.

About Qantas

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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