Qantas Airlines Case Study

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Introduction
Qantas & Emirates both have been in the top leading global aviation company for past decades, both providing world class services and long haul flights which penetrate the market shares of aviation. Qantas & Emirates come into a strategic alliance which offers the most comprehensive global network coverage and connecting more than 65 cities in Europe, Middle East and North America bringing a total of 800 flights per week which allows consumers to easily book and fly convenience and frequency (Qantas Airlines. 2014). With the strategic alliance both Airlines aim to enhance and strengthen their global branding, positioning, and maintaining their market dominance within host country and globalising.
Qantas was founded back in 1920 in Queensland and has grown to be Australia’s leading domestic and international long haul airline known by the name ''The Flying Kangaroo". Qantas upholds a fleet of 260 airplanes which include the budget airline " Jetstar '' who serve as a cheaper and more economical option throughout Asia. (Thomas Noark. 2003-2014) Qantas is continually providing the outstanding service to its consumer and is at the vanguard of the international civil aviation industry (Qantas Airlines. 2014). Qantas 93 years flying experience earns and declares itself as the world safest Airline, building an experience and reputable status in the aviation history (News.eu. 2014).
Emirates airlines based in Dubai is a subsidiary of "The Emirates Group'' wholly own by the Government. Therefore, by the support of the government, Emirates attains as the largest and strongest airline in the Middle East (Emirates. 2014). Emirates holds a fleet of more than 200 aircraft covering over 140 destinations in more than 70 countries wor...

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...y to recover all this culture misunderstanding. Last but not least will be the language barriers to clinch deals with contracts with counterpart countries. Therefore, translators, understanding will greatly helps in making business work.
Choosing the right Alliance
Getting into a business the main important points is getting the right partners; does the partner’s competency help in your incompetency? We need to get a clearer picture and understanding of the strength and weakness of the partners, whereby mostly were rivals in the same industries, there is a saying and strategy "if you can't win them, Join them'' and that's when we get to learn and master the intelligence of business with competitors. Business need one another competitions to bring the business to the next level, without competitions there will be no improvement whereby stagnant of business will end.

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