Research Article
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Performans Stratejilerinin Havacılık Sektöründeki Önemi: Qantas Havayolları Örneği

Year 2020, Volume: 1 Issue: 1, 93 - 113, 18.08.2020

Abstract

Qantas Havayolları’nın Doğu Asya’da artan hava ulaştırma talebini karşılamak ve rakiplerinden ayrışmak için geliştirdiği etkili kurumsal stratejiler, son yıllarda yakaladığı başarısının sırrını oluşturmaktadır. Bu çalışmada Qantas’ın kuruluşundan günümüze tarihi ele alınmış, emniyet başarısının arkasında yatan nedenlere yer verilmiş, finansal verilerle kurumsal stratejilerinin başarısı resmedilmiştir. PESTEL analizi ile Qantas Havayolları’nın dış çevre analizi yapılarak hizmet ettiği pazarda stratejik pozisyonu belirlenmiş ve analiz içerisinde bulunan unsurlar çerçevesinde geliştirilen performans stratejileri gösterilmeye çalışılmıştır. Elde edilen değerlendirmeler sonrasında Qantas, Avusturalya yerel pazarının çoğunluğunu elinde tutmak, rakiplerinden, sunduğu ürünlerle farklılaşmak, uluslararası pazarda riski en aza indirerek birçok ağa ulaşmak vb. amaçlarla gerçekleştirdiği coğrafi yayılmanın, ürün çeşitlendirmenin, stratejik ortaklıkların ve kullanmış olduğu teknolojinin şirketin başarısını şekillendirdiği görülmüştür. Havayolu sektöründe örgütler, Qantas’a benzer şekilde çeşitli iş birimleri altında farklı stratejilerle rekabetçi üstünlük elde edilmeye çalışmakta olup başarısız olabilmektedirler. Öte yandan Qantas’ın uygulamış olduğu etkili stratejilerle pazarda sürdürülebilirliği sağladığı görülmektedir.

References

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  • Qantas. (2017). Qantas Annual Review . Canberra: Qantas Airways.
  • Qantas. (2020, 05 30). Abuot Us-Qantas Airlines. Qantas Group: https://www.qantas.com/au/en/about-us/our-company/our-history.html
  • Qantas. (2020, 05 14). Digitalisation and big data. Qantas: https://www.qantas.com/au/en/qantas-group/looking-ahead/digitalisation-and-big-data.html
  • Qantas. (2020, 05 13). Financial and non-financial Metrics. Qantas: https://www.qantas.com/au/en/qantas-group/delivering-today/financial-and-non-financial-metrics.html
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  • Qantas Airways. (2019). Gender Composition of Workforce. Canberra: Qantas Airways Limited.
  • Qantas Airways. (2020). 1H20 Results. Canberra: Qantas Airways Limited.
  • Qantas Group. (2020). Annual Report 2019. Mascot: Qantas Group Inc.
  • Qantas Group. (2020, 05 30). Performance against our Strategic Pillars. Qantas Group: https://www.qantas.com/au/en/qantas-group/delivering-today/performance-against-our-strategic-pillars.html
  • Qantas Group. (2020, 05 30). Safety - Our First Priority. Qantas: https://www.qantas.com/au/en/qantas-group/acting-responsibly/safety-our-first-priority.html?int_cam=au%3Aacting-responsibly%3Aarticle%3Asafety---our-first-priority%3Aen%3Ann
  • Redpath, N., O'Connell, J. F. ve Warnock-Smith, D. (2017). The Strategic Impact of Airline Group Diversification: The Cases of Emirates and Lufthansa. Journal of Air Transport Management, 64, 121-138.
  • Sarina, T. ve Wright , C. (2015). Mutual Gains or Mutual Loses? Organizational Fragmentation and Employement Relations Outcımes at Qantas Group. Journal of Industrial Relations, 686-706.
  • Scotti, D. ve Volta, N. (2017). Profitability Change in the Global Airline Industry. Transportation Research Part E: Logistics and Transportation Reviwe, 1-12.
  • Shaw, S. (2007). Airline Marketing and Management. Hampshire: Ashgate Publishing Limited.
  • Skytrax. (2020, 05 13). Qantas Airways. Skytrax Ratings: https://skytraxratings.com/airlines/qantas-rating
  • Skytrax. (2020, 05 13). World’s Top 100 Airlines 2019. Skytrax World Airline Awards: https://www.worldairlineawards.com/worlds-top-100-airlines-2019/ Time. (2020, 05 30). Qantas: Airline Safety's Golden Child No More? Time: http://content.time.com/time/world/article/0,8599,2032492,00.html
  • U.S. Energy Information Administration. (2020, 05 30). Petroleum and Other Liquids. Independent Statistics and Analysis U.S. Energy Information Administration (EIA): https://www.eia.gov/dnav/pet/hist/LeafHandler.ashx?n=PET&s=EER_EPJK_PF4_RGC_DPG&f=M
  • Ülgen, H. ve Mirze, S. K. (2018). İşletmelerde Stratejik Yönetim. İstanbul: Beta Yayıncılık.
  • Üner, M. (2011). Genel İşletmecilik. Ankara: Detay Yayıncılık.
Year 2020, Volume: 1 Issue: 1, 93 - 113, 18.08.2020

Abstract

References

  • Airline Ratings. (2020, 05 30). World’S Safest Aırlınes Named For 2019. Airline Ratings: https://www.airlineratings.com/news/worlds-safest-airlines-named-for-2019/
  • Airways Museum. (2020, 05 30). Sydney Control Building and Tower. Airways Museum: http://www.airwaysmuseum.com/SY%20Ops-Admin-Twr%20c46%20QEA%20LB30%20G-AGKU.htm
  • Akınet, M. (2019). Havayolu Hizmet Kalitesi Unsurlarının Kalite Fonksiyon Yayılımı (QFD) ve Kano Modellerinin Birlikte Kullanılması İle Belirlenmesi. Ankara: Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi.
  • Ashet. (2020, 05 30). Qantas and the Lockheed Constellation. Australian Society for History of Engineering and Technology: https://ashet.org.au/constellation/
  • Barutçugil, İ. (2013). Stratejik Yönetim. İstanbul: Kariyer Yayıncılık.
  • Braithwaite, G., Caves, R. ve Faulkner, J. (1998). Australian Aviation Safety Observations from the Lucky Country. Journal of Air Transport Managemenet, 55-62.
  • Efe, Ş. (2012). Kamuda Stratejik Planlamaya Dayalı Performans Yönetimi: Türkiye Uygulaması ve Sorunlar. Journal of Turkish Court of Accounts (87), 121-142. Flouris, T. G. ve Oswald, S. L. (2006). Designing and Executing Strategy in Aviation Management. Burlington: Ashgate Publishing Company.
  • Homsombat, W., Lei, Z. ve Fu, X. (2014). Competitive Effects of the Airlines-Within-Airlines Strategy–Pricing and Route Entry Patterns. Transportation Research Part E: Logistics and Transportation Review, 1-16.
  • IATA. (2020, 05 30). Asia Pacific Leads 20-Year Passenger Demand Forecast. International Air Transport Association: https://www.iata.org/en/about/worldwide/asia_pacific/Asia-Pacific-20-Year-Forecast/
  • Lin, M. (2012). Airlines-within-Airlines Strategies and Existence of Low-Cost Carriers. Transportation Research Part E: Logistics and Transportation Review, 637-651.
  • Oxenbridge, S., Wallace, J., White, L., Tiernan, S. ve Lansbury, R. (2010). A Comparative Analysis of Restructuring Employment Relationships in Qantas and Aer Lingus: Different routes, Similar Destinations. The International Journal of Human Resource Management, 180-196.
  • Qantas. ( 2019). Qantas Annual Report. Autralia: Qantas Group.
  • Qantas. (2017). Qantas Annual Review . Canberra: Qantas Airways.
  • Qantas. (2020, 05 30). Abuot Us-Qantas Airlines. Qantas Group: https://www.qantas.com/au/en/about-us/our-company/our-history.html
  • Qantas. (2020, 05 14). Digitalisation and big data. Qantas: https://www.qantas.com/au/en/qantas-group/looking-ahead/digitalisation-and-big-data.html
  • Qantas. (2020, 05 13). Financial and non-financial Metrics. Qantas: https://www.qantas.com/au/en/qantas-group/delivering-today/financial-and-non-financial-metrics.html
  • Qantas. (2020, 05 30). Qantas Group-About Us. Subsidiaries: https://www.qantas.com/au/en/about-us/our-company/subsidiary-companies.html?int_cam=au%3Aabout-us%3Aarticle%3Asubsidiary-companies%3Aen%3Ann
  • Qantas Airways. (2019). Gender Composition of Workforce. Canberra: Qantas Airways Limited.
  • Qantas Airways. (2020). 1H20 Results. Canberra: Qantas Airways Limited.
  • Qantas Group. (2020). Annual Report 2019. Mascot: Qantas Group Inc.
  • Qantas Group. (2020, 05 30). Performance against our Strategic Pillars. Qantas Group: https://www.qantas.com/au/en/qantas-group/delivering-today/performance-against-our-strategic-pillars.html
  • Qantas Group. (2020, 05 30). Safety - Our First Priority. Qantas: https://www.qantas.com/au/en/qantas-group/acting-responsibly/safety-our-first-priority.html?int_cam=au%3Aacting-responsibly%3Aarticle%3Asafety---our-first-priority%3Aen%3Ann
  • Redpath, N., O'Connell, J. F. ve Warnock-Smith, D. (2017). The Strategic Impact of Airline Group Diversification: The Cases of Emirates and Lufthansa. Journal of Air Transport Management, 64, 121-138.
  • Sarina, T. ve Wright , C. (2015). Mutual Gains or Mutual Loses? Organizational Fragmentation and Employement Relations Outcımes at Qantas Group. Journal of Industrial Relations, 686-706.
  • Scotti, D. ve Volta, N. (2017). Profitability Change in the Global Airline Industry. Transportation Research Part E: Logistics and Transportation Reviwe, 1-12.
  • Shaw, S. (2007). Airline Marketing and Management. Hampshire: Ashgate Publishing Limited.
  • Skytrax. (2020, 05 13). Qantas Airways. Skytrax Ratings: https://skytraxratings.com/airlines/qantas-rating
  • Skytrax. (2020, 05 13). World’s Top 100 Airlines 2019. Skytrax World Airline Awards: https://www.worldairlineawards.com/worlds-top-100-airlines-2019/ Time. (2020, 05 30). Qantas: Airline Safety's Golden Child No More? Time: http://content.time.com/time/world/article/0,8599,2032492,00.html
  • U.S. Energy Information Administration. (2020, 05 30). Petroleum and Other Liquids. Independent Statistics and Analysis U.S. Energy Information Administration (EIA): https://www.eia.gov/dnav/pet/hist/LeafHandler.ashx?n=PET&s=EER_EPJK_PF4_RGC_DPG&f=M
  • Ülgen, H. ve Mirze, S. K. (2018). İşletmelerde Stratejik Yönetim. İstanbul: Beta Yayıncılık.
  • Üner, M. (2011). Genel İşletmecilik. Ankara: Detay Yayıncılık.
There are 31 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Niyazi Cem Gürsoy 0000-0003-2743-5314

Mert Akınet 0000-0002-0805-9731

Publication Date August 18, 2020
Submission Date June 30, 2020
Acceptance Date August 6, 2020
Published in Issue Year 2020 Volume: 1 Issue: 1

Cite

APA Gürsoy, N. C., & Akınet, M. (2020). Performans Stratejilerinin Havacılık Sektöründeki Önemi: Qantas Havayolları Örneği. Havacılık Ve Uzay Çalışmaları Dergisi, 1(1), 93-113.