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Contents
Contents 2
Introduction / Executive Summary 3
COMPETITOR ANALYSIS ? Domestic: Qantas, Jetstar, Virgin Blue 3
The components of competitor analysis 3
Assess competitors' current and future objectives 4
Assess competitors' current strategy: 4
Assess competitors' resource profile 4
Predict competitors' future strategies: 6
CUSTOMER ANALYSIS ? Domestic: Qantas, Jetstar, Virgin Blue 8
Case Study 13
Conclusion 13
Reference List 15
Introduction / Executive Summary
COMPETITOR ANALYSIS:
Something here about the international airline industry. State that we are comparing SIA and Qantas only.
The domestic airline industry has become a competitive and growing market Australia wide. Since its conception in 2000, Virgin Blue has attracted attention and met with fierce rivalry from Qantas Domestic Airlines (Qantas) in the form of Jetstar, a low cost airline aimed at the "no-frills" market segment. Although wholly owned by Qantas, Jetstar is operated and managed separately to the Qantas business.
Qantas provides a two-class, full service while Jetstar and Virgin Blue (Virgin) offer a low cost, no-frills alternative. Prior to Virgin, the Australian domestic airline industry was over-priced, hence the market for a low cost point-to-point airline. Partly due to the inability of Compass to access scarce terminal resources and Ansett's failure, Virgin saw an opportunity and gained better access to terminals, provo ...