Question

• Imagine that you have been hired to advise Qantas on their future after the COVID-19 crisis
• Find evidence of macroenvironmental trends from five PESTN categories (Demographic, Cultural, Economic, Political, Technological, Natural) that are likely to impact Qantas in 2021 (i.e. next year). Remember that each trend should be something external to Qantas. The evidence should be from credible sources.
• How will each identified trend impact on Qantas' business? Is it an opportunity or a threat? Why?
• What action would you recommend to Qantas as a result of your analysis? Ensure that you justify your recommendations.

Answer 1

1. The pandemic has taken toll mainly on the elderly population. So demographic trend is that there will be less elderly people ready to use Qantas for their flights in 2021. 2. Culturally there will be a rise in health consciousness and discipline of the staffs and passengers. Economically, there could be lesser revenues initially since economy will still be recovering in this time period. Politically the company could face some liberties given on taxation and flight schedules in different countries. Technologically, the company needs to upgrade their operations in order to prevent health issues in future and checking system should be improvised wisely. Natural trends could be less passengers or crowd initially. Some societies naturally encourage entrepreneurs while some do not.
3. Demographic, cultural, political, technological could show opportunities while others are threats. Culturally if people become more health conscious it will beneficial for them and the business. Politically some incentives will help the company make up their losses. If crowd is less that can be a threat to revenues. So natural trend and demographic trend could be a threat.
Qantas should preach for health consciousness and distribute free sanititizers and masks to the passengers on the flights. All these initiatives will help develop trust among the passengers.