Communication has been termed as one of an essential subject in all aspects of human relations which has been reported as a primary causative agent to aviation mishaps. Communication is critical aspects of an organization operations and for proper management of the company which is a key contributing factor to achieving the economic responsibility of the company that includes corporations in the aviation industry. Managers need to be furnished with relevant, accurate, and current information to make the best decision which may affect the business stakeholders directly or indirectly (Mounter, 2008). The aviation industry heavily relies on communication to carry out its activities hence the need for the company to confront and remedy communication challenges that face them day in day out to edge competition and negative public relations. The significance of effective communication in the airlines cannot be ignored as apart from being a primary human element in the aviation operational settings, having reliable communication is critical to ensuring the safety of clientele. Given human factors are in play, challenges in communication persists, and hence the need for management to optimize on strategies levelled at providing communication challenges are brought to their minimum. In Qantas Airways Limited the leading Australian domestic and international airline (QANTAS, 2017), employs non-electronic forms of communication targeting its diverse target audience. The use of low-tech communication method is characterized by the use of reports, face to face, invoices, memorandums, and newspapers.
Qantas Airlines management prepares annual reports and other related disclosures which are published in the papers giving details into the company’s activities throughout the preceding financial year of the enterprise. The reports are intended for the interested public members and the company’s shareholders and provide the implementation of the budget by preparation of audited income, cash flow and financial position statements and the corporation’s activities relating to the different line items. The reports contain the general description of the aviation industry about domestic the market as well as in a global context.
Qantas Group focuses on making sure that the suppliers of goods and services to the company are offered fair and competitive pricing by adopting a vendor code of conduct that aims at providing transparent procurement practices which are founded on integrity and honesty. The supplier code expects all provider to observe safety standards, environmental management, human rights and favourable workplace conditions. Moreover, the system expects all suppliers to follow community investment, animal welfare, business reliance and corporate governance and ethics (Qantas 2015). In return for the services offered, Qantas is issued with invoices in respect to the purchase orders made to the different suppliers. Some of the leading providers are IBM, Amadeus, and Fujitsu and Tata. The vendors prepare the list of services or goods provided and the totals payable which often accumulate in billions as Qantas outsources most of its services.
Qantas prepare memoranda which may intend to confirm verbal decisions agreed upon during face to face communication made during staff or departmental meetings. Also, Qantas prepare the periodic report memos on the company diverse operational areas. In other cases, memoranda are prepared to convey suggestions or ideas on how to face problems facing the business.
This is a disclosure that does not involve any mediating technology in the social interaction among persons. Qantas employs face to face conversation while executing its operations. The cabin crew staff interacts with customers on a one-on-one to ensure they are comfortable during their flight to the different destinations. Also, staff member passes most of the time communicate with the management on face to face. During the annual general meeting, the shareholders are invited to meet to discuss the company performance and the future of The Company. Face to face communication has lots of merits compared to the other form of non-electronic communication which include;
Despite the above merits face to face communication is challenged by;
Under the management of Alan Joyce as the Qantas Airlines Limited chief executive officer (CEO), the company has witnessed a series changes in communication aimed at ensuring that the business performance is enhanced in the ever competitive industry. Joyce has instilled transformational change in the company where Qantas cabin crew are now the international ambassadors as they are anticipated to communicate and promote Qantas Airways brand as well as Australia (Brand Culture, 2017). In addition to using non-electronic communication, Qantas engaged the voice strategists who developed and integrated high-tech programs to enhance the company’s internal communication which was designed to ensure the customers got a superior experience by aligning the business to the current communication needs (VOICE, 2015). BY using the company’s website, social media, emails, and avionics, Qantas communication the intended message where information is transmitted wholly or in part electronically by use of computers, phones, pagers, among other electronic devices.
A visit to the Qantas website is quite informative, and ease of access is guaranteed by the use of drop downs on the user interface. The site is characterized by;
The company website communicates all information from flight deals, plan, destinations, booking, flying, business essentials, etc. With increased use of the internet, using the website to communicate ensures that all target audience is reached and the intended information regardless of their geographical location and time is imparted.
Qantas developed social media house rules to ensure while they communicate on social media, the audience overserves some ethical standards which include;
Qantas post issues they wish to communicate to their worldwide audience where they welcome everyone to express their opinion and further encourages constructive dialogue. Qantas makes use of Facebook, Twitter, and Instagram, cover it live, etc. to promote the Qantas brand and further reach out to the audience for their views which are integrated into decision making in line with providing excellent customer experience (Australian Government, 2015). Social media has the advantage of;
Despite the many advantages associated with use of Twitter, Instagram, and Facebook, Qantas faces demerits such as;
Like many other airlines the Qantas aircrew uses radio to communicate with the people on board and those on the ground. The use of radio to communicate among airplanes within proximity reduces the incidences of mishaps occurring. The Qantas engineers ensure that the aircraft communication is well maintained to guarantee the safety of the customers and the staff on board Qantas Airways. The use of aircraft communication addressing and reporting system (ACARS) ensure before take-off the airspace is safe. Further when on-board, the pilot and co-pilot communicates to the passengers on board by using video systems to welcome the passengers and for the safety demonstration. The use of the electronic sign to demonstrate security measure like fastening of the seat belt ensure that the in-flight persons are all kept informed all the way from departure to arrival.
The Qantas website offers 24hours support to its large and diverse clients. A customer who wishes to change or cancel his/ her flight, add special requests, baggage service, Qantas club, etc. can write an email to the Qantas customer contact centre where their issues will be addressed. Further customers can subscribe to the Qantas Red email to get updates on latest offers which will be delivered straight to their customer’s inbox every time a new deal comes up.
Telephone/ mobile services; persons wishing to get information which is public and not insider regarding Qantas services or operations can make a call to the customer help centre office in the client’s country and get immediate feedback.
The SWOT analysis explores the Strength, weakness, opportunities and threats of Qantas communication methods. The analysis helps in identification of progressive and adverse sides of the strategies adopted by Qantas Airlines (Lucarelli, 2015). The Qantas management can use the SWOT analysis to make decisions for the operations of the company and develop strategies to enhance productivity by exploring communication methods which impact Qantas positively.
Strengths
The use of electronic methods of communication which include websites and social media platforms strengths include that they are instantaneous in delivering the intended communication. Further electronic methods are not limited in geographical scope as they are dependent on internet coverage. Electronic communication methods offer Qantas a good image to the public eye hence ability to influence ideas to the audience. In addition to electronic methods of communication stimulating interest among the public, it also encourages giving of feedback. Non-electronic communication like face to face communication has the strength of being easily understood and moreover can be varied according to the target audience. Internal company memorandums have the advantage of being permanently put on record, highly structured and not open to variations hence can be used for future reference by the Qantas staff or management.
Weakness
The Qantas communication method vulnerability works against the ability of the company to achieve the desired goals laid down by the managements. By acknowledging the weakness, Qantas Management will work toward improving and managing the vulnerability to ensure that they do not consume the firm’s productivity by setting up a realistic achievement period (Reading, 2002). The weakness of electronic communication methods lies in that in the areas where there is no internet coverage; the communication cannot be received. Also, electronic methods diminish human contact which is significant in developing relationships and loyalty. Moreover, electronic communication is expensive, for example, if the client needs Apple laptop or an iPhone, they will have to part with a chunk of Australian dollar which may not be affordable to many of the target audience. On the other hand, the use of non-electronic methods of communication, i.e., face to face communication and memorandums has the weakness of being passive and often misinterpreted. Invoices for services outsourced by Qantas has the weakness of being a costly process and time to consuming and doesn’t offer prompt feedback.
Opportunities
Qantas Airlines can take advantage of the new trends in Communication methods to enhance its operations to counter competition from Virgin Australia, Emirates, Singapore Airlines and Cathy airways. One way is by carrying out test campaigns where Qantas will put into test different approaches and media combinations to identify the strategy that is highly cost-effective to reach a given target audience based on their geographical location, sex, and age. Further, the emergence of social intranet software can promote communication in Qantas. The feature of social intranet software are similar to those on twitter and Facebook and hence build a more collaborative workforce by fostering internal communication as the participants can freely share their ideas while maintaining the feel of being part of Qantas group. In addition to infographics and images, Qantas can take advantage of unified communications where real time and adjoining real-time communication systems are integrated. Unified communication involves the integration of the online chats, mobile, texting, video conferencing, etc. The unification of data and voice cuts on infrastructure costs and gives more receptive experience.
Threats
The Qantas use of electronic medium of communication is subject to some risks. In the past scam, social media accounts have been created offering free first class airlifts. Scammers affect the credibility of the information passed by Qantas as the audience cannot authenticate the information as social media lacks the personal appeal. Also recently email scammer targeted Qantas citing that Qantas was offering cash rewards and flyer points for taking part in a survey. The phishing email accounts targeting the Qantas audience personal information are not only a challenge but also reminder of how prone some electronic communications methods are susceptible to manipulation hence need to be vigilant to avoid deceit. Use of computer viruses, hacking incidence, phishing, and a blended attack on the electronic methods of communication threatens survival and growth of many companies including Qantas as it affects the credibility of the information communicated.
The Virgin Australia and Singapore Airlines are two of the major Qantas competitors. These Virgin Australia is challenging Qantas airlines in the domestic market while Singapore Airlines is gaining root as preferred Asia carrier by actively employing more of face to face communication to lure the audience. Richard Branson philosophy of making people feel wanted by treating those staff members as if they were friends promotes productivity in the Virgin Airways. The leadership of Branson and the aggressive advertisement over electronic Medias has warmed the hearts of many Australian populations which has seen Virgin Australia take 30% of Qantas customers despite being a third in size to Qantas (SMG, 2015). Singapore Airlines has made their internal communication more efficient by focusing on cost minimization strategies and offering supportive communication and flexibility in the organization. By adopting effective communication, and employing of innovation and supporting forums on global issues makes these companies rival Qantas which has been in operations for over ninety years.
Qantas airlines under the guidance of Alan Joyce has managed to communicate it to all stakeholders to calm fears and uncertainties by the interested parties. The immediate grounding of the Qantas A380 in response to engine failure and subsequent communication of the incident enabled the company weather that period. Qantas need to adopt the current measures to be more effective in communicating to its stakeholders promptly while observing high-security measures in its communication platforms to prevent future cyber-attacks.
Conclusion
The significance of communication in the aviation industry critical as it does not only contribute to the safety of customers using Qantas Airlines but also an important factor in strategizing for the future of the company. Therefore adoption of necessary corrective actions and the subsequent implementation would highly influence and promote increasing improvement in levels of active communication. It’s the mandate of every airline in the aviation industry to ensure that their staff does not become a contributing factor to the different communication challenges affecting the stakeholders by proactively developing safety nets. Proper communication among the maintenance engineers, cabin crew, management, and ground staff would go far in enhancing the quality of services rendered to the customers thereby increasing the productivity of the company and thus maximizing the returns of the shareholder’s wealth.
References
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