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Competitive Advantage

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Competitive Advantage
HBC 229N Analysis for Competitive Advantage
Group Assignment Semester 1, 2012

Australian Company:
Qantas Airways Ltd and Billabong International Limited

Group Member:
Erica Wee 418 5641
Deborah Kusiima 743 4006
Sabbir Ahmen 743 3840
Christina Chin Fung Fung 4201434

Executive Summary
This report comprises of specific research on Qantas Airways Ltd. and Billabong International Ltd. (BBG) and their industries. In addition, primary sources such as the company’s official website, journals and databases, books were used to obtain findings about these companies. The categories of knowledge integration from the topics like Business Performance Measurement, Costing System, BSC and SWOT Analysis were discussed and analyzed. Moreover, current issues affecting both the industries have been discussed with a bit of comparison of both the companies. Lastly, a conclusion and sound recommendations are provided to further improve the research conducted.

Table of Content Page
Executive Summary 1
1.0 Introduction 3
2.0 COMPANY – SPECIFIC RESEARCH
2.1 Qantas Airways Ltd 4
2.2 Billabong International Limited 6
3.0 INDUSTRY SPECIFIC RESEARCH 7
3.1 Porter’s Five Forces Analysis 9
3.2 Generic Strategy 11
3.3 Comparison 12
4.0 KNOWLEDGE INTEGRATION
4.1 Return on Investment 13 4.2 Net Profit 16 4.3 SWOT Analysis 17 4.4 Balanced Scorecard 22 4.5 Strengthen competitive advantage (Recommendation) 26
5.0 Conclusion 27
6.0 References 28

1.0 Introduction
Qantas Airways Ltd. is the second oldest airlines in the industry. Qantas’s main business is the transportation of passengers. They operate in a number of other airlines related businesses. Internationally, Qantas serves 182 destinations in 44 countries around the world. Qantas retains a 65% share of the Australian domestic market and carries 18.7%


References: * Butler, J, Henderson, S, Raiborn, C 2011, ‘Sustainability and the Balanced Scorecard: * Change and ER for Qantas, 2006, Qantas corporation, viewed on 1 october 2011,. * Investing answer, 2012, Net Income, viewed on 3 April 2012, <http://www.investinganswers.com/financial-dictionary/financial-statement-analysis/net-income-808>. * Investopedia ULC, 2012, Asset turnover, viewed on 3 April 2012, <http://www.investopedia.com/terms/a/assetturnover.asp#axzz1qyUPrR4s>. * Investopedia ULC, 2012, Return on Investment, viewed on 18 March 2012, <http://www.investopedia.com/terms/r/returnoninvestment.asp#axzz1pLKM0t9E>. * Investopedia ULC, 2012, SWOT Analysis, viewed on 20 March 2012, <http://www.investopedia.com/terms/s/swot.asp#axzz1pLKM0t9E>. * Oneworld, 2012, Qantas, viewed on 23 March 2012, <http://www.oneworld.com/member-airlines/qantas/>. * OPPapers, 2012, Qantas SWOT, viewed on 20 March 2012, <http://www.oppapers.com/essays/Qantas-Swot/364740>.
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