QATAR AIRWAYS

Qatar Airways has undergone a phenomenal expansion period, with an average of

35% growth year-on-year for the past 10 years.

the airline has garnered many awards and accolades, becoming one of only six airlines
worldwide to have been awarded a 5-star rating by Skytrax, an independent aviation industry
monitor.
Facts about Qatar
Area 11,437 km2
Population 2007 907,229 est.
GDP per capita $29,400 (2006 est.)
GDP Growth rate 7.1% (2006 est.)
Unemployment rate 3.2% (2006 est.)
Weather arid; mild, pleasant winters; very hot, humid summers
Inflation 7.2% (2006 est.)

Over 90 Destinations Worldwide

Our Doha hub

Codeshare Partners
Qatar Airways is proud to be codeshare partners with some of the world's premier
airlines listed below.

ANA, ASIANA AIRLINES,BMI,LUFTHANSA,MALAYSIA,MEA,PHILIPPINE

AIRLINE,SNCF,UNITED,US AIRWAYS,

DOHA HUB OF QATAR AIRWAYS.

We also work on the political front as member of the Aviation Global Deal Group. We recognise
the urgent need to combat climate change. And we believe that the aviation sector can and must
play a part in the next global agreement on climate change.
Qatar Airways was also voted into the International Air Transport Association's
Environmental Committee (IATA ENCOM) at the last Annual General Meeting in June
2009. To read more about the IATA ENCOM please follow this link:
Qatar Airways, is the flag carrier of Qatar.Headquartered in the Qatar Airways
Tower in Doha,[1] it operates a hub and spoke network, linking over 90 international
destinations from its base in Doha, using a fleet of 84 aircraft. It is one of only six
airlines awarded 5-star rating by Skytrax along with Cathay Pacific, Asiana Airlines,
Malaysia Airlines, Singapore Airlines and

Qatar Airways operates services across the Africa, Central Asia, Europe, Far East, Indian
subcontinent, Middle East, North America, South America and Oceania.
(http://en.wikipedia.org/wiki/Qatar_Airways)

Akbar Al Baker, CEO, Qatar Airways, said “Our commitment is to provide travellers
with the very highest quality of service in the air and on the ground.The latest
technology provided by Mobile OnAir is absolutely in line with Qatar Airways’ Five
Star ranking for service and excellence.”

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Qatar Airways is one of only six airlines in the world with a Five Star ranking for service and
excellence awarded by Skytrax, the independent aviation industry monitoring agency.

Qatar Airways is one of only six airlines in the world with a Five Star ranking for service and
excellence awarded by Skytrax, the independent aviation industry monitoring agency.
Skytrax also named Qatar Airways’ cabin crew as Best in the Middle East for the sixth year
running in 2008 and the airline was voted Best in the Middle East for the third year in a row
following a survey of more than 15 million passengers worldwide. For more information, log
onto www.qatarairways.com.

OnAir was incorporated in February 2005 and is owned by SITA, the leading IT solutions
provider to the air transport world and Airbus, the leading aircraft manufacturer. OnAir is a
member of the GSM Association and an Inmarsat Distribution Partner for SwiftBroadband
services.
More information

About OnAir
OnAir provides industry-leading, on-board connectivity solutions that enable passengers to
stay connected while they travel, and airlines and shipping lines to differentiate themselves
through offering distinct services to customers. Present aboard airlines on four of five
continents, OnAir provides the only air-travel industry sponsored solution for commercial
airlines, private and corporate jets,

(http://www.onair.aero/sites/default/files/press_release_pdfs/03%2004%2009%20Qa
tar%20OnAir%20final.pdf)
PEST ANALYSIS

• By making effective use of PEST Analysis, you ensure that what you are doing is aligned
positively with the forces of change that are affecting our world. By taking advantage of
change, you are much more likely to be successful than if your activities oppose it.
• Good use of PEST Analysis helps you avoid taking action that is condemned to
failure from the outset, for reasons beyond your control.
• PEST is useful when you start operating in a new country or region. Use of PEST
Analysis helps you break free of unconscious assumptions, and helps you
quickly adapt to the realities of the new environment.
Generally speaking a SWOT analysis measures a business unit or proposition,
whereas a PEST analysis measures the market potential and situation,
particularly indicating growth or decline, and thereby market attractiveness,
business potential, and suitability of access - market potential and 'fit' in
other words. PEST analysis uses four perspectives, which give a logical
structure, in this case organized by the PEST format, that helps
understanding, presentation, discussion and decision-making. The four
dimensions are an extension of a basic two heading list of pro's and con's
(free pro's and con's template here).
PEST analysis can be used for marketing and business development
assessment and decision-making, and the PEST template encourages
proactive thinking, rather than relying on habitual or instinctive reactions.
Here the PEST analysis template is presented as a grid, comprising four
sections, one for each of the PEST headings: Political, Economic, Social and
Technological.
As previously explained, extended variations of PEST (eg., PESTELI and
STEEP, etc) include other factors, such as Environmental, Ethical, Legal or
Legislative, etc., however in most situations you will find that these
'additional' factors are actually contributory causes or detailed perspectives
which then manifest or take effect in the form or one or several of the
original four main PEST factors. For example, Ethical and Environmental
factors will always tend to produce an effect in at least one of the main four
headings (Political, Economic, Social, Technological), but it will tend not to
work the other way. Hence why the basic PEST model is often the most
powerful - it puts more pressure on strategic appreciation and analysis than
a longer list of headings. When you next see a PESTELI or a STEEPLED
analysis ask yourself (or the author): "Okay, I understand that customers
tend to be more ethically minded now, but what does that mean in terms of
the basic four PEST factors - what's the effect going to be?..." or: "Okay we
know that carbon emissions is an issue, but tell me where in the main four
PEST factors will it impact..?
You will gather I am not a fan nor a particular advocate of extending the
PEST model. It works great as it is - why make it more complicated and less
specific? If you are worried about missing or forgetting a crucial point of
ethics or legislation (or anything else) keep a reference list of these
headings, and only build them into the model if you are sure that doing so
will make it work better as a strategic tool.
The free PEST template below includes sample questions or prompts, whose
answers are can be inserted into the relevant section of the PEST grid. The
questions are examples of discussion points, and obviously can be altered
depending on the subject of the PEST analysis, and how you want to use it.
Make up your own PEST questions and prompts to suit the issue being
analysed and the situation (ie., the people doing the work and the
expectations of them). Like SWOT analysis, it is important to clearly identify
the subject of a PEST analysis, because a PEST analysis is four-way
perspective in relation to a particular business unit or proposition - if you blur
the focus you will produce a blurred picture - so be clear about the market
that you use PEST to analyse.
A market is defined by what is addressing it, be it a product, company,
brand, business unit, proposition, idea, etc, so be clear about how you define
the market being analysed, particularly if you use PEST analysis in
workshops, team exercises or as a delegated task. The PEST subject should
be a clear definition of the market being addressed, which might be from any
of the following standpoints:
• a company looking at its market
• a product looking at its market
• a brand in relation to its market
• a local business unit
• a strategic option, such as entering a new market or launching a new product
• a potential acquisition
• a potential partnership
• an investment opportunity
Be sure to describe the subject for the PEST analysis clearly so that people
contributing to the analysis, and those seeing the finished
INTRODUCTION
The objective of this assignment is to analyse the current situation of Qatar Airways,
as well as to determine possible future strategic options through the application of
theoretical frameworks such as value chain analysis, resource edit, stakeholder
analysis and Ansoff matrix.

BACKGROUND
Since its re-launch in 1997, Qatar Airways has attained staggering growth in fleet
size and passengers number. From four aircraft in 1997, the group grew to a fleet
size of 42 in September 2005 and by 2015, the fleet size will almost triple to 110
aircraft. From its hub in Doha, Qatar Airways has developed a global network of
destination thanks to its code-share partners and alliances with other companies.
Qatar Airways' strengths might be identified in its good financial position that
means, thanks to petrodollars, an easy access to working capital. Its management is
solid and prepared to future's challenges, such as its crews and its modern fleet.
Opportunities might be identified in Qatar Airways' potential of growth
either in Middle East area than in global area, thanks to development of
new routes and focusing its strategy on top quality carrier, focused
heavily on customer service. With these good intentions, Qatar Airways
can win the intense competition between Arabian carriers, such as
Emirates, Etihad and Gulf Air and fill up its weaknesses that are: lack
brand awareness and prejudices on Arabian Airlines, essentially due to
Islamic terrorism and political instability of adjacent states.

RESOURCE AUDIT ANALYSIS

The resource audit identifies and evaluates the resources available to Qatar
Airways, in order to support its strategic aims and objectives. In this analysis is
essential to identify company's resources and competences, finding the link
between each other, aiming to add value to the organisation.

Threshold Resources
• (See Appendix 1)

Unique resources
• Physical: In this group might be identified catering facility, such as fine

PEST

TECHNOLOGICAL FACTORS

Through technological advances, online booking has been one of the biggest factors
in affecting tourism, leisure and recreation in today’s world. There were 37,600,000
Internet users in the United Kingdom (representing 62.3% of the population) in
March 2007, according to Internet World Stats. This was up by 144.2% compared to
2000. (Internet World Stats, March 2007) and a new Google Survey has shown that
surfing the web has topped watching television as Britain’s favourite past time. On
average residents in the UK spend 164 minutes online every day compared to 148
minutes watching television (Daily Mail, Friday 10th March 2006). This shows how
much the internet is now an integral part of life and has had an effect on other
aspects influencing the tourism business.

Swot

FUTURE PLAN
A senior delegation of Qatar Airways officials led by Mr Mohammed Saleh Fakhri, General
Manager Commercial. As we continue to build an international route network of 60 destinations
during the next two years, Qatar Airways will offer the people of the Far East a greater choice of
destination, the latest in-flight services, new aircraft and Qatar Airways' world-class premium
service," he declared. Rapid Expansion
"We have recently placed a US$ 5.1 billion order for 34 Airbus aircraft to ensure that the people
of the Far East fly with one of the youngest fleets in the world.

"We are also investing US$ 2.5 billion in a new Doha International Airport which will give our
passengers connecting times of 30 minutes and an unrivalled airport experience.

"Qatar Airways remains committed to being a leader in airline quality service. People travelling
with Qatar Airways will be getting one of the world's leading airline services," he added.
Area: Qatar has an area of 11,427 sq km (4412 sq mi).

Capital: The capital and leading port is Doha, with a population (1986) of 217,294.

Language: Arabic is the national official language. English is widely used.

Religion: The population is almost entirely Muslim. Most native Qataris belong to the Islamic
Wahhabi sect.

Population: The population of Qatar (1997 estimate) is 670,274. This figure includes a large
number of migrant laborers from neighboring states.

Membership: Qatar is a member of the UN, Arab League and the Gulf Cooperation Council
and Organization of the Islamic Conference.

Currency: Qatar Riyal (QR) = 100 Dirhams.

Qatar Time Difference: GMT + 3

http://www.skyclub.com/news/2010/10/20/qatar-airways-wins-worlds-best-
business-class-airline

last accessed 22/10/10

best airline

Qatar Airways Wins Worlds Best Business Class Airline

by Richard Clements (SkyClub News) October 20th, 2010
...........................................................................................................................................................
Qatar Airways has gained extensive recognition globally for its outstanding services offered to
Business Class passengers. The Skytrax World Airline Awards took place in Hamburg on
Saturday, where 200 international airlines were ranked.
Qatar Airways rose to the top of these ranks, by being voted the third best airline in the world.
Along with this enormous achievement, the airline won the award for one of the most prestigious
categories.
‘World’s Best Business Class’ airline is the award that Qatar Airways managed to snap up, along
with the cuisine offered to Business Class passengers being recognised as the best in the world.
This was just the beginning for the awards handed out to the airline. Qatar Airways won more
titles over the course of the awards. They managed to take ‘Best Airline in the Middle East’ for
the fifth year running and the brand new award for ’Staff Service Excellence’, making them the
first airline to ever receive this award. This award is in place of the ’Best Cabin Staff’ award that
Qatar Airways managed to continuously win for seven years.
The ‘Staff Service Excellence’ award did not just focus on the staff present in the Business Class
cabins, but also the staff used on the ground, for check-ins, reservations and personnel.
CEO of Qatar Airways Akbar Al Baker said: “It is extremely gratifying to be honoured with
these achievements, which recognise the outstanding efforts of our employees in the air and on
the ground, as we look to offer the highest levels of service and consistency across all levels of
our operation.”
.....................................................................................................................

RIVALS

http://www.breakingtravelnews.com/focus/article/qatar-airways-ceo-akbar-
al-baker-on-the-rise-of-the-airline/

accessed on 22/10/10

Qatar Airways stole the show at ITB in Berlin when the airline unveiled its first-class cabins for
the new Airbus A340-600s.
By launching a corporate-jet style lounge area at the front of the plane Qatar hopes to up the ante
with rivals Emirates and Etihad Airways in the ultra-competitive battle for premium traffic
to and from the Middle East.
It is also revamping its business-class product on the A340-600s, the first of which go into
service on the London Heathrow-Doha route in July.
And once the airline secures rights to fly to the U.S. later this year, two A340-600s will fly a new
daily New York route.
E-ticketing comes into play on May 1, as part of a major project to replace paper documents, it
will also assist with the growing passenger numbers, which are projected to rise sharply in 2006
to more than six million
In addition to Barcelona, Qatar Airways has opened new routes to Ankara and Copenhagen and will also begin
operating to Nice by the end of 2010.

FUTURE OF QATAR AIRWAYS.. FUTURE PLANS

In the New Year, Qatar Airways will add four further routes in Europe beginning with the launch of flights to the
Romanian capital, Bucharest on January 17. Operated four times a week, the new service will continue on to
Budapest, the capital city of Hungary. January 31 marks the launch of five flights a week from Doha to the Belgian
 capital of Brussels. From March 9, the airline will also introduce Stuttgart to its network with three flights a week
non-stop from Doha.
Qatar Airways currently operates a modern fleet of 89 aircraft from its Doha hub to 92 key business and leisure
cities across Europe, Middle East, Africa, Asia Pacific, North and South America.

Qatar airways adds resort island of Phuket to network.

Visitor numbers to Phuket are on the rise and Qatar Airways will look to take advantage of
our European connections from countries like Russia, Germany, Denmark, Sweden, the UK
and other parts of Europe to bring them to Phuket. Foreign visitors are expected to top 4.5
million in 2010 and with only a handful of airlines offering flights from Europe, the
opportunity is there for us to acquire market share," said Al Baker.(
http://www.ameinfo.com/245537.html) last accessed on 23 oct at 1.20am.

Qatar airways announces four routes in Germany.

( Qatar: Wednesday, October 06 - 2010 at 10:04) (Qatar Airways has announced plans to
expand flights to Germany with the introduction of scheduled services to Stuttgart and
greater capacity to Munich next year) http://www.ameinfo.com/244168.html access
23rd of october.

Qatar Airways Holidays offers VIP access to WTA

Championships - Doha 2010 and Doha Tribeca Film Festival
Qatar Airways Holidays announced today that it will offer tickets to the 2nd Annual
Doha Tribeca Film Festival and the WTA Championships - Doha 2010 with a hotel
stay booked at select hotels. Any passenger travelling on Qatar Airways stopping
over in Doha can enjoy exclusive access to these Qatar Airways sponsored
signature events.

The WTA Championships - Doha 2010 will take place October

26 to October 31 and is the season-ending event of the WTA
season. The Top 8 singles players and Top 4 doubles teams in
the Race to Doha are invited to compete based on results
throughout the 2009 season

With Qatar Airways Holidays' special offer, any passenger travelling on Qatar Airways is able
to book tickets for these events with a hotel stay. Reservations can be booked for a
minimum of one night up to five nights, and includes daily entrance to either event. Partner
hotels are the Ramada, Movenpick Tower, Marriott, and the W.

VIP packages include courtside seats to tennis matches and access to the VIP Village where
unlimited drinks (non-alcoholic) and first-class food will be served. The Film Festival VIP
package includes an invitation to the Opening Night Gala, access to screenings, and/or the
Grand Closing Night festivities.
Qatar Airways Chief Executive Officer Akbar Al Baker said: "Qatar Airways' expansive route
map of 93 destinations makes our Doha hub easily accessible for the travelling public to
come and enjoy top-rated talent. As the national carrier, we are proud to support prominent
events in the film and sport industries."

http://www.ameinfo.com/245829.html last accessed on 23rd

oct 2010

THREATS
Middle East air traffic raises questions of control
a US based global leader in aviation intelligence, reports that Dubai International Airport
recently surpassed John F. Kennedy International Airport New York in capacity for the first
time. Based on the industry's growth trend, the region's airports have no option but to
expand to keep up. Taking the lead are Dubai International Airport, scheduled to open its
4th terminal in 2012, and the recent opening of Al Maktoum International airport.

With the region's expansion well and truly in force, greater emphasis on control has become
key, especially with 80% of the region's airspace restricted to military use, making airspace
control for the fastest growing air traffic region imperative for the Middle eastern industry's
success.

Shell Aviation signs fuel concession agreement for Dubai

World Central-Al Maktoum International Airport
Shell Aviation (SAV) has signed a fuel concession agreement with Dubai Airports to
operate as a fuel supplier at the new Dubai World Central-Al Maktoum
International Airport in Dubai, United Arab Emirates (UAE).

The agreement was signed by His Highness Sheikh Ahmed Bin Saeed Al Maktoum, Chairman
of Dubai Airports and Richard Jory, Regional General Manager, Shell Aviation, Middle East,
South and Central Asia, and Africa, on behalf of Shell Markets (Middle East) Limited.

It will enable Shell Aviation to operate as one of the suppliers of fuel and refuelling services
to airlines at Dubai World Central-Al Maktoum International, thus contributing to Dubai's
future growth aspirations.

In May 2010, Shell Aviation was named the best aviation fuel provider at the first annual
Emerging Markets Aviation Awards (EMAA) ceremony.

http://www.ameinfo.com/246165.html
Future of Qatar

Recent economic boom in Qatar augurs well for the nation. Export of oil and natural gas
continues to be a dominant source of revenue for Qatar government. High oil prices
have helped Qatar fund its national budget. Economic future of Qatar is likely to be
dependent on how it utilizes its high natural gas and oil reserves.

http://www.economywatch.com/world_economy/qatar/

The carrier is also aiming to blaze a trail when it comes to cutting carbon emissions, by becoming the world's first
airline to power its fleet using eco-friendly gas-to-liquids kerosene oil in partnership with Qatar Petroleum, Shell,
Airbus, Rolls Royce and Qatar Science and Technology Park. "Qatar Airways is known for being an innovative and
progressive industry leader," says Al Baker. "We operate one of the youngest and most modern fleet of aircraft in the
sky with an average age of just three years."