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Introduction To Decision Making Qantas Airline

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Introduction to Decision-Making: Qantas Airline
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Introduction to Decision-Making: Qantas Airline
Allan Joyce has been the Qantas Chief Operational Executive for over six years.
However, he faces a tough decision, a dilemma that he grapples with within a loss-making
business. Facing high jet fuel costs, slow global demand for airline services, and stiff
competition from cheaper middle Eastern carriers who have significantly encroached into Qantas
long-distance consumer base, the firm is experiencing massive losses (Kelly, 2014).
Consequently, Joyce must implement various interventions to mitigate the worsening financial
situation. In this regard, the core decision exposing him to a challenging quandary is selling the
firm's most prized asset, the Qantas' frequent flyer program, to offset the enormous financial
losses that the company has been incurring. Despite selling the frequent flyer program being
projected to cover the firm's short-term financial challenges, it is correlated with increased
adverse long-term implications on Qantas business operations, such as losing Qantas' most
valuable consumer base to competitors (Ironside, 2014). Thus, Joyce has a tough decision to sell
the firm's frequent flyer program and realize short-term gains through financial stability and face
an unfavorable future business environment, or abandon the sale and grapple with the increasing
losses that will adversely impact the firm's short-term, medium-term and long-term goals.
Nature of the Decision Whether or Not to Sell Qantas' Frequent Flyer Program
Strategic decisions are long-term, complex, and are considered when a firm's future
planning is concerned. On the other hand, operational decisions are medium period-based,
focusing on medium-term goals and administrative objectives. In this case, the decision by Joyce
to sell Qantas frequent flyer program is both strategic and operational. Kourdi (2003) asserts that
strategic decisions are accompanied by huge complexity, with their multifaceted nature making
them challenging to evaluate and undertake. In this regard, strategic decisions must be taken after

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1 Introduction to Decision-Making: Qantas Airline Student's Name Institutional Affiliation Course Code & Name Instructor's Name Due Date 2 Introduction to Decision-Making: Qantas Airline Allan Joyce has been the Qantas Chief Operational Executive for over six years. However, he faces a tough decision, a dilemma that he grapples with within a loss-making business. Facing high jet fuel costs, slow global demand for airline services, and stiff competition from cheaper middle Eastern carriers who have significantly encroached into Qantas long-distance consumer base, the firm is experiencing massive losses (Kelly, 2014). Consequently, Joyce must implement various interventions to mitigate the worsening financial situation. In this regard, the core decision exposing him to a challenging quandary is selling the firm's most prized asset, the Qantas' frequent flyer program, to offset the enormous financial losses that the company has been incurring. Despite selling the frequent flyer program being projected to cover the firm's short-term financial challenges, it is correlated with increased adverse long-term implications on Qantas business operations, such as losing Qantas' most valuable consumer base to competitors (Ironside, 2014). Thus, Joyce has a tough decision to sell the firm's frequent flyer program and realize short-term gains through financial stability and face an unfavorable future business environment, or abandon the sale and grapple with the increasing losses that wi ...
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