This report examines Qantas strategic management and how these strategies increase Qantas ability to sustain competitive advantage and achieve above average returns. Qantas should review its network and schedules to re-assign aircraft according to performance maximization. Advertising, social media, print media, and public relations are all used to accomplish this. The Engineering and Maintenance branch employs some 3,300 personnel (from a total airline staff of about 30,000). For Jackson, the one thing he's seen embedded in all levels of the company during the past years - from human resources management - is the concept of authentic leadership . However Qantas should also consider adopting a transitional strategy as they expand their international strategy to developing countries. 39 Iss 3 pp. Covers all four topics with examples and statistics. Customised deals, dedicated account management support, saving plans and travel policies for large companies who fly a lot. There are a growing number of subsidiary operations within the Loyalty segment adding an expanding secondary level of diversification that could lead to over-diversification and investment in highly unrelated businesses (Palich, Carini, & Seaman, 2000). There are two basic types of competitive advantage: cost leadership and differentiation. Careful consideration should be given to the negative effectives of over diversification in order not to divert attention from organic growth focus on existing segments (Kenny, 2011). 4, pp. Frazer, S 2015, Jetstar expansion stalled by Hong Kong authorities, Text, ABC News, viewed 12 October 2015,