The Australian aviation industry has faced many challenges since 2020, including a significant reduction in air travel due to factors such as covid lockdowns, border closures, and government restrictions. The Qantas Group, in addition to the reduction in air travel, has recently faced negative press reports and safety incidents. Qantas has decided to consider improving their brand image to increase financial results for shareholders.
Qantas has engaged USBS Consulting to identify how they can improve Australian customers perceptions of Qantas, the airline. Qantas is interested in engaging with CSV practices that are considered best practice or innovative for the global aviation industry and has requested a review of their current practices with an assessment of whether their practices are CSR or CSV. Qantas is also seeking one recommendation of a best practice or innovative CSV initiative they can introduce to help increase their brand image among Australians, and potentially international customers. This recommendation must be evaluated with a clear argument explaining why it was chosen and how it would be a success.
In your new role, this is your first consulting report for a client, so your manager is giving you guidance to develop your report before submitting it to the client. USBS Consulting will provide you with a report template you can use with sections (you can choose names for your sections) and suggested word counts for each section. Keep in mind, USBS Consulting prides themselves in helping companies navigate Megatrends so it is critical that in your report incorporates how at least two megatrends are connected to the practicing of CSV in the aviation industry and how those megatrends relate to your recommendation.
Task for Qantas:
- Review of their current practices, are they CSR or CSV? Use theory/references to justify and compare, have a clear stance of what Qantas is practicing.
- Review of current best practices in CSV in the global aviation industry.
- Provide one recommendation of an evaluated and justified CSV initiative for Qantas to implement that will help improve their brand image with Australians.
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