In turn the companys internal environment must be aligned to address external opportunities and threats. Qantas must understand its strengths, weaknesses, opportunities and threats, as well as its resources and capabilities from its internal conditions where competitive advantage can be achieved (Nandakumar et al 2010). As Qantas expands its long haul international operations, Qantas should implement more fuel efficient aircraft by changing their fleet for the new generation of B787 to create cost efficiencies. Campbell, A, Goold, M & Alexander, M 1995, Corporate Strategy: The Quest for Parenting Advantage, Harvard Business Review, viewed 12 October 2015,

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