Brief History• W. Hudson Fysh and Paul McGinness scouted out the route for a contest among Australian fliers.• January 1920 – joined together to find funding in Fergus McMaster.• Qantas was officially born on November 16, 1920 in Mascot Aerodrome, Sydney.• Headquarters were later moved to Brisbane in 1929.
Brief History cont.• Qantas began flights as joy rides and air taxi services.• November 2, 1922 – 84 year old Alexander Kennedy was the first passenger on a scheduled flight.• 1924 – Qantas introduced a four-passenger plane with an enclosed cabin for the first time. This plane was flew an Australian Prime Minister for the first time.
Brief History cont.• In October of 1953 Qantas agreed to fly to and from North America.• September 1959 – Qantas began services with the Boeing 707.• 1992 – Qantas purchased and merged with Australian Airlines.
Brief History Cont.• In November of 2010, the Qantas Airbus A380 fleet was grounded after one of the “superjumbo jets” blew out an engine.• Plane made an emergency landing in Singapore with its 459 individuals on board: 433 passengers and 26 crewmembers.• Flight QF32 was flying between London and Sydney on a regular service.• Debris was scattered in 15 locations in Batam.
• Explosion was due to “uncontained engine failure.” This occurs when turbine debris punctures the engine casing and the light cowling that covers the unit.• There were not any injuries
Organizational Response• Qantas chose to ground all six of its A380 fleet• The captain and crew calmly filled the passengers in as things progressed.• Upon landing, Qantas arranged for hotel rooms to be available for the crew and passengers of the flight.• The A380 fleet began resuming flights in January of 2011.
Media Response• For the most part the media was neutral• However, many stated that this crisis would cause harm to the airline’s previously pristine reputation for safety.
Stakeholders Response• The passengers on flight QF32 were very happy with the way the crew on board handled the situation and maintained all composure.• Many criticized the way Qantas utilized their social media pages and the lack of communication between Qantas and its stakeholders.• Qantas provided a statement on their company website and a statement with a link to the website news release.• However, they did not update their Twitter pages.• 90% of 2,000 investors agreed that the Qantas brand was at risk.
Recommendations• The captain and crew must be sure to handle a situation such as this with care and grace in order to maintain composure.• Utilize social media sites as a quick and easy way to communicate with stakeholders.