PART C: Case Study - Answer ALL questions You should answer ALL 3 (three) questions in Part C. All questions in this part carry equal marks (twenty (20) marks). Part C is worth 60/100 for test. Qantas Airlines: Cast Study Qantas is the world's second oldest airline. Founded in the Queensland, Australia's outback town of Winton in 1920, Qantas has grown to be Australia's largest domestic and international airline. Registered originally as Queensland and Northern Territory Aerial Services Limited (QANTAS), Qantas is widely regarded as the world's leading long-distance airline and one of the strongest brands in Australia. Qantas makes extensive use of customer data in both selling and loyalty applications. For airlines to remain competitive, they need to unify all their customer data living in various siloes and systems to get a 360-degree view of their customers, in real-time. This includes social channels, third-party software (like SABRE), booking information from transaction systems, web, and mobile behaviour (searches, site visits, abandoned carts etc.), email data and customer service information. Airlines need to own their relationship with customers, build one-to-one communication channels, and create timely, relevant and customized content to maximize conversions. This was the highly competitive situation prior to 2020 when the airline industry worldwide faced the unprecedented challenge of a highly communicable respiratory disease that came to be known as COVID- 19. The impact on stockmarket indices is shown below. Where will they land? Stockmarket indices, January 1st 2020=100 110 MSCI World 100 90 80 Bloomberg world airlines 70 60 January February March Source: Bloomberg The Economist March 15 2020 https://www.economist.com/business/2020/03/15/coronavirus-is-grounding-the-worlds-airlines 3