Travelled on SAS Ireland some time ago. So sad, nothing left of good ol’ Scandinavian Airlines except for a logo on the tail. So short sighted of SAS, not much left of their nearly century old reputation.
If you want to compete with the LCC’s, you should do it better than (or at least equal to) the LCC’s. But when the only growth available is eating your own core business, it’s like curing a cancer by lighting up.
Lcc’s like Norwegian had a different and more successful strategy; they both expanded the industry as a whole and also conquered market shares from competitors not limited to air transportation only. But they were flawed as well by too an aggressive expansion plan based on high risk. Investments based on over optimistic future outlook. It’s starting to crumble now in Europe. Or should I say, with Europe.
Hiring corporate jackals to do violent restructuring such as mr. Wångdahl takes these companies nowhere fast. In the religion of free and unregulated competition EU is killing reliable air transport services in the continent.
Solution? Run while you can. Go east young man. Make a bold move, before the gates get flooded.