This company has been abominably managed for a good number of years now.
The key issue is not moving with the times, not understanding the changing market fast enough and no focus or strategy.
I remember the re-brand video from 1996 where the top brass were patting themselves on the back for bringing in business classs (complete with full meal service and £350 rtn tickets) for 35 minute domestic flights. This at exactly the time Easyjet, Go and Ryanair were busy launching low cost routes. Talk about misreading the market!!
Since then they have dabbled in literally hundreds of different markets, but not doing anything well.
And what are they? Full service? Low Cost? Regional? Charter? Scheduled? Short Haul? Long Haul? Or just a melee of everything?
There is no secret in the fact that the likes of easyjet are so successful because of their focussed model using a single type of aircraft on specific markets which fit that aircraft type.
Think if all the routes easyJet, Flybe and Ryanair operate within and out of the UK and there is your oportunity missed! Instead BMI just had to be yet another another carrier on the Trans-Atlantic market - for what purpose god alone knows.
It is tragic!