Bigger Was the Wrong Way to Go
Boeing's own research indicated that Airbus was going the wrong way with the A380.It was just not a practical aircraft and has been said a niche filler only.
It was only ever designed for high volume routes of which Qantas has three.The rest of the network is largely regional and much of that has been given to Jetstar(with more to follow)
Borghetti suggested that it would eventually fly to JoBurg.Qantas simply has the wrong fleet mix.
This is what happens when management have the wrong skillset for the operation.Apart from Borghetti and Lindeman the executive experience was running a domestic airline in a fairly benign domestic market.When the game changed it quckly became obvious they were out of their depth.
Air travel is price sensitive except when you offer a premium product a la Sing Air.Joyce keeps ramping up prices and levies for a product that is anything but premium.Bundle this with all the other Qantas shortcomings and the punters are leaving in droves.
They have Grant heading a taskforce to brainstorm solutions.The result will be more of the same.... costcutting .Qantas spends money on the wrong areas of the operation(lounges for example)but neglect the fundamentals.The food is attrocious and there is little of it.Particularly J/C and P/C where the high yield travellers sit.
Unless someone with nouse and knowledge is found to run the place effectively it will die a slow humiliating death
Last edited by DEFCON4; 24th Apr 2011 at 00:37.