I know exactly what is going on with management.
They all sit around the boardroom late at night whispering sweet nothings to each other about the forecast growth of aviation in China and the Asian region in general.
They then ask each other how can they capitalize on the growth and grow the company into these regions. A few ideas are thrown around, they slap each other on the backs, clink the grange glasses together and work out how to implement them.
Suddenly Asian growth becomes a religion (akin to global warming) and anyone who disagrees with the plan is shot down. If you're not with us, you're against us! The entire upper management become focussed on chasing growth opportunities in Asia. Jetstar Asia was this vehicle, but hell, it isn't doing what was intended (making money). Meet Qantas Asia.
The problem is while chasing the golden fleece in Asia, they have dropped the ball back home. The Asian airlines are getting stronger with better products, and if Qantas does not look out, they will be on home turf very soon.
Moral of the story? You need a solid base to grow from. Not only that, but do you think the Asians are going to let us gringos steal their market? HELL NO! They will fight aggressively on all fronts.
JB has the right idea, work with partners in different regions and focus on home. That way your airlines will compliment each other.
Qantas need to tuck their shirt in back home before they try to take on Asia. If they had any brains they would be looking at ways to work with Singapore Airlines or Cathay Pacific. Of course, management are way to arrogant for that. They think they are better and smarter than everyone else! If JB ties up with Singapore Airlines (and it will happen) It will be game over Qantas.
777s now, retire the 747s and use the 787s for growth/partnerships in Asia and the thinner international routes back home.