If Qantas international is having problems achieving a decent return on its invested capital, then why the hell did the airline buy the A380? This latest venture into Asia will only splinter the Qantas brand further and is doomed to fail.
They should instead focus on building up Qantas 'mainline' by:
- Getting rid of the A380s and 744s. Smaller, more efficient aircraft such as the 777-300ER and the 787 would offer much more flexibility and allow the airline to fly profitably to more destinations.
- Improving the product to compete with the likes of Singapore Airlines, Emirates & Etihad, etc.
As someone said earlier, if Air New Zealand can do it, why not Qantas? The biggest threat to Qantas is its own management, who are hell bent on destroying the Qantas brand.