They have to sink or swim, like any other business.
The "best North American whatever" awards just says that they are the best of the worst. North American inflight service is lame, try an Asian or ME carrier and dare to compare.
AC has not paid income taxes in years and don't expect to do so anytime soon (from their annual report); so tax rate is a none starter. Writing everything in English and French does not stop JAZZ and Transat from making money so why should it stop AC? As for maintenance bases, all the heavy stuff is done by Aveos in Central America, so what is your point?
Poor management and leadership, that's their problem.