I find it interesting that Qantas is feeling threatened by Virgin. They feel they need to do something to protect market share. That would assume that Virgin is gaining market share. So, you would have to also assume that by engaging its workforce, developing service, investing in product and moving away from low cost to premium product, they are increasing market share. It is not a long bow to draw to then assume that doing the opposite will have the opposite outcome.
Qantas has decided to compete by disengaging staff, reduce costs, put nothing in to the premium product and develop the low cost side of the business. Absolutely brilliant.
