I was told that at the Price Waterhouse Coopers Engagement forum in May 2013.
One pilot stood up and said to management that the failures lay in the strategy. That before investing in untested ventures in Asia such as Red Q or JQ Japan. They had to sort out QF Mainline (Domestic & International)
The management response was something like, the Strategy is Not Negotiable.
Roll forward 8 months.
And what do you know.......
There is a complete "Strategic Review" being undertaken due in February 2014.
I wouldn't place too much faith in the strategic overview. As it comes from the same crew that gave QF;
1. A strategic review and came up with Red Q. Leslie Grant spent over 6 months on that winning strategy.
2. A strategic review to split the Domestic & International businesses to improve profitability. Financially, the losses have increased.
MC