The airline graveyard is already full of once great and some not so great airlines for whom all of us still shed the occasional tear - ''Ah they were a great carrier- great people-fun times- shame they're not still around''
Carriers only marginally surviving during the good times now face possibly an impossible survival task.
The current economic cycle brings out the marketing aggression in the potential survivors and for the strategic thinkers, the stronger they work to survive, the more they are allowed to take market from the weaker, less responsive and less capable .
Looking at the weak from a pure business perspective how could this have been allowed to happen? A business strategy agreed at board level, which was at best marginal in times of economic strength and now in intensive care? Skills and leadership in poor measure? Not enough of one or not enough of both?
How many wise businesses 'put a bit aside against a rainy day' and how many others squandered the revenues made during the good times on questionable projects or consultants, only to realise that they now need that cash but no longer have the use of it?
Look at the carriers currently beefing up their commercial teams - bringing in individuals who can take a fresh view, who can identify fresh revenue streams to improve the business. Look at those who are not ! How many have already delivered their survival strategy and are already working ahead in expectation of business improvement in 12 months ?
Load factors down and high yield traffic falling through the floor for some carriers . With the airline graveyard becoming fuller by the month- who will be the next - Plenty are in 'intensive care' already .
Which will have the life support machines turned off by those who have contributed most to bringing the economy to this shameful point?
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