No one is denying that, the problem is that he doesn't seem to understand that businesses core market. Just imagine, you book at the most expensive resturant in the world, the waiter comes over and after pouring your wine and placing your napkin on your lap they take your order, you decide to have the beef as you've heard it's excellent. 10 minutes later the waiter comes back and places in front of you - a big mac with fries on the side - and then charges $1000 for the privledge.
If QF's market was as cost sensitive as AJ makes out, you'd have a McDonalds on every corner, but no resturant's serving nicer but more expensive food. QF's traditional market will continue to happily pay more for flights, provided that they think they are getting improved service from it.[/QANTAS]
I think Alan Joyce and the board understand that full well. I also understand that they want to provide you with that service. However if your costs are so great, especially compared to your competitors you are going to loose money, even if you are charging $1000 for the big mac and fries.
The aviation market was changing prior to 2001, infact the AU aviation market was changing back in 1990 with deregulation. The collapse of AN helped DJ more than it helped QF. QF had the premium market to itself, DJ was given a national network of airport terminals. BFOD policies didn't help QF a great deal but it hasn't killed it either.
Again the current problems in the aviation market are part of it's own doing. By ignoring the value shoppers (using the analogy above, the ones who would spend triple the amount on a meal at a resturant compared to what it would cost them at McDonalds) they have created a toxic environment where price is the only deciding factor... DJ could see this happening and saw the space in the market and thus are doing all they can to capture that space. QF on the other hand seem to be concentrating only on the bottom line. AJ is taking the wrath for this as it is in a large part his doing given his LCC background where price (not value) is everything.
True the market did start to move a lot earlier, but as I said the collapse if Ansett in 2001 meant that it was difficult to push through the staffing reforms that were needed to be made. The company is now paying the price. Also don't think price and cost is everything to Qantas, but there problem is their competitors can offer the same, if not better for less, and are doing it. So Qantas has to offer something else and offer it at a price that makes them money rather than loose them money, which is what is on the cards. Hence they need to bring their costs down, and do so without degrading the product. But if you have a work force in denial and doesn't want to reform and change then what is Joyce and the board meant to do? Poor even more money to allow the staff of Qantas to play aeroplanes without any real sense of what a business is all about?