eastwest101
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Read the link provided by mannej.
I'll add my vote to the complicated financial anti-hedging camp. Perfect example of simple hedging is "buy staw hats in winter" which is not so silly, but when it gets to the scale of the CX losses and say what Pasminco went through, then that sort of hedging is idiotic - its basically taking your income down to the casino and betting on red or black, either way the house wins in the long run.
But I will agree with winfred as well - AJ inherited a shockingly bad fleet strategy and then "doubled down" with the B787 order after the A380 mistakes, and I argue that he has been there long enough to correct or adjust the fleet planning.
Fleet choices aside - there have been other problems like the QF Sales act where he can't do much about it but the biggest problems are all to do with bloated costs/overheads. Too many short term tactics/distractions, mixed messages and no long term strategy. The excuses are a bit too familliar and if you inserted the text of excuses in his recent loss into the "challenges ahead " part of a speech in say 2008, you would see the same things repeated year after year! These challenges are not unique to QF (except for the QF Sales Act).
Brand - constantly putting down one part of the brand and then expecting people to support it in some sort of patriotic fervour
Staff - they can be an asset or a liability - depending on how you manage/treat them
Costs - if wages are a problem then either take the workforce with you or do some serious hard core cutting and take the flak - neither was done
Efficiency - its a capital intensive industry - planes sitting on the tarmac at LHR and LAX do not make money
Input costs - after telling us how great their fuel hedging strategy is why was it not continued? And look at the price of fuel over 2007-2013 - not that different.
Economy of Scale - a concept that seems foreign to cost cutting managers whom cut production or product but will not cut the overheads
Macro factors - after the record high AUD with record outbound tourism how was QF either not getting more pax or buying more aircraft while the AUD was so high?
Competition - a ham fisted attempt to drive DJ out of business while the overseas competitors came in and ate your lunch, meanwhile your LCC only succeeded in decreasing yields, annoying your loyal customers, alienating your staff and bleeding the parent company dry.
Yield/Profit margin - flood the market with more capacity and then complain about falling yields, not very smart.