SONGS OF THE DOOMED Qantas Legacy On The Rocks

Posted: 30 Oct 2011 | 10:10 am

The current catastrophic meltdown between management and labor unions that has effectively grounded Australian flag carrier Qantas is hardly the trigger point of the airlines downfall.

Qantas like other legacy airline carriers around the region have been slow to react to the influx of low-cost carriers. 'Now everyone can fly" is the new battle cry and clearly Asia's rising prominence was ignored for too long by the industrial powerhouses.

A massive shift in the region which now accounts for over 50% of aircraft orders by Boeing and Airbus has been clear for sometime.

Meanwhile Qantas CEO Alan Joyce clearly looked for a last minute 'Hail Mary' pass when the Flying Kangaroo looked to establish two ventures into Asia's markets - a low cost carrier in Japan and premium operator which was rumored be be based in Malaysia or Singapore.

Is it too little or too late?

What of the once powerful brand Qantas with the famous Rain Man movie quote about never crashing.

Well the crash came and it wasn't an airborne disaster but one made by warring internal factions who have not understand the new global economic order.

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