Bankruptcy Fears

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Sep 12, 2002
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Associated Press
Delta Stock Drops Amid Bankruptcy Fears
Friday September 24, 8:59 pm ET
By Harry R. Weber, AP Business Writer
Delta Stock Drops More Than 8 Percent, Hits New 52-Week Low Amid Bankruptcy Fears


ATLANTA (AP) -- Delta Air Lines Inc.'s stock tumbled more than 8 percent to a new 52-week low Friday on persistent worries that the nation's third-largest carrier is headed toward bankruptcy.
Meanwhile, the airline's customer service chief said she was leaving, the latest in a string of executive departures at the financially troubled company.

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Vicki Escarra, 51, said in a memo to employees Friday that she will be retiring effective Oct. 1.

Shares of Atlanta-based Delta fell 31 cents, or 8.7 percent, to close at $3.26 on the New York Stock Exchange on Friday -- giving the stock the biggest percentage decline in the Standard & Poor's 500 index for the session.

The previous 52-week low for Delta's stock was on Aug. 13, when it closed at $3.41. The stock has fallen more than 90 percent since the Sept. 11, 2001 terrorist attacks. The day before the attacks, the stock closed at $37.25.

The stocks of several other major airlines also fell Friday. Shares of Fort-Worth, Texas-based AMR Corp., the parent of American Airlines, fell 59 cents to close at $7.47, while shares of Houston-based Continental Airlines Inc. fell 30 cents to close at $8.77.

Escarra joined Delta in 1973 in the airline's in-flight service division, where she held several positions. She was named executive vice president for customer service in 1998 and became chief marketing officer in 2001.

In June, she was named chief customer service officer. In that role, she was responsible for airport customer service, reservation sales, in-flight service, air logistics and customer care.

Delta, which has warned of the possibility of bankruptcy, also has seen its former chief executive, chief operating officer and chief financial officer leave over the last year.

The airline has been trying to restructure its more than $20 billion in debt and win $1 billion in concessions from its pilots as part of its turnaround plan. It also has announced that it is slashing up to 7,000 more jobs over the next 18 months and shedding its Dallas hub.
 
Although Escarra did get executive retention, she did spend her entire career (30 plus years) at Delta working her way up from a flight attendant. That is true of very few executives in any industry.

The good news is that all the former execs are gone so there won't be anymore to leave. Bad mistake and one that is not likely to be repeated at any US airline.
 
She was in over her head as Chief Marketing Officer, but it's not her fault she was a beneficiary of the Peter Principle. She was a good Customer Service VP from what I understand, but in over her head once she got to CMO.
 
Why she was even given the CMO post is hard to understand. Looking at her company profile she had absolutely no marketing experience. Why would you give such an important position to someone with no experience?
 
DalMD88 said:
Why she was even given the CMO post is hard to understand. Looking at her company profile she had absolutely no marketing experience. Why would you give such an important position to someone with no experience?
[post="185541"][/post]​

Good question.
 
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