Bear,
You are exactly right. Too many employees are still in deep denial over the situation. They still think that only minor changes are required and than it's back to business as usual because the economy is on the rise and profits will return. I think our Senior Mgmt hasn't really done all that much to quell that mind-set. Sadly, this only re-emphasizes the true struggle facing our company. That is genuinely eliminating that type of mind-set and truly revolutionizing the company into a consistently profitable entity. It's actually a mind-set that all the legacy carriers are still dealing with for the most part. We have yet to see a true re-shaping of the industry. The dynamics have forever changed. With each point of domestic market share that the LCC's eat up, the chances diminish that the legacy carriers will be able to compete because they have not yet transformed themselves to be able to compete. We all know that in the best of times, this industry survives on razor-thin profit margins. And that was BEFORE 9/11. Now? Forget it. Either you dramatically lower your cost structure to a level that is on par with the ever-growing LCC's or you will slowly whither and die on the vine. Increasing revenue is very difficult when you face a continual onslaught of decreasing fares. There is just too much capacity in the U.S. Domestic market. Too many airlines flying too many seats. That's why you can't get pricing power. So, in my view, when the true shakeout of this industry occurs (and it inevitably will), I want United to ensure it has a seat when the music stops. We now have a golden opportunity to re-shape the company into the competitive forced needed to profitably compete. That, in turn, will put extreme pressure on the other legacy carriers and push them to the brink. While they then deal with their own liquidity crisis in trying to bring costs down and possibly even file for Ch. 11, we will leave them in our wake and be poised to take advantge of their inevitable retrenchment. This is about survival, people. This isn't about staying one step ahead of the repo man for the next decade, ala TWA. This is about ensuring we are going to be around for the long haul. Think about it. Right now, the other legacy carriers are worried. They're worried about United finally re-shaping itself to where it needs to be to make money consistently. They're worried because they know what it will mean for them. They'll end up doing what we've been doing for the better part of the last two years. And the LCC's are worried, also. They know what a United with competitive costs will do to them. You think I'm wrong? Do you still see brazen quotes from Frontier execs turning their nose up at all things TED in the press? Nope. I guess stealing 9 points of their market share in DEN since TED's inception has taken the air out of their financial sails. Jeff Potter, have we got your attention yet?
My whole point here is that at some point, the legacy carriers are going to get their costs in line with the LCC's. They have no choice. Either they do that or they won't survive. And the ones that are successful in doing so are going to start putting the wood to the marketplace again. I want United to be one of the survivors for many reasons, not the least of which is to get some extremely satisfying payback for being the industry doormat the last 4 years! But truly re-shaping this company is going to entail some dramatic changes to "the way it's been done the last 25 years". We must continually strive to be as efficient as possible. The only other alternative is that this airline will cease to exist. Anyone who doubts that happening is only fooling themself. It's come down to marketplace Darwinism, a true survival of the fittest. As painful as it may be for many, including myself, let's just do what really needs to be done and move on. We're just wasting precious time.