Qantas hasn’t fared well in the last decade; in February 2004 they announced a half-year profit before tax of $530m, a couple of months ago in March 2014, they instead announced a loss of $252m. The Qantas share price has similarly tumbled from $2.62 to $1.23 over the same period.
Back in 2004, when Qantas was under pressure from relatively new entrant Virgin Blue, Qantas’ then-CEO and Managing Director Geoff Dixon spelled out the company’s key goal:
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