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Airline Business editor Richard
Whitaker learned from his mistakes when he helped run
an airline for four years. But the shareholders were
not pleased with the result.
,We saw it coming . . . We took too long to do anything
. . . We turned it around . . . Good job it wasn't our
money.'
Those remarks came from one of our competitors after
four years of financial mayhem. And our airline's performance
was worse than his. Writing about running an airline
is the easiest thing in the world. Actually running
one is another story altogether. I had always suspected
this but recently had a chance to prove it conclusively.
Of course our airline wasn't real. It was a simulation
game developed by Lufthansa Consulting as a training
tool for airline managers who need to know - well how
to manage an airline.
The necessary ingredients are as follows.
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You
have three teams of five people each. Each team starts
with an identical airline. The three airlines have been
operating in a regulated market with traffic and revenues
split equally among them. Their financial performance
has been identical. However at the start of the game the
airlines have been privatised and the industry has been
deregulated. Each airline now has complete freedom to
make decisions on frequencies fares marketing policies
fleet and so forth. And each airline has a share price
whose level is determined by the market's view of its
performance.
This may sound familiar to some people in the real world.
It's about to get more familiar. The instructors running
the course have the ability to simulate very accurately
the effects of hideous external events like recession
terrorist attacks see-sawing exchange rates plagues of
locusts and just about anything else you can imagine.
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And they have a nasty habit of injecting something unpleasant
just as you think you have control of whatever difficult
situation they last presented you with. Just like real
life really. Of course some things have to be simplified
to make the game work. You are not allowed to launch
new routes because the intention is to make you compete
vigorously on the four routes you started with (although
you can withdraw from markets). There is no provision
for complex issues such as traffic feeding across the
hub or codesharing alliances with other carriers. And
there are no face-to-face negotiations with labour groups
although labour unrest is simulated. But most of the
day-to-day activities of running an airline are simulated
with sufficient accuracy for the exercise to be worthwhile.
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