I have a question for everyone. If you were in Scurrah/Deloitte shoes, which direction would you take?
Refocus on the core aspects of the business. Go back to a hybrid carrier that it was as Virgin Blue not Qantas lite which John Borghetti tried to turn it into when he got passed over for the top job at QF in favour of Alan Joyce. Two full sized premium airline groups will never work in a country as small as Australia.
They've already done something right by winding up Tigerair.
30-40 737's running core capital city routes. Australian domestic market is the profitable one. It's boring flying only Syd-Mel-Bne-Per but that's where the money is made.
Get rid of the ATRs. Regional routes aren't as profitable
Get rid of the 777s
Get rid of the 330s
Cancel (or at least defer) the MAX orders until the core operation is profitable again.
Get rid of premium classes for the time being.
Stop International flying with the exception of trans tasman flying if it's profitable.
Once the core business is profitable again for several years then consider branching out into some more short haul regional flying or consider replacing or supplementing the 738s with 737 MAX but again ONLY after the core business is profitable.
And of course rebrand to stop having to pay the bearded one $100m per year in licencing fees. Something uniquely Australian again. Suggestions?:
Compass Mk 3
ANA (Australian National Airways)?
I'm not too creative so maybe others can come up with better names.
I think you need to retain business class on the 'golden triangle' BNE/SYD/MEL and to PER. A lot of corporate contracts stipulate J for senior staff; therefore you need a J offering to attract those contracts.
Ref the name, I agree 'Virgin' should go. When SRB started expanding Virgin in the 1980s and into the 1990s, 'Virgin' was cool and alternative; what we would call these days a 'disruptor'. But those days are long gone. Millennials don't see Virgin as anything except completely mainstream. Why waste $10 million when you don't need to?
I'd steer away from resurrecting dead airlines; why bother? It's not like there would be any connection between VS MkII to the 'real' Ansett, and if it wasn't like the 'real' Ansett, you'd just be setting the new airline up for criticism. The chance to reinvent DJ as AN was there in 2002 when DJ took over some of AN's former staff and assets, and there was still sentiment and goodwill towards AN, but DJ's then management chose not to take that path. Also: look at the poor experiences at trying resurrecting names in the US: Braniff, Eastern and Pan Am. The other names you suggest are probably still owned (Australian is definitely owned by QF, so not a chance there), and arguably do not have any remaining goodwill with the flying public.
They should resist a new name that is too twee ("Aussie", "True Blue Air", "Koala Airlines", etc) - I'd go for something like:
* Australasian Airlines/Airways
* Marlu Airlines (Qantas may object! Ha ha!)
* Woomera Airlines (speed through the air)