Isiphi isinqumo esingcono sebhizinisi seJetBlue Airways: ukuthengisa imicamelo nezingubo zokulala ngo-$7, noma ukuzithengisa koqhudelana naye njengeSouthwest Airlines?
Izinkampani zezindiza ezishibhile zasekhaya ezifana ne-JetBlue kanye ne-Southwest zakha ibhizinisi lazo ekuzameni ukubamba isabelo semakethe kubaqhudelani bamazwe ngamazwe abakhulu, abasafufusa. Kodwa lezi zinkampani zenethiwekhi ezithambile ngeke zikwazi ukuncika ekukhuleni okwengeziwe, kuyilapho izimbangi zazo ezisebenza ngokugcwele njengeDelta Air Lines, Northwest Airlines kanye neAmerican Airlines zibukeka phesheya kwezilwandle.
Kungani i-JetBlue? Ubunzima bokuncintisana buyabonakala futhi, uma amanani kaphethiloli enyuka, kungenzeka kube kubi kakhulu ezinkampanini zezindiza eziningi. I-JetBlue isithathile isinyathelo. Abahlaziyi sebelindele kakade ukuthi i-JetBlue izonciphisa umthamo, noma inani lezindiza. Inkampani yezindiza isanda kutshela abatshalizimali ukuthi igxile “ekugcineni imali kanye ne-liquidity.” Ukufakazela lokhu, inkampani yezindiza ihlele ulayini wesikweletu wonyaka wonke wama-dollar ayizigidi eziyi-110 ovela kwa-Citigroup ovikelwe izibambiso zenani lendali ze-JetBlue, futhi inyuse amaRandi ayizigidi eziyi-175 ekuthengisweni kwezibambiso eziguqulekayo kulo nyaka. I-JetBlue iphinde yaqasha uMorgan Stanley ukusiza ukuthengisa iyunithi yayo ye-Live TV.
Manje i-JetBlue ayikaze ibonise ukuthi ingase izithengise. Ngokuphambene nalokho. Ocingweni lwayo lwengqungquthela yekota yesibili, abaphathi beJet Blue bathi bazimisele ukukhula “ngokuphilayo.” Ekuphenduleni umbuzo mayelana nokuhlanganiswa kwezindiza ezivela kumhlaziyi weCalyon uRay Neidl, abaphathi beJetBlue bazipende njengabangase babe abathengi bezimpahla ezithengiswa ezinye izinkampani zezindiza.
Noma kunjalo, njengabancintisana nabo, i-JetBlue isiphendukele ekushayeni ama-cushions ombhede ukuze ishintshe. Manje ikhokhisa amakhasimende ngo-$7 ngomcamelo nengubo. Okwamanje, i-US Airways ishaye ithegi enkomishini yamanzi; I-Delta ikhokhisa u-$100 ngesikhwama sesibili ezindizeni zasekhaya eziya nokubuya. Kusukela ezinsukwini zikaWoolworths akekho owake wazama ukwakha ibhizinisi ngama-nickels nama-dime. Futhi ekugcineni, izinkokhiso ezinjalo azifaki imali eyanele ukuze kuncishiswe izindleko zikaphethiloli ezikhuphukayo. Abahlaziyi balindele ukuthi i-JetBlue izoqeda unyaka ngemali engu-$1.1 billion. Uma i-crude ikhuphukela ku-$150 umphongolo futhi ihlale lapho, i-JetBlue izoqeda unyaka ngemali engu-$1 bhiliyoni—isamba esiphelele se-$100 million esingaphansi. Kodwa imali yayo yokuhlola isikhwama engu-$20, ngakolunye uhlangothi, ingenza inkampani ithole amaRandi ayizigidi ezingu-20 kuphela kulo nyaka, ngokusho kweCredit Suisse. Futhi abahlaziyi basalindele ukuthi i-Jet Blue izothumela ukulahlekelwa ezindaweni ezizayo.
Uma i-Jet Blue inquma ukushintsha umbhalo wayo futhi icabange ukuthengisa, ukulingana okusobala kakhulu kungaba yiSouthwest Airlines. Kokubili iSouthwest neJetBlue yizindiza ezibizwa nge-point-to-point. Kuyinkomba yokuthi ingcindezi yokuncintisana ihlasela zonke izindiza-hhayi nje ezinkulu-ukuthi ezinye izinkampani zezindiza ezifika iphuzu nephuzu njenge-AirTran Holdings ne-Frontier Airlines, ziqophe ukulahlekelwa okukhulu noma zawela ekuvikelweni kwenkantolo yokuqothuka. Ngokubona ukuthi imakethe yase-US inikeza ukukhula okuncane kulezi zinsuku, iNingizimu-ntshonalanga isanda kusayina isivumelwano sokwabelana ngamathikithi ne-WestJet yaseCanada.
INingizimu-ntshonalanga, vele, inkulu kakhulu futhi indala kuneJet Blue, futhi uma iqhathaniswa nezinye izinkampani zezindiza njengamanje ibukeka njengenkanyezi. Ivimbele izindleko zayo zikaphethiloli kangcono kunanoma iyiphi enye inkampani yezindiza–ngokwanele ukurekhoda inzuzo. Futhi iNingizimu-ntshonalanga ikhula lapho ingakhula khona. Eminyakeni emibili nengxenye edlule, iNingizimu-ntshonalanga ikhulise izindiza zayo eziya e-Denver-idolobha elimatasatasa-kuya ezindizeni zansuku zonke ezingama-95 zisuka ku-13. INingizimu-ntshonalanga nayo ibe ngesinye sezindiza ezimbalwa ukukhulisa isibalo sabagibeli bazo - senyuke ngo-7.9% kwikota yokuqala. -isibalo sabagibeli ngekota yokuqala ka-2008 sikhuphuke ngo-7.9% kanti isibalo sabagibeli e-American Airlines, Delta Air Lines nase-United Airlines sehle ngo-2%.
Ngesamba semakethe esingu-$11.9 billion, iNingizimu-ntshonalanga ingagwinya kalula u-$1.49 billion wemakethe ye-JetBlue. Futhi i-JetBlue inganikeza iNingizimu-ntshonalanga ukufinyelela okuthile ekukhuleni kwamazwe ngamazwe: I-Lufthansa yathenga isamba sezigidi ezingu-$300 e-JetBlue ngonyaka odlule, ngokwengxenye ukuze ithole isithombe esikhaleni se-Jet Blue esikhumulweni sezindiza saseNew York sika-John F. Kennedy.
Yebo, bekungeke kulingane ngokuphelele. Lezi zinkampani ezimbili zezindiza zinezindiza ezihluke kakhulu. Uxhaxha lwezindiza eziseNingizimu-ntshonalanga luqukethe uhlobo olulodwa kuphela lwendiza, kuyilapho i-JetBlue isebenzisa izinhlobo ezimbili, akukho kuzo ezifana neNingizimu-ntshonalanga. I-JetBlue iphinde ibe nokuzijabulisa okubanzi endizeni okuhlanganisa ama-TV nemisakazo, kanti iNingizimu-ntshonalanga ibilokhu ibambekile lapho.
Abahlaziyi abaningi bathe indlela engcono kakhulu yokuthi izinkampani zezindiza zinciphise umthamo ukuhlangana. I-JetBlue ikude nokuphelelwa yithemba njengamanje. Umhlaziyi kaMorgan Stanley uWilliam Greene usanda kuphawula ukuthi imboni yezindiza ayikakafiki lapho abathwali kufanele balwe nokuhlanganisa noma ukuqothuka. Lokho kusho ukuthi uma i-JetBlue ibingacabanga ukuzithengisa manje, bekungeke kube umnyakazo wokuphelelwa ithemba. Futhi yilokho iphuzu. Bekungeke yini kube ngcono ukwenza okuthile kusenesikhathi esiningi sokuhlela futhi uthole idili elingcono kakhulu ngangokunokwenzeka?
