New Jetstar chief reveals Asia vision
SYDNEY – Jetstar’s new chief executive Bruce Buchanan has been telling Business Spectator’s Isabelle Oderberg about where he sees the opportunities and the challenges for the Qantas budget carrier.
He said his vision for Jetstar was as a pan-Asian carrier.
“I’d like to see us flying to, if not every destination in the Asian region, then all the significant ones.
“I see the brand as something that could be quite pervasive in the Asian region and we’re being very successful in markets where people said we wouldn’t succeed.
“So if you look at a market like Japan, there was a lot of scepticism that the brand would work in a market like Japan and I think we’ve been very successful.
“I think we’re now looking at businesses in Vietnam and Singapore trying to really build our franchises and our brand presence in those markets and start to really connect up some of the dots.
“Looking at connecting markets, recently announced services for Jetstar Pacific are a good example where they’re now flying through Vietnam into Thailand, connecting up with our services out of Australia into Thailand and Jetstar Asia services into Thailand, so you can start to see critical mass appearing in some of those markets.
“The vision for me is to have a brand that is very pervasive and gives customers the choice of a Jetstar service in any of the key destinations they want to travel to in any of those Asian markets.â€
Buchanan said he did not regard Tiger Airways as a major rival because of their “very small number of aircraftâ€.
“I think there’s a lot of noise that comes out of that camp,†he said.
“We welcome competition, we think it’s good, we think it’s healthy for the economy, it keeps us nimble and active as well.
“We like to be first, we like to be aggressive on these things so it’s all positive, but I think in terms of economics and where the serious challenges are going to come, from I think it’s going to come from other quarters (other than Tiger).”
Ian Jarrett
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