The four phases of the turnaround plan

The Arrest phase will
take place during the first
six months and focuses
on taking control and
reducing costs, delivering
service, reviewing network
and route profitability,
engaging with customers,
implementing robust
systems and processes, and
ensuring management and
organisation accountability.
Implementation of the
Change phase will take
place between months
three and 18, focusing
on the airline’s brand
and marketing initiatives,
revenue management, profit
centres and recovery of lost
market share. Stabilise,
the third phase, scheduled
for implementation during
months 15 to 30, will focus
on a market and customer
focused strategy, fleet
alignment, SAA Technical,
Air Chefs, Cargo, Voyager,
Mango, Alliances, codeshares
and strategic partnerships.
Finally, the Growth phase
is expected to take place
between 24 and 36 months
and will involve network
growth and promotions
relating to the Africa
experience.
TNW understand that SAA
is in talks with trade unions
about possible job cuts. Tlali
Tlali, hod media relations for
SAA, would neither confirm
nor deny this at the time of
printing. According to reports,
the airline employs 190
staff per aircraft, compared
with full-service airlines in
the US, Europe and Asia,
which employ between 120
and 140 employees per
aircraft.