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Soon the fuel hedges will run out and the legacys will be taking names...SWA F/O you are such a chump
The problem is the trailer park traveler will only pay so much to fly before they decide its to expensive. Tickets over $159 are going to decrease your loads.
SWA is not a premium brand.
Starbucks charges $4 dollars a cup and gets it. McD's could never sell a $4 cup of coffee even if it was the same kind of coffee.
Now a company like Virgin USA, has the potential to be a premium brand and could charge a four digit fare without offending its core consumer.
SWA is a low three digit cap. High four digits make money even with $100 oil.
General,
I'm no CPA but I'm pretty sure the reason you can't just take net profit and subtract out the hedging gains goes something like this.
1 - hedges cost money to buy (expense) that we wouldn't have if we didn't hedge
2 - hedging profits entail taxes to be paid on them, so 189 million is hedging gain is really less because of the tax cost associated with the financial derivative
3 - w/o hedges we would have had a different cost argument to enter in our revenue maximization formula, thus probably charged higher fares (up to a point, which would depress loads, which is why revenue management guys should get big bucks. FWIW I think we undercharged all spring and summer and now for that matter. with loads as high as they've been, we should've cleared more net income)
4 - there is another part to it, something about which side of the balance sheet it goes on, but I don't remember it right now.
short version is that
profit - hedges = profit w/o hedges
is not a valid equation.
It could be safely said that our profit would have been less, but how much less is not self-evident w/o an hp12c accounting calculator and more knowledge / time than I have.
The problem is the trailer park traveler will only pay so much to fly before they decide its to expensive. Tickets over $159 are going to decrease your loads.
SWA is not a premium brand.
Starbucks charges $4 dollars a cup and gets it. McD's could never sell a $4 cup of coffee even if it was the same kind of coffee.
Now a company like Virgin USA, has the potential to be a premium brand and could charge a four digit fare without offending its core consumer.
SWA is a low three digit cap. High four digits make money even with $100 oil.
Just think how much money SWA would have made if they took concessions like DAL...but then again, maybe with $1 Bill in consessions you guys could have ditched the LBB overnights.
You SWA guys are hosed. Now that your $29 dollar hedges have run out, all that you have are the $45 hedges that are almost gone...and after that all you have is $51 hedges. With oil at almost $90 you guys are all screwed. I've been saying this for almost 66 strait quarters...as soon as your hedges run out you are screwed.
You guys should start an airline within an airline. An "ultra low cost" airline. It would undercut the likes of Song and make you more competitive.
I'll be looking for you SWA guys in the soup lines.
Bye Bye -- Tanker Clown
Profit = Profit. I dont care if we get it by selling girl scout cookies.
I was asking a question. If you DIDN'T have the hedges, would you be in the red according to your own numbers? Instead of trying to put me down, answer the question. It is great that you have the hedges, good for you. Answer the question.
Bye Bye--General Lee