Kweanopfuura makumi matatu emakore, Southwest Airlines yanga iri nyeredzi yebhizinesi rendege, nekukura kusingamiri, purofiti isati yamboitika uye tsika yakapfuura hukama hwevashandi hweindasitiri.
Asi sezvainobhururuka ichipinda muna 2009, iyo Dallas-based discount carrier iri pasi pekumanikidzwa kupfuura nakare kose:
Maodzanyemba kwakadziva kumadokero akarasikirwa nemadhora 176 miriyoni mukati mehafu yechipiri yegore rapfuura, ayo maviri ekutanga asina purofiti makota akateedzana.
Ndege iri kudzoka kekutanga, ichicheka ndege uye ichinonotsa kuyerera kwayo kwendege itsva mushure memakore ekuwedzera kwakadzikama.
Chirongwa chekuvharisa mafuta, icho chakapa Southwest mukana wakakura pamusoro pevakwikwidzi, chakashanduka chisina kunaka apo mutengo wemafuta wakadzika, zvichidhura Maodzanyemba kwaMadokero mazana emamiriyoni emadhora.
Inozivikanwa nekuda kwemitengo yakaderera, Maodzanyemba kwakadziva kumadokero akatarisana nemitengo inokwira sezvo ichidzikira.
Vanoisa mari vari kunetseka zvakajeka. Zvikamu zveMaodzanyemba kwakadziva kumadokero zvakadonha nezvikamu makumi mana kubva muzana mumwedzi mitatu yadarika, kusanganisira kudonha kwe40 muzana kwezuva rimwe - yakakura kwazvo munhoroondo yekambani - zuva rakatevera razivisa mari yayo yechina.
Izvi zvinodarika zvakapetwa kaviri kuderera kweAmex yendege index, iyo inoteedzera masheya makuru endege, panguva imwe chete.
"Maodzanyemba kwakadziva kumadokero kuri pakati peshanduko izvozvi, uye zvinoreva matambudziko chaiwo," akadaro mupi wezano wendege Stuart Klaskin weKlaskin, Kushner & Co.
Mumushumo wenguva pfupi yapfuura, muongorori wendege Jamie Baker weJPMorgan akadana Maodzanyemba akadziva kumadokero kuti "asina makwikwi."
Tom Parsons, mukuru mukuru weArlington-based BestFares.com, akati Maodzanyemba akadzikisira mari dzekufamba kwechirimo zvakanyanya kudarika makore apfuura.
"Handisati ndaona kutengeswa seizvi panguva ino yegore kubva 9-11," Parsons akadaro. “Unoziva kuti zvinorevei? Zvinoreva kuti kubhuka kwavo kunoratidzika kunge kwakaipa chaizvo. "
Asi Chief Executive, Gary Kelly, vanoti chingave chikanganiso kuverenga ndege ichibuda.
"Isu takagadzirira zvakanyanya kune dzimwe nguva dzakaoma, uye ndipo apo mhando yedu yemitengo yakaderera uye vanhu vedu vakabudirira chaizvo munhoroondo," Kelly akadaro mumusangano uchangopfuura nevaongorori nevatori venhau.
Nehurongwa hwekutanga mubatanidzwa wemari yakaderera yekuNorth America nedzimwe ndege mbiri, kutarisa kwakanyanya kune vafambi vebhizinesi uye mafambiro ehungwaru senge sevhisi nyowani paLaGuardia Airport muNew York, vamwe vacherechedzi veindasitiri vanoti Maodzanyemba kwakadziva kumadokero ndiyo ndege yekuona muna 2009.
"Ini ndinofunga chaizvo kuti Maodzanyemba achange ari nyaya huru gore rino," akadaro Klaskin.
'Kuuya kuzotiuraya'
Kwemakore gumi apfuura, Maodzanyemba kwakadziva kumadokero aionekwa seanokwikwidza anotyisa muindastiri, uye kupinda kwayo mumisika mitsva kwaityisa vakwikwidzi vakadzika midzi.
Muna 2004, iyo ndege payakazivisa kuwedzera muPhiladelphia, mukuru mukuru weUS Airways, iyo yaishanda hub ipapo, akayambira vashandi nemazwi asina kujeka.
"Kumaodzanyemba kwakadziva kumadokero kuri kuuya kuPhiladelphia muna Chivabvu," David Siegel akadaro munhepfenyuro yeInternet. “Vari kuuya nechikonzero chimwe chete. Vari kuuya kuzotiuraya.”
Chimwe chezvombo zvine simba muSouthwest's arsenal yaive maheji emafuta - zvibvumirano zvinobvumira ndege kutenga yakawanda yemafuta ayo pamitengo yakatarwa pamberi.
Muchikamu chechipiri chegore rapera, semuenzaniso, Southwest yakabhadhara, paavhareji, $2.19 per galoni ukuwo Fort Worth-based American Airlines yakabhadhara $3.17 per galoni.
Ndege shoma dzaikwikwidza dzaive nemapurogiramu ekudzivirira akasimba seyeMaodzanyemba kwakadziva kumadokero, uye nekudaro yendege yaive nemukana wakasiyana waiita kuti ichengetedze mari dzayo dzakaderera pane dzadzinokwikwidza.
Kana vakwikwidzi vaienderana nemitengo yekuMaodzanyemba kwakadziva kumadokero - iyo yavaiwanzoita kuti vabate pamusika - vaizorasikirwa nemari mundege dzavo uku Maodzanyemba kwakadziva kumadokero airamba achiita pundutso.
Mukana iwoyo wakadzimwa mukudonha apo mitengo yemafuta yakadzikira sezvo hupfumi hwenyika hwakaderera. Maodzanyemba kwakadziva kumadokero akazviona achitenga mafuta akakwira kupfuura mitengo yemusika, uye kukosha kweiyo portfolio yehedge makondirakiti yakaderera.
Kudzikira kwemutengo wemafuta kwakakanganisawo mari yekambani iyi, zvichida kuti itumire chibatiso kuti ivhare kurasikirwa kweramangwana uye kunyora pasi kukosha kweheji dzayo.
Kambani iyi yakakurumidza kuzivisa hurongwa hwekusunungura mafuta ayo gore rino kuitira kuti vangotenga zvikamu gumi kubva muzana zvekutenga mafuta. Nepo izvo zvichizorega Maodzanyemba akadzipira mari shoma yemafuta, zvichawedzerawo kusagadzikana kwayo mukushanduka kwemitengo yemafuta.
Chinonyanya kukosha, zvinoreva kuti Maodzanyemba kwakadziva kumadokero haazove nemupendero pamusoro pevazhinji vevakwikwidzi vayo pamutengo wejet mafuta.
Asi vakuru vakuru vakati kambani iyi haisati yasiya chirongwa chekuvhara uye yakagadzirira kutanga kukiya mitengo kana oiri ikadzokororwa.
"Hatina kushandura huzivi hwedu hwakakosha," Chief Financial Officer Laura Wright akadaro.
Kuwedzera kwakavakirwa
Imwe njodzi yemamiriro ehupfumi akashata kwave kuri kukura kwakadzikama kweMaodzanyemba kwakadziva kumadokero, kwaimbova simba rekufambisa mukubudirira kwayo.
Mukati memakore gumi apfuura, nhamba yezvigaro zviripo pamamaira yega yega yeSouthwest network yakapetwa kaviri. Uye nhamba yevatyairi vanobhadhara mundege yakakwira kubva pamamiriyoni makumi mashanu nematatu muna 10 kusvika pamamiriyoni makumi masere nepfumbamwe gore rapfuura, apo Maodzanyemba kwakadziva kumadokero akatakura vafambi vakawanda kupfuura chero imwe ndege yeUS.
Asi kukura kwakadzikira mukati mechikamu chechina chegore rapfuura, uye Kelly akati Southwest ichaderera neanopfuura 4 muzana muna 2009. Chero zvirongwa zvekukura zvinomiswa nekusingaperi.
Sezvo ichiderera, inotarisana nedzvinyiriro yakawanda yekucheka mitengo kana njodzi inodzikira mumiganho yayo yekushandisa.
Muongorori Baker akataura kuti “haangashamisi” kuona mutengo woKumaodzanyemba kwakadziva kumadokero uchikwira neinopfuura 8 muzana gore rino, tisingabatanidzi mafuta edzimotokari, “uye kunyange izvozvo zvingaratidza kuva netariro.
Mari yekambani yendege ine chekuita nenhandare dzendege, kugadzirisa ndege uye kushanda nesimba iri kukwirawo. Uye zvibvumirano zvitsva zvinopa mubairo kune makanika nevatyairi vendege zvinogona kuwedzera kunetsana mukati memakore mashoma anotevera.
Kelly akati haana hurongwa hwekudzinga vashandi. Asi aisazobvisa kushandisa kutenga kwekuzvidira kana kuenda pamudyandigere kudzikisa simba rekushanda kweSouthwest kana zvichidikanwa.
Nzira yekupora?
Pasinei nekuoma kwemafuta uye mamwe mari, Maodzanyemba kwakadziva kumadokero akaita budiriro huru mukuunza mari. Muchikamu chechina, mari yekushandisa yakakwira ingangoita gumi muzana kunyangwe kuderera kwehupfumi.
Uye Kelly ari kuwedzera maturusi akati wandei aanotarisira kuti achachengeta ndege yake iri pakakwirira kunyangwe paine matambudziko matsva:
Luring business fliers: Iyo ndege yakatanga mari yekusarudza bhizinesi, iyo inogonesa kukurumidza kukwira uye inosanganisira chinwiwa chemahara uye zvimwe zvinhu zvemutengo wepamusoro. Mitengo mitsva iyi yakaunza $75 miriyoni mukuwedzera mari gore rapfuura.
Sevhisi yepasi rose: Maodzanyemba kwakadziva kumadokero ari kubatana nekambani yekuCanada yeWestJet nemutakuri wekuMexico Volaris kugadzira mubatanidzwa wekutanga wendege dzepasi rose. Chibvumirano ichi chichabvumira Maodzanyemba kwakadziva kumadokero kugovera vafambi kuenda kumaguta eCanada neMexico nekuvaendesa kune vanodyidzana nendege.
Strategic hurongwa: Kunyange ichipaza ndege, Maodzanyemba kwakadziva kumadokero ari kufambisa zvimwe zviwanikwa mumaguta matsva ayo anotarisira kuti achakwezva mari yakawanda. Basa rinotanga munaKurume muMinneapolis/St. Paul, nendege inotarisira kutanga sevhisi kuLaGuardia Airport muNew York zvakare.
Parizvino kuMaodzanyemba kwaMadokero chete kuNew York-nzvimbo sevhisi ndeyeIslip Airport paLong Island, saka sevhisi kuLaGuardia ingave yakakura kudhirowa kune vanoita zvebhizinesi.
Bulked-up balance sheet: Ndege yakasimbisa mari yayo mumwedzi ichangopfuura, ichitora madhora mazana mana emamiriyoni kubva kune inotenderera kiredhiti, kukwidza mazana mana emamiriyoni emadhora kuburikidza nechikwereti uye kuunganidza madhora zana nemakumi manomwe nematatu emadhora muchibvumirano chekutengesa-ndege.
Ndege ine $1.8 bhiriyoni muhomwe yayo yekubatsira kuchengetedza chero imwe kurasikirwa.
Kuita mari kunobatsira: Maodzanyemba akadziva kumadokero ari kuvandudza chirongwa chayo cheRapid Reward chinowanzo bhururuka kuti chiwedzere kukwezva kune vafambi vebhizinesi uye inotarisira kupa mundege isina waya yeInternet kuwana mubhadharo mumwedzi iri mberi.
"Tine tarisiro huru yekushandura ndege yaunonyatsoziva nayo," akadaro Kelly. "Saka ndinofunga tiri kuita makore matatu anotevera kubva pachinzvimbo chakasimba."
