{"id":14114,"date":"2015-10-12T12:00:00","date_gmt":"2015-10-12T10:00:00","guid":{"rendered":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/?p=14114"},"modified":"2023-01-03T11:46:52","modified_gmt":"2023-01-03T10:46:52","slug":"acerca-de-air-france","status":"publish","type":"post","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/acerca-de-air-france\/","title":{"rendered":"Acerca de Air France"},"content":{"rendered":"\nLa p\u00e1gina corporativa de Air France, durante la primera semana de octubre, se abr\u00eda con esta apetitosa propuesta. Al mismo tiempo, los pasajeros eleg\u00edan volar en otras empresas low cost antes que en Air France.<\/figcaption><\/figure>\n\n
La foto de Xavier Broseta, director de recursos humanos de Air France, sin camisa, dio la vuelta al mundo. Evidentemente la imagen dec\u00eda algo, pero es dif\u00edcil determinar con exactitud cu\u00e1l era el mensaje.<\/p>\n
En realidad hab\u00eda varios mensajes, y el primero es que Air France, que nunca, a lo largo de sus 82 a\u00f1os de existencia (o casi cien, seg\u00fan c\u00f3mo se mida), fue capaz de mostrar finanzas sanas, ha vuelto a una de sus crisis c\u00edclicas.<\/p>\n
Hasta ahora siempre fue capaz de salir de esos trances con la ayuda financiera del gobierno franc\u00e9s, pero hay cosas que ya no son como antes, porque el gobierno franc\u00e9s ya no es m\u00e1s solamente el gobierno franc\u00e9s y Air France ya no es solamente la empresa francesa.<\/p>\nLa imagen de Brosetta, seg\u00fan Air France. Esta es la foto que aparece en su p\u00e1gina de internet como miembro del directorio y, de alguna manera, es la imagen de Air France a trav\u00e9s de sus directivos.<\/figcaption><\/figure>\n
Por un lado est\u00e1 la Uni\u00f3n Europea, que tiene pol\u00edticas muy claras que se oponen a los subsidios y, por el otro, est\u00e1 el holding Air France-KLM, que es una sociedad multinacional. Dicho en otras palabras, ya no estamos ante la posibilidad de que Francia \u201csalve\u201d a su compa\u00f1\u00eda, es algo mucho m\u00e1s complicado, que por \u201cefecto domin\u00f3\u201d, puede afectar cosas inesperadas en el precario equilibrio en el que se mueve la aviaci\u00f3n europea y, por qu\u00e9 no, la mundial.<\/p>\n
El segundo punto, es coyuntural. Hay un nivel de conflicto social muy importante en Europa. Aqu\u00ed afect\u00f3 a Air France, pero podr\u00eda haber sido cualquier otra compa\u00f1\u00eda de cualquier ramo. El espacio de maniobra que tienen hoy los pol\u00edticos y las empresas en este sentido es muy estrecho.<\/p>\n
Y el tercero, que probablemente es el m\u00e1s profundo para nosotros, es la definici\u00f3n de qu\u00e9 es el transporte a\u00e9reo hoy y, si se quiere, qu\u00e9 es el negocio del transporte a\u00e9reo. Todas las notas period\u00edsticas centran la explicaci\u00f3n de lo que mostr\u00f3 Broseta en una conclusi\u00f3n: Air France no puede con las low cost.<\/p>\n
Es cierto, pero no es toda la verdad. Parecer\u00eda que en Europa (un mundo muy particular) nadie puede con las low cost, ni Alitalia, ni Lufthansa, ni Iberia, ni ninguna empresa tradicional.<\/p>\n
El motivo es muy sencillo y se basa en un principio que funciona bien en todo el comercio: el p\u00fablico prefiere el producto o el servicio m\u00e1s barato, y las low cost son m\u00e1s baratas, a pesar de todo lo que se diga.<\/p>\n
Es cierto que las low cost no dan todo lo que dan las empresas tradicionales, pero dan lo principal, vuelan de un punto a otro (cada vez menos a aeropuertos ins\u00f3litos) y cumplen los horarios a rajatabla. Eso es lo principal, desde que empez\u00f3 la aviaci\u00f3n comercial, y todo lo dem\u00e1s son adornos que se agregaron con el tiempo para subir los precios.<\/p>\nLa imagen de Brosetta (y de Air France), seg\u00fan la realidad. \u00c9sta es la foto que dio la vuelta al mundo.<\/figcaption><\/figure>\n\n
Los l\u00edmites<\/h2>\n
Air France, desde hace a\u00f1os, est\u00e1 tratando de ser m\u00e1s competitiva. Prob\u00f3 de todo. En 2012 lanz\u00f3 el programa Transform 2015, que ten\u00eda el objetivo de volver a la rentabilidad en 2015, reduciendo costos y deuda. Est\u00e1 claro que fracas\u00f3.<\/p>\n
En el camino trat\u00f3 de disfrazarse de low cost, al mismo tiempo que peleaba por los pasajeros Premium y por otro lado buscaba tener una red mundial con un megahub en Par\u00eds. Imposible. Son cosas incompatibles. Quiz\u00e1s una \u00fanica empresa pueda, al mismo tiempo, tener una red mundial y servicios refinados, pero eso tiene un costo. Y un l\u00edmite, hay nichos en los que no se puede penetrar y, en consecuencia, la empresa no puede crecer indefinidamente.<\/p>\n
Las low cost lo entendieron bien. Son solamente low cost, no pueden ser otra cosa al mismo tiempo. Eso tambi\u00e9n tiene un l\u00edmite, porque tampoco pueden crecer indefinidamente.<\/p>\n
Lo malo es que hoy vivimos una era de fusiones y asociaciones que plantea el paradigma de la empresa cada vez m\u00e1s grande. Parecer\u00eda que los analistas aeron\u00e1uticos del mundo han adoptado el principio de que s\u00f3lo sobrevive el m\u00e1s gordo. Nadie piensa en los l\u00edmites, y los l\u00edmites est\u00e1n ah\u00ed.<\/p>\n
Es posible que estemos frente a un problema parecido al que afrontaron los dinosaurios hace muchos siglos. Cuando hubo un cataclismo no pudieron con su tama\u00f1o, y los que sobrevivieron fueron los peque\u00f1os organismos.<\/p>\n
De alguna manera, la realidad est\u00e1 demostrando la certeza del dicho atribuido al general San Mart\u00edn: ser\u00e1s lo que debas ser, o no ser\u00e1s nada.<\/p>\n
Ni Air France, ni su personal, ni los franceses tienen vocaci\u00f3n de low cost. En el fondo siguen pensando en los servicios que pod\u00edan dar las compa\u00f1\u00edas tradicionales en los a\u00f1os sesenta, cobrando los sueldos relativos de aquellos tiempos y mostrando el charme consecuente.<\/p>\n
Todav\u00eda es posible tener ese perfil, pero no es un perfil para una empresa gigante.<\/p>\n
\n","protected":false},"excerpt":{"rendered":"
Air France, una de las m\u00e1s tradicionales empresas europeas, vive en estos d\u00edas un conflicto gremial que est\u00e1 mostrando el choque entre las distintas ideas sobre la gesti\u00f3n aerocomercial en el siglo XXI.<\/p>\n","protected":false},"author":3,"featured_media":14276,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3],"tags":[293],"class_list":["post-14114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transporte","tag-air-france"],"yoast_head":"\n
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