How Qantas planned to make its Asian premium carrier viable

Qantas is due to give further details at its half-annual results this week on its objective to enter the intra-Asia premium market, which it first officially raised in Aug-2011. As Qantas continued to develop its strategy and released details, confusion still existed to the basic premise. With updates due this week, it is worthwhile to review the project and interim developments since the carrier was first announced.