Economics divide businesses into oligopolies, monopolies or those in perfectly competitive markets. Theory doesn’t address excessive competition – markets so competitive that nobody makes any money. For an example consider the US domestic airline industry. It seems impossible for a carrier to make money for a sustained period, but players never go out of business. Economics says that companies exit markets if they lose money.
To the casual observer airlines rarely seem to go out of business, but go into Chapter 11 bankruptcy regularly as clockwork. Why can nobody make any money and why don’t these apparently unsuccessful operators get forced out of business permanently?
In fact, over the years numerous airlines have gone belly-up, if you include those acquired by other airlines. The few successful airlines, such as Southwest, have carefully avoided acquisitions, but mergers are fashionable among the incautious. Wikipedia lists more than 200 defunct airlines, including such notables as PanAm (1927-1991), Braniff (several existences) and TWA which lasted from 1930 until being acquired by American Airlines in 2001.
Clearly there is excessive competition in the airline industry. I think there are two reasons for this. One is an abundant supply of people just itching to start an airline, none of whom have any experience or knowledge in the business. Some do manage to beat the odds, Virgin being one, although they do not operate in the cutthroat US domestic market. Numerous others such as Trump, Hooters, ValuJet (now AirTran) and Song (merged back into Delta), have been willing to jump into the sacrificial fire. A new entrant, Skybus, is launching the ultra-low fare model made popular in Europe by Ryanair. I will be extremely surprised if they are profitable, but I expect they will survive several injection of financing from their hopeful backers. This regiment of entrants inevitably pulls down potential returns.
The second reason for the excessive competition is the apparent willingness of large lenders to the industry to lose big sums of money. When airlines are in bankruptcy there seems to be an endless troop of banks willing to advance more cash in the expectation a recovery in the industry is just around the corner. Additionally airline costs are still very high, and bankruptcy is seen as a model for getting down to a lower-cost model that is thought to be a requirement for survival.
This is a fairly miserable situation for the customer. Employees have seen their pensions go west, so are generally demotivated and surly. The airlines have no money to spend on planes so the conditions range from down-at-heel to alarming. Operators, desperate to fill seats, offer very low prices to the casual traveler, subsidized by us business travelers, who pack in despondently.
I am waiting to see the emergence of small, business-only flights on domestic routes. If this happens then the big carriers will melt away like summer mist, taking a fortune in frequent flyer miles, but otherwise unmourned.