Adopting a ‘lead by example’ approach to the role, which he took up in September, new CEO of Fiji Airways Stefan Pichler, outlined the three to five year plan for the airline, incorporating what he described as the four key strategic pillars – brand positioning, management structures, customer service and providing career opportunities within the airline – that will develop the consumer brand.

“What is the marketing proposition of the Fiji Airways brand? We don’t know yet,” he said, noting that it is important that the airline’s messages align with Tourism Fiji.

“We have to make sure this company is professionally run. We have to coach the locals to get there and bring some know-how in to professionalise every management function. Fiji Airways is the Fijian people, so we have to listen and consult with them.”

Pichler said the master plan, which he hoped would be ready to roll out by year end, would focus on the airline becoming more customer-centric, while ensuring profitability, as well as looking at ways in which jobs and career opportunities can be created for locals.

Before joining Fiji Airways, Pichler was CEO of Jazeera Airways where he led the company to achieving the highest profit margins in the industry in 2011 and 2012. He was also responsible for transforming Virgin Blue from a low cost carrier to a network airline and launching V-Australia long haul operations.

“It’s an exercise that won’t be done overnight”, he said of the plans for Fiji’s national airline. “Airlines is a complex business.”

NB Firstly he states that it is a three to five year plan and then says "which he hoped to roll out before the end of the year"