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Lufthansa wants to change its reputation as Europe's worst airline

Last year, the CEO of Lufthansa described its flagship airline as a "problem kid".

This label has been difficult to remove, even with a turnaround plan.

Carsten Spohr, who is trying to make things better by cutting costs, centralising operations, and simplifying a complex fleet has fallen further behind Air France KLM and British Airways' owner IAG.

Lufthansa's stock is up a little, but IAG and Air France KLM are up 92% and 15% respectively. The group's operating margin shrank to just 4.4% in 2018, down from 7.6% a year earlier, and analysts predict 4.8% by 2025.

Spohr stated last month that "we definitely lagged some of our competitors in terms of financial performance and, also, we lagged behind the operational performance until this summer."

Lufthansa's changes, including a 20% reduction in administrative jobs and the retirement of old planes, will help it achieve an operating margin of 8% to 10% between 2028 to 2030.

Ingo Speich is the head of corporate governance for Lufthansa's investor Deka Investment. He added: "It has to prove that it can reach its goals."

'LUFTHANSA FOCUSES ON THE RIGHT THINGS.'

Analysts and investors said that Lufthansa is trying to make the right moves.

Alex Irving, Bernstein analyst, said: "Lufthansa is focusing on the right things, namely driving productivity up and cutting costs."

Boeing's long-delayed delivery of the new format with its plusher Allegris cabin will allow it to maximize sales and revenue from premium seats and products.

The market also welcomed the decision to reduce 4,000 administrative posts over the next five-year period.

Lufthansa could be forced to abandon its plans as it deals with more pressing and urgent issues, such as supply chain problems on the long-awaited Boeing planes or difficult union negotiations.

Lufthansa issued two profit warnings in the past year, as strikes pushed costs spiraling out of control and hampered plans to increase its margin. The company has not reached a deal with the pilots' union, and strike talks are still possible.

Jarrod Castle, UBS analyst, said: "We believe (the) outlook is going to dominate the results due to the possibility of a pilot's strike."

GOOD LONG-TERM STRATAGE; WEAKNESSES IN EXECUTION

Lufthansa wants to simplify its complicated structure that includes six hubs, nine airline brands ranging between ITA Airways and Eurowings.

Hendrik Schmidt is a corporate governance specialist at German asset manager DWS. He said: "This variety of brands are confusing for customers, and it appears to be hard for management control." The global economy is also facing a number of challenges, including a costly U.S. shutdown that has affected the airline industry and softer transatlantic travel.

Speich, Deka's Speich, is unsure about the future. "Lufthansa has contradictory business practices." Speich stated that the long-term strategic plan is correct, but added: "On one hand, execution has been weak in the past".

(source: Reuters)