Tag Archives: Saudia

May 21, 2025 · 19:28

What’s in a brand?

That is at times the question. Most of the world was to sink their claws into Saudi Arabia and we see all kinds of settings, some speculative, some going for the worst. The truth is that the Kingdom of Saudi Arabia is on the rise. Not merely because they are doing well (they really are), but the massive secondary reason is that they are a no-debt zone, just as the UAE is. So as we se that America is $46 trillion in debt, the EU has a debt of 14 trillion euro and Japan has a $9 trillion debt. Yet as the Telegraph a mere three hours ago gave us all ‘‘Worse than Greece’: The debt crisis threatening to blow up the global economy’ (at https://www.telegraph.co.uk/business/2025/05/21/trump-sparked-debt-crisis-could-blow-up-global-economy/) the truth is (speculative) that I personal believe that America is in a worse state, even as the America administration is in denial and the media is massively avoiding reporting on it. I personally think that the network of Stake holders is con spiritually involved as well. As I see it (based on the work of Cathryn van Kessel) that ‘(Con)spirituality as a curriculum of immortality’ is set to “If we are listening to marketing hype, it seems that—with enough money—we can live longer, healthier lives. These products, however, are often no more than consumerist swindling steeped in pseudo-science and pseudo-spirituality. When viewed through the lens of terror management theory (TMT), mitigating the harms of (con)spiritual grifts is more than a problem of a lack of scientific literacy, anti-consumer education, and media literacy.” My personal view is set to the premise of “mitigating the harms of (con)spiritual grifts is more than a problem of a lack of scientific literacy, anti-consumer education, and media literacy, it is a (sort of) given setting that the stakeholders are dwindling the settings of parameters and changing the premise of given values, creating confusing hype settings” This is merely a personal view, but it seemingly fits the patterns we see, or tend to recognise.

So as such we see “Because the assets that the country holds are still far more valuable than the debts. All the land, mineral rights, water, etc.” and this shows the pressures to add Greenland and Canada to America, as such they wouldn’t be considered bankrupt. Another version is “Because debt payments are still manageable” but here time is running out, as such the Trump administration is playing the bully card on Canada and Greenland. But here the dance becomes a problem as Canada is not giving in as it is part of the Commonwealth. And that is why Keir Starmer as Prime Minister of the United Kingdom is being catered to by the EU as the WU is in a similar predicament and the UK ‘re-joining’ the EU, the EU ends up with a credit card that gets renewed value. But the larger truth is that time for these three are running out and as such they are courtesan themselves to the Kingdom of Saudi Arabia. And now we see the larger setting that the article ‘Saudi brands reach $116.8 billion in value fueled by energy, banking, and telecoms sectors’ (at https://brandfinance.com/press-releases/saudi-brands-reach-116-8-billion-in-value-fuelled-by-energy-banking-and-telecoms-sectors) gives us, and the values we see are “STC (brand value up 16% to USD16.1 billion)”, it is number two. Number one is Aramco (of course) and that is oil and I didn’t want to ‘taint’ the setting. After that we get “Almarai (brand value up 20% to USD4.7 billion)” but the third one is the kicker “Saudia (brand value up 34% to USD1.1 billion)” and here is the setting of three out of the ten that these are brands that have a 16%, 20% and 34% growth, totally unheard of in western settings and as such everyone wants in. Wall Street pretty much demand these new settings, but this is not on Wall Street, as such several brands (including me) are pretty desperate to get in. And I have made a few unsuccessful moves and I will totally try to do so again and again. I told a previous boss a few years ago that they had to get there now, now the going is good. But alas, it fell on deaf ears and now as brands in the EU, US and Japan are getting desperate we will see a total new stage of in-fighting and spading their opponents. But as they diminish one another, the Kingdom of Saudi Arabia will get the cream of the crop at a mere 65% of the total value, because the desperate will sucker themselves to get into the game as early as possible, hoping that the going is good early in the game. I get that, I would feel the same way (as a non-captain of industry that I merely my view) and now that China is entering these fields as well, the west is desperate to get in.

And at present we see little to no evidence how three players can have a cumulative debt of $70 trillion dollars. This is $70,000,000,000,000. Did you ever consider that the debt of these three is more than all the gold in the world? How is that possible? Is it because these three have the assets, because the debt is manageable? We think that we can all be a millionaire as long as we can couch up $55,000 in interest every year, but that is a debt without an end date, you pay as long as you live and that is not a realistic setting but these governments are telling you that story with the assistance of stakeholders (who get their own revenue out of that), yet at that point we ned to consider that you are a millionaire at $55,000 plus whatever the stakeholder charges and now it get to be a little iffy (aka yucky). It is a setting that is delusional, as such they all (desperately) need to be part of the Saudi branding, yet as I see it the Saudi’s have another view, you see STC gave us in 2024 “In 2023, we expanded our global footprint even further by acquiring a 9.9% interest in Telefonica and launching TAWAL operations in three European countries. Over the past year, STC Group has focused on diversifying our global offer to connect people across countries and continents.” They gave us that in March 2024, and the sphere of influence of Saudi Arabia is expanding. So whilst by an expected 2029 we might see brand X, but it is fueling STC for a larger and larger slice of the pie. As such it will all be co-owned by the Kingdom of Saudi Arabia and this is not white washing. It is merely business and these stakeholders will turn to the needs of their own paychecks more and more.

And this is not a dream story, it is not a nightmare story. It is about to become the reality of things and as such our paychecks go in part not to Telefonica, it will go to Tawal and through that to the STC. A simple business setting and for the most the media is will not inform you, it adheres to the needs of shareholders, stake holder and advertisers.

This is the power of branding and whilst we think that Nike, Lululemon and Jaguar are great brands, there is an underlying setting that the cool car is owned by Natarajan Chandrasekaran (chairman and Managing Director) and Saurabh Agrawal (CFO) (to some degree). And now we see the Kingdom of Saudi Arabia expanding in all kinds of directions. In this I kinda set that stage in ‘An altering stage’ which I wrote on October 2nd 2023. I used the word ‘kinda’ as the focus was China and I wrote “It is a summary and you should read it. It shows several elements that are taking the world by storm. It is not “As shown in the latest IMF annual review of the country’s economy, progress has been most notably reflected in non-oil growth, which has accelerated since 2021, averaging 4.8 percent in 2022. Despite lower overall growth reflecting additional oil production cuts, non-oil growth will remain close to 5 percent in 2023, spurred by strong domestic demand.” We get the goods here, but it is “The economy’s non-oil growth has been spurred by strong domestic demand, particularly private non-oil investment. Sustaining this performance requires pursuing sound macroeconomic policies and maintaining the reform momentum, irrespective of developments in oil markets.” Even if the stage is not revealed, when combined with other views we see that ‘strong domestic demand’ is merely one string from the harp of economy, the harp of Saudi economy. What matters is that larger streams involving defence, technology, construction, tourism and services are ALL moving towards Chinese shores. We see some of it now, but that list is rapidly expanding and the next US vote is 45 days away with them having to brood on a loss of billions and it will be a lot more than 1 billion.” Which was a slightly different setting than the IMF reported on and I saw that two years ago. It is the story (at https://lawlordtobe.com/2023/10/02/an-altering-stage/) which gives the goods, so consider that I had this at that point, so why didn’t the media see this over the last 17 months? Consider that before you lash out and wonder who you should blame.

Too many of us are kept in the dark and you should wonder why. You see I am not an economist or some savant. Yet I know data and I have parsed data for decades, and I saw a long time ago that the numbers didn’t add up. So wonder how the media could have missed it all. You were merely given slithers of data and until you consider the larger picture (which the bulk of the media will not give you) wonder why and it is not that it was to complex. As I personally consider the setting is that stake holders are part of the deception. Their cheques are too fat, so they like this game how it is played and they have been playing it for years.

Have a great day and remember, don’t trust all you read, verify the data you are given, even my data. I am not telling you to trust my data. If anything I am a little like Fox Mulder (from the X-Files) and trust no one, not even me.

The pope’s mobile is on the clock

Hickory Dickory dock, the pope ran up the clock,

The clock struck one, and hit his bum, Hickory Dickory dock.

An old rhyme slightly adjusted and gives light to a joke that mattered, it is old and it goes like:

Q: Why does the pope kiss the ground when he arrives?
A: You’ve never flown with Alitalia have you?

That is where we are, the clock is counting down; Alitalia is on its last legs and merely has two weeks left. As sources report that EasyJet pulled out of the race and even as Delta is still on board, someone needs to be found for the remaining 40% and that is the hard ball, consider on how much of an issue Alitalia is when people like Warren Buffett and Bill Gates will not take a shine to it, it might be too harsh to call Alitalia a money pit, but that is what is amounts too. The flight market is close to saturated, even as we all needed to fly (quite literally) 20 years ago, the companies started to figure out not to give their profits to the airlines. On a global scale close to 9750 planes were in the air last year at any given time, transporting up to 1.3 million people. The operative part is ‘at any given time‘, so how much travel is required nowadays? In 1998 I was flying close to 21 weeks that year, giving trainings and doing consultancy round the clock, at times living from a suitcase with added support from my laptop giving IT trainings and software training. I circled the planet twice that year, from Amsterdam, New York, Atlanta, Sydney, Singapore, Istanbul, via Munich and back to Amsterdam. I thought it was great and as long as the profits were outshining the costs, my bosses kept on sending me to more locations, it was all fine by me. These days are over, even as we see more and more airports expanding to ‘facilitate’ for more passengers, we see a dangerous curve, Stockholm Arlanda is expanding to facilitate for 40 million visitors a year. The numbers give us that the top 25 carriers facilitated for 13,718,655 passengers and if they are all tourists, that would be fine, yet the business side is not adding up. You see 15 out of the 25 had a decrease the went up to 27.3%, the lowest 10 were below 4.5%, still they were all still decreases and the largest increase came from Riga, Latvia.

Now consider that on the other side, on the airline side, apart from the element where we see that Alitalia had no operating profit between 2009 and 2015 with added low points of well over minus a quarter of a billion, the setup of airlines seems to be too odd.

I do get it, a nations having a national airline is a matter of pride, we get it, but at what cost? The airline has about 100 planes as part of the mainline fleet and the cost of doing business is just too high, there is no decent chance that whomever owns the airline might do so, so that they can say that they own an airline, it seems the weirdest of reasons, but from the financial view that is as much as we are going to get and the bad news is not done at this point.

You see, the work I used to do can be done remotely more and more, when 5G is totally here, we can see the shift where the classes can be given remotely with a phantom screen and with the presentations running in the background, the speed will enable us to give individual service to all the participants in up to three locations at the same time, almost like remotely run classroom software with camera’s in all locations. At that point we will see even less traffic required implying that the business classes on these flights will be close to a thing of the past.

The more immediate and difficult part is that none of this is the fault of Alitalia. Yes, we can look at the scandals and the past sting operations, yet the foundation is not that, it is the need of people to travel. In that light the traveller will be the one using their local airline (like many would), some will select airlines for their service and there we see groups of people seeking flights by Singapore Airlines, Cathay Pacific Airways and Emirates. So these airlines are also poaching local travellers as they have shown and proven themselves to be a cut above the others. When it comes to business and tourist Italy, we see decline of both and falling harder, yet Italy is still the destination to several countries, namely Germany, France, UK and US as the largest four. These four add up to 23%; the rest is from all over. So, what makes me the specialist? I am not; I am merely using common sense. 100 planes, in an age where their power is tourism and we are going into the summer season, but that setting is a stage that represents merely 18 weeks out of 52, the numbers and the economy do not support the fleet, or so it seems.

when we consider that Rome Leonardo da Vinci-Fiumicino supported 42,995,119 passengers last year, there is a decent case that I am seeing it wrong, but that is from all airlines, beside Alitalia, we see Air India, Emirates, Turkish Airlines, United, Etihad Airways, Thai Airways, Asiana Airlines, Qatar Airways, Cathay Pacific, Air China, Lufthansa, Ethiopian Airlines, Finnair, British Airways, SWISS, EL AL Israel Airlines, Air France, Saudia, Ukraine International, Jet Airways, Air Canada, Egypt Air, KLM, Kuwait Airways, Brussels Airlines, Aeroflot, Korean Air, China Airlines, Singapore Airlines, China Southern, Iran Air, all flying to Rome, now we see a different picture, even as the airport needs the space and growth, we see no decent numbers on how the Alitalia flights are doing, some sources were giving me ‘No Data‘ and that is fair enough, but it makes a much stronger case that unless there is someone with deep pockets that Alitalia is on its last legs and in its final stage of a mere two week notice until it shuts down. Planes would be auctioned off and the lot to be repackaged for other management styles. And I do believe that the end is not in sight, Alitalia is not the only one in such a sordid state of affairs. I believe that the business case of airlines should have changed a long time ago, and it will get worse soon enough, as the oil price goes up, so do the prices of flights. You see the one element we seem to ignore is not the drop in non-tourist passengers. It is the fact that one barrel of crude oil only facilitates for up to 4 gallons of jet fuel, the turnaround is that high, 42 gallons can only make 4 gallons of jet fuel, after that it boils down to gasoline, diesel and other items, so when the barrel goes up in price, the impact is seen quite fast. Consider that a flight from Rome to New York takes 9 hours and 40 minutes (or 2,088,000 seconds), now consider that a 747 needs 1 gallon a second, so if the oil goes up by $1, the maximum cost of a flight would go up by 2 million times the price increase and we can only get 4 gallons bet crude oil barrel making it an optional increase of $500K per flight (which is not completely true as diesel and gasoline would need to bear part of those costs too, but with only 4 gallons to the barrel, jet fuel would take the hardest hit).

That part counts too and as such tourist numbers would go down to some degree, especially from America. These are all still mere elements in the hardship calculations, but the elements are starting to add up, more optional other choices, more localised incentives and less options for Alitalia, that is the sad reality for Alitalia. As far as I was able to see, the press (the non-Italian press) did not take a look at these elements. Even as the BBC did look at one element “At the time the Irish airline was struggling to contain the fallout from a pilot shortage, which led to the cancellation of flights for about 700,000 passengers“, the abundance of competition, as well as the dangers of fuel changes were not looked at. Yet there are other sources, Bloomberg (at https://www.bloomberg.com/news/articles/2019-03-18/easyjet-drops-from-alitalia-bidding-in-setback-to-government) gave us a month ago that Delta is “exploring ways to work with Ferrovie dello Stato and maintain our partnership with Alitalia in the future“, yet I am not convince that they are in it with their heart and soul. Merely a stage where their accountants can optionally see plans for the Alitalia infrastructure and options to give Delta a streamline boost and let Delta grow in other ways accepting Alitalia to some degree for some time, yet how that ‘for some time‘ develops will remain an unknown. Part of it is seen with “Delta would take a 10 percent stake, which would double within four years if certain business goals are met“, yet these business goals are not really heralded by any party. In that regard Lufthansa was open and clear by stating that Alitalia needs to shed 40% of the workforce and that is where the cost of the Delta business goals are likely to be seen as well and that 40% will remain part of the problem. The Italian government would had to euthanise 40% of the workforce in a time when it could not afford to do so and that is the issue to the larger extent. If that knife is thrust hard and deep Alitalia might be around on April 30^th, yet at present that is not a given, the pressured parties are not willing to get to that point until the 11th hour and at that point it might just be too late, because in the end the airline is not the only player, the airports will try to make sure that their part of the equation remains safe and there are plenty of airlines offering to ferry people to these locations making the equation unbalanced and unrealistic for the bookkeepers of Alitalia, a sad story for an airline that only recently made it to its 10^th year.

Tag Archives: Saudia

What’s in a brand?

The pope’s mobile is on the clock

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