Assignment Business Management: Virgin Atlantic Airlines

Running head: BUSINESS MANAGEMENT
Business Management
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1BUSINESS MANAGEMENT
Executive Summary
The report helps in analyzing the issues that is faced by the Virgin Atlantic Airlines as well as
the Virgin Group of Companies in the present scenario. The different issues has to be highlighted
with the help of SWOT, PESTLE and Porter’s Five Forces analysis as this will help in
understanding the different issues faced by the respective company.
The main aim and purpose of the report is to identify the different emergent strategies has to be
applied by the Virgin Group of Companies, as this will help in analyzing and identifying the
techniques that can be applied by the Group in the future to reduce such issues from the entire
airline industry.
The conclusion is based on analysis of SWOT, PESTLE and Porter’s five forces and generic
strategies that will help the entire company in gaining competitive advantage in the entire airline
industry along with the entire Virgin Group of Companies.

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Table of Contents
Introduction......................................................................................................................................3
1. Analysis of the key forces in the general environment................................................................3
2. Five Forces analysis of Virgin Airlines......................................................................................5
3. SWOT analysis of Virgin Airlines..............................................................................................7
4. Analysis of the decisions: Programmed or Non-Programmed..................................................10
5. Analysis of the emergent view of strategy followed by Virgin Group......................................11
6. Generic strategies followed by Virgin Group............................................................................12
7. Issues faced by Virgin Group of Companies.............................................................................13
References......................................................................................................................................16

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Introduction
The report helps in analyzing the different key forces that are having huge influence on
the Virgin Airlines that is one of the companies of the entire Virgin Group of Companies. The
Porter’s Five Forces analysis is required to be done for the Virgin Airlines in understanding the
new entrants, buyers, substitutes and competitors in the market.
The main aim and purpose of the report is to understand whether the decisions mentioned
in the respective case study are non-programmed or programmed. The generic strategies have to
be analyzed, as this will help in understanding the different issues that are appearing the
company.
The structure of the report includes proper SWOT, PESTLE, and Porter’s Five Forces
analysis, as this will help in analyzing the issues in an effective manner.
1. Analysis of the key forces in the general environment
The macro environment is described with the help of PESTEL analysis that helps in
analyzing the long-term influences. This is one of the best analytical tools in analyzing the
external environment of Virgin Airlines for understanding decline or growth in the market
("VirginAmerica.com's New Look", 2018). It helps in understanding and identifying the different
political, legal, economic, environmental, social and technological influences for the entire
business environment.
Political is one the factors that help in understanding the political influence on the entire
Virgin airlines. In the year 2016, the Virgin Atlantic has operated in political environment that
was challenging in nature (Suki, 2014). This was characterized by different kind of terrorist