Business Strategy Report - Virgin Airlines
17 Pages4275 Words46 Views
Added on 2021-06-17
Business Strategy Report - Virgin Airlines
Added on 2021-06-17
ShareRelated Documents
Business Strategy Report- Virgin Airlines
Table of ContentsExecutive Summary.............................................................................................................................31. Introduction.....................................................................................................................................42. Analysis of internal environment...................................................................................................42.1 SWOT Analysis............................................................................................................................42.2 Resources Analysis......................................................................................................................42.2.1 Financial Resources..............................................................................................................52.2.2 Human Resources.................................................................................................................52.3 Competencies...............................................................................................................................52.4 Distinctive Competencies.............................................................................................................63. Analysis of the External Environments..........................................................................................73.1 Analysis of the macro environment..............................................................................................73.2 Analysis of the industry environment.........................................................................................103.2.1 Threat of Substitute Products..............................................................................................103.2.2 Threat of New Entrants.......................................................................................................103.2.3 Intensity of Competitive Rivalry.........................................................................................113.2.4 Bargaining power of Customers..........................................................................................113.2.5 Bargaining Power of Suppliers...........................................................................................124. Recommendation...........................................................................................................................124.1 Business-Level Strategy.............................................................................................................124.2 Corporate-Level Strategy..........................................................................................................135. Conclusion......................................................................................................................................136. References......................................................................................................................................14
Executive SummaryThe rationale behind preparing this paper is to offer the scrutiny of both the internaland external environment of Virgin Airlines. In early 2000, Virgin Airlines was established,with includes two aircraft, that fly on the single route with around 200 staff members. Sincethis time, the organization has highly expanded their operations that embrace domesticnetwork and later on developed towards international flights by the year 2009. This paperalso analyzes Porter's five forces model and even discuss business and corporate strategy ofthe company.
1. IntroductionVirgin Airlines is the strategic business unit as well as a subsidiary of UK highestprivate organization (Virgin Group). This group is currently presented in different verticals ofbusiness. This report emphasizes over the Airline industry. This specific group includesaround 32% of the local market share in Australia. The headquarters of the company arelocated in Queensland, Australia, and it undertakes its operations in around 20 cities ofAustralia and even has more than 60 Boeing Aircrafts, which are in operation. 2. Analysis of internal environment2.1 SWOT AnalysisStrength- Virgin brand is prevalent among 98% of the British public. Customers expect bestcustomer services in different class business or economy. The company has adoptedinnovative technology, like movies, flight music, games, etc. Weakness- the weak point is its flight delays that need to improve for bringing efficiency inflight. Its travel areas are also limited (Kotler, Scheer and Kumar, 2000). Opportunities- Strategic marketing of the company make use of innovation, maintain valuesand develop quality. It offers internet connection in flights. Threats- Recession has impacted the whole airline industry, as the same lead to cancellationof bookings, and created risk for flying customers (Kotler, Scheer and Kumar, 2000). Thecompany face threat from dilution of the brand through rapidly expanding the brand image,and even emphasize over essential items. 2.2 Resources Analysis
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Capstone Strategy Assignment Reportslg...
|18
|1686
|13
Strategic Management of AirAsia: Industry Analysis, Value Chain Analysis, Ansoff Matrixlg...
|11
|2896
|344
Strategy and Entrepreneurshiplg...
|15
|4094
|276
Competitive Forces Facing Qantas: Porter's Five Forces Analysislg...
|16
|1566
|439
Sales and Marketing Assignment - Emirates airlinelg...
|7
|1232
|180
Environment analysis of Ryanair Ryan Airlg...
|17
|4379
|491