Linkage between Business Strategies with Virgin Atlantic Airlines

Running head: MANAGEMENT
Management
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MANAGEMENT
Linkage between Business Strategies with Virgin Atlantic Airlines
From the overall analysis of the respective company Virgin Airlines with the help of the
strategic tools such as SWOT, PESTEL, VRIO, VRIN along with stakeholder mapping, it can be
identified that there are few challenges which are faced by VAA which was inclusive of the
deregulation which increased competition in the marketplace and it affected the profitability of
the firm and experienced huge losses. From the analysis of the Virgin Atlantic Airlines, there are
few business level strategies which can be implemented by them in order to improve their
business operations and become successful in their operations in comparison to the other
competitors present in the market. The different aspects which can be followed are described as
follows:
The company is required to become less diverse and the name of VAA has become
diluted and the brand is purely endorsement brand. There are different lessons for the analysis of
environment must be learned as the brand image is not enough alone as the public are sensitive
in their approach and they prefer the corporate strategies. In such scenario, Virgin Airlines needs
to analyze the opportunities which are the differentiation strategy. Firstly, in order to maintain
good performance of the current flights, looking for the different opportunities to expand the
routes in the US domestic routes to be able to compete with the different competitors who own a
large amount of routes in the market (Matt, Hess and Benlian 2015).
Moreover, as the price of the fuel of jet will be remaining stable in the coming two years,
instead of purchasing the fuel in advance, Virgin Atlantic Airlines can look for the greener and
cheap bio-fuel which will be helpful for the company to reduce the footprint and save on costs as
well. In addition, in order to implement the differentiation strategy, the Virgin Atlantic Airlines