Research Design

This paper involves an in-depth analysis of the various approaches which can be incorporated into the management of Virgin Australia in a bid to improve the company’s performance.

Running head: Research design 1
Research design
Name of Student
Name of Institution
Date of Submission

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Table of Contents
Introduction……………………………………………………………………………….3
Industry and Company……………………………………………………………………3
Business Enhancement: Customers, innovations and the future………………………….5
Article 1…………………………………………………………………………………..7
Article 2…………………………………………………………………………………..9
Article 3…………………………………………………………………………………..11
Current and Improved Customer value preposition………………………………………12
Conclusion………………………………………………………………………………..13
References………………………………………………………………………………..14

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Introduction
This paper shall involve an in-depth analysis of the various approaches which can be
incorporated into the management of Virgin Australia in a bid to improve the company’s
performance. Customers play a crucial role in enhancing the performance of a company by
directly influencing the company’s return on investment (Ashforth and Kreiner, 2009). Business
enhancement can therefore be achieved through client empowerment and improvement of
customer experience through maximum satisfaction. It is also a fact worth noting that the current
trends within the air transport industry and the company’s treatment of its customers has a
special way of influencing the future of the organization. This paper focuses on the transport
industry with the company at the centre of discussion being Virgin Australia. Virgin Australia
Airlines is the second largest airlines after Qantas in Australia with a renowned market presence
both at the local and international fonts. It has over 40 operating fleets which explains the
relatively fair passenger ration recorded at the company (Berg and Huebner, 2011). The
incorporation of technology into its core management approaches has acted as a pillar in the
company’s bid to stay consistent and competitive in the dynamic transport industry.
Industry and Company
I chose the air transport industry due to the ever changing trends in consumer
preferences, the competitive nature and the unending opportunities available for companies to
enhance performance. With reference to a total of three articles, this paper shall entail the
examination of business enhancement in terms of customers, innovation and the future of the
company. My knowledge and interest in the area of transport and additional management skills
shall be handy in helping me give conclusive arguments with respect to the topic under study.

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The dynamic nature of the airline industry market is another area of concern. The level of
competition due to the uprising rival companies within the same industry offers the customers a
myriad of options to choose from. It is therefore inevitable for Virgin Australia to come up with
the most viable business enhancement measures. The measures ought to be implemented along
three specific faultlines which include: the customers, aspects of innovation as well as the future
of the company (Bolman and Deal, 2017).
In line with the aspect of customers, the air transport industry continues to face
challenges especially as a result of the varying and sometimes unpredictable customer
preferences. In addition, there has been the active mushrooming of rival airlines which provide
similar services at relatively cheaper costs. This has led to decline in customer loyalty at Virgin
Australia Airlines hence a noted drop in return on investment especially between 2010 -2013.
The rising competition has also led to instability in the internal market for the airlines company.
Consequently, the company needs to conduct research related to customers in order to deduce
their needs and hence come up with measures of enhancing customer experiences. This goes a
long way in stabilizing the industry’s market base. Through controlled research, I believe it is
possible for Virgin Australia Airlines to identify the various consumer needs before identifying
ways of satisfying them (Guarreillo, 2017).
In line with innovation, it would be important to note that innovative ideas that as
provided by company managers, leaders and even the employees can be useful in improving the
performance of the business. The rise in technology and the incorporation of computers and
other machines has made it easy for Virgin Atlantic management to identify and implement
various innovative ideas in a bid to enhance performance. However, the ever growing
complexity in the airlines industry only implies that Virgin Australia must remain consistent with

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its innovative strategies in order to maintain a competitive edge. The introduction of code
sharing and digital technology has increased interaction between VAA and other airlines while at
the same time enhancing the convenience levels among the customer. Through technological
innovation, the company has established a website through which customers can view flight
schedules. However, the platform needs to be widened and made more user friendly in order to
create a better environment where the company management can interact with its customers
hence creating healthy and beneficial company-client relationships (Keddy, 2017).
In terms of the future of Virgin Australia, the current trends in the airlines industry depict
a number of uncertainties with respect to its future. The ever increasing number of rival
companies implies that the airlines market is likely to be divided in future. It is also a fact worth
noting that the advantage rising from technological advancement is an opportunity that is
available for each of the rival companies. It would therefore be important for VAA to enhance
research approaches in order to deduce the right technological innovations necessary for business
enhancement (Henisz and Zelner, 2010). The current performance of Virgin Australia both in the
local and in the international markets indicates that the company has a future. Its human resource
also comprises qualified personnel while the level of motivation among the employees is
awesome. Each of these aspects assures the company a better future. However to remain
competent, there is an inevitable need for research to ensure a better future for the company.

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Business Enhancement: Customers, innovations and the future
Business enhancement refers to the measures, strategies or procedures which can be
implemented by a company in order to improve its revenue, maintain a stable market value and
remain competitive despite the various industry challenges. To improve performance, business
research is essential as it enables a company identify better strategies in dealing with customers,
innovation as well as its future. Customers are key stakeholders within a business organization
(Kissane, 2013). Virgin Australia is therefore able to enhance performance by improving the
level of interaction between a company and its base of clients. Through business research on
customer needs, trends and preferences, the management is able to identify hence implement
ways of addressing these needs in a bid to improve performance (Koschmann, 2012). A business
organization that is characterized by committed workers and motivated human resource
fraternity is likely to perform better. This leads to the important aspect of innovation as a crucial
pillar in business enhancement. Through research, the company can deduce innovation which
can in turn be applied to improve the general functioning of the various organs within the
company. For instance at Virgin Australia, the management is constantly reviewing its
innovation strategies in order to ensure that the employees are adequately empowered with the
right skills which in turn enables them the much needed professional touch when dealing with
customers. Lastly, the strength of company is determined by its ability to remain consistent and
competitive despite the many challenges which punctuate the airlines industry. This implies that
VAA ought to be in a position to deliver quality services to its customers in many years to come
without necessarily having to puncture consumer loyalty and market stability. The future of a
company is therefore based on the ability use the current trends to project the future outcomes
before installing the right counter measures. Being in a position to project the future trends is

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therefore an important aspect in business enhancement. It does not only ensure the continuity of
the company but also sees to it the performance at the current level is maintained at an optimum
level. In line with the insights above, it can be summarized business enhancement can be
achieved by conducting research which is related to customers, their needs and ways of
addressing these needs. Secondly, enhancement is achieved through research aimed at obtaining
and implementing innovative ideas. Finally, carrying out research which enables a company to
precisely forecast the future trends with respect to the current happenings is another important
strategy which enhances business performance.
Article 1
In this section, I focus on Edelman, D. C and Singer, M (2015) “Competing on Customer
Journeys”, Harvard Business Review, November 2015, pp88-100. Virgin Australia Airlines shall
remain my company. The stipulations by the authors in this case shall be deduced and related to
the aspect of research related to customers which is an important strategy in enhancing business
performance. The authors are keen to note that the emergence of technology over the past
decades has made the customers to be empowered. This implies that the consumers call the shots
as a result of the myriad options that they are able to choose from. Due to the rise in use of
handheld phones and availability of fast internet, customers are able to shop right at the comfort
of their homes. Clients can compare the most suitable options and have the deliveries made at
convenient intervals. The authors in this case identify technology as a tool which has not only
been crucial to companies but has gone a long way in varying consumer behaviors.
I can relate the scenario above to the situation at Virgin Australia. In a good number of its
terminals, customers still have to queue in long lines while waiting to get flight tickets. This idea

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may not only inconvenience the customers but is also time wasting and may be accompanied by
various cost implications. For instance, the company has to construct a waiting bay and the
necessary facilities for the customers in each terminal for waiting purposes. By harnessing the
power of technology, Edelman and Singer argue that the company is able to create smoother
paths to enhance customers’ journey. The industry stakeholders therefore make the lead while
the customers follow. How would this be possible? The authors suggest technology which is
already at the disposal of the clients as the most readily available tool to construct customer
journeys. This approach begins with the customer being made aware about the existence of a
product or service. Once they obtain the services, the company works on ways of maintaining
consistency in the quality provision hence allowing the clients to have enjoyable experiences.
Positive experiences tend to exhibit positive responses from the customers. As can be derived
from the article, customers who are satisfied with the products/services provided by a given
organization are likely to ‘advocate’ for the use of these very products/services among their line
of friends, colleagues and relatives. This in turn develops a chain of loyal customers which easily
translates into an enhanced performance in terms of return on investment.
How does the article bring out the aspect of research related to customers? The authors
suggest the implementation of strategies like the introduction of new technologies, incorporation
of effective processes in addition to the realignment of organizational structures in a bid to fit the
varying customer needs. This idea can be fused with the scenario at Virgin Australia with the
aim of enhancing performance. Through technology, Virgin Australia can introduce an
interactive and user friendly online interface where customers are able to log into the system and
book for flights right at the comfort of their homes. This minimizes the time that would have
otherwise been spent waiting on the queues. At the same time, the online platform can be used to

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inform the customers of the varying flight schedules and the related travel cost implications. The
customers are also given a chance to give their feedbacks regarding the quality of services
received from VAA employees. The company can then use these responses to make the
necessary adjustments to improve customer satisfaction, enhance their loyalty while generally
upgrading the overall performance of the business. Most of the clients have access to online
features and applications. A good number of competitors such as Qantas are already on with the
implementation of better consumer interaction programs. It would be appropriate for Virgin
Australia to take on the very path to maintain a competitive edge. As adequately summarized by
Edelman and Singer, making the journey a compelling, customized and open-ended experience
can woo buyers, earn their loyalty thereby creating a competitive edge in the firm.
Article 2
In this section, I shall analyze the research ideas that can be used by a firm to enhance
performance through innovation and betterment of consumer experiences. This discussion shall
be backed up by stipulations from Christensen, C. M., Hall, T, Dillon, K and Duncan D. S (2016)
Know Your Customers’ “Jobs to Be Done”, Harvard Business Review, September 2016, pp54.
The article brings out a clear correlation between the company’s ability to understand its
customers and the nature of innovative ideas which when implemented enhance the consumer
experiences while in turn improving business performance. One of the challenges at Virgin
Australia as a company in the corporate arena is the absence of innovative strategies due to lack
of the right understanding of consumer needs and trends. The article demystifies innovation by
noting that it doesn’t necessarily have to involve the introduction of a totally new idea but
enhancing an already existing procedure in a bid to ensure that the experiences of the clients are
made better every day. Similarly, the management at Virgin Australia can pick this piece by

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identifying the areas within the company in which precision in terms of service delivery has been
low for instance in the area of ticket booking. An innovative idea can then be identified and
implemented to improve the speed and accuracy of the booking process.
Is it possible for Virgin Australia Airlines to remain relevant and consistent without
innovation? To respond to this I can deduce the authors’ very initial statement in their article
which stipulates that innovation remains a top priority in most companies. This argument acts as
an appropriate eye opener for any organization which needs to achieve business enhancement
through innovation. The strategy in this case is to get the innovative idea right. This is achievable
at Virgin Australia especially when the organization has a firm understanding of the customer
needs and varying preferences. Consequently, the innovative idea ought to be aligned to these
very needs in order to enhance consumer experiences while also improving business
performance.
It is interesting to note how the article brings out the correlation between customers and
understanding. On the same note, the innovative idea implemented at VAA must always run
alongside the objective to satisfy customers. The stipulations above effectively illuminate the
scenario at Virgin Australia Airlines. Manual booking of tickets increases waiting hours which is
quite inconveniencing to a good number of clients. Consequently, the innovative idea needs to
focus on reducing the associated shortfalls while improving consumer experiences. In line with
this perspective, Virgin Australia may need to implement in innovative idea which solely focuses
on improving the interaction between the company and its customers. For instance, developing
an interactive online platform would be an appropriate idea aimed at developing and
strengthening the connection between Virgin Australia and its chain of clients. It would be
important to note that the strategy in this case does not involve introducing a totally new idea but

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instead making better what is already available at the organization. The advantage of viewing
innovation in terms of improving an already existing project is the fact that fewer costs are
involved. Virgin Australia already has a website; the challenge though is that the website does
not contain the varied parameters that would be essential in enhancing convenience among users.
The innovative idea may then involve an improvement of the current website so that it can
accommodate the varying trends in terms of consumer needs and preferences. This article is
relevant as it outlines the ideas which depict innovation as an effective tool when it comes to
business enhancement.
Article 3
In order to manage a detailed examination of the aspect of business enhancement, I shall
relate the discussions and arguments in the articles which were deemed relevant for this research
study. The arguments by the authors shall be related and incorporated into the discussion while
coming up with tacit conclusions on how business enhancement can be achieved through
research related to forecasting methods hence establishment of a sure future for Virgin Australia
Airlines. Enhancement through forecasting the future trends is a crucial resource which an
organization can harness to move mountains in line with market dominance and exploration. In
this section, I relate the arguments by Brooks and Leslie in the article “The Surprising Power of
Questions” and discuss business enhancement through the conduction of research related to
forecasting skills. By incorporating appropriate forecasting strategies Virgin Australia can
identify the possible future happenings in line with consumer behavior, rise of competitors and
hence the impending changes within the market. The authors outline the importance of questions
in enabling a company to project the future trends in operations. The process of research involves
seeking information from the most relevant sources about the current activities in the given

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industry. Virgin Australia could effectively utilize this approach as a method of gaining the
much needed information regarding client behaviors and the intended variations within the local
and international market. Through quality analysis, the information obtained during these
research processes can be manufactured to produce possible future changes. With a proper view
of the impending changes in the market trends and consumer behaviors, Virgin Australia can
therefore research for and implement the most effective strategies that would be useful in dealing
with the projected challenges. Use of questions both in form of direct interviews and as
questionnaires is considerably one of the most effective quantitative approaches in the field of
research. This brings out the relevance of this article in this discussion as it clearly outlines the
power of questions in information seeking and establishment. Virgin Australia can easily fuse the
ideas presented in the article to derive information about its business environment. This data
would be useful in identifying the areas where the airlines needs to make the most appropriate
adjustments
Asking questions unlocks a lot of information which in turn enhances learning. The ideas
discussed in this book can in turn be implemented by Virgin Australia in order to come up with
the right research approaches to enable the company forecast the possible future trends. It would
be prudent to note that the future of the industry lies on the nature of treatment of the customers.
Consequently, the company can borrow from Brooks and Leslie in the article “The Surprising
Power of Questions” by creating an interactive platform where the management can interact with
the clients through question and answer sessions. The outcomes of these sessions can then be
analyzed in a bid to identify the loopholes. In a nut shell, the management at Virgin Australia is
able to establish the level of consumer experiences by asking them questions regarding the
products and services offered. This would be made effective by developing the right platform

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through the incorporation of innovative ideas. Research regarding the future a business is
essential when it comes to financial and material preparation. Through the outcomes of the
studies, Virgin Australia may chose to initiate projects aimed at enhancing business continuity.
Such projects require financial adjustments since they involve the use of company resources. In
order to adequately prepare for such transitions, the management at Virgin Atlantic can
employee the models presented by the authors to presume its future situation and hence prepare
for it. It can therefore be noted how the aspects of customers, innovation and future are closely
intertwined and all essential in the process of business enhancement.
Customer value preposition (CVP)
Value preposition as a statement is often important in convincing a consumer to pick on
the products and services offered in a given organization.
The current value preposition (CVP) at Virgin Australia is as follows
To ensure maximum customer satisfaction through the provision of quality and faster
services
It can be noted that this objective entirely focuses on the consumers and the level to
which the company intends to satisfy them. The main challenge at the organization though is the
fact that achieving faster services to the clients has been hard especially in the terminals where
tickets have to be obtained manually. In order to improve the quality of services at Virgin
Australia, the long waiting periods at the bay could be minimized by the implementation of an
improved system which allows easier and faster booking. The idea of online booking can in this
case be embraced in order to increase the level of convenience during the booking process. Since
the objective of the CVP is to ensure faster services, incorporating an innovative approach to the

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process of booking would be pivotal in achieving this objective. The new preposition ought to
focus on increasing the level of convenience among the customers while also improving the
overall performance of the company. The quality of services offered entirely depends on the
competence of the employees especially the cabin crew in their ways of handling clients. In order
to achieve this portion of the CVP, management at Virgin Australia needs to embrace staff
empowerment through proper exposure and training. Training equips the employees with the
right skills and attributes which are in turn useful in according the best services to the clients.
In line with that, I propose a new CVP which can be coined thus “Ensuring consistency
in the quality of services provided through cheaper alternatives and faster procedures” this value
proposition can indeed be achieved through introduction of innovative ideas which enhance
company-customer interactions. The right ideas would involve a thorough understanding of the
consumer trends which also helps the organization to forecast its future. Through the
introduction of online booking based on the expansion of the company website, it is possible to
achieve faster and better quality services. However ensuring the consistency of these services,
which is the core element in the proposed CVP calls for further research to identify the specific
areas where adjustments ought to be made. Forecasting the future trends would be helpful in
allowing the management at Virgin Australia to identify the specific improvements to be made
on the system to enhance consistency in the quality of services provided. This brings about the
vital role of research on customers, innovation and future of the business. Through research, it is
possible to have a better understanding of the customers hence come up with way of addressing
their needs. Research would also help the management at Virgin Australia identify the innovative
strategies necessary for ensuring consistency in the quality of services. Through research, the
company is able to forecast the future and hence mould the CVP to fit the future trends.

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Conclusion
In conclusion, it can be noted that the ever dynamic nature of the airlines market calls for
companies to always be keen on identifying and implementing the right strategies. This does not
only keep the companies relevant in the competitive world but also ensures that its performance
despite the market challenges remains consistent. The discussion above pointed out the pivotal
place of research in business enhancement. By incorporating the arguments by different authors,
it was possible to deduce how research techniques related to customers, innovation and the future
can be used to achieve business enhancement. The articles used to back up the stipulations in this
paper were Edelman, D. C and Singer, M (2015) “Competing on Customer Journeys”, Harvard
Business Review, November 2015, pp88-100, Christensen, C. M., Hall, T, Dillon, K and Duncan
D. S (2016) Know Your Customers’ “Jobs to Be Done”, Harvard Business Review, September
2016, pp54 and Brooks and Leslie in the article “The Surprising Power of Questions” In each of
these sources, the authors bring out the correlation between business enhancement and consumer
treatment, innovation and forecasting techniques. Consequently, the desire to constantly improve
business performance calls for continued research. It is a fact worth noting that research
procedures ought to be guided by specific objectives. One of the main objectives is to improve
customer experiences. This therefore implies that the innovative ideas implemented need to be
aimed at enhancing consumer loyalty which germinates to overall improvement in business
performance.

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Bolman, L., and Deal, T. (2017). Leading with soul, Jossey-Bass: San Francisco, CA.
Brooks and Leslie in the article “The Surprising Power of Questions” Harvard Business Review,
June 2018, pp54.

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Christensen, C. M., Hall, T, Dillon, K and Duncan D. S (2016) Know Your Customers’ “Jobs to
Be Done”, Harvard Business Review, September 2016, pp54
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operations, 15th edition. Prentice Hall.
Edelman, D. C and Singer, M (2015) “Competing on Customer Journeys”, Harvard Business
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Communication Quarterly,vol. 26, pp. 139-146.

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.