Research Design

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

Research design 2
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

Research design 3
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.

Research design 4
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