Strategic Choices and Change Management in Virgin Atlantic Airline

This report analyses the strategic choices and change management in Virgin Atlantic Airline. It evaluates the main theoretical strategic choices facing Virgin with appropriate recommendations for strategic change. It also evaluates the application and relevance of change management theory to practice within the context of Virgin.

Strategy and Change

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Evaluate the main theoretical strategic choices facing Virgin with appropriate
recommendations for strategic change...................................................................................3
Recommend, support and justify appropriate options for strategic change within Virgin.....6
Evaluate the application and relevance of change management theory to practice (Praxis)
within the context of Virgin...................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategy and change are the term of changing the environment of the business or
organization with strategy which is help to develop the overall process of the organization. It is
help to analysis the structure of the organization. For any business strategic change is an
important part which support the business to develop their strategy with a drastic change. It is
help to recognise the competition in the market (Ferreira, and et.al., 2020). It is also refers to the
strategic change of the management includes goals, objectives, mission, vision for the
organization. It is helps to achieve the goals with strategic change. In this report Virgin Group
Ltd. has been chosen topic which is the multinational British venture company. It was founded
by Richard Branson and Nik Powell in 1970 in United Kingdom. It is a private and largest group
of UK and Headquarters in London and England. The Virgin's group produce many kinds of
product such as books, banking, transport, health care, retail, electronic, banking etc. this report
will cover the Virgin Atlantic Airline which is the British multinational Airline services. This
report will analysis the strategic choices which is faced by the Virgin Atlantic airlines. It will
analysis the company strength and weakness and helps with some recommendations. This report
helps to define the change management and change models which is help to analysis the virgin's
culture.
MAIN BODY
Evaluate the main theoretical strategic choices facing Virgin with appropriate recommendations
for strategic change
Strategic choice is defined as the term which helps to determine the future strategies of an
organization. It is the process of taking decisions for consider the strategic choices for an
organization. It is referring to the choosing the strategy for analysis the strategic analysis of the
company (Guo, and et.al., 2019). There are some models which conduct to analysis the strategic
choices like SWOT analysis, porter's generic model, Ansoff Matrix etc. these models help to
analysis the strength, weakness, opportunities and options which are available for organization
competitive advantages which includes differentiation, focus and cost leadership, market
development, penetration etc. In relation to Virgin Atlantic airlines, there are some options like
Porter's generic model and Ansoff matrix for the company to determine the strategies choice
which are given below.

Porter's Generic strategies
The Porter's Generic Strategies is the term which helps to determine the path of
administration. Organisations can achieve competitive advantages basically by differentiating
their products and services with other competitors by reducing cost. Michael Porters used three
strategies includes Cost Leadership, Differentiation, focus which can be used to determine the
direction of any organisation. In context to Virgin Atlantic airlines porter's generic strategies
helps to analysis the company's competitive strategies (Hämäläinen, and Lahtinen, 2018).
 Cost Leadership: Cost leadership refers to the strategy which companies use to
manufacture a product in cheapest way and reduced the production costs with their
closest competitor. In context to Virgin Atlantic Airline, they can use this strategy for
Airline industry by gain the competitive bounds. They can develop the bounds which
help in sale and take it with their competitors like British Airways. Cost leadership
strategy helps to increase the profits by reduce the production costs.
 Differentiation: Differentiation refers to the making of the products or services different
and more attractive from others. In relation to Virgin Atlantic Airline, they can use this
strategy for making the product and services unique from others which help to increase
the customers and also, they can use this strategy for focusing on cost and quality of their
services.
 Focus: The Focus Strategy refers to segment to achieve cost advantages or differentiation
within the niche market. In context to Virgin Atlantic Airline, they have to focus on
product and services which are unique and better from others at low cost which helps to
attract the customers.
In context to Virgin Atlantic Airline, they can use generic strategies for determine the
strategy choice for the company which helps to develop the strategies for the futures. It
is also increasing the growth of the company by analysis the cost leadership,
differentiation and focus on services (Harmon, 2019).
Ansoff Matrix
The Ansoff Matrix is a tool of strategic planning which analysis the strategies for growth.
It provides a framework to help executives, senior managers and marketers to analysis the
strategies for future growth. In context to Virgin Atlantic Airline, Ansoff matrix helps to analysis

the growth of the company with the use of strategy. There are four strategies which can be used
to help a Virgin Airline's growth and also analysis the risk by using strategies.
 Market Penetration: Market Penetration strategy refers to the promotion of the existing
products in the existing market. In context to Virgin Atlantic Airlines, this strategy will
help to analysis the market share grows in today's market. It will help the company by
increase the sales and customer value which is for lifetime. This strategy helps today's
environment by sales approach. Virgin Atlantic Airlines market penetration will can be
achieved by increase sales points, connect with customers directly, improves networks
etc.
 Market Development: Market development strategy refers to the promotion of existing
products in new markets. In relation to Virgin Atlantic Airlines, market development
strategy helps to develop the channels, current products, markets etc. which helps to
increase the efficiency of the company and image (Haugom, 2019). Market development
in case of Virgin Atlantic Airlines can be define as the entry in the new market like
international markets, domestic markets. It is also developing the product of the
company.
 Product Development: Product development strategy refers to the new product which is
launched in an existing market. In context to Virgin Atlantic Airlines, they can develop
their currents products with some new features which helps the company to increase the
sales and attract the customers and they can also introduce new product in the market
which can help to increase the value of the product and features of the product.
 Diversification: Diversification strategy can be defined as the entry of the new product
in the new market. In context to Virgin Atlantic Airline, they can use this strategy for
produce their product in the same market which helps the company in increase the
opportunities.
In case of Virgin Atlantic Airlines, they can use Ansoff matrix for analysis the development
of product and market, penetration and diversification of the product and market which helps
company to develop the overall process of airlines services and increase the sales and attract
more customers (Huang, and et.al., 2018).

Recommend, support and justify appropriate options for strategic change within Virgin
Recommendations for Virgin Atlantic Airline, which are based on Ansoff Matrix and
Porter’s generic strategies, they can change their services and product for customer, they should
understand the customer needs and wants and fulfilled their needs according to them which help
to increase the positive customer experience. Virgin Airline is the part of Virgin group, it is one
of the biggest companies so, company should increase more services quality which helps to
increase the company image. By understanding customer needs and wants company able to
satisfy their customer. Customer can demand for airline services like food, facilities, quality,
tickets and many more other demands. Virgin Atlantic Airline is a British Airline and demand
for this Airline is high where UK people must want to travel and enjoy their journey with Virgin
Group Airline. On the basis of high demand, company should change their environment for more
attraction of customers. Company should change their internal and external environment with the
help of strategic choice and Change management model which helps to identify the overall
process of the company and help to change the nature of the company (Kitsios, and Kamariotou,
2019). There are some more recommendations which are based on models, the recommendation
will help the company in future growth which are as follow-
 Cost Leadership: it is refers to the term which is use to determine the cost of the product
and services and reducing the cost for future sale. In other words, cost leadership is a
competitive advantage but it is difficult to set for a strategy because reducing the cost is
one of the most difficult works. In context to Virgin Atlantic Airline, they should reduce
their tickets prices because the tickets price of virgin Airline is too high, many people
can’t afford the tickets and can’t journey with Virgin Atlantic Airline. Many people
desired to travel with Virgin Atlantic Airline so, the recommendation for Virgin Airline is
they should consider their ticket prices and reduce the cost of the ticket which can help
the company to increase more customers.
 Differentiation: It is the term which is use for change or develop the product unique or it
is refers to the making the product and services different from other competitors. In
relation to Virgin Atlantic Airline, the recommendation is they can change perspectives
things like packages, services, offers etc. for example they can provide multiple packages
like holiday trip, business trips etc to their customer at low cost, they can also offer the

discounted trip and also provide better services at the low cost which helps to attract
more customers and increase the demand of Virgin Atlantic Airline.
These Recommendation will help Virgin Atlantic Airline, to develop their services for future
growth and will help to attract more customers. Recommendation helps to support the loyal
customers of Virgin Atlantic Airline and fulfilled customer needs and wants and can satisfy their
customers by reducing the cost of the tickets, offer many packages, provide better services etc
(Li, and et.al., 2019).
Evaluate the application and relevance of change management theory to practice (Praxis) within
the context of Virgin
Change management is a word which is use by company to change the internal and
external environment of company. It is the process of changing the environment within an
organization. It is helps to achieve the goals. It is also helps in organizational development. In
other words, it is defined as the term of control which identifies the required changes within a
organization. For any company it is necessary to organizational change for success and growth.
In context to Virgin Atlantic Airline, they should change the services of Airline like change the
inertial of flight, discounts on tickets, employee performance, develop the flights services like
food, drinks etc. Virgin Atlantic Airline can use the change management models which helps to
provide the guidance for improve the efficiency of the company by the process of planning,
controlling to change the overall system and helps in achieve the success for the company (Lu,
and et.al., 2018). There are some change management models which helps Virgin Atlantic
Airline to develop the services and products which are produce by some authors and professional
and the model are-
Lewin’s change management model
It is the framework tool which is help to change the management for the development. the
process of change is the perception to create the feature according to demand. The model
involves three steps to define the change management which includes unfreezing, Changing,
refreezing. This model is easy to understand the overall process of the change management. For
any organization and business, it is an important part to develop their services for the future. In
context to Virgin Atlantic airline, this model will help to understand the needs of change in the
company, services, product and development. the stages are as follow-

 Unfreeze: It is the first stage of this model which is also known as preparation stage
where it is analysis the overall process of work is going and find the issues in current
working. This stage will help to analysis the need of change in the company and
understand the customer perception on change the management. In case of Virgin
Atlantic Airline, they can analysis the need of change by understand the customers desire
and change it for the future performance and development.
 Change: It is the term of change the overall needs which want to change according to
customers. In this stage all the practices are implement for the change. In context to
Virgin Atlantic Airline, they can use this step for change the environment and services
and develop it for the future (McBride, and Watson, 2019).
 Refreeze: In this stage all the changes are done with develop with strategies. It is helps to
develop the strategies for the new development of the company. In context to Virgin
Atlantic Airline, they can use this step for develop and analysis the strategies for the new
change and helps in development of the company. They should change their services and
packages at low prices which helps to attract more customers and improve the customers
expectation.
In context to Virgin Atlantic Airline, the Lewin’s change management model will help the
company to analysis the current position of the company and help to determine the issues and
correct them with effective solutions. The change management model of Lewin’s will also help
to achieve the goals with success. Virgin Airline can use this model for the new development
change of the products and services which help to improve the performance of the company
(Méndez, and et.al., 2019).
ADKAR model:
The ADKAR is developed for Change the management which is a practical and simple
approach to understand the needs to change the organization. It is an important thing to change
the environment of any organization because Change management helps to develop the errors
and barriers. ADKAR model stands for awareness, desire, knowledge, ability, reinforcement. In
context to Virgin Atlantic Airline, ADKAR model helps to analysis the customer awareness,
their desire like what they want, knowledge about the customers and services, understand the
ability to fulfilled their desire and reinforcement of change the environment. It is helping the

Virgin Airline for successful change of the company. There are some points which are define the
ADKAR model which are as follow-
 Awareness: It is defined as term of need of the change in the organization or company. It
helps to analysis the issues which can be develop by the change. Awareness of change is
referring to the aware about the issue which are analysis in current times. in relation to
Virgin Atlantic Airline, they can use this model for analysis the need of change where
they can decide the actual need of change in the company and change it in future (Uhl,
and Leyk, 2020).
 Desire: It is defined as the desire to change the management. It is different from need for
change and wants to change. In other words, it is refers to the change which are wanted to
change the management. In context to Virgin Atlantic airline, they should apply this
model by analysis the people desire and understand what they want to change in the
company. People like employees, customers, leaders, anyone who is the participants of
the company can tell what they want from the company and what should they can change
for the better performance.
 Knowledge: this is the stage where the organization or company understand and
determine the knowledge of how to change the environment. In context to Virgin Atlantic
Airline, they should know about how they can change the management and operate the
new features correctly and safe. This stage will help to gain the knowledge about the
change and how to change (Zhang, and Cai, 2020).
 Ability: this stage will show the employee ability to make a change in the organization.
In this stage employee should confident about their work and improve their performance
for beating their competitors. this strategy will help the Virgin Atlantic Airline to
understand the employees engage towards the company then analysis that they are
performing well for the change.
 Reinforcement: this is the last step to recognise the change and change it with strategic
plan which helps to develop the overall process of ADKAR model. In context to Virgin
Atlantic Airline, they can use this step for correct the mistakes and develop the services
for the future success and can achieve the goals and target in future (Zhong, Hu, and Yip,
2019).

In context to Virgin Atlantic Airline, this model helps to develop the overall process of
management include services for airline, flight facilities, customers experience, desire etc. The
overall process of this model help to understand the awareness of change, desire to join in the
change, get the knowledge about the change, ability to get the success in change and
reinforcement the change for the Airline (Zysk, 2018).
CONCLUSION
From the above study, it has been analysis that strategic change is play an important role
for any organization which helps to develop and change the overall environment of the company
with a drastic change. These changes address to develop the feature, product, market, etc. In
relation to Virgin Atlantic Airline, it is analysis that strategic change can help the company to
develop their product services in unique way which increase the demand of customer. It is
analysis that strategic choices of company define by strategic tools includes Porter's Generic
strategies and Ansoff matrix. Based on these strategies company's recommendations for develop
the airline services according to their customers. This report also defines the change management
which is help to change the overall system for the development of the company. With the help of
change model includes ADKAR model and Lewin's change model help the Virgin Atlantic
Airline to understand the customer needs and wants and provide the services according to them
which helps to increase the attraction and value of the customers.

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