Strategic Management in Virgin Atlantic

Strategic management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Establish a company profile with it industry structure, market position, country market, size
and brief of the company ............................................................................................................1
discuss the extent of the company has engaged with and comparison with the closest
competitor on the basis of innovation, strategic innovation, CSR, governance and ethics .......3
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Strategic management is refers to the process of setting goals and objectives along with
the plan strategies that has been used achieve those goals. Strategic management is about
specifying the organisational mission, vision and objectives and description of the strategies that
managers can carry and also communicate to the workers in order to achieve better performance
and a competitive advantage for the organisation. In addition to this strategic planning is
described as the organisational process that defines the strategies, directions and decision making
relating to the allocation of the resources to follow up the strategies and plans to accomplish the
organisational objective effectively(Köseoglu, and.et.al., 2019). Strategic plan provides the space
to the company to record it mission, vision and values along with the long term goals and the
action plans that will help in to reach at the goals. This report is based on the virgin Atlantic
company which is an British based airline company with the headquartered in Crawley, England
and operates at the 30 destinations. This report is consist of the company profile on the basis of
its market structure, market position and size. Further more it includes the comparison of the
company with the closest competitor on the basis of various factors.
MAIN BODY
Establish a company profile with it industry structure, market position, country market, size and
brief of the company
Industry structure:
poster's five model: this is refers to the tool which is used as the framework to analyse the
competitive environment of a business. It has been draws from the industrial organisational
economic which have been drives the five forces that helps in to identify the competitive
intensity along with the attractiveness of the industry in terms of profitability. Its five forces in
context to virgin Atlantic company is discussed below:
bargaining power of buyer: this is refers to the ability of the buyer to drive the prices lower. In
the aviation industry this power of the buyer is low(Ateba, B.B. and Prinsloo, J.J., 2019). As this
is one of the premium service in which buyer has the low or no power to bargain over the tickets
prices of the aircraft.
Bargaining power of suppliers: this factors addressed that how easily suppliers drives up the cost
of the inputs or raw that is purchased by the airlines company as the parts of the aircraft. It has
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