Strategy and Change in Virgin Atlantic: Analysis and Recommendations

STRATEGY AND
CHANGE

Executive summary
This project is related to the analysis of macro and micro environment of Virgin Atlantic.
The main motive is to identify the factors affecting the company from micro perspective in the
company. The second motive is to analyse the macro environment for the airline business. For
this the Porters generic strategy will be used. The aim of this report is to identify the
strength ,weakness by taking the consideration by potential scenarios. Finally recommendation
is made and a strategy is developed by taking analysis of the competitive edge of Virgin Atlantic
and offer reasonable action for the company to achieve competitive benefit.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Virgin Atlantic undertaken strategies..........................................................................................4
Recommendations of the strategy with justification...................................................................7
Change management by different models...................................................................................8
Strengths and weaknesses of models of change........................................................................10
Application of change model in Virgin Atlantic ......................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategic changes refers to the implementation of changes to crucial features of the
business,like response to threats and opportunities. Top management and the CEO is mainly
responsible for the change. Planning and implementation of the change is the main aspect of the
managers role. It is basically a specific strategy and makings alteration to it. It is a long term plan
for achievement of goals and objectives. They aim at future and for long lasting change. It is
necessary for relevancy in dynamic market. It is the process in which a strategy is managed in a
proper manner for achieving companies missions and visions. It is very hard to predict the
change and control it. Companies pursue the change for maintaing the advantage in the industry.
Companies mainly selects 3 types of changes like restructuring,re-engineering and innovation.
There are various steps of change which are determination of change,performing stakeholders
analysis,building support for change,creating the network of change,preparing plan for change
management,identification and management of obstacles and evaluation of change. This project
explains the strategy and change management in context of Virgin established by the Sir Richard
Branson. All of it is studied by various models and concepts.
MAIN BODY
Virgin Atlantic undertaken strategies
Strategical planning refereed to as the process in which company leaders mention their
vision and align it with goals and objectives of the company. It is a systematic approach for
realization of goals with alignment to vision(Cui,and Li,2021). For having understanding of
strategical planning with context to operations of the business, executives of Virgin Atlantic have
decided to analyse it by Porters Generic model.
Porters Generic model- This model is related to discover of competitive benefits which
helps them to get great market share(Cui, 2019). This model is used to know the business
profitability in relevance of industry average. The models strategy are explained in reference to
Virgin Atlantic-
 Cost leadership- It is used by the company to decide on reduction of cost of
operations so it can offer goods and services in affordable prices to their
consumes. If the company is profitable to fulfil their shareholders concern they
can invest in various other areas. Executives of Virgin Atlantic can choose this