Strategic Management of Virgin Australia Airlines

Running head: STRATEGIC MANAGEMENT OF VIRGIN AUSTRALIA AIRLINES
Strategic Management of Virgin Australia Airlines
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1STRATEGIC MANAGEMENT OF VIRGIN AUSTRALIA AIRLINES
Executive Summary
The primary purpose of this report is to discuss about Virgin Australia Airlines and analyse
the threats and opportunities pertaining to the company. It elaborates on the external forces of
the company and the need for innovation for Virgin Australia Airlines. It elaborates on the
BCG Matrix and Mckinsey GE analysis of Virgin Australia Airlines. It also expounds on the
strategies for growth along with the innovation plan of the company.

2STRATEGIC MANAGEMENT OF VIRGIN AUSTRALIA AIRLINES
Table of Contents
1.0 Introduction..........................................................................................................................3
2.0 Company Background..........................................................................................................3
3.0 Analysis of Virgin Australia Airlines..................................................................................4
3.1Threats and opportunity....................................................................................................4
4.0 Need Innovation...................................................................................................................4
5.0 PESTEL................................................................................................................................5
6.0 BCG matrix..........................................................................................................................6
7.0 Mckinsey GE analysis..........................................................................................................7
8.0 Strategies for growth............................................................................................................8
9.0 Evaluate one opportunity.....................................................................................................9
10.0 Evaluate your company innovation plan............................................................................9
11.0 Recommendation and Conclusion......................................................................................9
12.0 References........................................................................................................................11
13.0 Appendices:......................................................................................................................13

3STRATEGIC MANAGEMENT OF VIRGIN AUSTRALIA AIRLINES
1.0 Introduction
Innovation refers to the creation of a new idea or a method that can help in providing
a company with competitive advantage so that it can stay relevant in the current market. It is
indicative of applying of better solutions that can help in meeting the new requirements of the
present age consumer. The innovation can take place with the help of effective products,
services along with technologies and then they should be made available in the market. This
report throws light on the background of Virgin Australia Airlines and analyses the threats
and opportunities in relation to the company. It also discusses about the external forces with
the help of PESTEL, BCG Matrix and McKinsey GE analysis. It also elaborates on the
strategies for growth and the innovation plan pertaining to the company.
2.0 Company Background
Virgin Australia Airlines is the second largest airlines in Australia and it is the largest
airlines in terms of fleet size. It is based in Brisbane and the airline was founded by Richard
Branson who is a British businessman (Virginaustralia.com 2018). It was initially established
by the name of Virgin Blue I the year 1999. Initially there were two aircrafts that used to
operate on that of the single route but soon it got catapulted to the position of second largest
airline within Australia after the collapsing of Ansett Australia. The airline currently serves
29 cities within Australia from the different hubs of Brisbane, Melbourne along with Sydney.
Virgin Australia operates flights to Bangladesh, Belgium, Brunei, Canada, Denmark, Egypt,
Finland, France, United Kingdom, Uited States and Thailand. There are flights to different
cities like Abu Dhabi, Ahmedabad, Amsterdam, Athens, Auckland, Bahrain, Denver, Detroit,
Geneva, Hong Kong and Houston.