Virgin Australia: Business Management and Strategic Management

VIRGIN AUSTRALIA
Business Management and strategic
management

Introduction
 The overall significance of airlines in
Australia has been increasing at an
extensive rate.
 The paper has taken into reflection
Virgin Australia previously known as
Virgin Blue recognised as the second
largest airline in Australia following
Qantas airlines.
 Additionally the paper will evaluate
Virgin Australia business strategy

Michael porter's generic business strategies
 Virgin Australia has aligned to the strategy of cost
leadership as well as differentiation as per the
generic strategies of Porters (Virgin Australia, 2019).
 Reports of Arblaster (2016) have claimed that
although several strategic losses have been in
opposition to the Virgin mobile, the company has
been able to achieve success in the freight business.
 On the other hand, Zhang, Wang and Fu (2017) have
mentioned the use of cost differentiation strategy by
Virgin Australia.
 According to authors, Virgin mobile has entered into
the market when two highly established cost
structure airlines have already been executing their
business in the market namely Qantas and Ansett.
 Moreover, another significant factor of differentiator
adopted by Virgin Australia has been the
repositioning strategy by taking into consideration
millions of loss incurred in 2009 (Srisaeng, Baxter &
Wild, 2014). D
 rawing relevance to these factors, it has been
mentioned that Virgin Australia has proficiently