Report: Analyzing Competitive Advantage of Virgin & Visit Britain

This tourism enterprise report offers a detailed analysis of Virgin Atlantic and Visit Britain, examining their organizational structures, financial characteristics, and strategies for gaining a competitive advantage. The report covers aspects such as ownership, management styles, business objectives, products and services, distribution methods, and responsibility to stakeholders. For Virgin Atlantic, the report highlights its focus on customer satisfaction, technological innovation, and environmental policies, including carbon offsetting. For Visit Britain, the report emphasizes its role in promoting tourism to Britain and its strategic leadership approach. The report also compares the organizational and financial characteristics of both companies and evaluates the importance of interrelationships for their success, including collaborations with other organizations and contributions to the UK economy. This report provides a comparative analysis of these two organizations, emphasizing their unique approaches to achieving their aims and gaining a competitive edge in the tourism industry.

TOURISM ENTERPRISE REPORT NUMBER ………..
Grading criteria met within this report is partial until all three organisations have been covered.
These need to be one Public, one Private and one Voluntary.
Criteria:
Business P2, P3, M1, D1. Investigating Travel and Tourism P2,P3,M1,D1.
Student Name:
ORGANISATIONAL DETAILS:
NAME……VIRGIN ATLANTIC……………………………
Tourism Sector: ………………AIRCARGO AND AIRWAYS LIMITED.
…………………………………………………………….
Executive Summary
Travel and tourism are one of the most important sectors of any economy. The major forces that
attract the attention of the targeted audiences are the variety and efficiency of the services that
are being provided. So, Visit Britain is one such tourist company that helps in boosting the tourism
portfolio of Britain and attracts tourists from all over the world. Virgin airlines are airlines and
cargo company that helps in carrying people and goods with the best speed and efficiency. The
national trust is a company that protects the cultural and the natural sites.
The Company

The company is an International Airways limited company that is located in the UK. The
headquarters are mainly located at Crawley. They are mainly concerned about providing the best
services to their customers and they are mainly concerned about the customer satisfaction. They
have global investors so that they provide the best resources and capital. It is very much rooted in
the technology and has a strong connection off investors, alumni and the management teams as
well1.
The Ownership
Sir Richard Branson is the founder of the company Virgin Atlantic. The company is now under the
ownership of the company called the Virgin Atlantic Limited. The airline's company is now n a
collaboration with another company called the Virgin holidays and is under the ownership of the
holding company called the Virgin Atlantic Limited and the shares are divided in a way that 51
percent is under the ownership of the Virgin group and about percent by the Delta Airlines.
1 'Virgin Atlantic' (Virgin, 2018) <https://www.virgin.com/company/virgin-atlantic> accessed
22 May 2018

Management/Structure
The management style that is followed is the laissez-faire management style and it has its positive
and negative sides as well. It is also democratic and responsible in nature. It is very free and
without much complications and it allows a huge scope for the free flow of new ideas. The
employees are also valued within the organization. As far as the structure is concerned there is
only one owner that looks after the overall working of the company.
Business objectives:
Their main objective is to take care of their customers and provide them the best services
available. They make sure that their customers are recent the best of the service for the price that
they are paying. The objectives are providing the exact value for the money that their customers
are actually paying them. They also have a goal of bringing in as much amount of technology and
innovation as they can and work towards the upliftment of the company.

Product and Services Provided:
Their main products are designed for the well being of their customers and they design much
cargo that can carry the goods to and from different places at a very fast and smooth way. They
have products and services like the VEX which is a courier service. They help in delivering the
packages that are to be transported from one airport to the other on a very urgent basis. The key
factors are speed and efficiency. They also have pharmaceutical and life science products that will
help in maintaining the sensitive products in the proper and exact form. Pharma active has been
designed so that an unbroken cool chain for temperature can be managed.
How does the organisation distribute their products/services?
They have a very strong network connection and they make sure that they are utilizing the same
for distributing their products and services to their customers. They constantly expand and are
greatly supported by the Virgin Australia which is their partner. They also use many of the social

network platforms as well as the Instagram, Twitter and other such other sites as well. They
sponsor the clubhouse where he customers can patty and can post their pictures as well and they
have created a new hashtag called #HowIClubhouse.
Responsibility to Stakeholders:
They use the best facilities like the wheelchair machines for helping those passengers that are
disabled. They provide facilities like proper atmosphere and ambiance that will help the
passengers to fly in safety and in proper comfort. They also make sure that they are taking care of
the interest of each of their employees. They make sure that they are providing the ambiance and
the proper salaries to all their employees on time. They also provide child care facilities and other
services for the welfare of the employees.

Documentation required to operate within the UK
The documentation that is needed to operate in the UK is the Government authorization and the
legal rules and regulations to be properly fulfilled. They also have to show the identification and
the qualification areas of all the employees who are to work in the airlines in the UK. They also
have to submit the health records of all their employees to ensure that they are mentally and
physically fit and sound to operate in the UK.
Environmental and ethical policy:
They make sure that they are not harming the environment due to their activities. They use all the
eco-friendly devices so that there is no pollution in the environment. They want to reduce their
carbon footprint and they use many renewable sources of energy that are pollution free. This is
known as the carbon offsetting.
Type of Integration:
They collaborate with the best organizations so that they can get the best services available. They
have to make sure that they are getting very good services from their partnerships. They have

collaborated with the carbon offset and carbon controlling companies and have led the foundation
of the carbon offset that helps in making the eco-friendly products.
Sources of finance:
The sources of their finance mainly come from the passengers that buy their air tickets. The
passengers are attracted towards the services rendered by these particular airlines because they
find their journeys to be very comfortable and smooth. Apart from this they also get a hue
subscription by passengers who not to send some goods or cargos with the help of their service.
Financial Accountability
They use their finances for maintenance of all their services. In other words, they know how to
hold themselves accountable for the financial profits that they are making. They very much care
about the health of their passengers. They use their finance for furnishing their planes in the most
comfortable way so that they can give the best facilities to their customers.

How is profit distributed?
They distribute the profit very wisely among all their stakeholders that are involved. They use a
major portion of the finance for getting the eco-friendly and the carbon-free devices that will help
them to check and reduce the carbon footprint.
How does the financial ability help gain competitive advantage:
They use their finance in the best way so that they can gain a competitive advantage over the
other competitive airline's company. They try to provide their customers with the best services
that an airlines company can give.
How does the image of the organization help gain competitive advantage:
The organization mainly works for making the lives of their customers very easy. Efficiency and
speed are the major factors that they focus upon. They make sure that not only their flights but

also their courier services are carried on in the best ways possible. They also provide many
facilities that attract and benefit the customers like a standard bar within then fought,
comfortable seats and other such facilities.
How do the products and services offer by the organization help gain competitive advantage:
The products are very good and are suited as per the standards of the modern day. They do not
think about their profits but they make sure that there is no compromise with the health of their
customers. They have the carbon offsetting system that helps in making the emissions carbon-
free.
Why are interrelationships important for this organization and who are these with?
The interrelationships are essential for the process of information exchange and for gaining the
best knowledge that is available to the company. They have relations with the companies that
help in controlling the pollution. They have also collaborated with companies like WE that will hire
the young talent and visit villages in Rajasthan for helping the ones in need.

How does the organization make a contribution to either the UK or the Global economy?
They are very much concerned about the economy of UK. They make sure that they are obeying
the desires of the President of UK. They have listened to the PM's orders like increasing the
inbound tourism. They have to be more competitive and so they are constantly trying to improve
themselves so that they can give a huge competition to their competitive firms.
Analyse the importance of interrelationships within your travel and tourism organization:
The interrelationships have been very helpful for the exchange of information and much
technological advancement as well. It has helped in the maintenances of the hygiene of the
employees. They take care of the learning process of their employees. They give their employees
complete freedom to learn their lessons in their own way. They also maintain the charity functions
properly.

Evaluate the links between one of the organizations characteristics and its success in gaining
competitive advantage and achieving its aims.
One of the best features is that it uses the environmentally friendly policies that help in reducing
the carbon footprints. This is one of the most important and attractive factors that help in making
it successful and gain the competitive advantage.
For two of your organizations with different business structures, you should compare the
organizational and financial characteristics and the methods and opportunities they have used to
gain competitive advantage:
Visit Britain is a company that mainly deals i the tourism activities and follows a strategic
leadership system. They want to adapt many new ideas for the development of their success. So is
the case with Virgin airlines. They want to provide the best and the unique advanced facility to
their customers. They follow the laissez faire system and pave way for anything that is new and
innovative. Virgin Airlines use their financial resource for improving their services as customer
satisfaction is their main priority, where as Visit Britain mainly helps in making the economy of
Britain stronger by enhancing the inbound tourism of Britain.

TOURISM ENTERPRISE REPORT NUMBER ………..
Grading criteria met within this report is partial until all three organizations have been covered.
These need to be one Public, one Private and one Voluntary.
Criteria:
Business P2, P3, M1, D1. Investigating Travel and Tourism P2,P3,M1,D1.
Student Name:
ORGANISATIONAL DETAILS:
NAME……Visit Britain……………………………
Tourism Sector: Tourism company.…………………………………………………………….