Leadership Report: An Analysis of Virgin Atlantic Airways' Practices

This report provides a comprehensive analysis of Virgin Atlantic Airways, focusing on its leadership strategies and business practices. It begins with an overview of the company's history, including its founding by Richard Branson and its evolution in the airline industry. The report then delves into the company's mission, vision, and value statements, highlighting their strengths and how they contribute to the company's competitive advantage. The analysis includes an examination of how the company's leadership supports its vision of global presence and customer satisfaction, and how employee and leader efforts contribute to achieving these goals. Furthermore, the report explores the company's values, emphasizing its commitment to customer satisfaction, employee care, and safety. The report concludes by summarizing the key findings and offering suggestions for enhancing the company's leadership practices, such as pricing policies and customer experiences.

LEADERSHIP

Table of Contents
INTRODUCTION...........................................................................................................................1
Company overview and history...................................................................................................2
Mission statement of company....................................................................................................3
Vision statement of a company....................................................................................................4
Value statement of a company.....................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Leadership is specific research area and practical skill surrounding ability of individual or
institute to guide teams or groups in organizations. The process is considered that of social
influence where an individual support and guide others to achieve common goal. Virgin Atlantic
Airways is British airlines founded by Richard Branson along with Shai Weiss, Peter Norris
from parent country Virgin Atlantic Limited in 1984 headquartered Crawley, West Sussex,
England, Heathrow, Gatwick operating its business in 33 destinations. The report will include
overview along with history of the firm. Further study will demonstrate mission statement of
firm along with its strength and weakness. Also, company's vision will be reflected along with
support it is getting from employee and leaders of organization. Finally, value statement of the
company will be summarized to reflect its practices in delivering quality consumer goods along
with services.
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Company overview and history
Virgin Atlantic airways originated as a joint venture by Randolph Fields initially named
British Atlantic Airways for operations between London and Falkland Island where Field came
into contact with Hellary to work together in this venture a and refine their ambitions. Further, in
a party Field came in touch with Richard Branson and proposed business partnership where
Richard Branson renamed their venture as Virgin Atlantic and became first chairman (Blanchard,
2018).
Further on June 22 1984, Virgin Atlantic leased Boeing 747-200 and inaugurated its
schedule between Gatwick and Newark whose tickets were being sold at Virgin Megastores
records shops where Richard Branson declared that business may either succeed with first year
or they may exit the market that included every ethos in existing market. Somehow Virgin
Airlines became profitable in first year aided by Virgin record leasing a second-hand Boeing 747
where they focused on operating it from June to September and take advantage of season which
is most profitable period of year (Galloway, Kapasi and Wimalasena, 2019).
Then Virgin Airlines planned to launch service between Gatwick airport and Maastricht
Airport in Netherlands using chartered BAC One-Eleven.
Consequently, in 1986 airlines possessed another Boeing 747 to operate routes from
Gatwick and Miami where they further assessed need for additional aircraft and started routes
from Gatwick to New York JFK in 1988, Tokyo Narita in 1989, Los Angeles in 1990, Boston in
1991 and Orlando in 1992. A service between Luton and Dublin has been launched in 1987
using second-hand Viscount turboprop aircraft but further withdraw route in 1990. The year
1988 opened operation of two Boeing jet 727 by Club Air on behalf of Virgin serving Luton and
Dublin route till 1990 (Grint and et.al., 2016).
Virgin Atlantic airways offer following services.
The Virgin Atlantic Airways serve around five million people every year around North
America, South America, Africa and Asia. The Airline introduces Premium Economy along with
a bar in every Upper Class Cabin. The airlines also provide setback TV's and fully flatbed seat
was only airlines using biofuels and flying commercial (Herman, 2016).
The airlines offer step on board and discover warm, welcome services, amusing
entertainment with great designs and satisfying comforts in fly inn every cabin.
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Mission statement of company
Mission statement is the purpose of existence of organization. The statement define or
highlights overall goal along with identification of goals of objectives, the types of products or
services an individual or firm provides along with its primary markets and customers and also
highlight it's focused geographical area of operation (Keller and et.al., 2016).
Mission creating guidelines for organizational standards and practices
With clear image of mission in head before performing any business activity and
performance will focus on setting of guidelines and practices for achievement of those practices.
Existence of mission in any business activity identifies position of organization along with clear
mission will help conduct effective business practices. These practices are further kept in mind
while establishing organizational standards and practices (Kirzner, 2015).
Mission statement of Virgin Atlantic Airways
Virgin Atlantic Airways focuses on taking greater risk to achieve more than expected.
They focus on ruling among their competitors and own kind dealing in same king of business
practices and gain competitive advantage among people and entire planet. Their business type
focuses on
 Long run impact of their airlines and rule in their own kind by providing and offering
effective services and experiences to leave image on its consumers mind.
 Provide its customers with value for money serving them with superior standards services
so they can ensure they are charged ethically are served based on the money customers
paid for those services (Komives, 2016).
 Gather enough customer feedback to for continuous enhancement in their managerial
process so that customers feel that their suggestion and preferences are being valued in
business operations of virgin Atlantic Airways. Serve products and services that result in making customer life more comfortable such as
good and fresh eatables, delight flight experiences and services by effective managerial
staff in their organization.
Strength of Virgin Atlantic Airways Mission
Virgin Atlantic Airlines mission states following strengths.
 The aim of ruling business type for long run demonstrate their power to dominate their
business type will motivate employees and process to work effectively and achieve their
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defined goal so that they attain sense of competitive advantages among their rival
business types. Considering customer's prospective into regard serving its standards will create good
image of brand in market and promote business for selfless means and boost up its
profitability as customers developed trust in their operations and consider Virgin Atlantic
Airways their ultimate flying practice (Martin and et.al., 2017).
Alternation of mission statements to strengthen it.
Mission statement of Virgin Atlantic Airlines will be achieved by altering mission
statements in several forms.
 Use of customer's suggestions along with their preferences to encourage comfort and
delight experience will direct Virgin Atlantic Airlines in directly achievement of their
goal and objective so that people prefer travelling in Virgin Atlantic Airways considering
them their priority.
 Matching their airlines standards with that of their competitors to ensure they are still in
business and can even judge preferences of customers to develop and deploy their
business plans and practices for Virgin Atlantic Airlines and know more about current
practices in their business type and employ such business practices in their enterprise as
well (Northouse, 2017).
Vision statement of a company
A vision statement is company's is objectives of company to guide and support its
decision making. The process is never limited to profitable enterprise but can also be used for
non profit organizations and government departments.
Vision statement for Virgin Atlantic Airways
Virgin Atlantic Airlines aims for achievement of such objectives that will result
spreading their business activities worldwide.
 Plans to make global presence for their travel venture, mobile communication and
entertainment retailing along with music and be recognized throughout the global
diameters (Obolensky, 2017).
 To make Virgin Atlantic Airways top ten brand for their business and operational type.
Virgin Atlantic Airlines also plans to fly their airlines throughout the world and stay in
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competition with top global brands will promote their brand as fast growing company in
the business. Virgin Atlantic Airlines is passionate about serving its customers through delighted
experiences along with their best practices in business type as well such as comfort,
delight interior, quality of food, elimination of waiting time in the process along with
feedback drawn from their opinion (Priest and Gass, 2017).
Support of leaders and employees for achievement of company's vision in Virgin Atlantic
Airlines.
The vision of company to attain global presence and delight their customer with excellent
services and comfort is supported by its leaders and employees in following ways.
 The leaders and employees of Virgin Atlantic Airlines at contribute for attainment of
global presence to effect into their practices will accept the change in cultural practices
along with attainment of their common and desired objective for the company eliminating
their personal objective and preferences.
 The aim of serving the customers of Virgin Atlantic with delighted experience will lead
to requirement of special team and their efforts are to be drawn into practices that will
help them attain their goal to be into global presence and their employees as well will be
promoted by good and effective practices (Senge, Hamilton and Kania, 2015).
 In every business type employees and management are effective tool for their business
success will lead to development of loyalty.
Value statement of a company
Value statement of a company is basically self exploratory. The concept of value systems
based on a message that conveys values and priorities of a company. The process help customers
and internal staff of business identify what's important to business and type of culture they
posses.
Value system of Virgin Atlantic Airways
Virgin Atlantic Airlines focuses on delightfully surprising of its customers with red hot
services along with insatiable curiosity leaving heart felt experiences in the mind of customers
resulting in creating smart disruption. Virgin Atlantic Airways ensures several values to its
customers in support of their business and operational procedures (Smith and Boje, 2017).
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 Shed their customers with experiences in a way they are delighted to consider the airlines
for their further experiences. The main aim of Virgin Atlantic Airways is to show their
effective employees that the company care for them.
 Virgin Atlantic Airlines kept it prising policies a bit low compared to the type of
business. They believe in presenting their customers with experiences rather that earning
enormous money and benefiting their own enterprise as well. Virgin Atlantic airlines ensured safety of its passengers from the hand of its employees
along with other controllable factors such as timely maintenance along with effective
flying practices that will lead to effect in their business practices and procedures as well
(Venkataraman, 2019).
Value of Virgin Atlantic Airways to contribute consumers goods and services.
The customers of Virgin Atlantic Airlines focuses on attainment of satisfaction of their
customers to ensure they are treated rightly along with their experiences in type of industry stay
delighted. These practices by Virgin Atlantic Airlines assured valuable practices in following
ways.
 Ensure customers to a point where they accepted their safety is in right hands and they
can fly without any fear of controllable factors as well.
 The attainment of right staff with adequate and quality training ensured that the practices
of business operation of Virgin Atlantic Airlines are followed by and are in trained hands
(Verba, 2015).
 Customers of Virgin Atlantic Airlines develop trust in their business operation that
resulted in effective staff practices and enhanced their business activities by boosting up
their customers count as well increasing the morale of their employees as well.
CONCLUSION
The above study briefed out early stages of business activities of Virgin Atlantic Airlines
and how they involved into business along with attainment of their assets. Further mission of
company is address that they focus on running their business long along with enhancement of
customer satisfaction in the process as they focus on keeping their quality superiors and delight
experiences of customers. Further it reflects the strengths of business as they dominate their
business type to achieve desired objective ad goal. The report also reflect mission of Virgin
Atlantic Airlines to deploy business operations in other sectors and regions along with their
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effective practices to stay into competition among its rivals as well. Further suggestions are
being offered to business activities of Virgin Atlantic Airlines for developing its values such as
develop prising policies along with effective airlines experiences compared to that of their
competitors to manage quality of their business experiences.
REFERENCES
Books and Journals
Blanchard, K., 2018. Leading at a higher level: Blanchard on leadership and creating high
performing organizations. FT Press.
Galloway, L., Kapasi, I. and Wimalasena, L., 2019. A theory of venturing: A critical realist
explanation of why my father is not like Richard Branson. International Small Business
Journal, p.0266242619837838.
Grint, K. and et.al., 2016. What is leadership. The Routledge companion to leadership, p.3.
Herman, R.D., 2016. Executive leadership. The Jossey-Bass handbook of nonprofit leadership
and management, p.167.
Keller, B.C. and et.al., 2016. Analysis of the Airways Virome after Lung Transplantation and Its
Association with Clinical Outcomes. The Journal of Heart and Lung
Transplantation. 35(4). p.S135.
Kirzner, I.M., 2015. Competition and entrepreneurship. University of Chicago press.
Komives, S.R., 2016. Leadership for a better world: Understanding the social change model of
leadership development. John Wiley & Sons.
Martin, B. and et.al., 2017. Outdoor leadership. Human Kinetics.
Northouse, P.G., 2017. Introduction to leadership: Concepts and practice. Sage Publications.
Obolensky, N., 2017. Complex adaptive leadership: Embracing paradox and uncertainty.
Routledge.
Priest, S. and Gass, M., 2017. Effective Leadership in Adventure Programming, 3E. Human
Kinetics.
Senge, P., Hamilton, H. and Kania, J., 2015. The dawn of system leadership. Stanford Social
Innovation Review. 13(1). pp.27-33.
Smith, R. and Boje, D., 2017. Visualizing Bill Gates and Richard Branson as comic book heroes:
An examination of the role of cartoon and caricature in the parodization of the
entrepreneurial persona. In Entrepreneurial Identity. Edward Elgar Publishing.
Venkataraman, S., 2019. The distinctive domain of entrepreneurship research. In Seminal Ideas
for the Next Twenty-Five Years of Advances (pp. 5-20). Emerald Publishing Limited.
Verba, S., 2015. Small groups and political behavior: A study of leadership (Vol. 1289).
Princeton University Press.
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