An Analysis of Leadership and Management at Virgin Atlantic Airways

This report provides a comprehensive analysis of leadership and management practices within Virgin Atlantic Airways. It begins with an introduction to the company, including its operations, products, services, and financial performance. The report then delves into different leadership styles, such as autocratic, charismatic, democratic, and laissez-faire, and analyzes their application within the airline. A key focus is on the CEO's demonstrated leadership style, highlighting the effectiveness of charismatic leadership in motivating employees and achieving organizational goals. The report also examines the 'Be Remix' coaching techniques employed by Virgin Atlantic to enhance employee performance and foster innovation, including brainstorming, workshops, off-sites, and forums. Overall, the report offers valuable insights into the leadership strategies and management approaches that contribute to the airline's success.

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Introduce the company, the countries they operate in, the products and................................3
services they offer to the public and the financial revenue and/or turnover..............................3
2. Leadership and management and analyse some of the key leadership styles.........................4
3. CEO of the company you are conducting report.....................................................................6
on has demonstrated one of the above leadership styles............................................................6
4. ‘Be Remix’ coaching techniques............................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Leadership is related to getting the people to be believe and comprehended in vision set
for firm and work on attaining objectives effectively. The management is related to
administering as well as making assure daily activities happening at workplace. The Virgin
Atlantic is considered in this report. It was established in year 1984 in London. There will be
discuss about the company, countries and the products or services. The different leadership styles
will be mention in this report (Bush and Glover, 2016).
1. Introduce the company, the countries they operate in, the products and
services they offer to the public and the financial revenue and/or turnover
Virgin Atlantic is trading name of the Virgin Atlantic International Limited and the
Virgin Atlantic Airways Limited, is British Airline with head office in England. This airline was
established in year 1984 as the British Atlantic Airways. Airline with the Virgin holidays is
mainly controlled through holding firm i.e. Virgin Atlantic Limited that is 51% owned through
Virgin Group and also 49% through Delta Airlines. This is separate demonstratively separate
from the Virgin Branded airlines. Virgin Atlantic International Limited and Virgin Atlantic
Airways Limited both hold the Civil Aviation Authority (CAA) Type A operating licenses which
permit the these airlines that operating Virgin Atlantic Airways to carry the passengers, mail and
cargo on the aircraft with 20 or more than 20 seats. On the other hand, Virgin Atlantic mainly
uses mixed fleet of the Boeing wide-body aircraft and Airbus and also operated to the North
America destinations, Asia and Middle East from main base at the Heathrow and base at the
Manchester. Due to the COVID-19, this airline would laying off the 3000 employees,
minimizing fleet size to the 35 by summer of 2022 (Bush, Bell and Middlewood, 2019).
Virgin Atlantic provides the high quality or satisfactory services to the public. They
receive amenity kit that consist headset to keep after flight, complimentary drinks and choice of
the three different hot meals. In regards to this, development of the brand values and also
fostering loyalty helps this firm go from the strength to strength.

(Source: Annual revenue of Virgin Atlantic Airways Limited from 2013 to 2018)
The given graph states total revenue of the Virgin Atlantic Airways Limited and also its
subsidiary firms from year 2013 to 2018 in million. It is British airline with base at Gatwick and
Heathrow airport and the secondary base is in Manchester. This airline mainly operated the
national and the international destinations of cargo, mail flights and passengers. In period of the
consideration, revenue is mainly generated through Virgin Atlantic Airways limited fluctuated.
Between the 2013 and 2017, revenue reduced from 205 billion to the 2.1 billion British pounds.
In year 2018, Virgin Atlantic Airways limited generated revenue around 2.3 million pounds an
enhance 140 million British pounds as comparison to past year (Diamond and Spillane, 2016).
2. Leadership and management and analyse some of the key leadership styles
Leadership is act of guiding an individual or team to attain objectives by motivation and
direction. Leaders are mainly encourage the others to be take cations which require to be
succeed. To be the better leader, this is essential to be learn as well as cultivate skills this takes to
more effective. It is process of the social influence that enhance efforts towards achieving the
goal. The main role of a leader at workplace is to guiding the employees so that they can work in
Illustration 1: Annual revenue of Virgin Atlantic from 2013 to 2018

a better manner and also sustain them at work place for longer time period. On the other hand,
management is set of the principles related to functions of planning, controlling and also
directing the employees to attain organisational objectives. This is coordination as well as
administration of tasks or activities to be attain. The administration activities consist setting
strategy of company and also coordinating efforts to employees to attain these objectives by
application of the available resources (Harris and Jones, 2016).
There are different leadership styles mention below:
Autocratic- This leadership style is mainly characterised through the individual control
over all the decisions and less input from the group members. They make the choices on the
basis of judgement and ideas. Autocratic leadership style is mainly used in the situations where
the control is requires of then there is less error margin. When the situation is not goos, less rules
can be keep people out of the harm.
Charismatic- This is mainly used to encouraging the specific behaviour in others
through way of persuasion, personality force and communication. These leaders motivate the
followers to get the things done or make improvement in certain things done. The charismatic
leaders are driven through commitment and convictions of cause. This leadership style is
important as it motivated and inspire the followers to be perform at the high level and also
committed to company.
Democratic- This leadership style is known as the shared or participative leadership. In
this, group members take the participate role in process of decision making. The democratic
leader include the employees in decision making and also give their opinions regarding the
specific subject. Through fostering feelings of the inclusion and involvement, the employees are
more to be feel necessary (Hassi, 2019).
Laissez-faire- It is economic system under which the transaction among private parties
are to be absent of economic interventionism form of subsidiaries and regulation. Laissez-faire
make all the decisions and also permit the employees to select effective workplace solutions.
This kind of leadership style share all these characteristics. This is beneficial as this mainly
encourage the personal growth because the leaders are the so hand off on approach, staff
members have chance to hands on. This mainly encourages the innovation as freedom given to
the staff members can be encourage the innovation and creativity. The Laissez-faire leadership
is effective in taking the fast decision making.

3. CEO of the company you are conducting report
on has demonstrated one of the above leadership styles
As CEO of company, it is necessary to use the effective leadership stile that will be
beneficial for the company as well as other staff members. The Charismatic leadership style is
more effective. As in this, there is an ability to the leader to convince subordinated to be work for
attaining the set objectives. The main focus of a leader to motivate the employees and also
provide the the right direction. Virgin Atlantic company led through the charismatic leaders have
the high clarity level for staff members when this comes to the organisational roles and
objectives. This kind of leadership style inspires the people to be work together for common
cause. The people are mainly inspired through the charismatic leaders because they see chance to
be teach their dreams. These leaders provided them chance to do something that mainly bigger
themselves. In regards to this, they want to be follow people because they mainly feel like there
is emotional connection among leader and themselves. Through this connection, strong loyalties
are formed through those who selects to be follow charismatic leader. The managers of Virgin
Atlantic seek the charismatic leaders when struggling with the more attrition rates. The people
feel connected to charismatic leader more than they do firm that develops workplace that feel
welcoming (Renz, 2016).
4. ‘Be Remix’ coaching techniques
The leaders and managers of Virgin Atlantic provides the different types of ‘Be Remix’
coaching techniques to motivate the employees and also provide them the right direction. There
are different ‘Be Remix’ coaching techniques mention below:
Brainstorming- It is creative technique that main aim is to generate several possible
ideas which make this one of the most powerful tool for developing innovation and creativity.
Mainly the brainstorming session is choosing leader. Leading better brainstorming session does
not have Sisyphean task of the futile exertion.
Workshops- In this, leaders mainly influence others behaviours through explaining
better future vision. The better leadership workshops consisting coaching and training.
Off- sites- It is a technique that takes place outside office. Its main goal is to get team
together to consults big goals and strategy.
Forums- It is opportunity to be assure the alignment of leaders of company. This brings
all leaders in one group so that each one develops and hearts (Thorpe, 2016).

CONCLUSION
It has been concluded from the above mention report that leaders and managers both
plays a necessary role at workplace. Their main focus is on achieving the organisational
objectives and also sustaining employees for longer time period. There has been discussed about
the details of company, products and services and the annual review. Different leadership styles
has been discussed in this report.

REFERENCES
Books & Journals
Bush, T. and Glover, D., 2016. School leadership and management in South Africa. International
journal of educational management.
Bush, T., Bell, L. and Middlewood, D. eds., 2019. Principles of Educational Leadership &
Management. SAGE Publications Limited.
Diamond, J.B. and Spillane, J.P., 2016. School leadership and management from a distributed
perspective: A 2016 retrospective and prospective. Management in Education. 30(4).
pp.147-154.
Harris, A. and Jones, M., 2018. The dark side of leadership and management.
Hassi, A., 2019. Empowering leadership and management innovation in the hospitality industry
context. International Journal of Contemporary Hospitality Management.
Renz, D.O., 2016. The Jossey-Bass handbook of nonprofit leadership and management. John
Wiley & Sons.
Thorpe, R., 2016. Gower handbook of leadership and management development. CRC Press.