Final Mngp
Virgin Australia
Written Group Strategic Case Study
24th May 2012
MNGT2001
Alixandara Sutherland
Laura Tumbers
Katie Horne
Laura Field
Executive Summary
Table of Contents
1. Introduction
2. Strategic analysis
1. External analysis
1. General environment
2. Specific environment
2. Internal analysis
1. Competitive strengths
2. Competitive position in the market
3. Weaknesses
3. Conclusion on organisations competitive position
3. Strategic directions and strategic objectives
1. Vision
2. Mission
3. Strategic objectives
1. Ethics position
2. Stakeholder analysis
4. Conclusion on strategic directions
4. Strategic choice: key broad business level strategies
1. Ansoff’s product/market strategies
2. Miles and Snow’s adaptive strategies
3. Porter’s competitive strategies
4. International strategies
5. Conclusion on key business strategies being used by the organisation
5. Strategic implementation: general perspective
1. Evidence of mismatch between environmental turbulence and business strategy
2. Evidence of unrealised, unintended or imposed strategy
3. Evidence of strategic drift or strategic flux
4. Evidence of transformational strategic change
5. Evidence of second curve activity
6. Business level strategies on the BCG matrix
7. Conclusion on overall implementation of business strategies
6. Strategic implementation issues
1. Three most important strategic implementation issued faced by organisation
6.1.1
6.1.2
6.1.3
2. Conclusion on strategic implementation issues
7. Strategic evaluation
1. Triple bottom line reporting
1. Economic bottom line
2. Social justice bottom line
Written Group Strategic Case Study
24th May 2012
MNGT2001
Alixandara Sutherland
Laura Tumbers
Katie Horne
Laura Field
Executive Summary
Table of Contents
1. Introduction
2. Strategic analysis
1. External analysis
1. General environment
2. Specific environment
2. Internal analysis
1. Competitive strengths
2. Competitive position in the market
3. Weaknesses
3. Conclusion on organisations competitive position
3. Strategic directions and strategic objectives
1. Vision
2. Mission
3. Strategic objectives
1. Ethics position
2. Stakeholder analysis
4. Conclusion on strategic directions
4. Strategic choice: key broad business level strategies
1. Ansoff’s product/market strategies
2. Miles and Snow’s adaptive strategies
3. Porter’s competitive strategies
4. International strategies
5. Conclusion on key business strategies being used by the organisation
5. Strategic implementation: general perspective
1. Evidence of mismatch between environmental turbulence and business strategy
2. Evidence of unrealised, unintended or imposed strategy
3. Evidence of strategic drift or strategic flux
4. Evidence of transformational strategic change
5. Evidence of second curve activity
6. Business level strategies on the BCG matrix
7. Conclusion on overall implementation of business strategies
6. Strategic implementation issues
1. Three most important strategic implementation issued faced by organisation
6.1.1
6.1.2
6.1.3
2. Conclusion on strategic implementation issues
7. Strategic evaluation
1. Triple bottom line reporting
1. Economic bottom line
2. Social justice bottom line
References: Johnson, G., Scholes, K., & Whittington, R. (2008). Exploring Corporate Strategy: Text and Cases (8th ed.). Prentice Hall: Pearson Education. Morton, W. (2011). Upwardly-mobile Virgin loses Australian Blues. Airline Business, 27, 22. Retrieved May 10, 2012, from Business Source Complete database. Robbins, S.P., Bergman, R., & Stagg, I. (1997). Management. Australia: Prentice Hall. Viljoen, J. & Dann, S. (2003) Strategic Management . 4th ed. Frenchs Forest: Pearson Education Australia. Virgin Australia. (2012). The Virgin Family. Retrieved May 10, 2012, from http://www.virginaustralia.com/au/en/about-us/company-overview/the- virgin- family/ Appendices