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Situational Analysis Of Virgin Australia Holdings Ltd

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Situational Analysis Of Virgin Australia Holdings Ltd
Virgin Australia Holdings Ltd Situational Analysis

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Table of Contents Introduction 3 Strategic business units 4 Situational analysis 5 Internal Environment 5 Product 5 Price 5 Place 5 Promotion 5 People 5 Process 6 Physical Environment 6 External Environment 7 Markets 7 Competitive environment 7 Economic environment 7 Demographic environment 7 Social and cultural environment 7 Political and legal environment 7 Technological environment 8 SWOT Analysis 9 BCG Matrix 10 BCG Paragraph 10 References 11

Introduction

Virgin Holdings Ltd is an expert in the domestic and international travel industry. Previously known as Virgin Blue, and came to the Australian market in year 2000. Virgin is part of Virgin Group consisting of 400 other companies and founded by Richard Branson. At fiscal year end June 2012, flights operated reached 162,817 and 19,468,929 people were carried to 52 destinations. Revenue is $4,175 million with 5,300 employees. Virgin operates globally but domestic operations are the main income stream. Product line for short haul and long haul international flights as well as domestic include saver lite, saver, flexi, premium saver, premium, business saver, business. …show more content…
Virgin’s main competitor is Qantas airlines in all strategic business units, SBUs. BCG matrix finds that Qantas is bigger than Virgin in all SBUs in respect to market share by triple the size. Virgin’s growth rate is approximately equal in difference between international, domestic and tourism with domestic being the highest standing at 5.23%. This report will uncover the situational analysis strictly at a management level with links to marketing theories and concepts.

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