MANAGEMENT AND LAW School of Management MSc Programmes Module Leader: Dr. Laura A. Costanzo Academic Year: 2010-2011 |Industry |European Airline Industry | |Company |Virgin Atlantic Airways | STRATEGY MODULE COURSEWORK |Student URN |MSc Programme |Surname & First Name | |6098320 |Management Information
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Problem statement The main challenge facing Virgin Atlantic Airlines is identifying and executing a strategy that will help it become a more profitable and established airline in the industry going forward. Virgin had an income loss of 14.5 M pounds in 1991-92‚ and a small profit of 0.4 M pounds in 1992-93(Exhibit 2). In contrast‚ British Airways had $297.7 M profit which is 3.19% of its total sales in 1992 (Exhibit 10). VAA has been pursuing a marketing strategy to serve all classes of passengers
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Tool For Stakeholder Analysis Stakeholder Name Goals/Interests Alignment and Power* Executive directive - She does not want to damage the relationship with donors Powerful Opponent High-1 US producers of medical supply - Given the state of lax internal controls‚ some of the donors are inflating the value of their donations for tax purposes Opponent High-2 Partners of nonprofit org. in other countries + Wants to maintain their reputation and steady inflow of donations Allies
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Topic Page 1 Introduction 3 2 Introduction – Some more facts 4 3 Introduction – Triple bottom-line 6 4 Triple bottom-line - Virgin Atlantic – Social perspective 9 5 Triple bottom-line - Virgin Atlantic – Environmental perspective 10 6 Triple bottom-line - Virgin Atlantic – Economical perspective 12 7 Sir Richard Branson – Founder of Virgin Atlantic – Introduction and Initiatives 13 “Safety‚ security and consistent delivery of the basics are the foundations of everything
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create a report on Virgin Atlantic that should evaluate current practice of Virgin Atlantic and make recommendations that could help the company grow. This report will also include a Marketing Plan for Virgin Atlantic. In this report there will be an evaluation of their marketing practices including the marketing mix‚ with reference to theories and the current practices of Virgin Atlantic. 1.1 Company overview ‘Since it was founded almost twenty years ago‚ Virgin Atlantic Airways has become
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Executive Summary Virgin Atlantic is one of the leading luxury airline and part of the Virgin Group of companies‚ a highly valued name in United Kingdom and United states. Virgin is one of the leaders in most of the industries it operates in. A major reason for the success of Virgin Air is the CEO of the Virgin group Richard Branson‚ whose vision and dynamic personality has led to one of the most talked about creation and growth of a business group. Richard has been able to use his personality
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VIRGIN ATLANTIC GLOBALIZATION Virgin operates in the third era of Globalization (2000 onwards) where everything is connected through the Web. This means that Virgin use extensively Internet and other technological platforms to conduct its business. The Globalization of Virgin Atlantic contributed to capture the international market and to the improvement of the organization‚ but still there are some challenges experienced that influence the organization policies and the decision making‚ they
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Virgin Atlantics primary problem is that they were operating in the middle of the optimal utility model. Their slogan had become “Offering a First Class service at less than First Class fares”. In which Virgin Atlantic is offering high quality at a low cost‚ which keeps them in the middle and not profitable. It seems that Virgin Atlantic did not take into account that offering a premium service as they were would come at a premium cost for them and when throwing in low cost fares into the mix they
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1. Compare and contrast Virgin Atlantic Airway ’s strategic development with any other (non-virgin) airline. According to (1980)‚ firms are under great pressure to have modern plans to be competitive and should have adequate capability to achieve their target market share. Virgin Atlantic Airways is among the most successful business ventures of the Virgin empire owned by Richard Branson. Its strategic development is rooted on the need to surpass competitors while balancing financial resources
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Question 1 Virgin group limited is world largest british multinational company founded by Richard branson.it has various core business like travel‚entertainment and life style and it includes 400 companies world wide. Virgin Group’s date of incorporation is listed as 1989 by Companies House‚ who class it as a holding company; however Virgin’s business and trading activities date to the 1970s. The net worth of Virgin Group as of September 2008 was £5.01 billion. Virgin Group operates from
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