Virgin Atlantic - Business Audit, Management Structure, and Ways to Enhance Position - Case Study Example

Comments (0) Cite this document
The paper “Virgin Atlantic - Business Audit, Management Structure, and Ways to Enhance Position” evaluates the development of the airline business which was looked upon as the airline of choice for most England and European flyers and now has become the second largest long-haul airline in the UK. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
Virgin Atlantic - Business Audit, Management Structure, and Ways to Enhance Position
Read TextPreview

Extract of sample "Virgin Atlantic - Business Audit, Management Structure, and Ways to Enhance Position"

Download file to see previous pages Virgin Atlantic customers mainly vary dependent on the operational routes. However, statistics have shown that the bulk of their customers come from the UK. The distribution of the UK customers is approximated to be 60% and the rest is constituted by worldwide customers. The business has categorized its customers dependent on the class they fly. It has the smallest group of customers under Upper-Class passengers who are mainly business persons aged 35-45. The second group of customers flies under Premium Economy; customers flying here are fairly split between business and leisure flyers. The last grouping is the Economy passengers who constitute the largest grouping of the Virgin customers and encompasses flyers from most socio-economic groups. The leisure and business travelers remain the target customers for the airline business.
Virgin Atlantic has, since inception, aimed to run a profitable airline that people love to fly as well as being a competitive employer. It has cultured its objective to include the three main stakeholders who are the business shareholders/owners, its customers, and its employees. Therefore, given this primary objective, it is safe to argue that the company’s desired position is ensuring profitability, creating the right environment and impression so that customers look at it as an airline of choice in providing the right employment environment.
The value chain was first utilized and detailed by Michael Porter in his book Competitive Advantage. It is a summary of business activities and their link to the competitiveness of the business. In brief, the value chain looks at every single of the major activities a business undertakes. It then looks at the value each of these activities adds to the competitiveness of the business/organization. In using the value chain to audit a business, it is vital that one distinguishes between primary activities and support activities. Porter termed primary activities as those which are directly linked to the creation or delivery of a service. These are categorized as inbound logistics, operations, outbound logistics, marketing and sales, and service. Support activities are those that provide the drive to ensure the effectiveness of the primary activities which include human resource management, procurement, technology development, and infrastructure. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Business-Virgin Atlantic Essay Example | Topics and Well Written Essays - 1500 words”, n.d.)
Retrieved from
(Business-Virgin Atlantic Essay Example | Topics and Well Written Essays - 1500 Words)
“Business-Virgin Atlantic Essay Example | Topics and Well Written Essays - 1500 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Virgin Atlantic - Business Audit, Management Structure, and Ways to Enhance Position

Operations management of the Virgin Atlantic airways

...and their resolution. Virgin Atlantic airline is one of the leading airline service providers in the UK. By implementing the performance tracking system in an effective way, the organisation shall be able to identify and develop the productivity of each employee. With due consideration to the complex organisational structure of Virgin Atlantic, it is quite likely that the organisation shall face certain challenges related to operations management. From a theoretical perspective, the concept of operations management can be identified to consider every facet of a business from product...
13 Pages(3250 words)Essay

Virgin Atlantic

...that the way for a firm to conduct a proper SWOT analysis would begin with an internal situation audit, which would provide a snapshot of the firm’s weaknesses and strengths. This internal audit would assess the firm’s marketing, operations, R&D, finance, management, organization and suppliers. With marketing, the firm must ascertain who is demanding the product, and who will demand the product, and how this is known by the firm. As noted below, Virgin has ascertained that the people demanding their products are the ones who have enough money to splurge on luxuries while they are flying. With operations, the questions which are asked is whether the...
14 Pages(3500 words)Essay

Virgin Atlantic: Executive (Management) Briefing

..., then, the implementation of an internal mentoring program would allow Virgin Atlantic to further enhance scientific management efficiency processes while ensuring that employees maintain a meaningful personal connection with the organization. As established earlier there are a large amount of internal mentoring programs. Currently over 70 Fortune 500 companies implement some form of mentoring program (Archibald 1999). With the progressively increasing complex nature of the modern workforce and the need for dynamic workplace systems, the future will only experience increased needs for internal mentoring programs (Archibald 1999). Within the context of...
3 Pages(750 words)Essay

Virgin Atlantic A Premium Brand

...the comfortable passenger planes of Virgin Atlantic. Mr. Ridgeway joined Virgin Atlantic Airlines in1989. Ridgeway’s successful marketing strategies triggered his promotion to the more responsible and more hectic head of marketing position in 1992. The promotions activities included offering discounts and other special privileges to frequent flyers. The company offered busy airline travelers to enroll in the company’s frequent flyer programme. Ruth Blakemore, Virgin Atlantic’s Marketing Head, coordinates with Mr. Ridgway as one of the top marketing officers of Virgin...
8 Pages(2000 words)Essay

Virgin Atlantic

...on the bio-fuel use. In addition, they have also introduced office equipment with internet facilities to cater for business travelers. Technology has also enabled them to communicate with clients, for example, for booking of flights. 2. At Corporate Level there are alternative strategic options for growth that an organisation can take in terms of choices about products or markets. The Ansoff Matrix can be used to identify various strategies that could be adopted by an organisation to pursue growth. Using the Ansoff Matrix, and making reference to examples, evaluate the various strategies that Virgin Atlantic could consider in order to pursue growth to develop their competitive...
4 Pages(1000 words)Case Study

British Airways and Virgin Atlantic line with the organization's overall corporate objectives. The company proposes three classes of service: Economy, Premium Economy and Upper Class. It invested in development of customer service in order to optimize performance and deliver customer satisfaction. (Virgin Atlantic. Students Information Pack. 2006) Approaches to Marketing Both companies are dynamically evolving entities operating within a dynamically evolving environment influenced by political changes and economic fluctuations: fuel prices, trade union policies and terrorist attacks. For BA and Virgin Atlantic marketing depends upon effective marketing system. Both companies employ different...
6 Pages(1500 words)Essay

Virgin Atlantic Airways

...or particular section of its aircrafts that the guest was able to book. The company believed in being non-traditional in its offerings to guests, placing more value on fun and little luxuries, with the traveler getting the most stretch out of his/her buck than the airline itself getting the guest’s buck without merit, and the results have been phenomenal for the company. If the airline industry in general is similar to a room full of individuals in suits and ties, then Virgin Atlantic Airways is the laid-back, surfer dude. Sir Richard’s business model innovations give the impression of being single-mindedly focused on providing something better for customers in a way...
18 Pages(4500 words)Essay

Issue for Virgin Atlantic

...improved by enhancing productivity and service delivery to all clients. Virgin Atlantic retained their leading position in providing top services and products to clients. The service management enabled VAA’s IT team to interact with both employees and clients, monitor operations and deliver quality services. Virgin Atlantic was able to reduce the number of customer complains through monitoring any infrastructure problems by the integrated IT system that links the airport operations to all data centers and contact centers in all destinations and markets served by the company. The company has attained market leadership...
1 Pages(250 words)Book Report/Review

Learning & Changing: Virgin Atlantic

.... It is one of the most successful business lines of the Virgin Group. The company made its first flight on June 22, 1984 to Newark. It developed from a simple airline to the second largest position in Britain (Virgin Atlantic, n.d.). Virgin Atlantic entered the Britain aviation market with pomp and colour and surprised large and complacent competitors. The company operates Long haul services to major cities in the world. The company operates a total of thirty routes in the world. Ten routes to USA, eight to Caribbean cities, six to Asian cities, four to Africa, one to Indian Ocean and one to the middle east. The success...
14 Pages(3500 words)Case Study

Virgin Atlantic A Premium Brand

...behind in terms of the proper market segmentation. The competitors like British airways has started the low pricing strategy way back, but Virgin Atlantic is adopting this strategy slowly and gradually. If these areas get improved, then Virgin Atlantic can create a benchmark in this airline industry globally. References Alain, A., 1993. Economics A Level Student Book. New Delhi: Pearson Education. Babu, A., 2008. Tourism Development in India. New Delhi: APH Publishing. Botten, N., 2009. CIMA Official Learning System Enterprise Strategy. 6th ed. Oxford: Elsevier Branson, R., 2011. Screw Business as Usual. New York: Penguin...
8 Pages(2000 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Virgin Atlantic - Business Audit, Management Structure, and Ways to Enhance Position for FREE!

Contact Us