Business Process Management Process - Report Example

BUSINESS PROCESS MANAGEMENT PROCESS SUBMISION ment for the purpose of the report: This report is designed to identify as well as describe the market coverage process by the Virgin Atlantic airlines. This report will in details show the analysis of the market coverage process by the virgin Atlantic airlines and in addition it will describe the recommendations for improvement of the process model. In essence, the report will provide a brief description of the organization, its current market coverage process, problems affecting the current market coverage process, and finally propose a modified market coverage process for the organizations. Two process models are presented demonstrating the ‘as is’ process and the ‘to be’ process. Detailed explanations of the models are provided. Background of the virgin Atlantic airlines Virgin Atlantic airways limited is an airline in Britain that is partly owned by a British billionaire known as sir Richard Branson and the other part is owned by the delta air lines. The virgins own a massive 51% of the shares in the business while the delta air lines have a 49% ownership. The airlines headquarters are located in Crawley in west Sussex in England. This business was put up in the year 1984 with the aim of providing for flights between London and the Falkland Islands. This was in accordance to the plan of its co-founders Randolph Fields and Alan Hellary. This guys came into contact with sir Richard Branson and as a result of several negotiation discussions, they came into an agreement and the airlines was renamed the virgin Atlantic airlines as is today. This was done in 22 June the same year that the airline was created. It uses both the fleets of the airbus as well as Boeing wide-body jets to do their operations in almost all parts of the world. Background of the market coverage process of the airlines: Market coverage is the amount of destinations that the virgin Atlantic airlines have across the whole world. The main idea behind the establishment of this corporation was mainly for business reasons and therefore at the end of the day the organization expects some profits from its operations. To achieve this, the organization has to know how much of the market does it control. It has good number of destinations in different parts of the world. This include: the United Kingdom, Australia, Manchester, Africa, Asia as well as the Middle East among others. This organization uses mainly specific types of airplanes to cover their market. For instance, the airbus and the Boeing airplanes have been used for an approximate of nine years in the market and this shows that they have really covered many destinations of the corporation. These planes have also been designated different parts of the market that each type covers for efficiency. For examples there are some airbus and Boeing type’s planes that cover Gatwick, Manchester as well as Glasgow while others covers the routes if Heathrow among others. The availability of these planes have helped the virgin Atlantic airlines have a greater coverage thought the world and therefore making it to emerge as one of the biggest airways companies in the world. Although it is performing well it still has some of the areas that require to be updated in order for it to realise maximum profits. As is process diagram: Issues and challenges identified with the current market reach process Although the corporation is seen by many as very successful, it is being faced by many challenges that are preventing it from exploiting its full capacity and hence failing to reap full profits from the services it offers. Despite the fact that the company faces multiple other challenges in its operations and the market at large, this paper restricts itself to the challenges in the business process model. The challenges are identified as follows: 1. Lack of clear procedure to seek clarification from clients 2. Generalization of client queries 3. Closure of ticket upon proposing an alternative forcing client to open a new ticket when querying the proposed alternative The airline has improved structures through which it interacts with its target market over the years. Nonetheless, the above mentioned gaps still exist and pose serious challenges to its operations. Rather than having tickets directed to the general client representatives, a platform can be introduced whereby tickets are directly sent to the relevant departments. There is a need to align processes such that ‘would be’ client find it easy to interact with the airlines staff and encouraged to seek more about the existing service alternatives in instances where the package they desire is not on offer (Grant 2004). Further, most of the virgin Atlantic airline operations are manual. Hence as a result of the growth of the corporation it has employed a very large number of people for the running of its activities. This has raised the expenses of the company drastically over the past few years and as a result it has caused the reduction of profits gained by the company and even leading to the company incurring losses for the past three years. That is 2010, 2012 and 2013. To be process The identified challenges emphasize the importance of the airline reviewing its services to close the mentioned gaps. Such a move would conventionally be expected to increased market coverage for the airline. With streamlined services, more and more clients are likely to prefer the airlines services and also feel cared for by the airline. Humans are known to prefer places where their interests are given especial attention. Additionally, implementation of an improved model will lower the number of employees attending to clients while at the same time increasing efficiency. This way, more clients can be served over a given time. The to-be process is more desirable than the as-is process. This is because the to-be process makes the airline to incur less costs and helps in extensive market coverage than the as is process with more costs meaning that it has less market coverage. To be process diagram: Bibliography Grant, Robert M. "Richard Branson and the Virgin Group of Companies in 2004." (0): Read More