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Virgin atlantic airways

Virgin atlantic airways






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    Virgin atlantic airways Virgin atlantic airways Presentation Transcript

    • Virgin Group One of the UK`s Largest Private Company Virgin Atlantic Airways
    • Virgin’s Highest Profile Business
      • “ Virgin Atlantics”
      • (founded in 1984)
      • by
      • Richard Branson
      • Chairman and Founder
      • High profile person
      • Famous for “Think Different” advertisements
      • In 1997 featured as “Shaper of the 20 th Century”
      • “ No.1 Role Model”- student survey
      • Unusual stunts- Non stop flight around the world in Balloon.
    • Branson’s Goal
      • “ To provide all classes of travellers with the highest quality travel at the lowest cost”
    • Missions
      • To grow a profitable airlines
      • Where people love to fly
      • People love to work with
      • Safety and security
      • Customer Advocacy (Number of people who recommend)
    • Virgin Atlantic Strategy …..
      • “ Our strategy is to ensure we offer the best business product in the air, grow our leisure business even further, and run an efficient but effective global airline.”
      • British Airways…………..Strong Competitor in 1984
      • Because……….
    • British Airways Operations in 1984
      • 3 March: Concorde services to Washington were extended to Miami, three days a week.
      • 1 April: The airline became British Airways plc.
      • 4 December: British Airways unveiled a new Design. The design was to portray a different image while retaining some elements of the previous style.
    • Virgin Atlantic & British Airways
      • Virgin Atlantic Image (New in Market)
      • Route Access (Only One to USA)
      • Gatwick Airport ( Smaller Than Heathrow)
      • Fleet (One Leased Boeing)
      • British Airways image ( Already Developed)
      • Access to major Routes ( USA, Asia, Middle East, Caribbean Countries)
      • Heathrow Airport ( Competitive Advantage)
      • large Fleet (Boeing, Concorde)
      Virgin Atlantic.......1984 British Airways.......1984
    • Virgin Atlantic Strategy
      • keeping in view British Airways, the Virgin Atlantic adopted the strategy of
      • “ Market Penetration”
      • Increase market share of an existing product or promoting a new product by using strategies like
      • lower prices or by doing extensive advertisement.
    • Virgin Atlantic….. No Ordinary Airline
      • Started 22 nd June 1984
      • “ Good Quality at Lower cost”
      • Good Quality of travelling and Customer Services
      • At very cheaper prices
      • Virgin Atlantic in its first year of operations became a profitable airline. As they said……
      • “ Our objective is to fly a profitable airline that people love to fly and where people love to work.”
      • Virgin Atlantic will continue to lead the industry on issues such as customer innovation in the air and on the ground, and environmental responsibility.
      • The year ahead will continue to be dominated by high fuel prices, airline consolidation, and an on-going focus into better customer service via our new terminal at Heathrow's Terminal.
    • Competitive strengths
      • Understanding customers needs and go beyond their expectations it managed to serve both sophisticated, demanding executives and price sensitive leisure travellers in the same craft.
      • High profile personality of Richard Branson.
      • “ I knew that the only of competing with BA and others was to get out there and use myself to promote it”(Branson)
      • A full service airline with a strong brand identity associated with higher standards of services, safety and comfort.
      • “ Until 1991 Virgin flights are confined to Gatwick only much smaller than Heathrow , virgin encountered this commercial disadvantage with free limousine service for upper class”
      • Innovation in entertaining customers:-
      • Good customer service
      • Cost conscious
    • EXTERNAL ANALSYSIS (porter 5 forces)
      • Political Aspects
      • Deregulation in 1978 Privatization
      • Privatization Price wars
      • 40000 donation scrapped by Lods Kings chairman
      • Legal Issues: Advertising Codes, was in jail Codes of advertising …
      • Technology: Innovative industry, Aircrafts design, looks and other facilities facilities
      • Economical Aspects: Recession, Inflation & Economic slowdown.
      • Environmental Issues: Key issues of the present context.
    • Areas to be improved (Weaknesses)
      • Delays in services
      • Less destinations
      • Low salaries to employees
      • Few Aeroplanes
    • Future Challenges And Recommendation
      • Richard Branson VS Virgin Atlantic
      • 96% people are aware of Virgin Atlantic
      • 95% people are aware of Richard Branson
      • Virgin should promote its identity independently.
      • Total focus on business class rather than on both business and economy class
      • They should focus on economy class as well
      • Slogan is “innovation and entertainment”
      • Are they going to keep up with advancement of technology and cost efficient?
      • Virgin appeared to be highly dependent on the profits of Virgin Atlantic; this was troubling as the airline industry was cyclical and facing increased competition as a result of deregulation.
      • Virgin group is the most diversified group. Can they be efficient in every type of business?