The paper "Human Resource Policy Plan " Is a great example of a Management Case Study. Virgin Australia is an Australian– based company engaged in the air transport industry and is the second-largest airliner in the country. The airliner was established in the early 2000s and is based in Brisbane, Queensland. Initially, the airline offered seven return flights between Sydney and Brisbane daily using two aircraft, but following the collapse of the rival airliner, Ansett, Virgin Australia moved in to fill the gap and has strategically grown steadily to serve about 30 cities throughout Australia.
Using the cost leadership approach, the company has gradually expanded the range of flights and aircraft size to match the rising domestic market (Virgin Atlantic Website, 2008). Mission Statement The company’ s mission statement objective is to deliver innovative and best flying experiences for all people. To achieve this, the company consistently provides its customers with good value, safe, and point-to-point air travel services. The company’ s other mission objective is to offer and effect consistent, affordable, and reliable services that appeal to both leisure and business travelers in the Australian market.
This objective is achieved by developing and establishing strategic relationships with customers. Additionally, Virgin Australia is committed to delivering comfortability and has a passion for safety. The company prides itself of offering high-quality services and meeting customer needs (Virgin Atlantic 2008). Virgin Australia seeks to achieve the following strategic priorities in the short to medium term; To offer the lowest airfare among all Australian airlines. This objective will help stimulate demand for the company’ s services and will be achieved by targeting fare-conscious business and leisure travelers. To provide the best services to customers amongst all companies.
The airliner seeks to achieve this objective by developing products, services, and deals that will attract and retain customers in a long-term relationship. To have the largest market share in domestic flights in Australia. This will enable the company to achieve strong revenue growth and build on key competencies for exploring international markets. Internal and External Factors Affecting Virgin Australia’ s Strategic Plans and Human Resource Needs The most important external factor that is likely to impact adversely on Virgin Australia’ s strategic plan is the high competition in the Australian air travel industry.
The company’ s main competitors are Qantas, T-Jet, Tiger Airways, and other smaller airliners. The competition has caused continuous price wars among industry players thereby lowering revenues. The company is also affected by occasional bouts of economic recession, which affects the company’ s ability to meet human resource needs. For instance, the 2007 global economic crisis prompted the company to suspend the recruitment of new employees due to reduced business operations. The company has a relatively weak management team compared to its main rival Qantas. The company has not diversified its business fully to check the effects of the air travel industry’ s ever-changing human resource needs.
Despite the setbacks, Virgin Australia has a relatively strong financial position and a committed customer support team. The company’ s good flying record and low-cost airfares are impressive internal strengths than it can capitalize on to offer excellent human resource needs to its employees. In addition, the company operates modern, efficient, and superior aircraft and has formed strategic alliances with leading airliners such as the Sky Team Alliance. Formation of the alliances was a strategic initiative by the company’ s management to reduce competition and hence increase market share.
The issue of environmental sustainability is an important consideration for the airliner. The company’ s management has plans to launch bio-diesel carriers, which will not only help address environmental issues but also reduce operation costs in the long term. The financial benefits of the reduced costs can be channeled to the development of best human resource management issues such as training and development of employees (Van Lerberghe, Adams & Ferrinho, 2003).
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