IntroductionVirgin blue is the second largest form of airline in Australia. It condones ten per cent of its business market and is in a bid to double it over a stipulated period (Forsyth 2009). This is to reduce its total dependency on leisure travelers. It is undergoing a series of changes to attract more travelers than its competitors are. One of its visible changes is the designation of new uniforms for the employees. Initially, the airline used to be called the Virgin blue, but has since changed its name with its changing trend.
The airline has in the last few economic, years undergone numerous losses because of decline in the number of customers choosing to travel with therefore, this management has chosen to change its working system to deal with this problem. BodyVirgin is ultimately changing in a series of time due to the pressure in the market sector. Initially, Virgin relied on customers travelling for leisure. However, these customers are decreasing gradually due to struggles in the economy. Due to the hardships in the economy caused by factors such as joblessness, most tend to cut off that leisure bit and concentrate on saving that money for more basic activities.
The management had forecasted decline in profit as they had started sensing danger from the start. Another reason for this change is the increased completion from other airlines in the region. This is because this airline had been targeting customers who were travelling for leisure. Initially, this airline was not well organized and equipped to cater for other cluster of travelers including the most common business corporate individuals (Coram, and Burnes 2001, p.
96). These travelers thus opted to travel with the largest airline in the region because as we know, it is the second largest airline in Australia. Therefore, its competitor snatched numerous customers from it thus explaining the accrued losses. The changes that virgin has put in place includes the implementation of a brand new business class to cater for business corporate. This added to its competitive pricing as compared to other business enterprises will enable it to attract more and more business individuals. The class would cater for all business individuals whether they are travelling in business or economy class.
This move will help raise the currently deteriorating profits of the airline because it will have another alternative apart from that of consumers on leisure (Yong-Joo 2002, p. 352). In addition, virgin airline is having the thought of purchasing new aircrafts in partnership with exceedingly famous SkyWest. Thus, it would enable it to increase the number of its flying routes to other regional areas. The most recent one was the sixty-eight seat ATR-600 aircraft. Therefore, it would cater for more customers due to its coverage of a large area.
Moreover, it is stipulated to open a lounge at Coolangatta airport. Plans are in place to add two more lounges by the end of this economic year more evidently than in the previous years. These lounges would ensure that all customers are assured of quality service if they choose to travel with them (Morrow 2007, p. 782). Hence, more and more people will be convinced to travel with them. More to this, the uniform of all the cabin crew and the ground staff was changed.
The new uniform looks more presentable and was designed by a professional in design. The uniform was shown off at a red-carpeted fashion show. The staff looks very elegant in the new uniform, and it is one of the resemblances of change in the airline.