Essays on Social, Planet, and Society - Virgin Australia Airline Case Study

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The paper "Social, Planet, and Society - Virgin Australia Airline " is a perfect example of a business case study. The companies that are to be described in the report are Virgin Australia Airline and Malaysia Airline. All the companies fall in the airline industry. The subsections below give a brief summary of the airline companies. 1.1 Virgin Australia Airline Virgin Australia Airlines Limited was a New Zealand airline that was formerly known as Pacific Blue Airlines. It was developed as a subsidiary of Virgin Blue in Australia now known as Virgin Australia.

As a subsidiary, it was owned by Virgin Australia Holdings Limited and its name was changed to Virgin Australia Airlines Limited in December 2011 (OMICS International, 2014). The base of the airline was Christchurch International Airport and operated air services between Australia and New Zealand and to and from the Pacific Islands (Whyte, Prideaux, & Sakata, 2012). The airline also operated on behalf of the Virgin Samoa that was formally called Polynesian Blue. The airline ceased operation in March 2015 after operating for eleven years. 1.2 Malaysia Airline Malaysia Airline is a brand given to the Malaysia Airlines Berhad which was formerly known as Malaysian Airline System Berhad.

It is a major airline that operates flights from the secondary hubs in Kuching and Kota Kinabalu and Kuala Lumpur International Airport to destinations in Europe, Oceania, and Asia. Malaysia Airlines is a part of the one world airline alliance in which it represents Malaysia. It is headquartered at the Kuala Lumpur International Airport. Malaysia Airlines has got double subsidiary airlines: MASwings and Firefly (Mun, 2011). MASwings operates on the inter-Borneo flights while Firefly focuses on the flights from Subang International Airport and Penang International Airport.

The latter focuses on the tertiary cities. The Airlines also has a freighter fleet which MASkargo operates. The reputation of Malaysia Airlines was dented in 2014 with the disappearance of Flight 370. Furthermore, it has been experiencing losses from 2014 to early 2016 due to archaic information technology systems, high operating costs, and unsustainable routes among others (Associated Press, 2016).

References

Associated Press (2016). Malaysian Airlines just turned its first monthly profit since before the MH370 crash. Retrieved from http://www.businessinsider.com/ap-ceo-says-malaysia- airlines-has-first-monthly-profit-in-years-2016-4

Crane, A. & Matten, D. (2010). Business ethics: managing corporate citizenship and sustainability in the age of globalization. New York: Oxford University Press.

Elder, L. (2015). Malaysian Airlines, Neoliberalism and Business as Usual in Malaysia. Asian Journal of Social Science, 43(1-2), 23-49.

Malaysia Airport Holdings Berhad (2014). At the heart of our community. Retrieved from http://www.malaysiaairports.com.my/sustainability/pdf_for%20bursa_mahb%20sr14_11 0415_965704583.pdf

Mat Zaid, A. (1994). Malaysia Airlines' Corporate Vision and Service Quality Strategy. Managing Service Quality: An International Journal, 4(6), 11-15.

Mun, K. (2011). Branding satisfaction in the airline industry: a comparative study of Malaysia Airlines and Air Asia. African Journal of Business Management, 5(8), 3410.

n.a (n.d.). Overview of environmental issues and environmental conservation practices in Malaysia. Retrieved from https://www.env.go.jp/earth/coop/oemjc/malay/e/malaye1.pdf

OMICS International (2014). Virgin Australia Airlines (NZ). Retrieved from http://research.omicsgroup.org/index.php/Virgin_Australia_Airlines_(NZ)

Roy Morgan Research (2015). Kiwis view economic issues (40%) as the biggest problems facing NZ; housing shortage/housing affordability up 4% to 10% in March. Retrieved from http://www.roymorgan.com/findings/6157-roy-morgan-new-zealand-most-important- issues-facing-new-zealand-march-2015-201504020132

Suki, N. M. (2014). Passenger satisfaction with airline service quality in Malaysia: A structural equation modeling approach. Research in Transportation Business & Management, 10, 26-32.

Virgin Australia Airlines Holding Party Limited (2014). Sustainability- Flying the future. Retrieved from https://www.virginaustralia.com/cs/groups/internetcontent/@wc/documents/webcontent/ ~edisp/2015-sustainability-report.pdf

Whyte, R., Prideaux, B., & Sakata, H. (2012). The evolution of Virgin Australia from a low-cost carrier to a full-service airline-implications for the tourism industry. Advances in hospitality and leisure, 8, 215-231.

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