The paper "The Strategic Plan for Virgin Blue Airways " is a great example of a management case study. A strategy is an integrated and coordinated set of commitments and actions designed to exploit core competencies and gain competitive advantage. (Jones, 2010) postulates that a firm gains a competitive advantage when it implements the strategy that competitors are unable to duplicate or find it costly to imitate. Virgin Blue Airways’ Strategic Plan 2009-2011 has outlined the measures the airline will put in place to ensure that it maintains a competitive edge in the cut-throat airline industry.
For any organization’ s plan to succeed, the human resource component must be taken into consideration. Miller (1987) argues that “ Human Resource Management relates to those decisions and actions which concern the management of employees at all levels in the business and which are related to the implementation of strategies directed towards creating and sustaining competitive advantage" (p. 352). The Human Resources Strategic Plan will ensure that the human resource goals are in tandem with the organization’ s aspirations, goals and objectives. A firm’ s strategic competitiveness is achieved when they’ ve successfully formulated and implemented a value-creating strategy (Hanson, Hitt, Ireland & Hoskisson, 2011). Analysis of Strategic Plan The Strategic Plan for Virgin Blue Airways identifies key areas that need to be addressed for the period up to 2011.
The plan covers a 3 year period 2009-2011 and it seeks to build a world-class airline internationally recognized and locally accepted in Australia. The plan covers the human resource needs of the organization and places emphasis on leadership, collaboration, participation and valuing staff to reach their full potential. The analysis process must begin with an analysis of both the internal and external environments where they can see the source of their strategic inputs (Hanson D, 2011).
Inputs help a firm identify key things such as core competencies that are unable to be matched by others (Hanson D, 2011). An example of Richard Branson’ s business knowledge and personality- it cannot be imitated by any competitors. All businesses aim to earn good returns. Virgin Blue is no different as they found an opening in the market for low-cost carriers and entered and has “ rapidly grown to establish itself as one of Australia’ s strongest domestic airlines.
Virgin Blue Airways seeks to be the carrier of choice in Australia for all types of passengers. It intends to achieve this by ensuring top-class services at low costs. Virgin Blue has targeted the full-service market leader, Qantas, by positioning itself as an airline for executives who can avail themselves of ‘ Premium Economy’ services. The 21st-century competitive landscape has changed the nature of the competition in industries (Hanson D, 2011). Technology and technological changes in the environment have had the biggest influence on Virgin Blue.
The company has been quick to establish a scheduling system that enables them to be more efficient and cut costs. Innovations in the 21st century have brought about changes in terms of service in many industries. Virgin is also using a self-check-in system cutting staff and with its costs. This shows that Virgin is innovative and is willing to change with the times.
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