Essays on Virgin Atlantic Airways - SWOT and PESTLE Analyses Case Study

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The paper 'Virgin Atlantic Airways - SWOT and PESTLE Analyses " is an outstanding example of a business case study.   Virgin Atlantic airline gives air transport services for freight and also passengers. It was started by Randolf Fields and Alan Hellary. In the year 1984, Virgin Atlantic started operating its air services between Netwark Liberty and London Gatwick. This airline is highly reputed to offer quality services and it is the second-largest airline in the United Kingdom. The airline aims at making the company a place where people desire to fly and to work.

The external analysis of Virgin Atlantic airline reveals that political, economic, socio-cultural and legal factors affect the operation in Virgin Atlantic airline. This airline has got strengths weaknesses and opportunities and threats just like any other organization. The strengths are evident in the personnel that are in this organization. (Anthony, 1998) Virgin Atlantic airline has got qualified personnel that have high integrity and this has made the airline easily be recognized by its brand name. The airline has managed to maintain customers who have religiously remained loyal to it.

The opportunities lie in having more operating destinations and more flights. Competitors for Virgin Atlantic airline include British Airways, American and United airways. They are incorporating advanced technology which poses a threat to Virgin Atlantic airline. With the outsourcing of experts and extensive research, this airline will be in a position to keep up with the fast-moving industry. 2.0 Introduction Virgin Atlantic Airways Ltd is a British airline that is owned by Singapore Airlines and Richard Branson’ s Virgin Group. Singapore airline owns 49% while Richard Branson’ s Virgin Group owns 51% of the Virgin Atlantic Airways Ltd.

This airway operates long – haul routes that are between North America, Australia, Asia, Middle East, Africa, Caribbean and United Kingdom. This Company holds a license with the United Kingdom Civil Aviation Authority. This allows it to carry cargo, passengers and mail. The aircraft have got twenty seats. This is the second-largest airline in the United Kingdom. It provides its services to approximately twenty-two destinations. The destinations include; Barbados, Lagos, Johannesburg, Hong Kong and London Hub. (Branson, 2006) 3.0 Background In the year 1982, Alan Hellary and Randolf Fields started the British Atlantic Airways which was a successor of Laker Airways.

In the year 1982, Fields had the idea of starting up an airline that would fly from Falklands to London and back. More expertise was however needed for this service. Two attempts were made which also failed but Fields and Hellary persevered. They applied for license of flying between Gatwick and London. There was stiff competition from People express which was expanding quite rapidly. The two decided to get more funding before they proceeded with their new airline that they had proposed.

Later on, Fields proposed a business partnership between Branson and himself. This resulted in having the virgin Atlantic airlines. In the year 1984, Virgin Atlantic started operating its air services between Netwark Liberty and London Gatwick. 4.0 Mission statement The mission statement of Virgin Atlantic airline is growing a profitable airline where people love to work and where people love to fly. For this reason, all the staff including cabin crew, salon staff, pilots and engineers give the highest standards of service, safety and comfort. They believe that good enough is not actually good enough.

They carry out their responsibilities to deliver their best. This has made the airline reputed for integrity, friendliness and intelligence all over the world. (Gregory, 2000)

Reference

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Anthony, C. (1998): SWOT Analysis; An explanation of the S.W.O.T. Analysis process; New York; Macmillan Press

Branson, R. (2006): Virgin Atlantic airline’s success; retrieved from; www.virginatlantic.com accessed on 24-10-07

Collett, S. (1999): SWOT Analysis; Computerworld; New York; John Wiley & Sons; Vol.33; 19-43

Gregory, M. (2000): Dirty Tricks; British Airways' Secret War against Virgin Atlantic; New York: Virgin Books Ltd

Hilltop, J. (1994): European Human Resource Management in Transition; New York Prentice Hall

McNamara, C. (1999): Strengths; Weaknesses; Opportunities and Threats; UK Oxford

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And Practice: Macmillan Press

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