Virgin Atlantic is one of the leading luxury airline and part of the Virgin Group of companies, a highly valued name in United Kingdom and United states. Virgin is one of the leaders in most of the industries it operates in. A major reason for the success of Virgin Air is the CEO of the Virgin group Richard Branson, whose vision and dynamic personality has led to one of the most talked about creation and growth of a business group. Richard has been able to use his personality and the media attention he gets to further the projection of the company. Richard has been able to bring his creativity and vision in Virgin Atlantic making it one of the most dynamic organizations in the world. Vision: The success of our three year strategy requires us to build on these foundations by focusing on the business and leisure markets and driving efficiency and effectiveness. ((http://www.virgin-atlantic.com/en/us/allaboutus/missionstatement/index.jsp) Mission Statement: To grow a profitable airline which people love to fly and where people love to work. Safety, security and consistent delivery of the basics are the foundation of everything we do. (http://www.virgin-atlantic.com/en/us/allaboutus/missionstatement/index.jsp) The main competitive edge for company has the luxury services that is provides for luxury travels by incorporating the advantages it receives from associates companies. Virgin Atlantic is known to hold live concerts during flights. Furthermore, the company has been able to enter strategic partnerships with other global carriers which has ensured synergies, reduced costs and cemented its position as one of the foremost luxury airline in Europe. The purpose of this report is to analyse the company and evaluate the external and internal environment within which the company operates. The analysis will work out the strategic position of the company, identify opportunities and threats and recommend which opportunities the company should...
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