Global Business Environment - Virgin Atlantic

Topics: Richard Branson, Virgin Group, Virgin Atlantic Airways Pages: 15 (3472 words) Published: December 5, 2014


Executive Summary / Abstract
Table of Contents:
1. Executive Summary………………………………………………………........……....2

2. Introduction……………………………………………………………….……………. 2

3. Literature Review……………………………………………………………………….3

4. Methodology..........................................................................................................4

5. Results & Findings................................................................................................5 5.1 SWOT Analysis………………………………………………………………….5 5.2 PESTLE Analysis ……………………..………………………………………..6 5.3 Porters 5 Forces Analysis...………………...…………………………..……..7

6. Interpretation & Analysis.......................................................................................8

7. Conclusions/Recommendations..........................................................................11

8. Appendices…………………………………………………………………………….12

9. Biography/References………………………………..………………………………13

1. Executive Summary
Virgin Atlantic is one of the leading luxury airlines in the world and is a part of the Virgin group. With Sir Richard Branson being the CEO and the face of the company, Virgin has become a household name in both the United Kingdom and United States. Branson’s charismatic personality attracts mass amounts of media attention which has helped to publicise the company further. Branson has been able to create an empire over an extremely diverse range of industries. From a record company to mobile phones, the entire enterprise is based around luxury and enjoyment, with an exciting airline that customers enjoying flying on and where staff are proud to be a part of the Virgin team. This group report examinations the internal and external environments of Virgin Atlantic and seeks to divulge into the fundamental factors aiding the company to be so successful. A lot of research has been ascertained in order to obtain a full picture of this charismatic airline and to have a full understanding of their hierarchy.

2. Introduction
In today’s globalised world it is known that in order for a company to be successful within the airline industry and to compete with larger and more lucrative airlines, a constant focus on innovation as well as the ability to modify strategies and management practices is fundamental (Dr Hunter, 2013) [Appendix 1.] Research has been complied in order to ascertain the information needed to understand how Virgin Atlantic competes in today’s global business environment. Founded by Sir Richard Branson in 1984, Virgin Atlantic are a private owned company which is 51% owned by the Virgin Group and 49% by Delta Airlines (Delta Airlines, 2014). Virgin Atlantic fly to over 35 destinations worldwide and carry over 5.5 million passengers each year. Now a household name, it is evident that Branson has created a strong brand image for Virgin Atlantic, a company which has been described by many of its customers as a “fun-loving, vibrant, sexy yet chic airline” admired for the friendliness of staff and customer service (The Economic Times, 2014). Recently winning awards such as “Best Airline Lounge” and “Best Long Haul Airline”, the future of Virgin Atlantic is expected to be lucrative with the delivery of 16 Boeing 787 Dreamliner’s over the next two years (Virgin Atlantic, 2014). Analysing the rapid changes in the global business environment, this group report seeks to understand how Virgin Atlantic operate as an airline, how the airline differentiates itself from competitors and to assess what changes the company have had to make and may have to make in the future in order to continue growing.

3. Literature Review
In order to understand Virgin Atlantic as a company on a global scale, a clear understanding of the “global business environment” is crucial. The global business environment is described by David Conklin as “The Forces outside the firm’s traditional boundaries…important in...
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