Ryanair and Virgin Atlantic
Both of them are recent creations in airline transport business, they started life in competition with major national flag carrier airlines and grew to be major challengers to these established companies. Virgin Atlantic’s air transport business originated in the long-haul, mainly transatlantic market which might be highly profitable but is also extremely competitive. It attracts passengers by offering a superior experience and is firmly positioned at the quality of the market. Publicly material emphasizes style and comfort, and there is a range of in-flight extras which, even at the economy end of the price range, includes in-flight food and drinks and packs of ‘amenities such as flight socks, eye shades and lip balm. At the Virgin Atlantic, cabin crew is there to be helpful and welcoming; Their job is to encourage the all-important customer loyalty which generates continuing profit. This company brings together all manner of people in all manner of roles, all playing a crucial role in the smooth running of very complex operation. But whoever you are and whenever you join the organization, you will never stop thinking of customers and what you can do for them. From frontline cabin crew to IT analysts, everyone here plays a role in delivering the Virgin brand. So everyone plays his/her own part in maintaining the friendly, unconventional professionalism that makes Virgin Atlantic such a unique place of work. From here we can conclude that Virgin Atlantic company’s organizational metaphor is organism, according to which organization is seen as behaving like a living system. In the same way that biological mechanisms adapt to changes in their environment require an adaptable type of structure. Ryanair - as a concentrated low cost airline in Europe is successful, because they have very low costs and airfares, but many hidden charges, that only become apparent once you are in the booking process. They fly to popular...
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