The company I’m going to investigate is Virgin Atlantic. Virgin Atlantic is a British airline, which was founded almost 25 years ago; it is a leading player of Sir Richard Branson's Virgin Group, who own 51% of it and Singapore Airlines owns 49%. Its headquarters are located in Crawley, West Sussex, England, near London Gatwick Airport, they also have Technical Engineering Centers and other buildings and offices for cargo and Logistics in Manchester and Norfolk. It operates between the United Kingdom and North America, the Caribbean, Africa, the Middle East, Asia, and Australia from main bases at Gatwick and London Heathrow Airport, using a mixed fleet of Airbus and Boeing aircrafts. Despite Virgin Atlantic’s growth the service remains customer driven with an emphasis on value for money, quality, fun and innovation. On its long haul routes Virgin Atlantic operates a two class system: Upper Class (the airline’s business class) and Economy Class which is segmented into Premium Economy Class and Economy. Virgin Atlantic recently launched the Upper Class Suite – a new product which promises to take on other carriers’ first and business class products. Virgin Atlantic also has Upper Class Lounges at Various Airports in the UK, USA, Japan, Hong Kong and the Caribbean. Mission Statement:
A Corporate mission statement should be an expression of the vision, the culture and the shared values of the organisation, as well as defining the boundaries or scope of the business. The four phrases to analyse a Mission Statement against, to evaluate its effectiveness are: Is it reasonably concrete and action oriented?
Can People Understand it, relate to and put into action?
Does it differentiate company from competitors?
Is it simple, easy to put into words and easy to explain to customers?
Virgin Atlantic has got a Simple Mission statement:
1.To grow a profitable airline...
2.Where people love to fly...
3.And where people love to work.