Virgin Airways or Virgin Australia is a member of Virgin Group which was established by Richard Branson in 1970 with various sectors such as mobile telephony, transportation, travel, financial services, media, music, fitness and tourism. Virgin Australia was first put into operation on 31 August 2000 by the first flight DJ214 from Brisbane to Sydney. On that date, the company just had one route, two aircraft and a team of 200 people. Neil Chatfield, who has an extensive experience across a range of industries, is an Independent Non-Executive Chairman of Virgin Australia. There are eight different directors who are co-responsible for the Board with Neil Chatfield and John Borghetti – the current Managing Director and Chief Executive Officer (CEO) of Virgin Australia. The company’s listed name on ASX is VIRGIN AUSTRALIA HOLDINGS LIMITED with the Issuer Code of VAH, which was presented on 8 December 2003 as Transportation in GICS Industry Group. “Safety, security and consistent delivery of the basics are the foundation of everything we do” is the organization’s mission statement. Virgin Australia has a chain of systems including Operations, Product and Guests Services and Finance with the strategies stressing on planning, monitoring and implementing in order to maximize revenue, increase market position through its own and partner network. The Operations, whose responsibility is ensuring the completion of work safely and on time, is the largest system in the company. Following is the Product and Guests Services team where customers can experience the professional services from Virgin Australia. Another vital part of the organization is Finance which promotes the business and the team to reach their objectives effectively. There are a number of Virgin Australia’s competitors such as Qantas, Jetstar, Tiger in domestic and America Airlines, British Airways in international industry. However, the contemporary management systems of Virgin Australia are still unknown. Thus, this report will clearly identify and discuss Virgin Australia’s management systems including four main aspects such as Internal and external environment, Planning and strategy formulation, Organizational change and the implementation of corporate social responsibility and ethical behaviour.
2. Internal and External Environment
Environment in business is a significantly important part that companies should pay attention to, in order to improve and lead organisation to the top. Virgin Australia is a successful leading airline company because the company follows to all business environmental conditions. Environment divided in to two parts, which are internal and external environment. 3.1 Internal Environment
First part which is internal environment refers to the world which is inside the company. It contains organisation’s people, culture and other terms. Main people who hold Virgin Australia are its directors: 3.2.1 Board of Directors:
Virgin Australia 2011, Annual report 2011, Virgin Australia, Brisbane.
3.2.2 Organisational Culture
Organisational culture is a collection of beliefs and values that develop within organisation and control its member’s behaviour and interaction with each other in other to achieve company’s goals and objectives (Davidson, Poole and at all 2011, pp. 44). Virgin Australia has strong and purposeful culture motivating each worker to bring success in to business. According to Virgin Australia (2011), the company’s aspects are resourcefulness, innovation, caring, enthusiasm, excellence, individuality and integrity. Virgin Australia always cares for guests, their colleagues, the environment and the community. Also in organisation everybody are honest, open to each other, always do what they say they will do and just love what they do. 3.2 External Environment
Next part is company’s external environment which refers to all that can affect organisation from outside the...
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