Strategic Management and Virgin Australia Essay

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Virgin Australia Written Group Strategic Case Study 24th May 2012 MNGT2001 Alixandara Sutherland Laura Tumbers Katie Horne Laura Field Executive Summary The purpose of this report was to provide a strategic evaluation of the company Virgin Australia. The report begins by conducting a strategic analysis of Virgin, including an analysis of the external environment and an internal analysis of competitive strengths and weaknesses. The report then identifies the strategic direction and objectives of Virgin Australia, including the vision, mission, strategic objectives and stakeholders of the company. The report moves on to explore strategic choices of Virgin Australia by identifying the key broad business level and…show more content…
Strategic evaluation………………………………………………………………………………………23 7.1 Overall performance……………………………………………………………………………………23 2. Triple bottom line reporting………………………………………………………………………….24 7.2.1 Environmental bottom line…………………………………………………………….……24 7.2.2 Social justice bottom line…………………………………………………………………….24 7.2.3 Economic bottom line…………………………………………………………………….......25 3. The balanced scorecard………………………………………………………………………………..25 7. Conclusion: current and future prospects and recommendations…………………….26 8. References…………………………………………………………………………………………………………27 9. Appendices…………………………………………………………………………………………………………30 1. Introduction Virgin Australia was established in early 2000, with operations comprising of two aircrafts flying one route and 200 employees. Since this, the company has greatly expanded its operations embracing a true national domestic network and then further expansion into the international flights by 2009 (Virgin Australia, 2012). Today Virgin Australia operates under the chairman of the Virgin group Sir Richard Branson and is owned by Virgin Blue Holdings, formally Virgin Blue Airlines. Under the brand name is V Australia and Pacific Blue, from which Virgin Australia flies its main aircraft

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