Strategic Management at Virgin

Strategic management is the art and science of formulating, implementing and evaluating cross-functional decisions that will enable an organization to achieve its objectives. It involves the systematic identification of the firm 's objectives, nurturing policies and strategies to achieve these objectives, and acquiring and making available these resources to implement the policies and strategies to achieve the firm 's objectives. Strategic management, therefore, integrates the activities of the various functional sectors of a business, such as marketing, sales and production to achieve organisational goals. It is the highest level of managerial activity, usually

With the hopes for an economic upturn still remaining, it is recommended that the Virgin group approach and review, with great urgency, the matters outlined in this memo. Questions have been raised by many noted publications including the Economist and Marketing News regarding the current financial state, brand strength and future of the Virgin group. Many has quipped Mr. Branson and the Virgin group as over-exerting and extending company resources, capabilities and competencies beyond a controllable and unprofitable threshold. Many critics have pointed to Virgin’s brand losing goodwill and compromising core values due to the brand stretching. With over 20 holding companies

Virgin Atlantic is clearly the cash cow of the Virgin Empire but we have undertaken a

Strategic Management is the theory and practice of making decisions that shape the future of the firm. This course looks at the content and process of strategic decision making from the perspective of managers who are responsible for an entire business unit. These may be individuals who are acting in the capacity of a Chief Executive of a company, divisional General Managers, or departmental heads. It is also the perspective most

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

The first part of this report provides a broad introduction into the business of Virgin Australian by examining its principal sources of revenue, its nature of operating, its competitors, the market share and the regulations affecting its operations. From this, it can be seen that Virgin Australia operates in a very competitive environment and generates revenue by the core business of passenger and cargo transport.

Being in the service sector it is important for Virgin Atlantic to study its marketing mix as it works as an efficient tool, while building up marketing plans. It comprises of the seven P’s which are as follows.

Virgin Australia uses both the prospector strategy and analyser strategy to respond to market turbulence. Turbulence in the domestic airline market, as explained in section 2.1.2 of this report, ranges from moderate to surprising. This environment requires a combination of customer/competitor based and flexible/creative strategic management (Viljoen & Dann, 2003). Virgin Australia achieves this through its application of the prospector strategy, shown in its product development strategy outlined in section 4.1 of this report. This is combined with its use of the analyser strategy, shown in Virgin’s flexible organisational structure and measured approach to risk taking.

Virgin Atlantic has been maintained by the innovativeness and offering of quality services to the customers. Promotion of growth and attracting new customers are the main reasons behind the marketing plan. The plan has been produced for 3-5 year period to improve the future of the business. Virgin Atlantic saw the need to improve and expand the airline services offered in the country, ensuring that quality, faster and convenient services are guaranteed to the customers.

Pratap (2017) The attractiveness of Virgin Atlantic is affected by a number of factors. Within the 21st century, the airline industry has been growing frequently and in demand. In spite of the speedy growing world economy, there are a number of forces that can affect the growth of Virgin Atlantic. Also, a number of forces determines the level of competition and competitiveness in the market that Virgin has to face.

The Virgin Group, is a British international corporation conglomerate founded by entrepreneurs Sir Richard Branson and Nik Powell in the 1970. Today, the Virgin Group, operates in 13 regions internationally, in seven industries with a net worth valued at $4.9 billion (Virgin, n.d.). Although, the Virgin Group is made up of several largely diversified companies, for the general purpose of this assessment, we will concentrate on the airline sector of the Virgin Group. Virgin-branded airlines include: Virgin Atlantic, Virgin Galactic, Virgin Australia and Virgin America. In this analysis, we will take an in-depth look at the external, internal and SWOT analysis for Virgin America Airline.

According to Pearce and Robinson 2004, a company should select long-term objectives and grand strategies that will achieve the most desirable options. Strategic management involves the planning, directing, organizing and controlling of a company 's strategy-related decisions and actions. (Pearce, Robinson 2004)

Strategic management covers enterprise wide strategy formulation, implementation and evaluation. It emphasizes sustained wellbeing of organizations. Why? According to Thomas and Strickland (1996) strategic management

The purpose of this report is to identify key issues of strategic management that have influenced the achievement and failures in Virgin Group. The case study will be focusing on three topics: Organisational culture, Leadership, Entrepreneur and Innovation.

‘Strategic Management’ is a very complex term as many eminent researchers and scholars have had different views and conclusions on strategy. According to White (2004), “Strategic Management involves both systematically developing an idea together with its implications and testing the empirical validity & usefulness of that idea against the real world.” Thus strategy is not only about planning for future but also about confirming the validity of the hypothesis considered and implementing it successfully. Strategy formation may take various forms such as implicit, explicit or emergent. Implicit strategy is a strategy formed by intuitions of an individual. As per implicit strategists, strategic management is about reading the environment