Virgin Atlantic History

JetBlue was founded in 1998 by David Neeleman, who had a vision to bring humanity back to air travel and make the experience of flying happier and easier for everyone (Brennan & Morgan, 2007). Since the industry was deregulated in 1978, over 100 airlines have been launched, with only a few becoming successful (Stalter, 2007). This was due to the highly competitive nature of the airline industry, with high capital requirements, high fixed operating costs and limited access to routes (Dalavagas, 2015). By 2005, JetBlue was one of the few successful airline start-ups and had begun to establish brand recognition and a following while beginning to carve out a distinct and profitable position as a low-cost airline and offered a high level of service. During the same year, the four major

David Neeleman is the founder of JetBlue Airways, which began under the name of “New Air” in 1999. Many JetBlue executives were previously employed by Southwest Airlines, a competitor in the area of low cost travel. However, Mr. Neeleman’s vision was to offer more amenities to its passengers, like in flight entertainment, leather seats, and unsurpassed customer service (Discounting, 2009). His idea was “to launch a new airline that would bring humanity back to air travel (Schill, M. J., et al,

There have been many branches of the Virgin Empire that have formed over the years. Many have brought continued success to the Virgin Group, while others have struggled and failed. Virgin Atlantic Airways was launched in 1984, Virgin Mobile (cellular) in 1999, and Virgin Blue (airline) in Australia (now named Virgin Australia) in 2000. Branson wrote in his autobiography of the decision to start an airline: My interest in life comes from setting myself huge, apparently unachievable challenges and trying to rise above them ... from the perspective of wanting to live life to the full, I felt that I had to attempt it.

Born July 18, 1950 in England, Richard Branson, the son of Barrister Edward James Branson and Eve Branson was educated at Scaitcliffe School; he suffered Dyslexia and had poor academic performance as a student at a young age. He married twice. Kristen Tomassi his first wife and his second wife Joan Templeman which he had two children with. Richard Branson started his entrepreneurship when he was a teenager. He had dropped out of high school at a young age and started a youth-culture magazine called “Student.” Branson had then created a mail-order record company in which he named “Virgin” this was so that he could support his magazine business. Branson’s record shop was earned by later efforts as well as a recording studio1972 in Oxfordshire, England. Virgin Music Company was one of the top six record companies in the world. He expanded the voyager Group, a travel company in 1980, the

Virgin Australia which was formerly called Virgin Blue is the Australia’s second largest airline. The airline was started in 2000 by British business tycoon Sir Richard Branson and former Virgin Blue CEO Brett Godfrey. The airlines started as low-cost carrier, but went on to become a “new-world carrier” (Virgin Blue media release, 2011). This low cost airline went on to become a full-service airline by 2012 with the name of Virgin Australia. Since the year 2000 the airlines grew rapidly and posed threat to Qantas airline and over the years Virgin Blue looking at the marketing trends and characteristics of the aviation industry grew into a Full Service Airline and is considered a four star airline by research consultancy firm Skytrax.

Richard Branson is a billionaire who is creating a spaceship that is designed to take private customers up to space. . Branson has focused on his idea of taking people out into space within the last ten years. In this time frame, the company has been testing and building a spaceship that would bring six out of the 700 customers who paid for the trip out to space beforehand. These tickets started off costing 200,000 dollars, but then the price was raised to 250,000 dollars. Now, Virgin Galactic has been testing their spaceship through a series of test flights. If the tests have positive results, the spaceship would be able to be used for commercial flights.

With $52 million of jets sold in the first year, it is clear people were excited about these jets and very interested in owning one. These jets quickly turned into a status symbol for the rich and famous of the world. T.A. Heppenheimer has even said, “To the public, the Learjet came close the being the ultimate status symbol.” (Grant, 2010). These planes were seen as such a status symbol they ever surpassed “a luxury yacht or Manhattan penthouse for both glamour and desirability.” (Grant, 2010). This status symbol is still very much seen today, and the luxury jet industry is massive employing over 1 million Americans and generating $150 billion annually in the US alone. (Ewalt,

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.

Using the case study, this section will examine the strategic issues and problems relevant to the Virgin Group and the strategy that the company has adopted. The case study briefly describes the Virgin Group empire and its corporate strategy. Furthermore, it proceeds to highlight a number of strategic issues Virgin group was experiencing. According to the National Academic Press (2009) a strategic issue is understood to constitute fundamental policy choice with the capacity to accept the mission, mandates, financing structure, management, processes, users or customers and product mix or service level of an organization. The primary issues that Virgin group is facing relates to both Virgin Atlantic

Virgin Australia is Australia’s second largest domestic airline, commenced in operations back in 2000 as a low-cost carrier (LCC) and has successfully survived in the market. Major shareholders include Air New Zealand, Singapore Airline and Etihad Airways. The airline rebranded in 2011 as a part of their 5-year turnaround

Changes in Virgin Atlantic’s operations are already starting. Preparations for the new flight schedule is in the works. Delta has collocated its Heathrow operations with Virgin Atlantic in Terminal 3 for all flights to Boston, New York, and Seattle to facilitate transfers between the two airlines (Virgin Atlantic, 2014). Virgin Atlantic has opened up its Upper Class offering at Heathrow, to Delta’s Business Elite, SkyMiles Diamond and Platinum Medallion members. This also includes access to the Private Security Channel, London Heathrow Clubhouse and Revivals lounge (Virgin Atlantic, 2014). October 26, 2014 will be the launch of Virgin Atlantic flights from Heathrow airport in London to Hartsfield-Jackson International Airport in Atlanta. The airline will take over one of three Delta flights and in return, Delta will operate one of two Virgin Atlantic flights from

With the air mail route secured, the company began to expand even more. By 1936 Braniff had established its hub in Fort Worth Texas, and expanded its coverage as far north as Chicago and as far South as Brownsville and Houston Texas. They also moved to expand their fleet by adding 7 DC-2 aircraft to their inventory. With the new and improved aircraft also came another first for Braniff. In 1937 the company chose their first flight attendants or “Hostesses” as they were then called. Braniff

Founded by the discount airline veteran David Neeleman in 2000, JetBlue Airways has quickly become one of the largest discount airlines in the United States. Starting primarily by serving the East Coast, the airline has since expanded throughout the country and entered the international market. The reasons for its early success are numerous: JetBlue entered the market with one of the largest levels of liquidity of any start-up airline; it met the needs of customers’ whose primary concerns are price and route; and it successfully defined its brand and differentiated itself

The primary purpose of this report is to demonstrate the decision-making process for the chosen aviation company Virgin Atlantic Airline owned by Sir Richard Branson, which was established in 1984 and how they influence their customers to purchase their products and use their services. Virgin Atlantic offers many services such as

The Virgin Group is one of the UK’s largest private companies. The group included, in 2006, 63 businesses as diverse as airlines, health clubs, music stores and trains. The group included Virgin Galactic, which promised to take paying passengers into sub-orbital space. The personal image and personality of the founder, Richard Branson, were highly bound up with those of the company. Branson’s taste for publicity has led him to stunts as diverse as appearing as a cockney street trader in the US comedy Friends, to attempting a non-stop balloon flight around the world. This has certainly contributed to the definition and recognisability of the brand. Research has showed that the