Jonathan. K. Kush is the lead business writer at 123 Writing. He holds a BA (Hons) degree in Business Administration from the University of Brighton, UK. As a Market Research Analyst by profession, Jonathan has nearly a decades experience in market research and business analysis. His passion includes studying markets and industry trends to understand their impact on company strategy, performance and ways firms can mitigate their environment to outcompete rivals.
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Virgin Atlantic is a British airline carrier that is co-owned by Richard Branson’s Virgin Group [51%] and Delta Airlines [49%]. Started in 1984, it is currently the UK’s best carrier in terms of punctuality, quality and the speed of dealing with compensation claims (Morris 2016). Latest revenues for the year ending 31 December 2016 were approximately £92million on operating profits of £23 million, 0.5% increase from the previous year (Annual report 2016).
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Virgin Atlantic Strategy Case Study
Key Learning Outcomes
By the end of the case, students should be able to:
- Understand the broad macro-environment of Virgin Atlantic and the UK airline industry in terms of political, economic, social, technological, environmental and legal factors (PESTEL/PEST/STEEPLE).
- Use our swot analysis example to gain an overall understanding of Virgin Atlantic's strengths and weaknesses and strategic options arising from the opportunities and threats that have been identified from the Pestle analysis example on it's business environment.
- Apply strategy business models and frameworks such as Pestle/Pest/Steeple, Swot etc to real company cases.
Analyse the internal and external environment of Virgin Atlantic using SWOT & PESTLE
1.0 INTRODUCTION
Virgin Atlantic is a British airline carrier that is co-owned by Richard Branson’s Virgin Group [51%] and Delta Airlines [49%]. Started in 1984, it is currently the UK’s best carrier in terms of punctuality, quality and the speed of dealing with compensation claims (Morris 2016). Latest revenues for the year ending 31 December 2016 were approximately £92million on operating profits of £23 million, 0.5% increase from the previous year (Annual report 2016).
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