Virgin Blue Business Strategy

Company background
staring(a) red-hot was established in November 1999, with a US$10 million full impartiality funding by Virgin chemical group. The objective of this refreshing air duct was to develop a Virgin branded, low apostrophize newsboy operating in the Australian domestic market. The business line warning adopted for the company was similar to that of masteryful low cost carriers in Europe, such as Ryan Air.
Business Strategy
The Virgin Group decided to precede the Australian airline business manufacture following its corporate strategy of diversification at soulfulness business unit level. Following Virgin’s success with Virgin Atlantic a few years antecedent and its desire to continue innovating in the global airline industry, it opted to enter the Australian airline with a completely new business project. At the quantify, the Australian airline market was dominated by two major players, Qantas and Ansett. The market was characterized by no telling competition, presenting very high fares and low quality in terms of customer service, therefore creating a big opportunity for the submission of a third player.
More recently Virgin Blue has decided to launch another subsidiary firm, but this time in Australia, the V Australia airlines.



The cin one casept of V Australia is somewhat diametric from the other airlines in the Group; it is a premium, boutique-styled carrier, operating new aircrafts to international destinations. The routes will focus on trans-Tasman and trans-Pacific flights. However the airline will continue to incorporate Virgin Blue Group values and characteristics, of being a competitive fare airliner, with extraordinary in-flight products and services and the unique world-wide known service style. This project once again shows Virgin’s determination and will to alter its offer range and actively compete against the other players in the market.
The Business strategy of Virgin Blue can be shortly described as a strategy deep focused on the company’s key competitive strengths and...If you want to get a full essay, order it on our website: Orderessay



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