Virgin

1 Introduction: This report leave behind crush the strategical sort of utter(a) Atlantic Airway (VAA) in 2008. From 2008, the pecuniary crisis had a huge negative impact on umpteen industries of the world, especially the aviation industry, as a barometer of global economy, could develop the negative influence as the highest priority. It is clear that VAA as the imprimatur largest strainingline company in UK have been affected by the financial crisis. The purpose of this report is identifying the principal(prenominal) strategic change of VAA in financial crisis years, and trying to find out the main reasons why VAA could success in this period (got 68.4 million pounds from 2008 to 2009, which was as twice time as the last year), and giving an abbreviation of VAA to help understand how the Virgin airline struggle with different airline companies. This report bequeath be divided into atomic number 23 parts, which are the introduction, background of company, analysis of change in strategy, finis and recommendation. Particularity, the analysis of change in strategy could be the nearly important issue in this report, and give much to a greater extent details of the strategic change of VAA. Firstly, a clear comment of strategic change that VAA has chosen will be demonstrated.

Secondly, to dry land the situation VAA had faced, and find out the reasons that caused the company changing their strategy. Thirdly, it will use PESTEL, Porters Five Forces and SWOT to elucidate strategic position of VAA and strategic business unit (SBU) to analyse the strategic choices. Finally, previous research and analysis of this change will be discussed. 2 Background of Virgin Atlantic airline business: 2.1 History: In 1982, the British Atlantic airway was founded by an American lawyer (Randolph Fields) and former chief pilot of lake air (Alan Hellary). Since the failure of two routes operation, they proposed to create a partnership of airlines with Virgin Group. So the British Atlantic airway changed into VAA as a sub-company of Virgin group in 1984. Now VAA has... If you want to get a full essay, order it on our website: Orderessay

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