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Essay / Research Paper Abstract
This 9 page paper looks at the budget airline Virgin Blue based in Australia, and the way they compete in order to identify the strategy making processes which can be observed at the so successful airline. The bibliography cites 9 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEvirginblue.rtf
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Unformatted sample text from the term paper:
Australia; set up in 2000 the firm has sought to establish itself as the market leader in the budget airline sector. The airline started out as a small, but ambitious
entrepreneurial airline, with only two aircraft Boeing 737-400 flying on a single route (Virgin Blue, 2010). The airline has evolved over the years, there are now 31 destinations in
Australia as well as routes to the Pacific Islands, New Zealand, Papua New Guinea and Asia (Virgin Blue, 2010). This is achieved with a fleet of aircraft where there is
a strong bias towards the use of Boeing 737s and now 777 aircraft. The aircraft are recognizable, not only as a result of the strongly branded livery, but also in
the way that the aircraft are names, a trend seen throughout the entire Virgin airlines, including Virgin Atlantic, The names will often be feminine and reflect Australian themes, such as
Brisse Lizzie and Tassie Tigress, playing on the slang names for some Australian places. Airline has also undertaken an expansion strategy, with the use of the brand to expand into
new markets with subsidies, such as Pacific Blue and more recently V Australia with entrance into the long haul market with flights to the US (Virgin Blue, 2010) When assessing
the companies strategy and the way that they undertake strategic planning there can be two sources of assessment, the consideration of the strategies that can be observed and the way
that emerge as well as looking at the documents for the firm themselves it assess the way strategy is undertaken. 2. The Strategy Process There us little doubt that
Virgin Blue is successful, it is one of the more profitable airlines and has demonstrated the ability to undertake aggressive growth as well as cut costs, as seen with the
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