Virgin Blue Case Study

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Table of contents: Contents 1. Introduction 3 2. Strategic management and strategic competitiveness 3 3. External Environment 3 4. Internal Environment 3 5. Business level Strategies 3 6. Conclusion 3 7. References 3 Has Virgin Blue has achieved strategic competitiveness? 1. Introduction Virgin Blue is a budget Airline low cost carrier, founded by business entrepreneur Sir Richard Branson under his ‘Virgin’ banner. This venture began in the Year 2003 with the “fall of Ansette Airlines” (case study) leaving a gap to fill in the budget airlines industry. Virgin Blue is a very lucky enterprise as it is graced with a brand that possesses imagination, flair and business expertise allowing it to become one of the top airlines worldwide. 2. Strategic management and strategic competitiveness Strategic management is the analysis of factors including customers, competition as well as the organisation itself (business dictionary, 2011). This will enable the firm to achieve its long term business objectives of achieving above average returns. Virgin blues strategic management process must begin with an analysis of both the internal and external environments where they can see the source of their strategic inputs (Hanson D, 2011). Inputs help a firm identify key things such as core competencies that are unable to be matched by others (Hanson D, 2011). For example Richard Branson’s business knowledge and personality cannot be imitated by any competitors. All businesses aim to earn above average returns. This is no different with Virgin Blue as they found an opening in the market for low cost carriers and entered and has “rapidly grown to establish itself as one of Australia’s strongest domestic airlines (case study). The 21st century competitive landscape has changed the nature of the competition in industries (Hanson D, 2011). In the case of Virgin

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