CORPORATE STRATEGY

Corporate Strategy: Virgin Airways

Corporate Strategy: Virgin Airways

Introduction

Virgin Airline is one of the global multinationals that is increasing its market and mind share rapidly. Virgin Airways is and airline company owned by Richard Branson. Virgin Airline is the subsidiary of Virgin Group that is very well known for its naughty image in all over the world. With the passage of time Virgin Airline has grasped a sustainable mind share and is considered the most luxurious airline in some regions of the world; such as United States, North America, Middle East and Asia etc. The purpose of this paper is to analyze and critically discuss the marketing plan of Virgin Airline. This paper aims to explore and critically discuss the marketing strategies adapted by Virgin Airline that enabled it to successfully achieve a sustainable position in the market.

This paper will analyze the change in the competitive positioning of Virgin Airways over past five years and strategic position of Virgin Airways. In addition, this paper also discusses the corporate and functional strategies of Virgin Airways that has been used by the organization in order to achieve sustainable market share and market leadership. This paper enlightens the methods selected by Virgin Airline and the value added services; which helped company to grasp the consumer delight of their target market in order to survive the cut through competition in United States' airline industry.

Discussion and Analysis

Since last five years there have been several changes in the corporate as well as functional strategies of Virgin Airways. These changes are carefully analyzed by Virgin Airways in order to maintain its position in the market. There are several factors that have influence over the strategies of Virgin Airways. This paper will further discuss the functional and corporate strategies of Virgin Airways; in addition the paper will also discuss the internal and external drivers that have a significant impact over the strategies. Globalization and pace of technological change has made the competition intense. Nowadays in order to survive in the market an organization has to formulate an effective action plan in order to survive the competition. While entering into an international market there are a lot of things that should be kept in mind. The first and foremost thing to cater is the existing market players that are already present in the market occupying huge market share and enjoying sustainable brand loyalty of customer. It is difficult to grasp the untapped market but it is even more difficult if the untapped market is already occupied by a market giant. Therefore, effective strategies should be formulated in order to attract the customers by luring their brand loyalty. This requires in-depth market survey and analysis.

Development of a new business strategy has always been one of the main obsessions of most companies, but when that happens to become think winning strategies, i.e. those who enjoy guarantees of success over the medium becomes a true chimera. In the last century and over again we hear the hackneyed phrase that the world is ...