Critical Analysis Of Virgin Atlantic
1.0 Introduction
The purpose of this business report is to the critical analysis the present situation of Virgin Atlantic 's strategy by using strategic management literature. Here will analyse it in detail.
1.1 Background of Virgin Atlantic
The first airlines, Virgin Atlantic, was founded in the United Kingdom in 1982 by Randolph Fields, Laker Airways and Alan Hellary. Then, the Virgin Atlantic was acquired by the Virgin group in 1984, which was become Virgin Group subsidiary. After that, the part of the equity of Virgin Atlantic was acquired by the Detta Air Lines and Air France-KLM. So, Virgin Atlantic is owned by three companies, Virgin Group (20%), Detta Air Lines (49%) and Air France-KLM (31%). Virgin Atlantic operated more different international routes such as New York, Atlanta, London, Dubai, Hong Kong, etc. In addition, Virgin Atlantic had got much achievement, including launched the first super economy service in 1992 that went on to become their award-winning Premium Economy and the world 's first flight using biofuel by a commercial airline in 2008. Besides, they provide three classes of travel to customers. For example, upper, premium economy and economy classes, which has provided an upper-class suite and the longest and most comfortable flatbed and seat in business class. Furthermore, they also provide many unique features such as a cocktail bar, a hair salon, a Cowshed spa, a brasserie and a games room in the new Virgin Clubhouse. Their plans are that to
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