Virgin Australian Airlines Case Study

1. Describe the transformation of virgin blue to virgin Australia in detail?

Virgin Australia Airlines, formerly Virgin Blue Airlines, is Australia 's second-largest airline as well as the largest by fleet size to use the Virgin brand. Now based in Bowen Hills, Brisbane, the airline was co-founded by British businessman Richard Branson, the founder of parent Virgin Group and former Virgin Blue CEO Brett Godfrey. It was established in 2000 with two aircraft operating on a single route, and suddenly found itself catapulted to the position of Australia 's second airline after the collapse of Ansett Australia in September 2001. The airline has grown to directly serve 29 cities in Australia from hubs in Brisbane, Melbourne and Sydney, using a fleet of narrow-body Boeing and Embraer jets; and Airbus and Boeing widebody jets. After several years operating as a low-cost carrier it improved its services to become a so-called (self-described) "New World Carrier" – essentially a business model which offers the "guest" the choice of purchasing a ticket with aspects of the "no frills" approach of low-cost carriers or paying a little more to receive services more

Branson is famous for his success in the business field with his unique characteristics, which are an attribute to his success. Branson management style and leadership skills were learnt in his day-to-day duties and interaction with people. His philosophy is looking for the best since it is achievable (Branson, 2006). He does things in his own way and in his own style with the aim of doing the right things. Additionally, he believes that getting the right and willing people to do things that you need done is leadership. Richard Branson does not hold any degree in management or certificate in that direction but stands among influential manager. He does not follow any strategy in his day-to-day operation but rather uses a "to do" list. He has various self-developed management styles and skills that have led to