Sample Essay

  • Virgin Atlantic had upper and economy classes but they realized the need for a middle class specifically for economy passengers traveling for business. The value for money that they provided helped them cater to a wide spectrum of customers. Fun was always an essential element of the airline’s strategy.
  • The staff at Virgin is a dynamic team since they are hard working, motivated and quality staff working for low salaries. All employees including the airline crew is allowed to call Branson at his land line number for 24 hours in order to make any unique suggestion or give a constructive and healthy criticism that can help the company grow. In the 10th year the company had 2602 valuable employees.
  • The Deregulation of the Airline industry affected Virgin Atlantic as well. The deregulation took place in three phases that was between 1987 when the price controls were relaxed, then in 1992 when airlines were allowed to set their own prices and also practice controls. Lastly, in 1990 when the global recession busted a lot of organizations and during the time when all airlines were laying off and down sizing Virgin maintained all employees and recruited new ones by the end of the year. Virgin Atlantic saw the worst recession and failures but today its one of the largest and the most popular airline companies in the world.
  • Steve Ridgeway, the Marketing Head at Virgin had a unique set of promotional activities but the company spent only 2% of their turnover on advertisement which is well below 5%-7% the usual airline companies spend on promotion. Virgin filed a case against BA to have illegally logged onto their systems to spread rumors. Virgin won the case. The battle continued when Virgin filed another case on BA. Virgin announced its first alliance with Delta Airlines which raised Virgin’s profits by $150million.

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Essay: Features of Virgin Atlantic
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