P/M/51. Virgin Atlantic. Analysis of business strategy and reccomendations

Executive summary
This following project analyses Virgin Airways place within the very competitive airline industry. It investigates the success of Virgin Airlines, and its own individualistic style of strategic management. Emphasis is placed on the importance of strategy as a key business tool. Focus is placed upon Virgin Atlantics growth through the use of strategies. A particular type of strategy that is discussed is called ´value innovationŽ. It plays a major role in sustaining competitive advantage and staying at the forefront of the industry. This project focuses on how Virgin Atlantic has effectively implemented the strategy of value innovation in order to establish itself within the airline industry and differentiate itself from its competitors. The implementation of value innovation has the means through which Virgin Atlantic has made a radical change within a conventional market, offering their passenger a unique service. Possible strategies have been considered in order to improve the company against its competitors. Finally, the option considered the most appropriate for Virgin Atlantic has been recommended in order for the airline to become one of the worlds leading airlines.