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Overview of Virgin Atlantic: Mission, Operations, and Market Position

Virgin Atlantic, founded by Richard Branson, aims to create a profitable airline where customers enjoy flying and employees love working. Launched on June 22, 1984, the airline operates from its headquarters in Crawley, UK, with routes across North America, Asia, Africa, and Australia. Virgin Atlantic ranks as the UK’s second largest long-haul airline. It serves a target market of business and leisure travelers, offering a unique two-class travel experience. The airline differentiates itself through branding and exceptional service. Partnering with various airlines enhances its global reach.

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Overview of Virgin Atlantic: Mission, Operations, and Market Position

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  1. Jonathan Phillip Voutier Student #: 025 824 129 Submitted To: Nadia Silvani Course Code: FIS350FB Date: 01/10/2013

  2. Airline Profile • Richard Branson is founder of the airline and president. • Mission statement: “To grow a profitable airline, where people love to fly and where people love to work.” • Virgin Atlantic's first flight was on 22 June 1984. The airline was set up with just one route to New York. • Virgin Atlantic’s headquarters is in the UK in Crawley, which is near London Gatwick Airport • The airline also has oversea offices in the United States, Caribbean, South Africa, Hong Kong, Tokyo, Shanghai, Delhi and Lagos • Virgin Atlantic is an independent airline, and is the second largest long haul airline in the UK and the third largest European carrier over the North Atlantic

  3. Routes • United Kingdom: Manchester, London, Glasgow, Edinburgh, Aberdeen • North America: USA and Canada – Boston, Chicago, Las Vegas, Los Angeles, Miami, New York, Orlando, San Francisco, Vancouver, Washington • Caribbean and Mexico: Antigua, Barbados, Cancun, Grenada, Jamaica, St. Lucia, Tobago, Havana • Asia: Delhi, Hong Kong, Mumbai, Shanghai, Tokyo • Africa and Middle East : Cape Town, Dubai, Johannesburg, Lagos • Australia: Sydney

  4. Partner Airlines • “If we can't fly you to your final destination, we have a friend who can.” • Air China (Beijing) • Cyprus Airways (Larnaca) • Singapore Airlines • Virgin Australia • Air New Zealand • Delta Air Lines (Canada,USA,Caribbean) • South African Airways • All Nippon Airways • Jet Airways (Mumbai) • Transaero Airlines (Moscow)

  5. We currently operate Boeing 747 and Airbus A340 aircraft. Our Fleet • Boeing 747-400 (London Heathrow Based) • Airbus A340-300

  6. Target Market • VA’s target market based on statistic shows that upper class passengers are predominately travelling on business and are male, 35 to 45 years old • Passengers in Premium Economy are split fairly evenly between travelling for business or leisure. Most of these travellers are male, average age 41 • Also those travelling on business are often doing so because their company operates an economy travel policy • Economy passengers are a much broader group, travelling mainly for leisure and evenly spread across most social economic groups and age ranges.

  7. Why Virgin Atlantic? • VA operates a two class system: Upper Class and Economy class, which is segmented into Premium Economy a full fare separate economy cabin and Economy covering all other coach/economy fares. • VA operates a frequent flyer programme, flying club to encourage loyalty in existing flyers; offering miles which can be exchanged for free flights and other rewards, flying club members are rewarded with a swarm of other benefits.

  8. Competitors • Competitors to Virgin Atlantic are British Airways, American Airlines, Continental, Delta and United on long haul routes and even Cathay Pacific to routes towards the Far East. Advantages • VA has successfully used branding to develop perceptions of a corporate personality, offering a unique combination of service elements and attributes, which serve to set themselves apart from the competition. • In other words, they have developed a ‘service brand’ symbolising both individualistic attributes and quality of service.

  9. Uniforms • http://www.virgin-atlantic.com/gb/en/the-virgin-experience/fitfoo/our-people/watch-the-trailer.html

  10. Works Cited • "Everything You Need to Know." About Us. N.p., n.d. Web. 30 Sept. 2013. • "Destination Guides." Worldwide Flights. N.p., n.d. Web. 30 Sept. 2013. • "Our Fleet." Our Aircraft. N.p., n.d. Web. 30 Sept. 2013. • "Our Codeshare Partner Airlines." Our Codeshare Partners. N.p., n.d. Web. 01 Oct. 2013. • "Watch the Trailer." Worldwide Flights. N.p., n.d. Web. 01 Oct. 2013.

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