Contents

• Executive Summary 1
• Introduction 5
• About the company 6
• Analysis of the industry and the firm 7
• PEST analysis 7
• Political 7
• Economic 7
• Social 7
• Technological 7
• SWOT analysis 8
• Strength 8
• Weaknesses 8
• Opportunities 8
• Threats 9
• Strategic Capabilities Audit 9
• Human Relations 9
• Relationship with the Customer 10
• Value chain 12
• Inbound and outbound logistics 12
• Operations 12
• Marketing and Sales 12
• Services 13
• Firm’s Infrastructure 13
• Human Resource Management 13
• Technology Expansion 13
• Procurement 13
• Identification of strategies 14
• Bowman’s Strategic Clock 15
• BCG matrix of Virgin 17
• Evaluation of the strategy 19
• Porter’s Generic Strategy Model 19
• Cost Leadership strategy 20
• Differentiation strategy 20
• Focus Strategy 21
• Focus strategy (Low cost) 21
• Focus Strategy (Differentiation) 21
• Recommendation 21
• Conclusion 22
• References 24

Description

Business environment consists of social, environmental and economic factors of an organization. These external and internal factors can lead to long term growth and sustainability of that company. In this research report we have considered a case of Virgin Atlantic Airways Limited to analyze comparative strategic position with the help of business environment. Pestel and SWOT analysis of Virgin identifies its internal strength and thus help to create opportunities and increase the frequency of its operation. In the next section we have identified and evaluate different strategies which will help to recognize the comparative strategic position of Virgin Atlantic among its competitors. The whole discussion tells us that Virgin Atlantic focuses on providing quality services to all types of its passengers.