Reference no: EM132738862 , Length: 3000 Words

Strategic Management & Leadership - Strategic Analysis of Virgin Airlines

Research Report

Harvard Referencing System

Assignment Brief

This case study identifies the various challenges faced by Virgin Airlines - part of the Virgin Group - a key player in the European airline industry. The challenges faced by the airline fall within their immediate environment (the competitive airline industry) and the larger macro environment (wider trends beyond the airline industry impacting on the performance of Virgin).

The purpose of this individual assignment will be to conduct an analysis of Virgin operating in the European airline industry, to help inform decision-making regarding its current strategic position, and strategic actions that need to or are recommended to be taken. The assignment will need to offer the following:

1. A commentary and analysis based of the wider ‘macro' UK and European environmental setting which potentially impacts on the performance and strategic actions of Virgin. The requirement here will be to structure your commentary and analysis applying a
‘PEST' or ‘PESTEL' framework.

Here you will need to identify the main factors impacting on the company (i.e., key ‘drivers of change'). You may find that some macro factors exert a stronger influence over the company than other factors. You will need to make an evaluation of this through your assessment of the information presented in the case.

2. A commentary and analysis of the micro environment (i.e., industry) within which the company operates. The requirement here will be to structure your commentary and analysis through applying the ‘Five Forces' framework to assess the attractiveness of the industry to inform business strategy development.

Here you will need to identify the key stakeholders within the European airline industry. The key will be to identify where power lies in terms of the various stakeholders operating in the industry, and also to reach an assessment of the attractiveness of operating within this industry. Make sure to offer an assessment of the industry life cycle stage and what you think this may mean for Virgin.

3. From the commentary developed in your situation analysis in 1 and 2 above, identify a series of a) potential scenarios based on SWOT/TOWS analysis and b) generic strategic recommendations for the company.

a) Perform a SWOT or TOWS analysis and identify potential scenarios outlining several possible future outcomes or ‘stories' for which Virgin may need to prepare. You will need to offer a ‘pessimistic', ‘middling' and ‘optimistic' scenario and indicate which you reason is most likely in 2020 or beyond.

b) Generic strategic recommendations should be informed by the work of Porter and Bowman.

Please note, that you may wish to supplement the case study with more recent information, but that any additional sources need to be cited in the main body of your writing and also in your bibliography.

Assignment Task [around 4000 - 4500 words]

Individual report evaluating the external environment contributing to the effectiveness of the firm's competitive situation in the market (no more than 4,500 words maximum excluding appendices, references).

You are required to incorporate the following facts in order to compile the above report.
• PESTEL framework.
• Porter's 5 forces analysis.
• SWOT/TOWS analysis
• Potential scenarios for the near future
• Strategic recommendations.

Attachment:- Strategic Analysis of Virgin Airlines.rar