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Essay / Research Paper Abstract
This 3 page paper considers the decisions making processes at Virgin and whether from the evidence, they appear to be logical and rational based in the strategies and decision that have been observed, The bibliography cites 5 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEvirginat.rtf
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Unformatted sample text from the term paper:
way in which it operates on a day to day basis. One company that can be seen as embodying many good as well as bad decision has been Virgin Atlantic
Airways. This airline was founded by Richard Branson and has been associated with his image ever since despite a major share being sold to Singapore airlines. The decision from the
beginning have shown a high degree of acumen when it comes to overall strategy. The initial development took place when a gap was seen in the market. The general opinion
may have been that this was a risky venture, with capital investment in an industry where there were low profit levels and high overheads. However, the business started in a
very cost effective manner, the aircraft were leased and as such the barriers to entry with capital and barriers to exit were minimised. The idea was that there was space
in the market for a quality and value airline flying to the US. Having already developed a reputation for taking risk, and with many links to many well known names,
the company was launched in a very short period of time, three months for the announcement to the launch, and with a high level of publicity, sing both Branson himself
and many other well known names (Virgin, 2007). There were initial problems, but the decision was to tackle these head on, where
flights were delayed Richard Branson came personally to apologise to the delayed passengers, treating them as he would like to be treated. This was excellent PR (Rifkin, 1998). In his
image he has managed to always give the press something that is attractive and will sell newspapers. This use of PR as part of the strategy has also reflected the
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