Study of a commercial Airline company (vigin Atlantic) Essay

Study of a commercial Airline company (vigin Atlantic) - Essay Example For the purpose, Virgin Atlantic along with Boeing 747 ran a biofuel commercial aircraft, successfully, for the first time in the world (Virgin Atlantic, 2007) from London’s Heathrow Airport to Amsterdam (reference). Richard Branson, the owner and founder of Virgin Atlantic owned a successful music records company – Virgin Records in the early eighties and ventured into the highly competitive airline service industry in 1984. The company brought revolutionary changes in terms of services offered to the customers and was the first company to offer personal TVs to their business class passengers. By the end of the decade, the company managed to become one of the leading airline companies in the world and had flown over a million passengers by the end of the 1980s. In the 1990s the company mostly focused on expansion activities - buying new planes, expanding its route network and even acquired a 49% stake in Singapore Airlines. Today the company is still capitalizing on its strengths by offering world class and revolutionary services to its passengers and is focused on implementing bio fuel technology to promote the environmental cause (Virgin Atlantic, 2008). Differentiation based on value, service and price: Virgin Atlantic differentiates its competitive strategy by leveraging its brand equity and placing itself as a premium airline company thus deviating from the oft repeated policy of price based differentiation. It offers premium services to its customers, which are creative and innovative and hence is one of the greatest strengths of the organization. Global appeal spanning wide range of customers: Virgin Atlantic caters to a wide range of customers from the economy to the business class offering varied services including complimentary meals amongst others. It also offers price differentiation according to the time of