Introduction
The focus of this presentation is on the key strategic management approaches that have allowed
the firm to achieve great success. It describes how the firm has remained at the top for a long
period as a result of many methods. Brand value enhancement, marketing strategy, airline alliance
strategy, airline partnership, and the Branson factor all played important roles in the process
(Payán-Sánchez et al., 2019). Because of its solid organizational structure, consumer happiness,
and staff satisfaction, the Virgin Group continues to be a major brand.
COMPANY BACKGROUND
Virgin Atlantic Airlines is a British airline based in the English town of Crawley (Virgin.com,
2021). The company was founded by Richard Branson in 1984. The enthusiastic chairman did all
he could to get his firm noticed. The airlines carried over 5.4 million individuals in 2018,
increasing 4.8 % than the prior year, having 46 airplanes in its portfolio with earnings of 2.8 billion
pounds, as per the company’s annual report. Virgin Group (51%) and Delta Air Lines (49%)
presently possessed and operated by the company, which employs around 10.02 million people.
