Richard Branson et Virgin Atlantic Airways

Étude de cas Entreprises & gestion Management organisation

Date de publication :

28/02/2006

Langue :

Anglais

Format :

.doc

Nombre de pages :

11 pages

Niveau :

expert

Consulté :

10 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

9,95 € Ajouter au panier

Sommaire :

Sommaire

Critical Evaluation of How Richard Branson lead Virgin Atlantic Airways in the fight against British Airways

Résumé :

virgin atlantic airways set out on its inaugural voyage in 1984 from London Gatwick to Newark, New York after a set up period of three months and only one aircraft. Nowadays, it runs an extended fleet of 30 aircraft and an impressive 26 more on order to 22 destinations around the world, with a pre-tax profit of £20.9 million in 2004 (virgin atlantic Press Pack, 2005, P39).

It has not always been easy becoming the second largest airline in Britain. In fact it has been an uphill struggle fighting against the Civil Aviation Authorities (CAA) and British airways (BA), who had an effective monopoly in the British aviation market until the competition of virgin atlantic airways (VAA), and who were not keen to release this competitive advantage. In order to succeed where others had failed before branson needed a good leadership strategy in order to manage strategic change and flexibility of the company. An evaluation from 1989 to 1993 of how founder and CEO richard branson led his company in a time of financial pressure and unfair competition in the 'dirty tricks' campaign by BA will be carried out and critically analysed.