SM_S_Assignment_Virgin_Atlantic_Assignment_.doc
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1、RESULT BATCHELORS DEGREE ASSIGNMENT SPECIFICATION Student name:Student P number:Programme:Business PortfolioModule:Strategic Management and SustainabilityModule Level (4, 5, 6):6Module code:M3X9111Contribution to Overall Module Assessment (%):50%Lecturer:Vic SaundersInternal Verifier:Ian JacksonAssi
2、gnment Title:Virgin Atlantic A Premium BrandAssignment No (x of x):1 of 1Hand Out Date:October 23rd 2012Submission deadline:January 15th 2013Referencing:In the main body of your submission you must give credit to authors on whose research your work is based. Append to your submission a reference lis
3、t that indicates the books, articles, etc. that you have read or quoted in order to complete this assignment (e.g. for books: surname of author and initials, year of publication, title of book, edition, publisher: place of publication). Disclosure: I declare that this assignment is all my own work a
4、nd that I have acknowledged all materials used from the published or unpublished works of other people. All references have been duly cited.Students Signature:Assignments will not be accepted without a signature hereDate:Turnitin: Lecturer to tick to indicate if an electronic version of the assignme
5、nt must be submitted to Turnitin. Note: the Turnitin version is the primary submission and acts as a receipt for the student. Both electronic and paper versions MUST be submitted by the same deadline. No marks will be released until both submissions are received. Late submission of either the electr
6、onic or paper version will result in a late penalty mark. Penalties for late submission: Up to one week late, maximum mark of 40%. Over one week late, Refer. Only Year Tutors and the Programme Director may grant an extension.YESNOLearning Outcomes tested(from module syllabus)Assessment Criteria To a
7、chieve each outcome a student must demonstrate the ability to:1. Assess the importance of and evaluate core areas of corporate strategy, the integration of function, structure and environment and analyse the distinction between process, content and context of corporate strategy. Critique academic ar
8、ticles and texts to evaluate a range of key emerging themes and to make a critical assessment of their significance. Apply theory to an analysis specific industries and firms. Demonstrate knowledge of the integrative nature of corporate strategy and its management. Construct an academic essay/report
9、.2. Apply analytical, problem solving and forecasting methods to organizational situations and the development of corporate strategy and competitive advantage and to critically evaluate the relevance and importance of communication, co ordination and control at all stages of the strategic management
10、 planning and decision making process. Critically evaluate the development of corporate and/or business strategy utilising appropriate and precise academic theories. Analyse the strategic management planning and decision making process. Apply relevant theory to actual organisation and/or organisatio
11、ns. Use Harvard referencing conventions Please submit the assignment parts in a suitable report folder not in polypockets. This form (ALL PAGES) MUST be at the front of the paper submission. Assignments will not be accepted without this form as it is a requirement that you sign the disclosure regard
12、ing referencing convention. DO NOT put this form into Turnitin or it will match many similarities with other students submissions.TASK DESCRIPTIONVirgin Atlantic (Marketline 2012)Virgin Atlantic Airways Limited (Virgin Atlantic) is a private airline company, which is 51% owned by Virgin Group and 49
13、% owned by Singapore Airlines. The company operates in the Europe, the US, and Asia Pacific. It is headquartered in West Sussex, the UK and employs about 9,000 people. Virgin Atlantic is a privately-held company and does not publish its financial results.Virgin Atlantic is one of the largest British
14、 long haul international airlines, operating long haul services to over 30 global destinations. Virgin Atlantic is a private airline 51% owned by Virgin Group and 49% owned by Singapore Airlines. It currently operates a fleet of Boeing 747 and 777, and Airbus A340 and A330 aircraft. Virgin Atlantic
15、operates 43 aircrafts including 13 Boeing 747-400s, five Boeing 777-300s, four A340-300s, two A330-300s and 19 A340-600s. The companys average fleet age is five years and 11 months.The airline has bases at Londons Gatwick and Heathrow airports and the Manchester airport. The company operates long ha
16、ul services from Heathrow to New York (Newark and JFK), Los Angeles, San Francisco, Washington, Boston, Miami, Chicago, Tokyo, Hong Kong, Johannesburg, Cape Town, Nairobi, Shanghai, Delhi, Mumbai, Lagos, Mauritius, Sydney and Dubai. Virgin Atlantic also operates services from Gatwick to Orlando, Bar
17、bados, St Lucia, Antigua, Las Vegas, Grenada, Tobago, Cuba, Montego Bay and Kingston. In addition, it also operates a service from Manchester to Orlando, Barbados and St Lucia.Virgin Atlantic operates 30 routes worldwide including 10 routes to the US, 6 routes to Asia Pacific, 4 routes to Africa, on
18、e route to Indian Ocean, one route to the Middle East and eight routes to the Caribbean. Virgin Atlantic offers three classes of travel, including, upper class, premium economy, and economy all with in-flight entertainment. Premium economy consists of a full fare separate economy cabin, and economy
19、covers all other coach/economy fares.The companys passenger services unit arranges check-in facilities, baggage handling, meal catering, and in-flight entertainment. This unit works in conjunction with the special assistance department to help passengers with special travel needs such as special mea
20、ls or providing mobility aids, health camps at departure and arrival airports.In addition, the company operates business units Virgin Atlantic Cargo and Virgin Holidays. Virgin Atlantic Cargo offers cargo transport. It also offers Must Ride program for its customers, which is a guaranteed service fo
21、r urgent and perishable shipments. Through its direct flight operating schedule, the companys onforwarding network stretches to over 350 destinations worldwide, with the help of its global interline and trucking partners.Virgin Holidays is a leisure marketing wing used to sell seats on the new Virgi
22、n Atlantic routes to New York, Orlando, and Miami. Virgin Holidays offers a selection of holidays to the mainland US, Canada, Florida, Caribbean, and South Africa. It is one of the largest transatlantic tour operators in the UK.The company transports more than five million passengers annually. It ha
23、s code share agreements with Singapore Airlines, Continental Airlines, BMI British Midland, South African Airways, Virgin Blue, American West and All Nippon Airlines.TASKS Write a report (2000 words maximum) to:1. Identify the competitive strategy that Virgin Atlantic have utilised in order to devel
24、op their current competitive position, giving examples of actions they have taken to accomplish this strategy.2. Critically evaluate the competitive strategy that Virgin Atlantic have utilised in the development of their competitive position. Your evaluation should recognise the advantages and limit
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