Virgin Atlantic Essay -- essays research papers

Virgin Atlantic Market The airline industry was affected more than most by the tragic events of September 11th 2001. There was an immediate and significant reduction in passenger demand, particularly across the North Atlantic, and a number of airlines became bankrupt. 9/11 was quickly followed by further challenges of SARS and the effects of the Gulf War. The industry is slowly rebuilding passenger confidence and recent traffic figures show signs of a recovery from 9/11. However, it is clear that in order to survive and compete in this challenging environment, it is vital for airline companies to adapt and evolve, focusing on capturing the market with an ever-improving range of services. Airlines with strong brand leadership, like Virgin Atlantic, should be most likely to emerge from the challenge strengthened. Achievements The brand's achievements have been recognised by a number of prestigious award schemes. In recent years the airline has won a huge number of well respected awards including the Best Long Haul Business Airline at the Business Travel Awards and FX and Design Week awards for the Upper Class Suite. In 2003, Virgin Atlantic won the Business Superbrands Awards for 'the brand that most values its employees'. In 2002, the airline won an array of awards including Best Business airline at Condà © Nast Traveller Awards; The Guardian and Observer Awards; Best Transatlantic Airline at the Travel Weekly Awards and in 2001 Virgin Atlantic won OAG Airline of the Year. In addition, the brand has been consistently voted as a Superbrand and in 2001 was given Cool BrandLeader status by the Superbrands organisation. Despite tough trading conditions in 2003 Virgin Atlantic achieved a turnover of  £1.4 billion and carried almost four million passengers. History In the early 1980s, transportation - rather than customer care - appeared to be the top priority of the airline industry. When Virgin Atlantic burst on to the scene offering not only better service and lower costs for passengers but a commitment to put the customer first, the effects were radical. The company was set up in 1984 when an Anglo-US lawyer called Randolph Fields approached Richard Branson - the young and unorthodox chairman of the Virgin Group -with an idea for a new airline that would fly between the UK and the US. Better known at the time as the leading light in the world of pop and rock mus... ...the airline had limited marketing budgets and by attempting (and setting) a number of marine and aviation records Virgin Atlantic was put firmly on the map. Brand Values Virgin Atlantic strives to provide the best possible service at the best possible value. It is a distinctive, fun-loving and innovative brand, which is admired for its intelligence and integrity. Judging from the results of a poll conducted by research agency NOP the public also associates it with friendliness and high quality. Virgin Atlantic also recently won an NOP World Business Superbrands Award for the 'brand most perceived to keep its promises'. Things you didn't know about In 1999 Richard Branson received a knighthood for his services to entrepreneurship. Virgin Atlantic employs over 200 Inflight Beauty Therapists to give Upper Class passengers beauty treatments in the air. Virgin Atlantic serves approximately 2.5 million ice cream bars and 120,000 bottles of champagne each year. The average age of Virgin Atlantic's fleet is around five years old - one of the youngest fleets in world aviation. Virgin Atlantic has recently spent two years and  £50 million developing its award-winning new Upper Class Suite. Virgin Atlantic Essay -- essays research papers Virgin Atlantic Market The airline industry was affected more than most by the tragic events of September 11th 2001. There was an immediate and significant reduction in passenger demand, particularly across the North Atlantic, and a number of airlines became bankrupt. 9/11 was quickly followed by further challenges of SARS and the effects of the Gulf War. The industry is slowly rebuilding passenger confidence and recent traffic figures show signs of a recovery from 9/11. However, it is clear that in order to survive and compete in this challenging environment, it is vital for airline companies to adapt and evolve, focusing on capturing the market with an ever-improving range of services. Airlines with strong brand leadership, like Virgin Atlantic, should be most likely to emerge from the challenge strengthened. Achievements The brand's achievements have been recognised by a number of prestigious award schemes. In recent years the airline has won a huge number of well respected awards including the Best Long Haul Business Airline at the Business Travel Awards and FX and Design Week awards for the Upper Class Suite. In 2003, Virgin Atlantic won the Business Superbrands Awards for 'the brand that most values its employees'. In 2002, the airline won an array of awards including Best Business airline at Condà © Nast Traveller Awards; The Guardian and Observer Awards; Best Transatlantic Airline at the Travel Weekly Awards and in 2001 Virgin Atlantic won OAG Airline of the Year. In addition, the brand has been consistently voted as a Superbrand and in 2001 was given Cool BrandLeader status by the Superbrands organisation. Despite tough trading conditions in 2003 Virgin Atlantic achieved a turnover of  £1.4 billion and carried almost four million passengers. History In the early 1980s, transportation - rather than customer care - appeared to be the top priority of the airline industry. When Virgin Atlantic burst on to the scene offering not only better service and lower costs for passengers but a commitment to put the customer first, the effects were radical. The company was set up in 1984 when an Anglo-US lawyer called Randolph Fields approached Richard Branson - the young and unorthodox chairman of the Virgin Group -with an idea for a new airline that would fly between the UK and the US. Better known at the time as the leading light in the world of pop and rock mus... ...the airline had limited marketing budgets and by attempting (and setting) a number of marine and aviation records Virgin Atlantic was put firmly on the map. Brand Values Virgin Atlantic strives to provide the best possible service at the best possible value. It is a distinctive, fun-loving and innovative brand, which is admired for its intelligence and integrity. Judging from the results of a poll conducted by research agency NOP the public also associates it with friendliness and high quality. Virgin Atlantic also recently won an NOP World Business Superbrands Award for the 'brand most perceived to keep its promises'. Things you didn't know about In 1999 Richard Branson received a knighthood for his services to entrepreneurship. Virgin Atlantic employs over 200 Inflight Beauty Therapists to give Upper Class passengers beauty treatments in the air. Virgin Atlantic serves approximately 2.5 million ice cream bars and 120,000 bottles of champagne each year. The average age of Virgin Atlantic's fleet is around five years old - one of the youngest fleets in world aviation. Virgin Atlantic has recently spent two years and  £50 million developing its award-winning new Upper Class Suite.