SWOT is a valuable device
to study economic accounts and developing healthy work environment of any
corporation. It is a key step towards any strategic design in a business. It is
measured to be a very significant source of info for judging and understanding
any kind of conditions in the organization. Below SWOT analysis aimed at Virgin




Virgin Brand standard by 98% of British Public. Brand reputation is
important for any company, the Atlantic airline got strong foundation and
airline was ranked 6th in world best, the only British carrier
to make the world top 10.Because of punctuality, Quality and the speed of
dealing with reward claims.

Averagely Carried over 5 million passengers in a year. Passenger’s
always expected good customer service in each travel business /economy and
verging able to fulfill their customer satisfaction

Virgin Atlantic airline is one of the biggest British airlines with over
35 destinations because Atlantic has a customer base and preferred airline off
comfortable customers

Atlantic airline has outstanding advertising and marketing management

Virgin Atlantic Using high technology: including in-flight music, video,
games, and movies.

Offering loyalty card for regular customers and also
providing quality food and comfortable service for them.

More than 8000 people are employed with airline and they are quality and
well-trained staff

Reasonable pricing for business class offers more services.

Partnership with Singapore airlines (49% shareholder)


Flight Delays and need to improve flight
competence. Virgin Atlantic
Airways is known as one of the believed airlines, take care of passengers and
their needs but sometimes their flights do get delayed due to reasons which
could have been foreseen.

Lack of travel routes and limited, increasing
destination and extra flight

Heavy reliance on celebrity personality of Richard
Branson for the promotion of the brand. because one man owner and director of multiple companies it
can give negative impact and risk for the company

Main competition from cash-rich Gulf airline.

Disproportionate growth skewed towards USA flight
compared to other high growth regions especially China, India and midlist

Atlantic airline decides Cut routes to Chicago, Toronto, and Cape in
relation to the September 11 tragedy.

Cost of keeping two five star chefs, lounge, and limo service impact
negatively for profit



US government approved the third runway at Heathrow

This is a great opportunity for Virgin Atlantic. The
planned development will create new and affordable extra capacity at Heathrow.
It will also reduce the cost of operating to or from Heathrow which is
currently the world’s most expensive hub airport (Johnson 2016). Further,
expansion of Heathrow post-Brexit will allow carriers like Virgin Atlantic to
offer more direct flights to not only UK destinations but also up to 40 new
cities abroad such as Wuhan, Osaka, and Quito

Continued low fuel price in 2017  will
translate into low fuel cost

Technology is key factor for airline, flight
internet connection and Website needs to be improved

may be an unexpected opportunity for investment and make it the more
strong brand name


Main threats for the Atlantic airline is fuel price is the fluctuation
because 15% of total airline expenses going under fuel price.

modern days traveling for leisure and business is greatly impacted by
the global economy and terrorist attacks .because of this issues fewer people
are likely to travel .this leads to low income to the Virgin airline and during
this period possible losses due to its operating cost exceeding income

Atlantic airline has competition for routes British and the USA


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