Virgin America Essay

virgin mobile america

Analysis & Ideal Plan

proper management 780-634

Michele T. Masterfano, DBA

LeBow College of Business

Drexel University or college

Summer 2012

Table of Contents


Fast Facts1


Internal Evaluation 3

Firm Structure3

Company Culture3

Procedures & Logistics3

Triple Bottom Line3


External Analysis 5

Competitive Environment5


External SWOT Analysis9



FUTURE 12-15






Added Recommendations17



Virgin mobile America started by serial entrepreneur, Friend Richard Branson of Great britain. It is an airline that functions within the Us domestic marketplace and is based out of San Francisco, Washington dc. Their mission is " to make flying good again, with brand-new planes, appealing fares, superior service, and a host of entertaining, innovative facilities that are reform domestic air travel” (virginamerica. com). The first Virgin mobile American flights arrived at San Francisco International Airport (SFO) on Aug 8, 2007. Virgin America hit several roadblocks just before entering america market. The airline was granted approval by the Department of Transportation on the condition that which it would not end up being influenced by foreign title. Branson was the brains in back of launching Virgin America, nevertheless could not receive approval to fly until the flight was controlled by US investors. With that Branson is a 49% minority owner in Virgin America (usatoday. com). The air travel industry is extremely competitive and so entry into the market had not been met with no opposition from all other airlines.

Fast Facts

Virgin America lures non-stop to many destinations inside the U. H. from the link at SFO, including non-stops flights to New York. This route may be the second largest direct airline flight path in the US, just at the rear of Los Angeles to New York through which Virgin America also offers non-stop flights (marketwatch. com). As of the end of 2011 Virgin mobile America is among the five largest airports for SFO with 8% in the market share (based on domestic and foreign seats) (flysfo. com). It operates 93 flights every day to 15 metropolitan areas in the US and three places in South america (beyondchron. org).

Virgin America currently offers about 2500 employees, 50 % of which live in the These types of Area. Virgin America as well as its employees take great pride in themselves upon making soaring a good experience. They are incredibly customer targeted and focused on giving consumers a remarkable experience that they can remember within their trip. They have received several awards over the last five years because of their excellent customer care including, Air flow Transport Universe 2011 Industry Achievement Awards for Best Traveling service, Greatest Low-Cost Airline in North America and Finest Overall Customer Service in North America 2011 & 2012 (virginamerica. com). They also have new planes built with better technology than other flight companies. It was the first aircarrier to offer in flight internet service fleet-wide. Their aeroplanes also have electrical power outlets and touch screen Televisions on every seats. Passengers can easily order food and refreshments from the touchscreen display TVs around the seats.


Internal Research (Jose)

Company Structure

Company Culture

Businesses & Strategies

Triple Important thing


• Strengths-

-- Unique Business Culture

- Environmental Durability

- Solid Employee Rewards

- Regional Focus

-- Strategic/Organic Growth Opportunities

- Location

- Social Technology Advancement

• Weakness

-- Size

-- Location/Limited Assistance Areas

- Relative Junior

- Anti-Union

• Chances

- Fresh Employment Hubs- Sacramento

- New earnings...

References: Branson, R. (2012, June 7). In-Depth Drilldown of the Flight Industry – Part 1 . Seeking Leader. Retrieved coming from

Cohen, S

Chain of office, R. M. (2011, November 27). If the Budget Requires a Move Back Home. The Wall Street Journal. Retrieved from

Hargreaves, H

Lee, J. (2012, Mar 27). Increasing Fuel Rates Impacting Travel around. Deseret Reports. Retrieved coming from

Luhby, T

Mayerowitz, S. (2008, August 4). How International Airlines Prosper as U. S. Flounders. ABC News. Retrieved coming from

Nationwide Materials Exhortatory Board

PRNewswire. (2012, Apr 25). Trip Advisor Review Reveals Flights on the Rise news. Trip Advisor. Retrieved from

The Economist

The Wall Street Journal. (2012, August 15). Presidential Selection a Time of Uncertainty for U. H. Retailers. Gathered from

Walston, M

White, Deb. (2012, May well 15). What is Groupware? WiseGEEK. Retrieved via


My American Story Dissertation