英国论文代写精选范文：“Critical Success Factor Analysis on Virgin Atlantic Airways”，这篇文章主要讲述了宏观经济的波动会对航空运输业的影响很大，特别是经济衰退，石油价格上涨，汇率的波动会对成本和利润的巨大影响（在2004）。对于航空公司来说，如何实施科学的成本控制是非常重要的。
This part makes use of critical success factor (CSF) to analyze Virgin Atlantic Airways (Virgin) from four aspects.
Macroeconomic volatility will have a great impact on the air transport industry, especially economic recession, rising oil prices, exchange rate fluctuations will have a huge impact on cost and profitability (Loudon, 2004). For airlines, how to implement scientific cost control is very important.
Travelers are increasingly concerned about travel experience, airlines need to meet the requirements of travelers from sales, services, supporting facilities, security and other aspects (Prince and Simon, 2009), so as to allow the airline to get a place in the fierce market competition.
Competitive strategy and industry position
Virgin Atlantic Airways is the UK's second largest airline, it is one of the low cost carriers. The business model that Virgin adopts is the low-cost carriers-but with the addition of Virgin’s distinctive approach to differentiating its in-flight experience (Grant, 2012), to attract consumers by offering low prices but high quality services. For example, the majority of Virgin’s ticketing is completed through the call center or the Internet, 99% of the tickets are electronic tickets, which is an important cause of cost savings. Virgin's IT system often outsources its IT services and call center, allowing enterprises in India and South Africa to do the business. Thus they can acquire satisfied services, simplify its procedures and save a lot of costs.
Virgin also uses synergy strategy, using its strengths in other areas to work together to provide personalized services to consumers, thereby enhancing its competitiveness (Goold and Luchs, 1993). For example, Virgin also invests in aviation, hotel and resort industry, which allows it to provide travelers with more comprehensive and personalized services in tourism (Grant, 2012). Virgin also has a special focus on the use of innovative strategies, through innovative services to meet the individual needs of consumers, so as to better enhance consumer loyalty (Grant, 2012).
Protecting the environment, reducing carbon dioxide emissions, reducing noise pollution and improving fuel efficiency have become the consensus of the aviation industry, governments of each country have formulated relevant laws and tax policies to standardize business practices of airlines. Virgin has also taken measures to deal with the issues, including cooperation with Boeing to develop bio-fuels, the use of aircraft bringing least pollution, these measures help Virgin to establish a good image in assuming corporate social responsibility, which helps to improve brand recognition.
World economic recession reduces demand in the world's aviation industry, Virgin tries to expand its market share through the merger with British Midland International (BMI) to reduce costs (Osborne, 2010). Virgin can significantly reduce unit cost through the merger, thereby allowing the airline to offer cheaper tickets. As Virgin and BMI share existing resources, it will provide passengers with more diverse services, which is more likely to provide a good travel experience for passengers. Lower prices and increased quality of service will help Virgin to expand its market share.
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Loudon, G. F. (2004). Financial risk exposures in the airline industry: evidence from Australia and New Zealand. Australian Journal of Management, 12(29), 295 - 316.
Prince, J. T. and Simon, D. H. (2009). Multimarket contact and service quality: Evidence From On-Time Performance In the U.S. Airline Industry. AMJ, 4(52), 336 - 354.
Grant, R. M. (2012). The Virgin Group in 2012. Available from: [Accessed on 15th Jan, 2014].
Osborne, A. (2010). Sir Richard Branson begins strategic review of Virgin Atlantic. Available from:[Accessed on 14th Jan, 2014].