Strategic Management - Virgin Australia Strategy Analysis and Plan

The task is to write a 2000 word report - A Strategic Plan for Virgin Australia. The report must be written in a high standard academic format with correct referencing to peer reviewed and credible sources.


To conduct an internal and external analysis of Virgin Australia's environment and, using these findings, recommend a strategy for Virgin.

Strategic analysis report

Your client, Virgin, has engaged you to advise them critically on a future strategy.

The client has requested that you include in your report:

1) An Executive Summary (1 page, not included in the word count), discussing your most important findings and recommendations.

2) A selection of two potential strategies.

a) Base yourself on the internal and external analyses you have done as an individual

b) Briefly explain and justify each strategy

3) Comparison and evaluation of both potential strategies identified under 2. Compare the strategies on

a) Feasibility: Can Virgin implement these strategies? Do they have the right capabilities or can they develop them?

b) Desirability: What will these strategies deliver for Virgin in terms of profit, revenue, growth?

c) Risks: What are the two main risks associated with each of these strategies?

4) Recommendation of a strategy. The recommended strategy should include the following aspects.

a) Discuss 2 key elements of your proposed strategy and how they help Virgin to distinguish itself from its competitors

b) Discuss 2 key elements with regards to the implementation of your strategy (e.g. new organizational structure, divestment, acquisition).

a) Boundary condition. Briefly discuss one potential change in the environment that would force Virgin to rethink your strategy, as it may no longer be viable anymore. For example, if you are building a desalination plant in South-East Queensland after record-breaking droughts and all of a sudden it starts raining and all the freshwater dams are full.

Skills: Business Analysis, Management, Report Writing, Research Writing

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