Comparing British Airways With Virgin Atlantic Airways

Comparing British Airways With new Atlantic AirwaysMarketing is everywhere.formally or informally ,people and organizations engage in a vast number of activities that we could call marketing.(Philip kotler 2009)The assignment focuses on analyzing summarizing and comparing two companies which deals in same heavens or industry with a marketing aspect. The spirit states that the study of the module Marketing Management needs to be implemented in virtual front by providing meaningful process to the company elect and revise the value overture. The assignment is divided into step-by-step parts towards preparing a plan for the organization under study.Select two companies in the same sector/industry.Answer The requirement of the question speaks about the two companies to be selected of the same industry which can be comp ared on various aspects particularly marketing scheme on a global scale I throw chosen the following two companiesBritish AirwaysVirgin Atlantic airwaysThe reasons f or selecting these companies areThe value proposition of both the companies can be compared and differentiated based on their marketing assets.Both the companies are intense competitors in the business of airways and in providing superior prime(a) of run to the customers .British Airways- Company profileBritish Airways is the airline company of the United Kingdom. It has its headquarter in Waterside which is near its main hub at London Heathrow Airport and it is the largest airline in UK on the basis of fleet size, international flights and international destinations. Its second hub is London Gatwick Airport. The British Airways Group was formed on 1 September 1974. BA was formed by the merger of two large London-based airlines, British Overseas Airways Corporation (BOAC) and British European Airways Corporation (BEA), and two much smaller airlines, Cambrian Airways Cardiff and Northeast Airlines Newcastle upon Tyne. BA was one of only two airlines to operate the supersonic Aero spatiale-BAC Concorde inaugurating the worlds first supersonic passenger service in January 1976. BA became the worlds most utile airline under the slogan The Worlds Favorite Airline. Rather it was earlier Boeing customer.The formation of Richard Bransons Virgin Atlantic Airways in 1984 began a tense relationship with BA. The main activities of British Airways Plc and its subsidiary undertakings are the operation of international and domestic scheduled air services for the carriage of passengers, freight and mail and the provision of ancillary services.FranchiseesComair, based in South Africa, franchisee since 1996.Sun Air, based in Denmark, franchisee since 1 August 1996.http//uk.reuters.com/business/quotes/companyProfile?symbol=BAY.LVirgin Atlantic Airways- Company ProfileVirgin Atlantic Airways expressage (operating as Virgin Atlantic) is a British airline owned by Sir Richard Bransons Virgin Group (51%) and Singapore Airlines (49%). It is headquartered in Crawley, West Sussex, England, near London Gatwick Airport. It operates amidst the United Kingdom and North America, the Caribbean, Africa, the Middle East, Asia, and Australia from main bases at Gatwick and London Heathrow Airport, using a mixed fleet of Airbus and Boeing wide-body aircraft. The company holds a CAA emblem A Operating License to carry passengers, cargo, and mail on aircraft with 20 or more seats. In the year to February 2009, Virgin Atlantic carried 5.77 million passengers and do an annual profit of 68.4 million on turnover of 2,580 million. oppugn 2. Analyze, evaluate, compare and contrast their mission reports, value comparative differentiation, position and marketing assets.Answer On a preliminary note it is important to understand the concepts of commissioning and plenty for a particular organization. visual sense debates and Mission Statements are the inspiring words chosen by successful leaders to clearly and concisely convey the direction of the organization. By crafting a clear mission statement and vision statement, you can powerfully communicate your intentions and motivate your team or organization to realize an attractive and inspiring common vision of the future.According to Wikipedia- The Free Encyclopedia a MissionMission, which includes a statement of company values, is an important tool for managers to assert their leadership within the organization.By authors- Mary Klemm*, Stuart Sanderson*and George Luffman*University of Bradford Management Centre, USAWhile a VisionVision is an independent, non-profit motive. Its main efforts are dedicated to strategic thinking on the transformations triggered by technologies and globalisation. en.wikipedia.org/wiki/Vision_(Italian_think_tank)Definition of Mission Statement by Alan Gleeson defines as the essence or purpose of a company what it stands for i.e. what broad products or services it intends to offer to satisfy the customers need . The mission statement also gives readers an idea on theraison dt reof the company and was initially designed as a means by which potential shareholders and investors could understand the purpose of the company that they were considering investing in.A Mission Statement defines the organizations objectives and primary motives. Its prime function is internal to define the key measure or key to measures the organizations success and its prime shareholder is the leadership team as stockholders.Wikipedia- The Free Encyclopedia defines Mission statement as a formal, short, written statement of the purpose of acompanyororganization. The mission statement should exceed the actions of the organization, spell out its overall goal, provide a sense of direction, and guide decision-making. It provides the framework or context within which the companys strategies are formulated.Historically it is associated withChristian apparitionalgroups indeed, for many years, amissionarywas assumed to be a person on a specifically religious mission. The word mission dat es from 1598, originally of Jesuits direct (missio, Latin for act of sending) members abroad.Definition of Vision statement by Wikipedia- The Free Encyclopediaoutlines the organization it wants to be, or how it wants the world in which it operates to be. It focuses on the future Or a source of inspiration to the organization. It provides clear decision-making criteria to the organization.Vision Statements also define the organizations purpose, and values are been guided in beliefs about how things should be done. The vision statement states about both the purposes and values of the organization. For employees, it states about how they are expected to behave and motivate them to give their best. Communicate with customers, it shapes customers understanding of why and how they should work with the organization.The difference amid Mission and Vision statement is a Mission statement contains the information of the company in a nutshell about its products and services to customers whil e a Vision statement offers the future perspectives of the company or organization, the purpose or broader goal for being in existence or in the business.Mission and Vision Statements of the British Airways and Virgin Atlantic are discussed belowMission statement of British Airways-There is no official mission statement from the companys website instead the social blogs have various statements out of which the best one chosen To be the undisputed leader in the world of airlines for the next millenniumVision statement of British Airways- The Worlds Favourite AirlineMission Statement of Virgin Atlantic-Safety, security and consistent delivery of the basics are the foundation of everything we do.Vision statement of British Airways- To wrench a profitable airline, where people love to fly and where people love to workAnalyzing the Mission and Vision statementsThe mission and vision statements of British airways seems to be in the line of business as both focus on world class operations not just local or domestic functioning, so it is recommended that being a company which caters large scale audience/customers British Airways has to focus on its principles of functioning to achieve its vision. As far as Virgin Atlantic is concerned, nowhere it mentions about the functioning and catering the audiences of the world, it is known fact that Virgin Atlantic is more of a British nature and caters or prefers services priority to British audiences hence it needs to change its mission and vision statement which though is appealing but doesnt come in the line of business.Question 3 Benchmark the two companies.AnswerBenchmarkingis the process of analyzing , summarizing and comparing ones business processes model and performance metrics to industry bests or best practices from different industries in same sector. Dimensions are use to measure quality, time, and cost of the organization. Learning from experiences mean doing things better, faster, and cheaper.Benchmarking invo lves management identifying and evaluating the best firms in their area of work or any other industry where similar processes exist and comparing the results and processes of those studied (the targets) to ones own results and processes to learn how well the targets are been performed and more importantly, how they do it.Mission and Vision Statements and the Customer (Client) Surveys are the most used (by 77% of organisations) of 20 improvement tools, followed bySWOT analysis(72%), and Informal Benchmarking (68%) for benchmarking.( www.bashares.com)34