Comparison and Contrast of Strategic Development Between Virgin Atlantic and Singapore Airlines
3.1 Strategic Development
Virgin Atlantic Airways and Singapore Airlines are using different strategic development.
3.1.1 Emergent and Intended Strategies
Virgin Atlantic …show more content…
In a differentiation strategy an organization seeks to be unique in its industry along some dimensions that are widely valued by buyers. It selects one or more attributes that many buyers in an industry perceive as important, and uniquely positions to meet those needs. It is rewarded for its uniqueness with a premium price.
The focus strategy is the choice of a narrow competitive scope within an industry. The focuser selects a segment or group of segments in the industry and tailors its strategy to serving them to the exclusion of others. The focus strategy has two variants: cost focus and differentiation focus; Cost focus is an organization seeks a cost advantage in its target segment. Differentiation Focus is an organization seeks differentiation in its target segment.
3.2.1 Competitive Strategy of Virgin Atlantic Airways
Virgin Atlantic is focus on the Differentiation and Differentiation Focus competitive strategy.
Virgin has delivering the image to consumer is fun and innovation. In the plane, they can provide the following entertainment and services: TV and movie channel, audio channel in different kind of music, Nintendo games, bulkhead telephone, retail and beauty therapy.
For the seat arrangement is different from another airline; Virgin has three classes of service: Economy, Premium Economy and