This investigation is being produced in response to request from HARROW MAGAGEMENT CONSULTANTS to present discuss and fully investigate 2 businesses in 2 different sectors, different size and in different industries.

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M Ali                                            INTRODUCTION TO BUSINESS                                    

                                              UNIT 1: INTRODUCTION TO BUSNISS

                                              M ALI

                       

                     

                                   

                                                                               

BTEC NATIONAL BUSINESS

       UNIT 1: INTRODUCTION TO BUSINESS

INTRODUCTION

This investigation is being produced in response to request from HARROW MAGAGEMENT CONSULTANTS to present discuss and fully investigate 2 businesses in 2 different sectors, different size and in different industries.

The two businesses that I have chosen to investigate are:

  1. Virgin Atlantic

  1. Cadbury’s

BUSINES OBJECTIVES

Having a focused objective gives you a clear idea of the direction you are heading in. it should also help to judge how successful you have been in meeting the business objectives. Business objectives include

  • Making profit (or surplus)
  • Increasing sales or market sales
  • Surviving
  • Providing service to community
  • Develop staff skills

Virgin Atlantic

Back in the early 80s Richard Branson was probably best know for Virgin Records - the legendary record label that signed major names like the Rolling Stones, Janet Jackson and The Human League. In 1984, much to the horror of his directors, Richard announced to the world that a high quality, value for money airline would begin operating within three months. Three months,

Some licences, staff and an aircraft packed with celebrities later, Virgin Atlantic Airways was born. By the end of the decade we had flown over 1 million passengers and started shaking up services onboard by being the first airline to offer individual TVs to their business class passengers.

In 1992 Richard sold Virgin Music to Thorn EMI and invested the proceeds into Virgin Atlantic, improving on an already great service. In the same year we launched the first super economy service that went on to become their award winning Premium Economy. Virgin spent most of the Nineties buying new planes, expanding their route network and generally breaking new ground in passenger service, both on the ground and in the air. In 1999 Richard sold a 49% stake in the company to Singapore Airlines valuing us at a minimum of £1.225bn. In the same year, for services to entrepreneurship Richard received a knighthood.

Hugely popular, Virgin Atlantic has top business, consumer and trade awards from around the world. The airline has pioneered a range of innovations setting new standards of service, which its competitors have subsequently tried to follow. Despite Virgin Atlantic’s growth the service still remains customer driven with an emphasis on value for money, quality, fun and innovation.

What is Virgin Atlantic’s field of operation?

Virgin Atlantic is the second largest longhaul airline in the UK and the third largest European carrier over the North Atlantic. Our route network has grown rapidly to include destinations in the US, Caribbean, Far East, India and Africa, and we have won virtually every award the travel industry has to offer.

Financial Overview

Aim and objectives:

  • To provide the highest quality innovative service
  • excellent value for money for all classes of air travellers
  • Improving its service to existing passengers and attracting new ones

Aligned with Virgin Atlantic’s strategic objectives, the architecture has brought a range of benefits including:

  • a step change in the number of bookings that Virgin Atlantic can take online, which means the website can be promoted more widely in both on- and offline marketing
  • a reliable, flexible and scalable state-of-the-art eBusiness platform. As well as supporting the new website, it will provide seamless integration between future applications and the core reservation and departure control systems
  • the new website is robust, attractive and easy-to-use, offering a new level of customer service: passengers can browse flight options and book tickets online; frequent flyers can manage their loyalty point accounts; freight customers can track their consignments
  • the technology can handle any evolution in marketing strategy – for instance, a greater focus on web bookings – and can easily accommodate changes to the Virgin Atlantic service, such as additional routes
  • the open architecture means Virgin Atlantic has maximum flexibility when it comes to adapting and extending the technology in the future – the airline isn’t tied to any single technology or solutions provider.
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Cadbury’s

In 1768 Richard Tapper Cadbury came to Birmingham having trained as a draper with his friend and fellow Quaker Joseph Rutte (Joseph left the business after 4 years). Richard became a respected citizen in Birmingham; involved in public affairs on the town council; serving on the Boards of the General Hospital, Eye Hospital and the Institutions; and becoming an active promoter of the railways.

John Cadbury was born in Birmingham, leaving for Leeds 16 years later to apprentice as a tea dealer.

In 1824 John Cadbury returned to Birmingham and started a business next to his ...

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