They also have many objectives that will help them reach their final aim. Their objectives involve profitability, return on investment, competitive position, employee relations, employee development. They also use the current objective: to maintain a safe customer environment through the necessary security procedures, also to concentrate on core competencies by consolidating routes, directly related to downsizing workforce, to remain profitable while targeting business class passengers.
Virgin Atlantic’s mission statement is to grow a profitable airline, that people love to fly and where people love to work. Their mission statement can also be one of their aims, as like any big business they want to make a profit to keep their shareholders happy so they will still invest and therefore they can still expand. This meaning that they could then expand to improve their customer service so that they are the best or try to improve routes and expand existing routes and target markets the last time that Virgin Atlantic expanded was back in 1998 when it opened its clubhouse in the airport at Gatwick. This is all related back to the aims and objects as well as the smart target.
Virgin Atlantic also has created a SMART target. This is
S work to inspire customers about the subject of climate change to help them understand what they can do.
M to reduce by at least one tone of weight from each aircraft alone by the end of 2010
A to burn around 27% less fuel a year
R reduce their energy consumption by 10% by the end of 2020
T to ensure that 50% of all waste from office and aircraft is reduced and will go to landfill by 2012
Virgin Atlantic like any other big business will want to measure their success. Virgin Atlantic measures their success by doing ad tracking and they used econometrics. This is a special agency which tracks data and then calculated the effect of their adverts against their revenue and then told them their return on investment. They also measure their success by hoe many ad searches they have had and to date they have had approximately 700,000 + on Google and more than 100,000 hits on their website and when their TV ad was launched the virgin name then increased by 500% and as a result of this their rating of Virgin Atlantic as an airline for business and leisure is now the highest it has ever been.
This graph shows their total profit up to 2001.
This shows how many passengers they have carried round the world to various destinations.
