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Abstract
The challenge was to create a strategy for Cityjet that would enable it to succeed in the highly competitive environment associated with the airline industry. The case study presents the situation facing the management of Virgin Cityjet during the early stages of strategy formulation and its ensuing implementation. It is designed for use in courses on strategy formulation and would presume a basic knowledge of the principles of strategic management. The case should enable the reader to identify the key issues facing the management team at that time. What follows is an investigation of the concepts in competitor analysis, environmental analysis, and overall industry analysis.
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Abstract
The challenge was to create a strategy for Cityjet that would enable it to succeed in the highly competitive environment associated with the airline industry. The case study presents the situation facing the management of Virgin Cityjet during the early stages of strategy formulation and its ensuing implementation. It is designed for use in courses on strategy formulation and would presume a basic knowledge of the principles of strategic management. The case should enable the reader to identify the key issues facing the management team at that time. What follows is an investigation of the concepts in competitor analysis, environmental analysis, and overall industry analysis.
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