Virgin Blue – has its “New World Carrier” experiment been a success?
Virgin Blue repositioned itself as a “New World Carrier” in 2005, following the introduction of Jetstar by Qantas in May of that year, in a move to allow it to compete better against both Qantas and Jetstar in the Australian domestic market. [1945 words]
Unlock the following content in this report:
- Costs down in 2009, but so are yields
- To continue diversifying with “airline of the future” project
- Expanding network organically and through relationships
- Launching new products to attract Premium passengers and enhance yield
- But still not grabbing Qantas' corporate traffic
- Conclusion: Virgin Blue in the right position, but is it enough?
Graphs and data:
- Virgin Blue Revenue per ASK and Cost per ASK: FY2002 to FY2008
- Sydney-Melbourne Tullamarine capacity share by carrier: Nov-2008 to Jan-2010
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