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Virgin Blue implements ‘game change programme’; Qantas #1 target


Virgin Blue Holdings Chairman Neil Chatfield, at the carrier’s AGM in late Nov-2010, stated the carrier's initial "no frill LCC model is well behind us" as the carrier implements a “Game Change Programme” aimed at attracting business passenger away from major competitor, Qantas. [2322 words]

Unlock the following content in this report:


  • Virgin Blue over-reliant on potentially “dangerous” leisure segment
  • Seeking to double corporate market share
  • Market and trade conditions stabilising; outlook remains uncertain
  • Capacity growth in FY2011; V Australia on track for “break even or close to break even” by end 2010/2011
  • More A330s for the domestic market
  • Expanding through alliances; seeking to create “second Australian carrier”
  • Outlook: Change is needed, success will depend on alliance approvals

Graphs and data:

  • Australian domestic airfares (Best Discount): Nov-2005 to Nov-2010
  • Australian domestic airfares (Economy): Nov-2005 to Nov-2010
  • Australian domestic airfares (Business): Nov-2005 to Nov-2010
  • Shares of major market segments in Australia
  • Source: Centre for Asia Pacific Aviation and Virgin Blue
  • Virgin Blue Group network with codeshare partners: Nov-2010
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