International Business - Assignment ExampleThe failure of Virgin Express was due to a lack of environmental study of the country and the competition. Richard Branson subsequently desired to repeat the success of Virgin Blue in the United States by the new venture Virgin USA. This will be possible by taking a corrective strategic management and marketing analysis. The objective of the study is to evaluate the factors on which the success of the aviation industry depends upon when starting a new venture in a different location. The study reveals the importance of research, strategic management and environmental analysis for the success of Virgin Airlines. Introduction Virgin Blue airline under the guidance of Sir Richard Branson was launched in the year 2000. The motive of the airline was to provide a low fare carrier to the people of Australia. The Virgin Blue airline demonstrated the success story in the airline industry in the short run. Virgin Blue occupied nearly 30% of the market share of Australia through its low price strategy.
