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The challenge of internal analysis

The internal environment of a company refers to analyzing the core competency and the strengths of the company that differentiates it from its substitutes. Virgin Blue is one of the strongest brands in the airline industry with an integration of culture, value and leadership ability (Qantas v. Virgin Blue, 2009). Ever since the emergence of the company it has been growing and it has been able to maintain its culture and integrity of the brand name.

it has such strong culture that people associate the company with high quality, fun and value for money. The company is one of the top ten trusted brands in Australia the Asia pacific region which reflects the strength of the company and its recognition (Virgin Blue> About Us, 2009). Sustainable competitive advantage The company has been successful in forming a unique culture where each others talent is respected, have a cohesive management team, a dedicated and motivated work force, and customer service has always been at the heart of the company.

The company’s core values are safety, challenge, quality, fun, caring, quality, innovation. The company ensures that they are able to provide a healthy working environment with a fair pay system, appraisals and rewards, recognition, communication where the employees in return provide the skills, ability, creativity, energy and focus for the accomplishment of organizational goals (Breaking in a new culture: the Virgin Blue story, 2003) Value creating activities of the company

These activities tend to support the primary activities and goals and add value to it such as marketing, sales and service and corporate relations. The company’s marketing team is responsible for the promotion of the brand. There are several ways of marketing through TV and online campaigns, billboards, radio and print material. There sales team takes care of the growth and the relationship with the corporate business partners and industry opportunities (Major sales team expansion for Virgin Blue, 2005).

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