As a response to increased international competitiveness and globalisation initiatives in a number of industries, the Australian Government deregulated the airline industry in the 1990’s. Until then there was a duopoly with Ansett Airlines and Qantas being the only providers.   This deregulation opened the gate for other providers such as Virgin to enter the Australian market.
Virgin initially concentrated its efforts on being a low cost carrier.   It gained an increased share of the domestic leisure travel market from Qantas.   Virgin however, not satisfied with the limited domestic market, pursued entry into the international market and has made moves to enhance its global status. John Borghetti CEO of Virgin was recently quoted as saying   “we want more of the international market” ( , 7.6.11).   The need to be part of global airline industry is important so that Virgin can continue to be a viable air service provider.
Virgin as a Global Business
The Virgin brand is one of the most recognised brands in the marketing world. Virgin Australia is one of the highest competitors in the national/international airline industry offering flights to New Zealand, The Pacific Islands, Papua New Guinea, Asia, America and the Middle East. Virgin Australia is made up of the subsidiaries Pacific Blue, Polynesian Blue, V Australia, as well as Virgin Blue and they are quickly becoming one of the largest competitors of air travel.   Virgin Australia needs to continue expanding as a global business to increase their market, increase the services they provide for their customers and spread the Virgin brand name around the world.

Drivers of Globalisation
The airline industry has always been played out on a both national and international stage. Since the deregulation of airline companies in 1990, Virgin has had to stretch out its borders to service all of the world’s major markets to remain competitive to other domestic airlines such as Qantas and Tiger Airlines....