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Virgin Atlantic Airways just celebrated the 10th anniversary of its inaugural flight to New York. It has experienced tremendous growth within those years and has become Britain's second largest long-haul airline. Virgin has gained recognition for its attentiveness to quality and innovative product development by realizing that they are not only in the airline business, but the entertainment and leisure business as well. This mentality helped them prosper throughout the ten years, but now Richard Branson, the airline's chairman and founder, has turned his vision to expansion. The primary issue facing Branson is what should become of his international long-haul airline. To determine this, he needs to decide how to gauge whether there is the need to expand, and if so, which new markets the airline should serve. Additionally, he needs to create a plan that allows him to manage demand and capacity so that Virgin can maintain a relatively...

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