Hackwood: Corporate Reputation and Identity Audit- Tigerair- Audit Report Writing Assignment…

Hackwood: Corporate Reputation and Identity Audit- Tigerair- Audit Report Writing Assignment….

Hackwood: Corporate Reputation and Identity Audit- Tigerair- Audit Report Writing Assignment

Topic:

Corporate Reputation and Identity audit for Tigerair Australia.

Introduction:

Tiger Airways Australia Pty Ltd is a fully owned subsidiary of Virgin Australia Holdings (VAH) and operates as Tigerair Australia, a low-cost domestic airline in Australia.

Corporate reputation is not set in stone, however, negative perceptions in the mind of stakeholders can create perception liabilities that are difficult to overcome. This report will analyse the alignment between Tigerair Australia’s corporate personality, corporate identity, corporate image and corporate reputation and undertake a gap analysis between the three major stakeholder groups – Internal stakeholder groups and external stakeholder groups.

In the case of Tigerair Australia, the possibility of change creates an opportunity. The airline has flown stormy skies since the infamous grounding of its planes by the Civil Aviation Safety Authority (CASA) in 2011 due to safety violations and a history of constant flight delays, cancellations, unfair booking conditions, unexpected fees and charges and poor customer service that continue to prejudice the airlines corporate reputation with key stakeholder groups (Courier Mail, 2018)(Australian Broadcasting Corporation, 2017) (Facebook, 2017) (Tripadvisor, 2016) (The Sydney Morning Hearald, 2015).

The objectives outlined in this report is to identify and make recommendations that will change stakeholder confidence and gain long term sustainability for the airline. Changing a stakeholder’s internal perception is a difficult task that will take an understanding of how Tigerair Australia arrived at its current position and by way of developing the airline’s product and service perception based on “value” as defined by the airline’s customers.

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Hackwood: Corporate Reputation and Identity Audit- Tigerair- Audit Report Writing Assignment…

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