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Since its inaugural flight took off from London on 22 June, 1984, Virgin Atlantic Airways has become the second largest long-haul airline in the smaller and confined British environment (Virgin Atlantic). It now has a reputation for service quality and innovative product development. However, Richard Branson, the airline¡¦s founder and chairman, was not satisfied with the rapid expansion; he applied his record-breaking, customer-driven, and fun-seeking philosophy in his efforts to break into the U.S. market. Although Virgin Atlantic Airways took advantage of its unique marketing mix and multi-channel strategy to succeed in the U.S., the major obstacle Virgin would face in the U.S. expansion that was the trade barriers maintained by the United States (U.S.). Virgin Atlantic remained committed to a complete liberalization of the transatlantic aviation market and the removal of all unnecessary regulations. However, Great Britain and the United States both wanted liberalization, but each had different needs and starting points for its own benefit. Another obstacle will be economic vulnerability. In the beginning, Virgin has to adopt a hit-or-miss strategy to see what works in the United States because it will face a more competitive environment than in Great Britain.
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