价值:公司获得了积极的品牌形象(Helmreich & Merritt, 2001)。有专门的路线，公司承担促进方面的营销。这家公司被认为是唯一一家用于环球旅行的航空公司。公司有足够的资源来管理客户群。它得到了政府的支持，公司利用这些因素维持生计。除此之外，他们还是Start联盟的战略合作伙伴。具体来说，它与澳航的联系使该公司获得了优势。
稀缺性——对公司来说稀缺性的因素是他们获得了消费者的惠顾。他们得到了政府的支持(Harzing & pinington, 2010)。这种组合是一个罕见的因素。
Value: The Company has managed to garner positive brand image (Helmreich & Merritt, 2001). There are specialized routes that the company undertakes to promote the aspect of marketing. The company is considered to be the only airline that is used for the circumnavigation of the world. There are adequate resources in the company to manage the consumer base. It has governmental support and the company uses these factors for sustenance. Added to this, they are strategic partners with the Start Alliance group. Specifically, its liaisons with Qantas have caused the company to gain leverage.
Rareness – The rarity factors for the company are that they have gained consumer patronage. They have the support of the government (Harzing & Pinnington, 2010). This combination is a rare factor.
Imitability – The imitability factors for the company are that they are lower cost airline operations and the changes in the financial markets. It only caters to few areas of the world and this cannot drive the company towards growth. They need more resources to address these needs.
Organization: The Company currently is a star alliance member and it has also managed to form strategic alliances with Qantas. It can cater to more consumers if it has the resources.
From this VRIO framework, the current resources that are available in the company and the areas that need to be developed are known. For more evaluation of resources, they are explored in the following.