We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Virgin Atlantic A Premium Brand - Essay Example

Comments (0) Cite this document
The paper “Virgin Atlantic – A Premium Brand” will discuss Premium Economy class offered by Virgin, which constitutes a major chunk of its business that provides larger seats, priority in baggage reclaim more that distinguishes them from the other airliners…
Download full paperFile format: .doc, available for editing
Polish This Essay93.5% of users find it useful
Virgin Atlantic A Premium Brand
Read TextPreview

Extract of sample
"Virgin Atlantic A Premium Brand"

Download file to see previous pages Premium Economy class offered by Virgin constitutes a major chunk of its business that provides larger seats, priority in baggage reclaim, a cabin-exclusive crew, dedicated check-in and more that distinguishes them from the other airliners. Over these years, the VA brand is recognised as one of the most reliable and consumer-friendly air carrier that people have been ready to pay premium on their air travel; however, post 2008 financial crisis has caused major upheavals in the aviation industry. In last couple of years, numerous mergers have taken place among the major airliners and that has posed a grave threat to the VA. It becomes utmost necessary that Virgin forms a suitable merger or a strategic partnership with some other large airlines to improve its competitive edge over its rivals. Introduction Virgin airlines (VA) began its operations a way back in 1984 with a single route to New York; however, expanding its operations ever since then, currently, the Virgin flies to more than 30 destinations with total 38 aircrafts at its disposal. At the home turf, Virgin competes with British Airways (BA) and holds number two position right behind BA beating many US carriers in the process. Competing with BA at all major routes is a big feat indeed! The paper aims at identifying and analysing the competitive strategy that Virgin Atlantic has deployed all these years against the formidable airlines of the world. Virgin Atlantic's Mission Statement Virgin Atlantic's mission statement is "To grow a profitable airline, that people love to fly and where people love to work" (Strategy and Policy, 2012). Objectives VA’s long-term objective is to grow and expand into a profitable airline creating a strong brand name in the aviation industry. In a bid to fulfill these objectives, the company moved to Heathrow in 1991. Since then the company has been able to push through many routes and several markets. Creating Competitive Strategy Lomax and Raman (2006) define competitive advantage as the means that are necessary for the company to outperform its rivals in terms of earning higher than average profits. Hooley et al. (2008) argue that a well-formulated marketing strategy should be in place based on the competitive environment in which the company operates. Product positioning or niche marketing can derive benefits to the company when harnessed strategically (Johnson, 2011). Virgin competes with British Airways, Continental, American Airlines, United and Delta on transatlantic routes; BA, Cathay Pacific, ANA, and JAL to the Far East; SAA and BA to South Africa. Virgin has instituted a two class system for its passengers: Economy class and Upper Class. Economy class is further segmented into Premium Economy and Economy Class. Virgin employs several marketing techniques using its distinct logo to market its products and services that include print media, electronic media, taxi sides, outdoor posters. The sole purpose is to increase the awareness among consumers about its products and services and inform the people about new routes. During off seasons, tactical promotional schemes are offered to increase the occupancy rates in air routes. Direct mail is another method used to inform about the new offerings and services. Frequent flyer programmes are used to increase the loyalty among existing customers. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 words. Retrieved from https://studentshare.org/management/1465381-virgin-atlantic-yt-a-premium-brand
(Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 Words)
Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 Words. https://studentshare.org/management/1465381-virgin-atlantic-yt-a-premium-brand.
“Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 Words”, n.d. https://studentshare.org/management/1465381-virgin-atlantic-yt-a-premium-brand.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Information and Communication Technologies in Virgin Atlantic
This report critically examines and evaluates online ticket booking, with a comprehensive discussion of the advantages and disadvantages of the process and offering proposals on how to improve the efficiency of the process and the effectiveness of the entire operation.
10 Pages(2500 words)Essay
Business-Virgin Atlantic
Currently, Virgin Atlantic is the second largest long haul airline in the UK. However, things have not always been rosy for the business which was started on 1984; they were faced with absolute competition by British Airways. At the time of Virgin’s Atlantic inception, British Airways was looked upon as the airline of choice for most England and European flyers.
6 Pages(1500 words)Essay
Virgin Atlantic
This paper will examine the airline by analyzing it vis a vis the value chain and the SWOT analysis (Strengths, weaknesses, opportunities and threats). The biggest challenge that the company faces, right now, is the weak economy and the fluctuating price of fuel.
14 Pages(3500 words)Essay
Virgin Atlantic: Executive (Management) Briefing
This executive briefing recommends the institution of an internal mentoring program with Virgin Atlantic. Within this context of understanding, the briefing further functions as a means of outlining the meaning and purpose of this mentoring program. In establishing the need for an internal mentoring program, adequate reference to theory is made, as well as considerable deliberation on the overriding value of the program for stakeholder interests.
3 Pages(750 words)Essay
An Innovative premium brand in WestQue
Name of the shopping centre is WestQuay. Objective of this market analysis is to assess the viability of a new business of luxury or premium products in this retail park. So, this paper will provide a detail analysis of current market scenario of this shopping centre.
8 Pages(2000 words)Essay
Virgin Atlantic A Premium Brand
The research delves on critical evaluation of the competitive strategy of Virgin Atlantic Airlines. Implementation of strategic marketing plans successfully increased Virgin Atlantic Airlines passenger ticket sales. 1. Competitive strategy of Virgin Atlantic Airlines.
8 Pages(2000 words)Essay
Marketing Principles of Virgin Atlantic
The paper will show that it is important to think out of the box, to think logically, and not to follow market trends blindly. It is differentiation that would put the Virgin Atlantic apart from its competitors. Consumers are always looking for something new, something that will intrigue and fascinate them
13 Pages(3250 words)Assignment
Virgin Atlantic
Virgin Atlantic is a UK airline, which forms part of Sir Richard Branson’s Virgin Group. In December 2012, Delta Airlines agreed to buy Singapore Airline’s stake that will need completion of approval by regulatory authorities. The airline’s headquarters are near Gatwick Airport in Crawley, West Sussex.
4 Pages(1000 words)Case Study
British Airways and Virgin Atlantic
Airline corporations are dynamically evolving entities operating within a dynamically evolving environment. The dominant economic features of the industry include acquisitions and consolidations strategy. Airline industry is highly influenced by the political and legislative conditions of countries, including the European Union.
6 Pages(1500 words)Essay
Issue for Virgin Atlantic
The air travel market was very competitive, and VAA desperately needed efficient and effective IT systems that link airport operations, data centers and other contact centers across the
1 Pages(250 words)Book Report/Review
Let us find you another Essay on topic Virgin Atlantic A Premium Brand for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us