Nobody downloaded yet

Marketing Principles of Virgin Atlantic - Assignment Example

Comments (0) Cite this document
From this research it is clear that Virgin Atlantic has pulled a number of marketing stunts and has engaged in marketing strategies that left other companies perplexed. The success of the marketing strategies adopted by Virgin Atlantic is reflected on the Company’s financial documents…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.1% of users find it useful
Marketing Principles of Virgin Atlantic
Read TextPreview

Extract of sample "Marketing Principles of Virgin Atlantic"

Download file to see previous pages And this overrides the definition of marketing, which as mentioned earlier is delivering what the customer needs. . Various ELEMENTS of Virgin’s marketing planning process: The Company’s marketing process can be investigated using the SOSTAC model: Situation Analysis: Virgin Atlantic is currently one of the most popular airlines in the UK, with a fleet of 42 aircrafts, and 34 registered destinations. It made a reported loss of 80.2 Million pounds, and has stopped flying to a number of destinations since the last two years. Objectives: The objective of the Company is to increase the passenger number, fly to profitable destinations and be the number one choice for passengers. Strategy: The Company plans on achieving it’s objectives by engaging in more effective marketing, cutting unnecessary costs and providing better and more unique services. It is important to conduct a market research in order to identify what passengers of today expect in an airline, whether they are concerned with service or price. The requirements of passengers has changed from the last couple of years, where the main concern for individual and business travellers was price alone. Things have changed since then and it is important to realign the company’s strategy according to customer’s needs. Tactics: The Company will seek to sponsor more international events and support more causes so as to spread the brand name and make it more attractive to prospective passengers. Virgin Atlantic will also focus more on business travellers and provide differentiated services for them through enhancing their departure lounges, providing internet access during the flight, offer round the clock service in long flights and making their seats more comfortable. Another market...
Center of discussion in this paper is Virgin Atlantic, one of UK’s most popular airlines, partially owned by Richard Branson (51%) and Singapore Airlines (49%) as a classic example of exemplary marketing strategies. The primary goal of the airline was to provide travelers with low cost travel opportunities with the highest quality. Subsequently their operations expanded to Miami, Boston, Orlando, Tokyo and Los Angeles. The Company’s uses all sorts of marketing techniques to promote its products which are mainly airline tickets and holiday packages. It uses print media, TV advertisements, posters and taxi sides to promote its logo and offers. The Company also offers a frequent flyer program that encourages loyalty in its existing customers, where customers are rewarded with free miles and “special services” such as access to lounges, dedicated phone and the like. The paper investigates the Company’s marketing process using the SOSTAC model. On an international level, Virgin Atlantic primarily focuses on building its brand and exemplifying its status as a “luxurious” and “trendy” company. It is impossible to cater a marketing strategy to the whole world, hence a tactful strategy would be to portray a general picture that has no cultural significance, and one that is based on a universal belief or feeling. International marketing requires a large amount of financial resources, before entering into a country’s market, companies have to know the laws and regulations of that country ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Marketing Principles of Virgin Atlantic Assignment”, n.d.)
Retrieved de
(Marketing Principles of Virgin Atlantic Assignment)
“Marketing Principles of Virgin Atlantic Assignment”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing Principles of Virgin Atlantic

Integrated Marketing Communications Plan for Virgin Atlantic

...-regulation has kept the air-fares relatively low compared to those in other countries. This is because, irrespective of failure of new-entrants, investors continue to invest in this business and the market keeps seeing new contenders. There are various market implications of the afford-mentioned. As a result ticket costs go down, discounts are offered to senior citizens and group travel and the over-all turn over the company decreases. Socio-Cultural: The staff at Virgin Atlantic Airways has always been prim, proper and at par with any standard quality measures despite the low-income offered to them. The employees at Virgin have a sense of responsibility...
12 Pages(3000 words)Essay

Business-Virgin Atlantic

...cabin crew. In terms of outbound logistics, in the case of Virgin Atlantic these include plans on airports, schedules, routes and flying zones. It has an elaborate flight schedule which is strictly adhered to. Any alterations due to weather or other unforeseen eventualities are adequately communicated to avoid inconveniences to customers. More so, the company management is constantly engaged in expanding its routes. Marketing and sales include deliberate efforts to inform customers about available services, as well as convincing them to choose Virgin Atlantic services over the other competitors. Virgin Atlantic is well...
6 Pages(1500 words)Essay

Virgin Atlantic

...such as Samsung Galaxy tablets and high speed Wi-Fi, plus extra creature comforts such as flat bed and comfortable chairs, in addition to other value-added services, such as express security check-in for business customers. However, for the future, Virgin should continue to invest in higher end luxuries, and continue to keep their fleets small, and this is the best way to compete in any market. The Value Chain The value chain is one of the ways that the Virgin Airlines will be strategically examined. Porter (1985) described how firms can be broken down by their activities, and how a firm may obtain a competitive advantage by identifying these strategic activities and finding a way to...
14 Pages(3500 words)Essay

Virgin Atlantic A Premium Brand

...? Virgin Atlantic – A Premium Brand January 11, Strategic marketing plans increase the demand for Virgin Atlantic Airlines’ services. The research delves on the implementation of Virgin Atlantic Airlines core value strategies. 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. The company,...
8 Pages(2000 words)Essay

Virgin Atlantic

...on the bio-fuel use. In addition, they have also introduced office equipment with internet facilities to cater for business travelers. Technology has also enabled them to communicate with clients, for example, for booking of flights. 2. At Corporate Level there are alternative strategic options for growth that an organisation can take in terms of choices about products or markets. The Ansoff Matrix can be used to identify various strategies that could be adopted by an organisation to pursue growth. Using the Ansoff Matrix, and making reference to examples, evaluate the various strategies that Virgin Atlantic could consider in order to pursue growth to develop their competitive position....
4 Pages(1000 words)Case Study

British Airways and Virgin Atlantic

...British Airways and Virgin Atlantic Part I Background Industry Definition & Scope 2. British Airways 3. Virgin Atlantic Part II Approaches to Marketing 1. Product (Service) 2. Pricing 3. Price 4. Promotion Part III Market Segmentation of Virgin Atlantic 1. Segmentation Strategy 2. Positioning Strategy Part IV Advertising Agency and Its Mission Conclusion Part I Background Airline Industry Airline industry is one of the main industries in the world. The history of development of various corporations, as a rule, testifies, that the level of profit is a result of quality service. The...
6 Pages(1500 words)Essay

The Virgin Atlantic Global Marketing Analysis

...The Virgin Atlantic Global Marketing Analysis The Virgin Atlantic is one of the British Airlines that covers the Atlantic region including UK, North America, Caribbean, Africa, Middle East, Asia and Australia. The bases are located in London Heathrow and London Gatwick while another important base is located in the Manchester Airport. The main focus of the study conducted is to be able to present the global environment and the other activities of Virgin Atlantic. Included in the global environment are the factors such as tourism global trends and the company’s role, competitive and key...
5 Pages(1250 words)Essay

Virgin Atlantic Airways

...of a button. It has been marketed as "one of the longest fully flat beds in business" and has been the key selling point of the airline. This had boosted its market share by up to 12 per cent on some routes (Murphy, 2009). The Virgin Atlantic customer experience is built around something called Red. This is an in-flight entertainment system where the passenger interacts with via a 9-inch seat-back LCD touch screen and a corded remote control/keyboard that nestles into the arm of the seat (Dumenco, 2008). They show on-demand movies and satellite TV apart from video games, a nicely curated collection of music videos and more than 3,000 MP3s. In addition, they have...
18 Pages(4500 words)Essay

Issue for Virgin Atlantic

... IT Issue on Virgin Atlantic In 2009, Virgin Atlantic Airways (VAA) faced a significant information and technology problem that reduced customer satisfaction and operations among employees. According to Mark Cameron, the head of IT infrastructure in VAA, the airline lacked an updated and proactive IT system that monitored clients on the plane and employees in their various departments (par 2). 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 world. The system would solve problems relating to business applications thus facilitating quick and effective service to clients and meeting their demands... improved...
1 Pages(250 words)Book Report/Review

Virgin Atlantic A Premium Brand

...). To become the market leader, an organization has to increase its capabilities and focus on its core competencies. At first, it is important that companies should set their objectives clearly as the company can get the desired output only if the objectives are clear and measurable. However, it is also important that to achieve those objectives, business and competitive strategies should be properly formulated and implemented. To compete in a particular business environment, every company has to develop competitive strategies (Hbs, 2012). Now in this context, i.e. to uncover the competitive strategies of Virgin Atlantic, Porter’s generic strategy will be used. Porter’s Generic Strategy...
8 Pages(2000 words)Assignment
sponsored ads
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.

Let us find you another Assignment on topic Marketing Principles of Virgin Atlantic for FREE!

Contact Us