Nobody downloaded yet

Virgin Atlantic A Premium Brand - Assignment Example

Comments (0) Cite this document
This research will help us to find the advantages and the limitations of the competitive strategies of Virgin Atlantic. Companies around the world are trying to capitalize on the opportunities created due to globalization. The project ends with the proper conclusion and recommendations. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.7% 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 The airline industry is one of the fastest growing industries in the world. The airline industry is playing a major role towards the growth of the world economy and also helping to increase tourism activities. The concept of high quality and money worthy airline was introduced in 1984. Virgin Atlantic is world’s first luxurious airline established by the founder of Virgin Group, Richard Branson. Virgin Atlantic is headquartered in West Sussex, UK. Nowadays the company is operating globally. For example, Virgin Atlantic provides airline service in countries such as Australia, Caribbean, China, Hong Kong, India, Japan, Nigeria, South Africa, Dubai, and the USA. At present Virgin Atlantic Airways has a fleet of ten Airbus A330-300s, Four Airbus A340 aircraft, and five Boeings 747. They already have ordered six Airbus A380 aircraft which will be in operation from the year 2015. The company also operates with cargo flights in some countries of the world. Apart from that, the company has also entered the hospitality industry in 1984 and launched Virgin Holidays. Virgin Holidays tour and traveling venture that operates in the new Virgin Atlantic routes such as Orlando, Miami etc. Some of the major competitors of Virgin Atlantic are British Airways, Air France, and the Fly Emirates. Presently, the employee strength of Virgin Atlantic is around 9000 worldwide. Last financial year Virgin Atlantic earned £46.8m revenue while their annual turnover is around £2m. Virgin Atlantic is acknowledged globally for its excellence in services to the customers and the unique promotional strategy. Through this report, the competitive strategies and core competencies of Virgin Atlantic airline will be uncovered. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Virgin Atlantic A Premium Brand Assignment Example | Topics and Well Written Essays - 2000 words”, n.d.)
Virgin Atlantic A Premium Brand Assignment Example | Topics and Well Written Essays - 2000 words. Retrieved from
(Virgin Atlantic A Premium Brand Assignment Example | Topics and Well Written Essays - 2000 Words)
Virgin Atlantic A Premium Brand Assignment Example | Topics and Well Written Essays - 2000 Words.
“Virgin Atlantic A Premium Brand Assignment Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Virgin Atlantic A Premium Brand

Business-Virgin Atlantic

...and European flyers. Virgin Atlantic customers mainly vary dependent on the operational routes. However, statistics have showed that the bulk of their customers come from the UK. The distribution of the UK customers is approximated to be 60% and the rest is constituted by worldwide customers. The business has categorized its customers dependent on the class they fly. It has the smallest group of customers under Upper Class passengers who are mainly business persons aged 35-45. The second group of customers flies under Premium Economy; customers flying here are fairly split between business and leisure flyers. The last grouping is the Economy passengers who constitutes the largest...
6 Pages(1500 words)Essay

Virgin Atlantic

...another, smaller company – such as when Virgin Atlantic spun off Virgin America. Another major philosophy is that the airline must deliver outstanding customer service. Branson also looks at his airline through the eyes of the customer. Moreover, Branson indicates that Virgin never wanted to compete on price, but, rather, on service, and that the backbone of the service end of the brand is the entertainment options, because that is what Virgin knows and does best. As for management style, Branson hires friendly people over experienced ones, and the company promotes from within. Branson also has a democratic management style, as he...
14 Pages(3500 words)Essay

Virgin Atlantic: Executive (Management) Briefing

...? VIRGIN ATLANTIC: EXECUTIVE (MANAGEMENT) BRIEFING Sir Richard Branson formed Virgin Atlantic in 1984. While originally conceived as a European airway, the organization has expanded to a variety of countries and continents. While Virgin Atlantic remains rooted at Gatwick Airport and London Heathrow Airport, it operates between the United Kingdom and North America, the Caribbean, Africa, the Middle East, Asia, and Australia. 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...
3 Pages(750 words)Essay

Virgin Atlantic A Premium Brand

...Virgin Atlantic – A Premium BrandVirgin Atlantic, based at the UK, operates in the airline business creating a unique brand in the air travel industry for last over two decades. It is indeed not a mean achievement that from a single route in 1984, it has expanded its operations to over 38 routes across North Atlantic, Asia, Africa, and Caribbean with 38 aircrafts at its disposal. Richard Branson, the owner of Virgin Atlantic, formed a strategic alliance with Singapore Airlines in 1999 by selling 49% shareholding to the latter. Since then...
8 Pages(2000 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

Marketing Principles of Virgin Atlantic

...on the brand, and developing hope in the minds of its customers, that is why it launched the “Red is back” campaign (Tellis 2009, p. 305). Similarly, when oil prices were increased, the Company had to figure out a way to explain its increased ticket prices to customers, it could do this by advertising its extraordinary inflight services, or offering something more than the other airlines. Social : during recessions, when consumers became price conscious, and other companies focused more on “affordability” and “savings” during their advertisement campaigns. Virgin Atlantic, however did just the opposite, they used emotional advertising to lure customers through promoting “fame” and bring...
13 Pages(3250 words)Assignment

Virgin Atlantic

...? Virgin Atlantic VIRGIN ATLANTIC Assess the major macro-environmental trends facing Virgin Atlantic as they operate in the airline sector and highlight the implications on the organizations strategic decisions of the trends identified. 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. They use a mixed Boeing and Airbus fleet, operating...
4 Pages(1000 words)Case Study

British Airways and Virgin Atlantic

...with A, B, C1 socio-economic background. Most of the customers cannot afford First class and premium airlines, where the prices are too high for them, but able pay for quality services proposed by Virgin Atlantic. Target market is divided into two broad categories: foreign and domestic customers. Psychographics segmentation includes values and attitudes of potential passengers. The main attitudes for Virgin Atlantic are truly high standards of services and excellent support services at comparatively low price (Virgin Atlantic, Cheap Flight Co.UK, 2006). Positioning Positioning strategy employed by...
6 Pages(1500 words)Essay

Virgin Atlantic Airways

...Virgin Atlantic Case Study Abstract Virgin Atlantic Airways has been on the cutting-edge of innovative implementations since its creation by entrepreneur Richard Branson in 1984. The airline company has been especially focused on guest satisfaction and has been able to therefore report high profit margins in the past year despite the airline industry’s overall lessened financial numbers as compared to years past. As various airline companies have seen their existences dwindle and/or completely decline, Virgin Atlantic has used forward thinking, steady leadership, brand evolution, and guest focused improvements to...
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... ...
1 Pages(250 words)Book Report/Review
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 Virgin Atlantic A Premium Brand for FREE!

Contact Us