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Understanding the Marketing Strategy of Virgin Active - Case Study Example

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The paper "Understanding the Marketing Strategy of Virgin Active" highlights that company can engage in aggressive online social advertising and through its app-based personalised communication to engage consumers always and use the platform to advertising other new products…
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Understanding the Marketing Strategy of Virgin Active
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Download file to see previous pages Presently 167 recreation centres that cater for close to a million clients around the world. Regardless of Virgin Actives prosperity, just like other firms, they have competitors. Virgin Actives fundamental rivals are Living Well and Fitness First, who are additionally all known and set. The dominance of Virgin Active in its market niche has been enhanced by a market-centred approach that the organisation has implemented to give consumers the highest level of satisfaction.
The situational analysis will dwell on analysing Virgin Active from both the micro and macro environment to ascertain what has enabled it to obtain a competitive advantage over its market rivals. Relatively, the analysis will also include SWOT and PESTLE analyses all aimed at unravelling the factors that have ensured the Virgin brand to be dominant globally.
Based on resources Virgin Active is endowed with massive capital reserves that have enabled it to implement global expansion within a short period. Virgin chose a market strategy that involved the provision of premium services that would distinguish the firm from the rest. In so doing the resources of the company were sufficient to source talented personnel who have the requisite skills to offer the services to the satisfaction of the clients. That notwithstanding, the resources enabled the company to run international marketing campaigns both on the multimedia platform and through personal selling targeting a certain cradle of customers who would find its services useful (Virgin Active, 2013). Promotions through expansive broad communications advancement to correspondence based instalment of nonperson structures forms the primary procedure utilised for the improvement of different services (Blazey, 2008).
The employees of the firm are yet another valuable resource that Virgin Active possess, the management team is composed of competent leaders who have been formulating policies that have seen the organisation expand its ...Download file to see next pages Read More
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