Virgin Group Essay

9107 words - 37 pages

Virgin Atlantic Marketing Case Study

Presented by Donal Manning James E. Salter Andre Tuinzing

Prepared for Professor Enda McGovern Dominican University of California

iii

Virgin Atlantic Airlines

Manning/ Salter/ Tuinzing

Table of Contents
LIST OF ILLUSTRATIONS………...…………………………………………………..IV EXECUTIVE SUMMARY……………………………………………………………….V HISTORY OF VIRGIN ATLANTIC ................................................................................. 3
B ACKGROUND ............................................................................................................................................. 3 F LEET ...view middle of the document...

.................................................................................... 14

SITUATIONAL ANALYSIS ........................................................................................... 16 PORTFOLIO ANALYSIS................................................................................................ 21 COMPETITIVE STRATEGY ANALYSIS ..................................................................... 23
S EGMENTATION......................................................................................................................................... 23 T ARGETING ............................................................................................................................................... 23 P OSITIONING ............................................................................................................................................. 24

MARKETING TACTICS................................................................................................. 26
D IFFERENTIATION ..................................................................................................................................... 26 MARKETING MIX ...................................................................................................................................... 26 S ELLING .................................................................................................................................................... 28

MARKETING VALUE .................................................................................................... 29
B RAND VALUES ........................................................................................................................................ 29 S ERVICE (THE B RANSON FACTOR)............................................................................................................ 30 P ROCESS .................................................................................................................................................... 31

INTEGRATED MARKETING COMMUNICATIONS .................................................. 32 FINANCIAL DETAILS ................................................................................................... 35 PREDICTIONS................................................................................................................. 38 CONCLUSION................................................................................................................. 40 BIBLIOGRAPHY............................................................................................................. 41 APPENDIX ....................................................................................................................... 43

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Virgin Atlantic Airlines

Manning/ Salter/ Tuinzing

History of Virgin Atlantic
Background Richard Branson, the 48-year- old...

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