Environmental Analysis of Virgin Galactic

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  • Topic: Richard Branson, Virgin Galactic, Space tourism
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  • Published : November 23, 2010
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Environmental Analysis of Virgin Galactic

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Outline

Introduction……………………………………………………………………………………………………………………………….5

The marketing mix (7Ps)…………………………………………………………………………………………………………….5

PEST Analysis……………………………………………………………………………………………………………………………..7

SWOT Analysis…………………………………………………………………………………………………………………………..9

Porter`s 5 Forces……………………………………………………………………………………………………………………..10

References, Bibliography………………………………………………………………………………………………………….12

Introduction

Virgin Galactic is a member of Virgin Group which provides spaceflights to the paying public. The potential space tourism leader group has been established in March, 1999 in London by Richard Branson and begins regularly send civilians into space from 2011. Booking a seat on VSS Enterprise spacecraft costs approximately £140.000 which has been done already by 80.000 customers by now. In exchange – after an only 3 days training at the Mojave Spaceport (where the construction of the spacecrafts take place as well) - the passengers can get a 3.5 hours long sub-orbital space experience 21.000 m away from the earth, enjoy and discover the weightlessness.

The marketing mix (7Ps)

Product – A suborbital flight for paying customers.

Place – The passengers start their journey from Mojave Spaceport, California, USA – where they spend three training days before the day of the flight on Virgin Spaceship One.

Price

Product price: approximately £140.000 ($200.000) / person / flight. The price includes the flight, the training and the accommodation during the training days. Virgin Galactic do not offer any discounts at the moment.

The idea of price planning is set up of a “low cost” airline, which offer relatively cheap spaceflights comparing to other space travel offers.

Physical Evidence: The futuristic design of the spaceship interior and spacesuit what the passengers are wearing during the space travel. (Photos are on view at http://www.virgingalactic.com/)

Processes: Virgin Galactic operates with online booking system and worldwide customer service network which result an easy and smooth booking procedure for customers and therefore customers satisfaction.

Promotion:

• Virgin Galactic` s “Space Reel” advertising campaign ran over the world via the electronic media within days after its coming out and attracted the attention of millions of potential passengers.

• The company`s customer service is available personally or through the phone in numerous countries. The well trained assistants are prepared for answering any detail about the flight and providing help in booking.

People:

Employers and Employees: Richard Branson, the owner of Virgin Galactic aims to recruit American citizens for specific positions (pilots, astrophysicists, engineers, maintenance team, spaceport staff etc). Applicants should have previous experience in aviation projects of NAVY or NASA, as they will become the ones who are going to ensure the safe and pleasant journey for the customers (passengers).

PEST Analysis

• Political: The operation of Virgin Galactic is regulated by the Federal Aviation Administration which is part of the United States Department of Transportation. The body oversees and approval the design, maintenance and operation of the aircrafts and equipments, the license of pilots, engineers and the spaceport.

• Economic:

At the begins when recession has started in the United States, it has brought all of its characteristics: below-average GDP grow, lower disposable incomes, higher unemployment, decreased consumer spendings. An economical correction was needed at that point of time, which has been done by The United States Government. The markets became calm again, the people have started to spend more, the needs were increasing to a point where a particular social stratum could and wanted to have something new. Apperantly recession was effecting on Virgin Group as well, all their...
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