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Marketing Situational Analysis Report

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Marketing Situational Analysis Report
GSBS 6005
Situational Analysis Report

VIRGIN AUSTRALIA

Executive summary………………………………………….
1. Introduction……………………………………………….
2. Product line……………………………………………….
3. Market analysis…………………………………………… 3.1 Target market analysis 3.2 Market share 3.3 size and growth
4. Market mix strategy analysis……………………………..
5. Competitor analysis………………………………………. 5.1 Analyze Qantas 5.2 Analyze Tiger
6. Macro environment analysis………………………………
7. SWOT…………………………………………………….
8. Issue identification…………………………………….….. 8.1 Market risk issue 8.2 Profit issue
9. Conclusion………………………………………………....
10. Reference lists……………………………………………
Appendix: SWOT analysis of Virgin Australia………………..
EXECUTIVE SUMMARY

This report is divided into nine parts and the first part is a brief background of the Virgin Australia’s international airlines. From the second to the eighth part, the knowledge and theories of marketing management and planning will be used to analyze the international airlines of Virgin Australia in details. They are: clearly define the product line; through analyzing target market, market share, market size and its growth to achieve the result of market analysis; in-depth dissect the international airlines of Virgin Australia by applying marketing mix strategy; identify and compare the two major competitors; define the impact of macro environment on international airlines; summarize the key points of SWOT; use marketing theories to identify two emerging issues. Finally, the key points of this report will be provided in the conclusion part.

1. INTRODUCTION

The purpose of this report is to analyze the international airlines of Virgin Australia comprehensively and thoroughly, and then determine its situation in this particular market. Virgin Australia used to be known as Virgin Blue Holdings Limited, it was established at Brisbane, Queensland in 2000 and it grew up to be Australia’s second largest aviation company later; rarer is that Virgin
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