Marketing Situational Analysis Report

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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 Australia is a low-cost airline. On May 4th 2011, the boss Richard Branson and the CEO John Borghetti of Virgin Group announced Virgin Blue officially changed its name to Virgin Australia in Sydney. New strategic goal is established to grab more market share of business travelers. Meanwhile, Virgin Australia developed the new service standards and replaced the old uniforms. Virgin Australia’s first flight was on the last day of August in 2000, from Brisbane to Sydney. At that time, there is only one route and two aircrafts for Virgin Australia. Until 2004, the international routes of New Zealand, Cook Islands, Fiji, Tonga and Vanuatu were put into use. Since 2007, Virgin Australia planned to set up a long haul international airlines. So far, Virgin Australia’s domestic airlines covered 22 major cities in Australia and it operated eight international airlines. In this report, we will focus on Virgin Australia’s international airlines. Analyze its market strategy and superiority; compare it with the largest airline company-Qantas and another low-cost airline-Tiger. Through the analysis of its own situation and comparing with the two competitors, the market situation of the international airlines of Virgin Australia will be clearly define and presented.

2. PRODUCT LINE

Products can be divided into tangible and intangible, according to Solomon, Marshall and Stuart (2012), services are described as intangible products that producers provide directly to customers. Airline companies provide service to people who expect to travel to other places; therefore, services are their products. Product line is defined as the total products offered by an organization in order to satisfy the target customers’ single need (Chen, 2012).The “product line” of international airlines of Virgin Australia are all the services provided to satisfy the travelling needs of customers.

Virgin Australia is considerable company with multiple international routes service with different classes. For...
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