Virgin Atlantic Case Study

Page 1 of 10

Virgin Atlantic Case Study

By | November 2010
Page 1 of 10
UNIVERSITY OF SAN JOSE- RECOLETOS
COLLEGE OF COMMERCE
TOURISM AND HOSPITALITY DEPARTMENT

HOSPITALITY MARKETING MANAGEMENT CLASS

CASE# 4
Virgin Atlantic Airways

SUBMITTED BY:
Ariza, Gee Kylie Krishna
Chua, Zyera P.
Comar, Grace Stephanie J.
Dahil, Jennalyn
Morales, Monique Joy

SUBMITTED TO:
Mr. Steven N. Sasam

DATE SUBMITTED:
February 16, 2010

Situational Analysis

Demographic

Virgin Atlantic Airways entertains the different status, gender and age. Most of the travelers are business traveler and leisure travelers. They allow children ages 5-and above to travel. Below 5 years old, the kid should have guardian ages 16 up or parents. For the unaccompanied child/children, they must follow a certain rule. The Virgin Atlantic also accepts trained pets who accompanied disabled person e.g. Blinds person. Also some of their passengers are packed with friends, families and high yield business travelers.

Technological

Virgin Atlantic Airways gives importance to technology. Technology could also upgrade the expectations of passengers. Virgin Atlantic Airways knows how dangerous to fly the airplane without further checking of its technology. There are aircrafts engineers that have been researching to improve security airlines. They also implement high technologies to entertain the passengers while waiting for arrival. They don't want the passengers feel bored during the flight. Innovations were implemented in order for the passengers to relax and to feel comfortable. There were video entertainment, Sony watchman on board, individual video screens for every seat; virgin’s onboard entertainment offered 20 audio channels, 16 video channels. Those innovations were created to cater the needs and wants of the customers as well as to understand the passengers needs and go beyond their expectations. They accept any status of passengers.

Political-Legal
In January 1991, the UK opened Heathrow Airport to Virgin when it...