Virgin Atlantic Marketing Management
Contents Page Number
1.0 Introduction 3
2.1 Company Overview 3 2.2 Mission Statement 3
2.0 Evaluation 4 2.1 Segmentation 5/6 2.2 Targeting 6/7 2.3 Positioning 7 2.4 Building Relationships 8
3.0 The Marketing Mix 9 3.1 Product 10 3.2 Price 10 3.3 Place 10 3.4 Promotion 10 3.5 People 10 3.6 Process 11 3.7 Physical Evidence 11
4.0 Conclusion 14
5.0 Defining the Segment & Marketing Objective 14
5.1 SMART Objectives 15 5.2 Pestle Analysis 16/17 5.3 Swot analysis 17/18
6.0 Recommendations to changes to the Marketing Mix 19 6.1 Product 19 6.2 Price 19 6.3 Place 19 6.4 Promotion 20 6.5 People 20 6.6 Process 20 6.7 Physical Evidence 20 7.0 Control mechanisms and Budget Recommendations 21 8.0 References 22/23
1.0 Introduction The author has been assigned to create a report on Virgin Atlantic that should evaluate current practice of Virgin Atlantic and make recommendations that could help the company grow. This report will also include a Marketing Plan for Virgin Atlantic. In this report there will be an evaluation of their marketing practices including the marketing mix, with reference to theories and the current practices of Virgin Atlantic.
1.1 Company overview
‘Since it was founded almost twenty years ago, Virgin Atlantic Airways has become Britain’s second largest airline serving the world’s major cities. Virgin Atlantic is the quintessential Virgin story. It has every ingredient: the small
1.0 Introduction 3
2.1 Company Overview 3 2.2 Mission Statement 3
2.0 Evaluation 4 2.1 Segmentation 5/6 2.2 Targeting 6/7 2.3 Positioning 7 2.4 Building Relationships 8
3.0 The Marketing Mix 9 3.1 Product 10 3.2 Price 10 3.3 Place 10 3.4 Promotion 10 3.5 People 10 3.6 Process 11 3.7 Physical Evidence 11
4.0 Conclusion 14
5.0 Defining the Segment & Marketing Objective 14
5.1 SMART Objectives 15 5.2 Pestle Analysis 16/17 5.3 Swot analysis 17/18
6.0 Recommendations to changes to the Marketing Mix 19 6.1 Product 19 6.2 Price 19 6.3 Place 19 6.4 Promotion 20 6.5 People 20 6.6 Process 20 6.7 Physical Evidence 20 7.0 Control mechanisms and Budget Recommendations 21 8.0 References 22/23
1.0 Introduction The author has been assigned to create a report on Virgin Atlantic that should evaluate current practice of Virgin Atlantic and make recommendations that could help the company grow. This report will also include a Marketing Plan for Virgin Atlantic. In this report there will be an evaluation of their marketing practices including the marketing mix, with reference to theories and the current practices of Virgin Atlantic.
1.1 Company overview
‘Since it was founded almost twenty years ago, Virgin Atlantic Airways has become Britain’s second largest airline serving the world’s major cities. Virgin Atlantic is the quintessential Virgin story. It has every ingredient: the small
References: Baines .P, Chris F. And Kelly P. (2008), Marketing, Oxford university press, (accessed on: 7/04/2011) Superbrands (2009/10) [online], available at: http://www.superbrands.uk.com/Pages/DocumentManager/Case-Study_Virgin.pdf, (accessed 3/04/2011) Place, Airport News [online], available at: http://www.holidayextras.co.uk/news-archive/airport-news.html, (accessed on: 5/04/2011) Promotion, Travel Flights [online], available at: http://www.lastminute.com/site/travel/flights/, (accessed on: 5/04/2011) Keegan, Warren J & Green, Mark S., Global Marketing, 2nd Edition, New Jersey: Prentice Hall, Page 40, (2001) (accessed on: 7/04/2011) Baines .P, Chris F Baines .P, Chris F. And Kelly P. (2008), Marketing, Oxford university press, (accessed on: 7/04/2011) Gregory, M Brassington .F, & Stephen Petitt (2007), ESSENTIALS OF MARKETING 2nd Edition PR News Wire, London, Virgin Atlantic Implements Galileo International, 5 September, (2001) (accessed on: 7/04/2011) Dickinson, .P