Virgin Train Assignment

Topics: Travel agency, Qualitative research, Tourism, World Tourism Organization, Marketing, Maldives / Pages: 12 (3032 words) / Published: Dec 2nd, 2014
BA Honours: Tourism and Business Management
Virgin Trains

Lecturer Name: BIRTE SCHMITZ
Student Name: Ana Maria Do Amaral Zacarias
ID: 20272212
Year: 3

Virgin Trains

Introduction
Strategic Management involves looking at ground realities and formulating an approach that can achieve desired results in the context of these realities. It follows that strategy will differ from context to context. Readymade strategies rarely work, and, this is the main problem with strategy development; businesses have to take pains to observe, think and plan. All businesses need:
a) Marketing Strategy to ensure that they can get a profitable volume of orders for what they offer, at a remunerative price.
b) Technology Strategy to select the most appropriate technology, obtain the requisite know-how and implement it in their business.
c) Operational Strategy to carry out operations at low enough costs while ensuring that they can deliver a quality product or service to their customers.
d) Human Resource Strategy to hire, train, develop and retain people, equipped to handle the varied tasks involved in running the business with the required degree of competence.
These options serve as the basic framework for creating a marketing strategy along with business strategy of the firm. The travel company Virgin travel international (HTI) is planning to start its operation this year, which will serve products and services in the travel industry. The company will provide its services to the domestic and international tourists. The Dream line has the intention to provide both individual and group travel facilities to the cities in UK to the cities in India. The services that will be included in the package of the tour will include pre-arranges tours, custom packages according to client’s specifications, travel consultation, and as time progresses making reservations for lodging amongst other related services. The travel company Virgin travel international is planning to have a



Bibliography: Armstrong, G, (2007), Marketing: An Introduction. London, Pearson Prentice Hall, pp. 34-52. Brotherton, B, (2003), The international hospitality industry: structure, characteristic and issues Chandy, R, (2001), What to say when: Advertising appeals in evolving markets Journal of Marketing Research vol. 38, pp. 399–414. Cooper, C, & Wahab, S Desai, P, (2002), Qualitative market research: Principle and practice: Vol. (3) Methods beyond interviewing in qualitative market research. London: Sage, pp. 131-157. Ereaut, G, (2002), Qualitative market research: Principle and practice Sheldon, P.J. (2005). Forecasting tourism: expenditure versus arrivals. Journal of Travel Research, 32(1), pp. 13- 20 Tallman, S Tellis, G, (2004), Effective advertising: How, when, and why advertising works. Thousand Oaks, CA: Sage, pp.45-70. Whelan, T Zikmund, W, (2009), Essentials of Marketing Research, Boston: South-Western, pp. 162-178. Appendix

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