fully understand and impossible for them to fully control’ (The Times‚ n.d. p1). Virgin Atlantic is an international airline that is based in the UK. It was started by the entrepreneur Richard Branson in 1982 and now flies to 30 destinations around the world (Virgin Atlantic Airways Ltd‚ 2011). By looking at the PEST forces of Virgin’s external environment‚ the aim is to see how these influence the airline and how Virgin can use this information to their advantage. Two main political factors in Virgin’s
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Problem Statement Virgin will enter the US mobile market in July 2002 and needs to define a pricing strategy that would attract and retain one million subscribers by the end of year one and three million subscribers by the end of year four without triggering off competitive reactions. Situation Analysis Virgin is one of the most recognized brands in the UK with over 200 brand extensions that stand for fun‚ honesty and value for money. Despite a recent failure in Singapore‚ the company wanted to enter
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Introduction The Virgin Group is one of the UK’s largest private companies. Virgin’s highest-profile business was Virgin Atlantic‚ which had developed to be a major force in the international airline business. Virgin Atlantic Airways has become Britain’s second largest airline serving the world’s major cities. On 20 December 1999 Richard Branson signed an agreement to sell a 49% stake of Virgin Atlantic to Singapore Airlines to form a unique global partnership. The cost of the transaction to Singapore
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MANAGEMENT AND LAW School of Management MSc Programmes Module Leader: Dr. Laura A. Costanzo Academic Year: 2010-2011 |Industry |European Airline Industry | |Company |Virgin Atlantic Airways | STRATEGY MODULE COURSEWORK |Student URN |MSc Programme |Surname & First Name | |6098320 |Management Information
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With regard to the place‚ the Virgin Atlantic has the bases in Gatwick‚ Heathrow and Manchester Airports. The company distributes its products online‚ through its owned website and those of tour operators and travel agents. Tickets can be also booked via phone. The Virgin Atlantic sells tickets across the following regions: U.S.A.‚ Middle East‚ Caribbean and Canada. There are different types of promotions they use: posters‚ websites‚ social media‚ youtube‚ TV adverts‚ newspapers‚ travel agents
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Problem statement The main challenge facing Virgin Atlantic Airlines is identifying and executing a strategy that will help it become a more profitable and established airline in the industry going forward. Virgin had an income loss of 14.5 M pounds in 1991-92‚ and a small profit of 0.4 M pounds in 1992-93(Exhibit 2). In contrast‚ British Airways had $297.7 M profit which is 3.19% of its total sales in 1992 (Exhibit 10). VAA has been pursuing a marketing strategy to serve all classes of passengers
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Ryanair and Virgin Atlantic Both of them are recent creations in airline transport business‚ they started life in competition with major national flag carrier airlines and grew to be major challengers to these established companies. Virgin Atlantic’s air transport business originated in the long-haul‚ mainly transatlantic market which might be highly profitable but is also extremely competitive. It attracts passengers by offering a superior experience and is firmly positioned at the quality
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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
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Question 1 Virgin group limited is world largest british multinational company founded by Richard branson.it has various core business like travel‚entertainment and life style and it includes 400 companies world wide. Virgin Group’s date of incorporation is listed as 1989 by Companies House‚ who class it as a holding company; however Virgin’s business and trading activities date to the 1970s. The net worth of Virgin Group as of September 2008 was £5.01 billion. Virgin Group operates from
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Module Code: MGT 5A1 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu.be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu.be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 By Maria Timchenko By Maria Timchenko Table of Contents: 1.Introduction…………………………………………………………………………………………………….……………..page 3 2. Target Market………………………………………………………………………………
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