pp virgin atlantic

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© 2005 SalterQuest.com. All Rights Reserved

Presented By:Presented By:

DonalDonal Manning, James E. SalterManning, James E. Salter

Andre TuinzingAndre Tuinzing




Previewreview• Virgin Atlantic

• SituationalAnalysis

• Portfolio Analysis

• S.W.O.T.

• Competitive

Strategies

• Marketing Tactics

• IMC

• Finances

• Predictions• Review




Virgin Atlanticirgin Atlantic

• History

• Fleet

• Route Network

• Partnerships &

Alliances




Situational Analysisituational Analysis

• Industry

– History– Regulation

– Open Skies

• Virgin Atlantic

– Competition– Current Events




Portfolio Analysisortfolio Analysis

Dogs-

Economy

Cash Cow-

Upper Class

???- PremiumEconomy

Stars- NoneHigh

Low

High Low

Relative Market Share

Market

Growth

Rate




S.W.O.T..W.O.T.

• Strengths– Brand

– Innovation– Quality

• Weaknesses– Routes Limited

– Internet– Reliance on Trans

Atlantic Travel

• Opportunities– Technology

– Investments– Marketing

• Threats– Recession

– Brand Dilution– Competition




Competitive Strategiesompetitive Strategies

• Segmentation

– Classes

• Targeting

– Business Class

• Positioning

– BA




Marketing Tacticsarketing Tactics

• Differentiation

– Product

• Marketing Mix

– Four P’s

• Selling

– Main Sources




Marketing Valuearketing Value

• Brand

– Caring, Value,Fun, Honest,

Innovation.

• Service

– The BransonFactor

• Process– Communication




Financial Detailsinancial Details

• Who Knows?

– Passengers

– Total

Turnover

– Routes




Passengers Carriedassengers Carried

0

1000000

2000000

3000000

4000000

Number ofclients

1992 1994 1996 1998

Years

Number of Passengers Carried




Total Turnoverotal Turnover

Total Turnover

0 2000 4000 6000 8000 10000

2001

2000

1999

1998

1997

Y e a r

T urnover in Millions

Virgin Atlantic British Airways




Routesoutes

Routes For Virgin Atlantic

01020

304050

N Y L A

B o s t o

n S F

J o h a n n

s b u r g

B a r b

a d o s

A n t i g

u a

Cities

N u m b e r o f R o u t e s

1992

1993

1994

1995

1996

19971998

1999




Predictionsredictions

• Security

• Economic

Recovery




Revieweview• Virgin Atlantic

• Situational Analysis

• Portfolio Analysis

• S.W.O.T.

• CompetitiveStrategies

• Marketing Tactics

• IMC

• Financial Details

• Predictions




Conclusiononclusion

““Delay announcements at theDelay announcements at the

San Francisco executiveSan Francisco executivelounge is likely to be greetedlounge is likely to be greeted

with applause.”with applause.”




Got Questions?Got Questions?

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