2,500 words
Marketing 1,000 40%
Operations 1,000 40%
identify how you would create enhanced competitive advantage and/or a unique product or service offering for that product,
focusing on augmentation and differentiation.
This should include an assessment of the product or service life cycle using an appropriate diagram and a full SWOT/PEST analysis in tabular form.
http://safarigraphics.com/salterquest/portfolioPDFs/ws_Virgin_Atlantic_Marketing_Case_Study.pdf
segmentation: upper class passengers are mostly men from 35-45
business travel customers b/c company is on economy travel policy
economy customer base is more broad and is spread across most “socio economic groups and age ranges.”
targeting: virgin atlantic sees each customer as valuable and gives each one individualizes service.
Positioning:
“Virgin Atlantic has positioned itself as direct competitor to
British Airways on all routes.”
Spacious sitting arrangements, in-flight entertainment, high level of customer service.
TACTICS:
Differentiation:
Through communication, VA takes a customer’s expectations to the next level.
(in-flight ice cream) no one else offers
Marketing mix
Offers: upper, premium economy and economy
A comparison os Strengths, Weaknesses,opportunities and threats is a way to take an birdseye view of a multitude of informationand be able to compile it for study and contemplation.
Strengths: recognized by Britis Public
Novelties offered in-flight
Customers expect service
Trained employees recruited from other airlines
Returns and values are greater b/c load factor is better
Wins quality awards regularly
Weaknesses: flight delays
Limited destinations
Costs in providing amenities
Reliance on trans-atlantic fliers leaves them vulnerable to drop in demand to / fro US
Opportunities
Technology add ons
Web-site –can only get better
Threats:
Fast growth could hurt.
Fuel price opportunities / weaknesses
Global recognition...