Presented By:

Donal Manning, James E. Salter

Andre Tuinzing
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 Preview
• Virgin Atlantic
• Situational
Analysis • Marketing Tactics
• Portfolio Analysis • IMC
• S.W.O.T.
• Finances
• Competitive
Strategies • Predictions
• Review
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 Virgin Atlantic
• History
• Fleet
• Route Network
• Partnerships &
Alliances

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 Situational Analysis

• Industry • Virgin Atlantic

– History – Competition
– Regulation – Current Events
– Open Skies

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 Portfolio Analysis
Relative Market Share
High Low

High Stars- None ???- Premium

Economy
Market
Growth
Rate Cash Cow- Dogs-
Low Upper Class Economy

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 S.W.O.T.
• Strengths • Opportunities
– Brand – Technology
– Innovation – Investments
– Quality – Marketing
• Weaknesses • Threats
– Routes Limited – Recession
– Internet – Brand Dilution
– Reliance on Trans – Competition
Atlantic Travel
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 Competitive Strategies
• Segmentation
– Classes
• Targeting
– Business Class
• Positioning
– BA

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 Marketing Tactics
• Differentiation
– Product
• Marketing Mix
– Four P’s
• Selling
– Main Sources

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 Marketing Value
• Brand
– Caring, Value,
Fun, Honest,
Innovation.
• Service
– The Branson
Factor
• Process
– Communication
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 Integrated Marketing
Communication
• Advertising
• Flying Club
• Communication
• Brand Design
• Charities
• Public Relations
• Sponsorship

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 Financial Details
• Who Knows?
– Passengers
– Total
Turnover
– Routes

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 Passengers Carried
4000000 Number of Passengers Carried

3000000
Number of
2000000
clients
1000000
0
1992 1994 1996 1998
Years

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 Total Turnover
Total Turnover
Virgin Atlantic British Airways

1997
1998
Year

1999
2000
2001

0 2000 4000 6000 8000 10000

Turnover in Millions
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 Routes
Routes For Virgin Atlantic
Number of Routes

50 1992
40
30 1993
20
10 1994
0
1995
1996
NY

LA

on

SF

ua
os
ur

ti g
ad
st

sb
1997
Bo

An
rb
nn

Ba
ha

1998
Jo

Cities 1999
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 Predictions
• Security
• Economic
Recovery

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 Review
• Virgin Atlantic
• Situational Analysis
• Portfolio Analysis
• S.W.O.T.
• Competitive • Marketing Tactics
Strategies • IMC
• Financial Details
• Predictions

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 Conclusion

“Delay announcements at the

San Francisco executive
lounge is likely to be greeted
with applause.”

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Got Questions?

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