This website uses cookies to ensure you have the best experience. Learn more

International Marketing Virgin Blue (A Piece Of Empire)

3417 words - 14 pages

Executive SummaryCurrent Situation* Virgin Blue currently operates as one of two major domestic Australian airlines, the other being Qantas.* The company currently holds an approximate market share of 33%, which it has developed in the five years in which it has operated.* Virgin Blue's strategy is simple; it offers an easy-to-understand, low priced carrier, using a low-cost business model ensuring high profit margins.Key Issues* The Virgin brand stands in a situation where it has numerous opportunities ahead of it.* The chance for the company to move into a global market place.* Upon moving into a global market, the organisation must have consistent values, a constant brand image as well as common positioning.Key Recommendations* Increase capacity and capability with regards to the fleet - larger, multi class planes* Attempt to create meaningful customer relationships, perhaps by introducing a loyalty program similar to that of the Qantas Club* With regards to the entire Virgin group, employ a brand image which will emphasise the innovative, risk-taking attitude of Richard Branson when moving the company into a global market.Table of Contents* Company Background 3Industry Analysis 3Analysis of Case 5Alternative Solutions 10Recommendations 11Implementation Issues 13Reference List 14Log 15Company backgroundVirgin Blue, provides lost cost, low fare domestic flights, offering frequent passenger services on routes between all of the Australia's major cities, is one of the subsidiaries of the Virgin Group that was established on 3 August 2000 with two aircraft initially offering seven return flights a day between Brisbane and Sydney. This has since been expanded to cover the major cities in Australia.According to Virgin Blue, the objective of launching the company is to develop a Virgin branded, low cost, low fare carrier operating in the Australian domestic aviation market. In fact, Virgin Blue has been become one of the fastest growing airline companies in the world.The business model adopted was similar to that of successful low cost carriers in Europe and North America, such as Southwest Airlines and Ryanair. Similarly, Virgin blue operates only one type of aircraft, the Boeing 737 series, of which it currently has 49. The airline does not provide in-flight meals and printed tickets in favour of selling food on board and using telephone and internet booking systems to eliminate the costs (http://www.answers.com/).In September 2003, Virgin Blue announced its wholly-owned subsidiary, Pacific Blue to offer a similar low-fare service between New Zealand and Australia. The aim of Pacific Blue is to compete with Air New Zealand and Qantas on trans-tasman routes via positioning itself as a low-cost competitor.Industry AnalysisThe commercial aviation market in Australia consists of two principal groups of travelers: leisure and business. Leisure passengers typically place a higher emphasis on low fares. Business passengers typically place a higher...

Find Another Essay On International Marketing - Virgin Blue (A piece of Empire)

Realization in Welty's A Piece of News

2345 words - 9 pages Realization in Welty's A Piece of NewsRuby's death fantasy reflects the conflict between her wants, needs, and life in this Eudora Welty story. We first meet Ruby while she is coming in from a storm with a package of coffee wrapped in newspaper from a man from Tennessee. We find out later that she has a habit of hitchhiking and picking up men from Tennessee. Welty writes, "When Clyde would make her blue, she would go out onto the road, some car

A piece of Cuba for your soul

1467 words - 6 pages A piece of Cuba for your heart When we talk about Cuba, What comes first to our minds? What do we think? Do you think about the revolution, the communism or perhaps Fidel Castro? However, Cuba is more than that, Cuba is culture, Cuba is its own world in the globe. Cuba is an island in the Caribbean, about 90 miles southeast to Key West, Florida. Cuba is the only communist state in the Americas. In October 28, 1492 the famous explorer

A Strategic Analysis of Virgin Mobile South Africa

3175 words - 13 pages suppliers 73.2 A sixth competitive force - complementors 84. Resources and capabilities 84.1 Resources 84.1.1 Financial Resources 94.1.2 The Virgin Brand 94.1.3 Technology 94.1.4 The Virgin communications network in South Africa 94.1.5 Government license 104.2 Capabilities 104.2.1 Marketing and Sales 104.2.2 Leveraging the Virgin network 104.2.3 Buying Power 114.2.4 Research and development 115 Analysis of VMSA's resources and capabilities 136

This piece of work is a market research into Mcdonalds and its current situation in terms of sales, problems and marketing issues

3039 words - 12 pages unethical. McDonalds, the fast food giant is often seen as unethical as it aims it's advertising at children, whom it is clearly aware will irritate ('pester power') their parents to go to buy a burger. Such is the case in the United States, that when parents ask their children to get ready for dinner, they get their coat and shoes on and say when we are going for a 'Happy Meal', the child meal of McDonald's. Marketing to children is aimed

Vince Ford's "A Handul Of Blue"

767 words - 3 pages Vince Ford's "A Handful of Blue ' is a short novel written specially for teenagers. Similar to many, other teen novels, the common themes in the Handful of Blue are survival, friendship, family, obstacles/difficulties, and often many unforeseen consequences for the characters to triumph over.The main characters are Jeremy's family and his friend Eddie. Jeremy is a boy who is still trying to find his true self and what he could do to help his

All In a Pair of Blue Eyes

2070 words - 9 pages things he really shouldn’t be. Her blouse, a deep blue, was nothing compared to the color of those enchanting eyes of hers but it suited her well and did wonders to accentuate her milky white skin. The stilettos she had donned were the same shade and so tall that should she step any closer to him they would be nearly eye to eye. Her hair, he now noticed, was rather unruly but in the most charming way. It was as though each long ringlet had moved on

All In a Pair of Blue Eyes

1751 words - 7 pages Belle French was dragged out of the pleasant haze of her dreams the day after her meeting with Mr. Gold by the sound of her phone’s alarm blaring from on top of her dresser. Ignoring its harsh sounds, she attempted to bury herself further into the warm mountain of sheets and pillows that was her bed, but it was to no avail, and so groaning in frustration she crawled out of bed. Blue eyes barely opened, she fumbled for her phone, promptly turning

Evaluation of a Live Piece of Drama of Blood Brothers

3815 words - 15 pages Evaluation of a Live Piece of Drama of Blood Brothers I went to see “Blood Brothers” at the Phoenix Theatre in London on Thursday 9th June, for the matinee, 2:30, performance. The piece of Drama, in my opinion, was very successful, having thoroughly believed the characters and their roles throughout the performance, and left with a satisfied feeling that I had seen a plausible and realistic piece of true, entertaining

A Brief History of the British Empire

1318 words - 6 pages Great Britain, The country who has been in a the center of some history’s biggest moments. A country in which no other dares to challenge , but try to emulate. A country who were first to industrialize and didn't want anybody else to . How did Great Britain become one of the powerful empire in history and what happen to it ? The first event that help Britain build this empire was

Review of a live piece of theatre - Blood Brothers

1025 words - 4 pages Review of a live piece of theatre - Blood Brothers Review of a live piece of theatre Introduction:We went to see the "Blood Brothers" on the 23rd of May at the Phoenix Theatre. The plot of the story was that there were two twins separated at birth. One of the twins grows up in a middle class house hold. The other one in a working class house hold we see the different ways in which they grow up and the clothes that they wear are

The Ingredients Of a Fantastic Piece Of Literature

1400 words - 6 pages Austen a great author of her time period. However, the characterization of Austen is not her only great attribute. As a great author of her time period, Austen knew other methods of making a novel a great piece of literature. Even if the indirect characterization failed, she had another method of getting the attention of the readers. This other method was her plot complexity. Although Persuasion has a relatively linear plot without any big events

Similar Essays

Marketing A Virgin Trains Essay

9030 words - 36 pages awful lot of money on marketing and employee a lot of people to do it. All to make sure they have a sellable product. This could also to an extent be the description for business as a whole.The whole Virgin organisation has a marketed image of value, which attracts a lot of people. Every product and service throughout the company can be labelled as value for money.Once the Marketers have found what the people want and designed a product to suite

A Piece Of Eden Essay

1403 words - 6 pages A Piece of Eden Spread out on two acres of rolling green Cal Poly land in between the rodeo arena and the dairy unit sits the Cal Poly Student Experimental Farm. From the outside looking in, the farm looks peaceful and quaint. But when inside the fence, it becomes clear that there is more than what meets the eye. The Cal Poly Student Experimental Farm is more complex than it seems. With vermicular bins, composting areas, raised

Blue Ocean Strategy A Marketing Book

1173 words - 5 pages BLUE OCEAN STRATEGY Name Institution   Blue Ocean Strategy Introduction Blue ocean strategy is a marketing book by W. Chan Kim and Renee Mauborgne in the year 2005. The book mostly borrows from a range of over 140 strategic marketing moves within a period of over a century. The book succeeds in showing how

Marketing Plan For The Introduction Of Virgin Jeans

3470 words - 14 pages certainly the product has to have a certain quality.The third part of any Virgin strategy that has to be emphasised, is the strategy of "public figure marketing'. Like no other entrepreneur in the UK, Richard Branson has the talent to market his products by going into the media with extraordinary actions that get him into the front-pages of the newspapers without paying any money for this advertisement.Company ValuesThe values seems to be having