Marketing A Virgin Trains Essay

9030 words - 36 pages

Unit 3Strategic Marketing ReportVirgin Trains Table of ContentsTerms of Reference....................................................................... 21 Methodology............................................................................. 2The Importance of Marketing..................................................... 23 Introduction to Virgin Trains................................................ 23.1 The Train........................................................................................................... 23.2 Virgin Trains..................................................................................................... 23.3 Situation Analysis............................................................................................ 24 Market Research Plan............................................................ 25 Market Research..................................................................... 25.1 Secondary Research....................................................................................... 25.1.1 Business Mission.......................................................................................... 25.2 The Charter....................................................................................................... 25.3 Questionnaire................................................................................................... 26 Internal Analysis..................................................................... 26.1 Marketing Objective......................................................................................... 26.2 Product life cycle.............................................................................................. 26.3 Financial Capabilities..................................................................................... 26.4 Technical Competence................................................................................... 26.5 Personnel.......................................................................................................... 26.6 Customer Relationships.................................................................................. 26.7 Competition...................................................................................................... 27 External Analysis.................................................................... 27.1 SLEPT Analysis............................................................................................... 28 SWOT Analysis........................................................................... 29 Formulating a Market Strategy........................................... 2Ansoff's Matrix.......................................................................................................... 29.2 Porters Competitive forces and generic strategies..................................... 29.3 Boston Matrix......................................................................................................

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