Marketing Strategy

ng s

MKW3440

MAR

KET STRATEGY

ASSIGNMENT 1

STRATEGIC ANALYSIS OF VIRGIN ATLANTIC

Student Name: Heather Maitland. Student Number: 21327270

Student Name: Mufaro Musimwa. Student Number: 21322597

Word Count: 3061

(Excluding executive summary, tables, graphs, and reference list)

TABLE OF CONTENTS

i. EXECUTIVE SUMMARY 3

1. INTRODUCTION 4

1.1 Virgin Atlantic Company Review 4

1.2 Purpose 4

1.3 Scope 4

1.4 Methedology 5

1.5 Assumptions and Limitations 5

2. IN-DEPTH EVALUATION OF STRATEGIC OBJECTIVES 5

2.1 Virgin Atlantic strategy 5

2.2 Virgin Atlantic objectives 5

2.3 Stratigic Fit 6

3. INDUSTRY OVERVIEW 6

4. COMPETITOR ANALYSIS AND PROFILING 7

5. MARKET ANALYSIS 12

6. STP ANALYSIS 14

6.1 Segmentation 14

6.2 Targeting 15

6.3 Positioning 15

7. CONSUMER ANALYSIS 16

8. INTERNAL CAPABILITY AND CORE COMPETENCY ANALYSIS 17

9. EVALUATION OF MARKET PROGRAME ELEMENTS 18

9.1 Product 18

9.2 Price 18

9.3 Promotion 18

9.4 Place 18

9.5 Packaging 19

9.6 Positioning 19

9.7 People 19

10. EVALUATION OF CURRENT FINANCIAL PERFORMANCE 19

10.1 Profitability 19

10.2 Liquidity 20

10.3 Leverage 20

10.4 Activity 20

10.5 Cost Metric 21

10.6 Miles Typology 21

10.7 Benchmarking 22

11. IDENTIFIED ISSUES AND PROBLEMS 22

11.1 Stratigic Alternatives 22

REFERENCE LIST 24

i. EXECUTIVE SUMMARY

The purpose of the report is to strategically evaluate Virgin Atlantic airways, asses the marketing problems, and offer proposed solutions. The report will provide an in-depth analysis of the attractiveness of the market and appraise Virgin Atlantic’s current financial performance. The environmental analysis of Virgin Atlantic airways will make use of Porter’s five forces, and gauge the effectiveness of the corporate strategy, assessing the level to which it responds to the opportunities and threats in the organisation’s external...