VIRGIN ATLANTIC AIRLINES

Marketing Strategies of Virgin Atlantic Airlines



Marketing Strategies of Virgin Atlantic Airlines

Introduction

To earn a profit and to operate the business lucratively is the sole purpose of any business. In order to accomplish this objective different businesses adopt different strategies. In order to run the business lucratively marketing strategies matter a lot because these strategies are interlinked with all the departments of the organization. There are a number of organizations that have been successful in achieving competitive advantage and a strong position in their respective industry with the aid of their well devised marketing strategies. This paper revolves around the same phenomenon. This paper provides a complete outlook about how an organization can achieve a strong position or handle with the competitors with the aid of effective and efficient formulation and implementation of marketing strategies.

Selected Organization for the Analysis

In order to fulfil the objective of this paper, the organization that is selected is Virgin Atlantic Airline. Virgin Atlantic Airline operates in the industry of airline where it has to face cut-throat competition. Their direct competitor is British Airways. In today's world where the organization strives to retain the number of customers because of high level of uncertainty and terrorism maintain the position of the company is a painstaking task. With the help, of innovative and creative marketing strategies, Virgin Airline is beating the bush.

Brief Introduction about the Organization

Virgin Airline is one of the global multinationals that is increasing its market and mind share rapidly. Virgin Atlantic is, and airline company owned by Richard Branson. Virgin Airline is the subsidiary of Virgin Group that is very well known for its naughty image in all over the world. With the passage, of time Virgin Airline has grasped a sustainable mind-share and is considered the most luxurious airline in some regions of the world; such as United Kingdom, North America, Middle East and Asia etc. The mission statement of the organization is as follows:

“At Virgin Airline, our mission statement is simple: to grow into a profitable airline; where people love to fly and where people love to work”

The purpose of this paper is to analyze and critically discuss the marketing, communication and branding strategies of Virgin Airline. This paper aims to explore and critically discusses the marketing strategies adapted by Virgin Airline that enabled it successfully achieve a sustainable position in the market. This paper will analyze each and every aspect of the marketing strategies of Virgin Airline (Parker 2001, 426).

Markets

It operates between the United Kingdom and North America, the Caribbean, Africa, the Middle East, Asia, and Australia from main bases at Gatwick and London Heathrow Airport, using a mixed fleet of Airbus and Boeing aircraft. Virgin Holidays is a leisure marketing wing used to sell seats on the new Virgin Atlantic routes to New York, Orlando, and Miami. Virgin Holidays offers a selection of holidays to the mainland US, Canada, Florida, Caribbean, and South Africa. It is one of the largest transatlantic tour operators in the UK (Oyama 2001, ...