Assignment on Marketing in Pandemic Period 2022

Mid Term 0
Marketing (202)

Mid Term 1
Question no 1: In a post pandemic world, how would an airline company such as Virgin
America plan their strategy? Discuss.
Answer: The hit on the airline industry during the corona virus pandemic is the worst we have
ever seen both domestically and globally. That’s why this industry had to make some major
changes if they are going win over the trust of their customers again. Now-a-days because of the
pandemic situation there are so many airline companies who faces loss in these times and that’s
why in a post pandemic world those companies like Virgin America have to make some strategy
which will be beneficial for their companies. Each and every company like Virgin America has
their own strategy for their long-run. In a post pandemic world, the airline company would have
to make some strategy for their own betterment. They have to maintain the fit between the goals
and capability. So that it can make some changes in the marketing opportunity.
Before the global COVID-19 until the pandemic hit this industry had bright future but because
of this situation passengers demands getting low day by day. If this global situation in drawn out
lock-downs and deferred improvement of vaccination, airlines monetary quality will be
enormously affected and alter the industry landscape.[ CITATION Dub20 \l 1033 ]
In a post pandemic situation, airline companies like Virgin America have to make some
strategies like targeting the perfect customers , reach out for the wealthy customers who can
afford their fare. If they increase the places for promotion and put some discounts, they can
easily attract the people. In corporate level they have to set their goals, design the business
portfolio and make some strategy for grab the market again. They have to develop the strategies
and for their market growth they have to increase their sale of their existing products. That’s how
their market can be developed and catch the customer attention.
Question no 2: What are micro environmental factors which affect an airline industry?
Answer: In airline industry manager can’t build the relationship with customer alone. They need
some internal factors which is called micro environment. It has some factors who affect the
airline industry. They are:
Company: In this industry there are so many company groups. Their manager have to work with
other department so that they can gain their goals. If the managers don't work closely with other
company department then they won't gain the Information of the customer values and
relationships.
Supplier: Then suppliers as usual deliver all types of raw materials. If suppliers don’t give the
good materials then it causes some problems which is not good for airline companies. The airline
has things like food, drinks, or any kind of entertainment and if the suppliers don't give good
quality products it will be a problem and airline companies can't easily change their supplier so
they have to be careful for this. [ CITATION Air20 \l 1033 ]

Mid Term 2
Marketing intermediaries: The airline industry has continuously depended on intermediaries
who offer their tickets and organize travel bundle with customers. They usually help those
companies to promote, sell and distribute goods to the buyers.[ CITATION Cas20 \l 1033 ]
Competitor: Competitors also important for an airline company. For grab the customers
attention airline always try to give their best services than their competitors and monitoring
them.
Publics: public is another element where the group has potential interest on any companies to
achieve the goal to live when they will face financial problem group will found the investor and
media group will promote them.
Customers : And lastly the customers, without them this airline industry is nothing. All the
company’s main target is grab the customer’s attention so they are very important.
So, these are the factor which are affecting the airline industry.
Question No 3: Using the four spectrum of segmentation variables, describe how Virgin
America segments and targets the market for airline services. How would they develop
measures for attractiveness for target marketing?
Answer: In a market place we can't always handle all types of customer at once. That's why we
have to divide the market into some group of buyers who have different needs, behavior which is
called market segmentation. There is no single way to the markets. So, marketer have to use
different segmentation to find the best way. Using the four spectrum of segmentation variables,
now I'll discuss about the segment of Virgin America and how to target the market for airline
services:
Geographical segmentation: In this segmentation, marketer have to divide the market into
different geographical part like nation, states, religion, countries etc. Many of us know that the
headquarters of Virgin America which are located in Burlingame, California and this isn't a
coincidence. The distance between the San Francisco airport is few miles. So that they can
achieve their goals.
Geographically, Virgin America (now Alaska airline) airline promoting and deals inside the US,
Mexico and Canada.[ CITATION Sli20 \l 1033 ] As we can see their customers are all rich. So
that they can target the market and achieve the goals.
Demographic segmentation: This segmentation based on age, stages, gender, income,
occupation, education etc. It is most popular segmentation in customer group. Different age has
their different taste so that some airline companies target the young customers for their market