Marketing Plan Analysis: Virgin Atlantic

This assignment analyzes Virgin Atlantic's marketing plan, examining its key elements such as the marketing mix (product, price, place, promotion), target market segmentation, and overall strategy. It also discusses the company's positioning in the marketplace and its efforts to provide excellent customer service. The analysis culminates in a conclusion that highlights the importance of marketing for achieving long-term organizational success, emphasizing the role of marketing plans and the marketing mix as crucial tools for defining a company's market presence.

Marketing and Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 2............................................................................................................................................1
PART A...........................................................................................................................................1
Briefing Paper ............................................................................................................................1
PART B ...........................................................................................................................................5
Marketing plan............................................................................................................................5
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the set of institutions, activity and effective process for delivering,
exchanging and satisfying customers needs in a profitable manner. Marketing is essential for the
company to do all activities appropriately (Baker and et. al., 2016). Chosen organisation is
Virgin Atlantic, it is a Air travel company in United Kingdom. Present assignment is based on
Marketing mix and marketing plan which is important for the company to innovate their
services.
TASK 2
PART A
Briefing Paper
Date: 04/04/18
Prepared
by:
Point of
Contact:
Emai
l: Telephone:
1. Subject
a. Marketing Mix
2. Background
a. Marketing mix is one of the main and essential part of the marketing plan which
help business manager in order to innovate their innovative services in marketplace.
b. Marketing Mix cover 7P's such as People, place, promotions, people, process,
products and physical evidence. But 3P's of services are more essential for the Virgin
Atlantic.
3. Analysis
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a. Marketing mix is more essential and significant part of the company because with
the help of this elements they easily introduced their services in marketplace and to the
customers.
b. Marketing mix is a main part of the marketing plan but these aspects has some
advantages and disadvantages which are determined as below:
Advantages Disadvantages
 Decrease marketing cost.
 Promotes efficiency and effectiveness
in research and development (Bastable,
2016).
 Reflect way towards single global
marketplace for different kinds of
products.
 Ignores various completions of services
use.
 Dismiss local legal differences.
 Ignores other differences in specific
and individual markets.
c. From the above mentioned information, it recommended that marketing mix is
important for the each and every organisation in order to reduce all issues in systematic
manner.
4. Cautionary Notes
Marketing Mix of two organisation such as Virgin Atlantic and British Airways both are
apply marketing mix in a systematic and appropriate manner. These are determined as below:
Marketing Mix Virgin Atlantic British Airways
Product Virgin Atlantic is one of the
famous and leading premium
airline business based out of
United State, serving
international and American
destinations. For example:
company has fleet of more
than thirty airplanes as a
British Airways offered
different products and services
in terms of fulfilling the wants
and needs of the customers
(Berkowitz, 2016). It gives the
flight tickets at an affordable
price to complete their wants
and demands of flying from
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marketing mix of services and
product offering.
single place to another.
Place Company has limited flights
approx thirty nine and serve
only twenty nine places. They
operates from 3 destinations in
the UK namely Manchester
Airport, London Heathrow
Airport and London-Gatwick
Airport.
This element plan more
essential and distinctive role in
any kind marketing strategy.
The business has successfully
upgraded and develop
infrastructure to organise
proper and safe activities.
Price They has high-end airline.
There are different competitors
of the company such as
British Airways, American
Airlines, Cathay Pacific and
Lufthansa (Brychkov and et.
al., 2017). There are large
number of clients for
economic flights, so business
is sensing for service quality
over quantity.
Pricing strategy of business
products and services are
different as per the class of
people. They have proven to
retain a pricing policy that
same to the value which is
render by the organisation.
They used economy pricing,
medium-value and premium
pricing strategy.
Promotion Although Virgin Atlantic gives
services or facility at par with
its challengers. In order to
provide business services to
the customers company use
different promotional mix in
an appropriate manner. They
also provides special offers
which is based on destinations,
Promotional strategy is main
element of marketing mix
which is applied by each and
every company. In case of
British Airways, they giving
special tickets of flight at
affordable prices for special
events (Cabrera and Williams,
2014).
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seasons and kind of customers.
People In the organisation, there are
9000 employees who are
working with aim of achieving
long term goals and objectives
in limited time period. They
take their stakeholders very
earnestly, but it, employees or
customers. They apply
pleasant and warm personal so
that they can introduce that
happening in their clients
journey.
In the company, there are
different number of person are
work with the motive of
achieving long tern goals and
objectives in allotted time
period. In case of British
Airways, employees are main
assets because they have more
ability to increase sales and
revenues of organisation.
Process Products of Virgin Atlantic are
tested and tried for quality
which is important to render
maximum clients satisfactions
(Griffitts, 2016). They also
apply direct and simple
process which is essential for
the organisation to maximise
base of customers in limited
time period.
Process is main and essential
part of the marketing mix.
British Airways apply simple
and direct process in order to
give an effective services
related to air. Fir example:
they launched an innovative
ticketing services, it is called
E-ticketing.
Physical Evidence Company operates from 3
destinations in the UK. They
are available in different
continent as well as serve
twenty nine destinations. They
located in different
destinations such as Dubai,
British Airways is a well
established organisation in
service sector. Environment of
the company is good which
attract large number of the
customers towards air services
(Hoeffler, Herzenstein and
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Norwalk, Shanghai, Lagos,
Johannesburg and many other
places.
Ginzburg, 2015).
5. Recommended Action
a. Marketing mix is more essential and important part of the business entity that help
in the achievement of long term goals and objectives. APNA leadership is a module
which give interactive activities and actions to strengthen business understanding
regarding leadership and render practical ways in order to enhance leadership. It will
support in developing and creating an action plan about professional development. From
all information are highly essential and beneficial for the enterprise in order to develop
effective leadership.
6. Fiscal Considerations
a. Marketing mix is also essential for the staff members in order to determine all
elements related to product, place, promotions, price, people, physical evidence
and many other (Hoffman and Turley, 2015). All these are highly important for
the employees in order to maximise their personal and professional goals. It assist
in the achievement and success of company in limited time period.
PART B
Marketing plan
Marketing plan is more essential and valuable part of the business organisation. This plan
covers different elements which define company information related to internal and external.
Executive Summary: Virgin Atlantic is sensing to launch a Little Red, Sub-Brand to enter the
United Kingdom domestic. Main focuses of company is to targeting business customers in a
proper manner.
Corporate objectives: There are some aspects which are includes in this statement are
determined as below:
Mission: Company is looking or sensing to compete with their competitors like British
Airways business in the section of United Kingdom domestic air travel.
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Vision: Vision of the business entity is to maximise their sales and revenues by providing
quality services at reasonable price.
Objectives:
 Main objective of the company is to maximise their sales and turnover.
 To attract large number of the passenger. To increase profitability and productivity of company.
Competitors analysis: It is another and important part of the marketing plan which
includes different challengers of the company (Karasar and Öztürk, 2014). Main competitor of
the Virgin Atlantic is British Airways. Both are belongs in same industry that give effective
services to the customers at reasonable price.
Segmentation, Targeting, Positioning
Segmentation Passengers preferring reliability and comfort.
Targeting They mainly targets middle class, Upper
middle class and Corporates.
Positioning Virgin Atlantic is a airline business which
concentrates on clients experience.
SWOT Analysis: It is another essential and main part of the each and every organisation.
With the use of this tool business entity easily identify their strengths, weakness, threats and
opportunities (Kennedy and Parsons, 2014). All these are important for the company to
determine their position in marketplace and in the mind of customer's. SWOT Analysis of Virgin
Atlantic are described as below:
Strengths Weakness
 Company has innovative branding and
excellent advertising by Richard
Branson.
 More than 9000 people are employed
or worked with the airline.
 Global presence is limited, mainly in
the emerging economics.
 There is a limited market share for the
virgin Atlantic due to high level of
competition.
Threats Opportunities
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 Maximising competitions or substance
in the European marketplace.
 Boosting labours costs that can impact
margins for business entity.
 Company can maximise its
internationals destinations and routes.
 Leverages its higher brand existence to
penetrate in global level.
Marketing budget: It is another essential part of the business entity that define company position
in marketplace (Virgin Atlantic marketing plan, 2018). There are some competitors that effects
on business productivity and profitability ration in a direct way.
7P's of Virgin Atlantic:
Marketing Mix Virgin Atlantic:
Product Core and main product of company is
transportation. Augmented like online booking,
mobile ticketing etc.
Place They produce their services in mainly three
places such as Manchester Airport, London
Heathrow Airport and London-Gatwick
Airport.
Price Price are based on class of travel, load factors,
date of travel, profit margins, competitions
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pricing and many others.
Promotion In order to produce their services they use
different strategies in an effective and direct
manner.
People In the organisation different persons are work
with attracting some customers in a systematic
manner.
Process They use very simple and direct process in
order to provide their service to the passengers.
CONCLUSION
From the above mentioned report, it can be concluded that marketing is more important
part for the organisation in order to achieve long term benefits. Marketing mix and marketing
plan bother are main tools for the company to define their position in marketplace.
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REFERENCES
Books and Journals
Baker, M. A. and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Bastable, S. B., 2016. Essentials of patient education. Jones & Bartlett Publishers.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Brychkov, D. and et. al., 2017. Social marketing and systems science: past, present and future.
Journal of Social Marketing. 7(1). pp.74-93.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
Management. Handbook of Human Resources Management. pp.103-118.
Hoeffler, S., Herzenstein, M. and Ginzburg, T., 2015. Optimal Design for Radically New
Products. Design Thinking: New Product Development Essentials from the PDMA.
pp.253-264.
Hoffman, K. D. and Turley, L. W., 2015. Toward an Understanding of Consumers’ Price
Sensitivities for Professional Services. In Proceedings of the 1999 Academy of
Marketing Science (AMS) Annual Conference (pp. 169-173). Springer, Cham.
Karasar, S. and Öztürk, Ö. F., 2014. Management Trainee Program of Turkish Airlines: Global
Distance Education. Turkish Online Journal of Educational Technology-TOJET. 13(2).
pp.111-120.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Online
Virgin Atlantic marketing plan, 2018. [Online]. Available through:
<https://www.scribd.com/doc/137807924/Marketing-Plan-Example-Virgin-Atlantic-
Little-Red>.
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