Marketing Management of Virgin Atlantic : Report

Marketing Management

EXECUTIVE SUMMARY
Marketing management is nothing but the process of formulating strategies and plans that
is used for running the business of organisation. For this process, corporation- al audit is needed
to be conducted. Certain tool and techniques are required to be used that are pestle analysis,
porter's five forces analysis, swot analysis, etc. This all things are covered in this report. Apart
from this, marketing mix has also been described in detail whereby terms like price, promotions,
process, people, physical evidence, etc. are explained. It is to be noted that the complete file is
based on Virgin Atlantic corporation and all the aspects is deal in this context.

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INTRODUCTION
Marketing management can be simply defined as the process of formulating strategies
and planning for the goods and services , sales, promotions, advertisement, etc. for reaching to
desired customer segment (Navarro and et. al., 2011). For this procedure, tools from competitive
strategy and economics is employed in order to evaluate the industry context in which the
company operates. These involves porter's five forces, investigation of strategic groups of
competitors, value chain analysis and others. The management of marketing is very essential for
every firm as it provides them idea and ways to run their business efficiently. As taste and
preferences of customer changes with time to time, so company needs to plan their strategies of
doing marketing in accordance with that. For this, firm need to conduct survey and examines the
current needs of civilians as well as their culture in order to offer them products or services as
per their demand and which match with their culture. The present report is based on the Virgin
Atlantic. In this project, some necessary conditions has been explained by which consumer
loyalty can be built. For doing this, marketing audit has been done by using PESTLE and SWOT
analysis. By doing pestle analysis, Virgin Atlantic can easily find out the influence of its external
factors like government, technology, society, economy of nation, environment, etc. and after that
they can run their business in that manner so that they get less impacted from all of these factors.
At the same time, by doing Swot analysis, venture can explore its own strength, weaknesses,
threats and opportunities as well. This will help them in knowing about themselves in effective
way and they can take appropriate measures to minimise its weaknesses and can adopt strategies
for coping with their threats.
BODY
Background statement outlining the industry, market positioning and unique selling proposition
Virgin Atlantic is a European aviation company and its head quarter is situated in
Crawley, United Kingdom. This airway organisation was set up in 1984 as British Atlantic
Airways and was in the beginning planned by its co - founder Randolph Fields and Alan Hellary
for flying between Falkland Islands and London. After that the name of corporation changes to
Virgin Atlantic Airways as Fields sold-out his stocks in the firm after-ward dissonance with Sir
Richard Branson on the administration of the venture. It has been examined that this company
had approx 8,875 workers in the year of 2016 and are growing afterwards. It serves for around
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