Marketing Strategy And Planning Managemnet

Running Head: MARKETING PLANNING STRATEGY
MARKETING PLANNING STRATEGY
Name of the Student
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EXECUTIVE SUMMARY
The paper aims to describe the market analysis of Virgin Atlantic UK. Overviewing the
company, the study focuses on the Value chain analysis, and Porter’s five forces model based on
the organization. The study identifies some unique capabilities of the organization. Along with
this, the study provides some suggestive recommendation for a bright future of Virgin Group,
UK.

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TABLE OF CONTENTS
Overview of the company....................................................................................................3
Mission and vision of the company.....................................................................................3
Porter’s five forces model....................................................................................................4
Recommendation and conclusion........................................................................................6
References............................................................................................................................7

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Overview of the company
Virgin group is a British multinational capital conglomerate. The group includes various
domains including leisure and travel, media and telecom, entertainment and music, services of
finance, and wellness and health programs. Virgin Atlantic belongs to the travel and leisure
group. There are several the group invests on sectors for tracking the records, understanding the
consumer behavior, and building strong network. Sir Richard Branson was the founder of Virgin
Atlantic almost before more than thirty years. His intention was to make the airlines facility of
the UK aviation to be more exciting and enjoyable. Hence, from the beginning, Virgin Atlantic
was favored by the consumer industry. They believe in innovation and value the consumer
experience at its extent (May et al. 2014). Hence, the paper will discuss some analytical
information in this paper.
Mission and vision of the company
The purpose of mission of Virgin Atlantic is
 To adhere with the long term initiatives that will bring positive impact for the business.
 The services will cater to appropriate reasons for all the sections of Virgin Atlantic.
 Implementing the values of the services in all the existing and upcoming investments by
the group (Volberda et al. 2017).
 Addressing the challenges and observe the systematic and fruitful changes observed
beyond the organization.
 The vision of Virgin Atlantic has a strong ground of philosophy. Sir Richard Branson
believes in putting the company into prospective (Volberda et al. 2017).

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The Group was founded by Charles Nicholas Branson during the year 1970. From the initial
stage, the company aims to diversify the business. The organization believes in providing
heartfelt services for their consumers. They have the vision of becoming the shopper victor. They
will reach towards the destination by delivering quality services towards the customers and
testing and developing the competitive strategy of the entire organization. The vision statement
of Virgin Atlantic depicts – they are planning for a global presence in the domain of travel,
mobility in communication, retailing in entertainment and music.
Porter’s five forces model
In this discussion, the five forces model of Porter will allow to understand the factors of
rivalry, supplier power, customer power, threat of new entrants, and threats of substitutes.
 Rivalry – Rivalry refers to the competition between two companies and resulting into
zero profit margins. Here the top competitors of Virgin Atlantic are namely Jet2.com,
Volvotea, and easyJet. However, Virgin Atlantic initiating to grow continuously by
attracting consumers with proper planning for business expansion (Taneja2016.)
 Threat of substitutes–threats for substitute in the airline industry is high. Consumers
have multiple options providing similar opportunities like Virgin Atlantic (Tzitzikas and
Marketakis 2018). Hence, high rate of substitutes can become a threat for the
organization.
 Buying power – The buying power refers to the consumer preference. Hence, Virgin
Atlantic possesses a high buying power as the airlines got a high preference by the
consumers.
 Supplier power – More number of consumers automatically describes high supplier
power for the organization (Pisano 2015).

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 Threats of new entrants – The huge competition in the market place is a threat for the
organization. There are multiple successful organizations trying to emerge in the market
place. Hence, the threat of new entrants is high for Virgin Atlantic.
Value chain
The establishment of Virgin Group as well as the airline industry namely Virgin Atlantic
possesses high competitive advantage in comparison to the existing rivalries in the market place.
The core competence skill of the company situated the position in quite different way than the
competitors. They understand the institutionalization of the market place. The brand name of the
group attached with the airline services is itself a means of recognition for the existing
consumers of the company (Karthik and Gopalakrishnan 2014). They possess a rich and
expensive network to promote their organization globally. The value chain analysis of the entire
organization will be helpful to understand the true essence of the above comments.
Activity Types Categories Description
Primary
activities
Inbound logistics Inbound and outbound logistics is the means of
designing and providing solution and research for the
sake of development.
Operations The products and services provided by the group
possess extreme quality and value the consumer
experience.
Outbound logistics Outbound logistics of Virgin group lies on distributing
the services to their customers.
Service Virgin Group provides effective training to the existing
employees for providing better services.
Supportive
activities
Infrastructure of the
firm
The group operates from 25 different countries across
the world.
Human resource
management
The employees of the organization are highly skilled
and providing quality services to the consumers.
Technology
department
The continuous growth in innovation and technology is
creating positive impact on the organizational growth.
Procurement Virgin Group is moving towards the right direction to
achieve the targeted goals in the near future. The
cheaper costs with excellent service simply enhancing
the journey of the Virgin Group towards a bright
future.

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From the value chain analysis of Virgin Atlantic, a connection between inbound and
outbound logistics can be made. For example, firm developing the products (raw materials) are
also dwelling in the same marketplace. The significant strategies of Virgin Atlantic develop
products not for only minor changes but also for valuable changes for the existing products.
Recommendation and conclusion
 As an agency of airline industry, Virgin Atlantic values the money, innovation, quality,
and the competitive obstacles. They believe in providing functional benefits for the
customers at the time of stimulation of the emotional responses of the consumers. As a
recommendation, it will be suggestive for the organization to become a public agency
instead of private. According to the research result Richard Branson possess 51% stake
and the rest 49% is owned by Singapore airlines.
 Other recommendation will be collecting capital to maintain their quality service in near
future. The company must take initiative for internal and external growth simultaneously.
 For the third recommendation, it will be suggestive for the organization to involve in full
partnership with South-East Asian airway. Complete partnership will allow for
penetration in the Asian market.
In conclusion, it can be said that, Virgin Atlantic has a greater future in the Asian market
place. The suggestions for Virgin Atlantic, to strengthen their partnership. Further expansion of
this expansion strategy opens the possibility to make a connection with Air China in near future.
Their intention of global thinking with local action strengthens their position in the field of
organizational management.

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References
Dibb, S. and Simkin, L., 2013. Market segmentation success: making it happen!. Routledge.
Karthik, T. and Gopalakrishnan, D., 2014. Environmental analysis of textile value chain: an
overview. In Roadmap to Sustainable Textiles and Clothing (pp. 153-188). Springer, Singapore.
May, A., Anslow, A., Wu, Y., Ojiako, U., Chipulu, M. and Marshall, A., 2014. Prioritisation of
performance indicators in air cargo demand management: an insight from industry. Supply Chain
Management: An International Journal.
Muegge, S.M. and Reid, E., 2018, August. Richard Branson and virgin galactic: A case study of
entrepreneuring as emancipation. In 2018 Portland International Conference on Management of
Engineering and Technology (PICMET) (pp. 1-10). IEEE.
Pisano, G.P., 2015. A normative theory of dynamic capabilities: connecting strategy, know-how,
and competition. Harvard Business School Technology & Operations Mgt. Unit Working Paper,
(16-036).
Taneja, N.K., 2016. Flying ahead of the airplane. Routledge.
Thompson, R., 2015. An Assessment of the Socio-economic and Marine Environmental Impacts
Associated with the St. Kitts and Nevis Geothermal Energy Project [Graduate Project].
Tzitzikas, Y. and Marketakis, Y., 2018. A Few Words About Digital Preservation and Book
Overview. In Cinderella's Stick (pp. 1-12). Springer, Cham.
Volberda, H.W., Morgan, R.E., Reinmoeller, P., Hitt, M.A., Ireland, R.D. and Hoskisson, R.E.,
2017. Strategic management: Competitiveness and globalization. South-Western College
Publishing.

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