Analysis of Virgin Atlantic's Entry into the Nigerian Airline Market

STRATEGIC MARKETING CW2
08/28/2020
Module Name: Strategic Marketing CW2
EXECUTIVE SUMMARY
This report provides analysis into how Virgin Atlantic can successfully gain entry into
the Nigerian Airline market. This analysis focused on the adaptation aspect of
marketing mix to meet the needs of the targeted market in order to ensure that Virgin
compete successfully in the market, mitigating effect of COVID19 to maintain market
share. Using the CBBE model, an analysis of how Virgin Atlantic can build a strong

STRATEGIC MARKETING CW2
08/28/2020
brand also analysed using the different element of the model. This include defining
Virgin Atlantic brand identity and its relationship with customers. Marketing
communication methods that will be used to reach the target market is also
suggested such as advertisement and public relations and how they can be
integrated to promote consistency. As with every other business activity that
involves investment, it is important that these marketing campaigns are measured to
determine its effectiveness using different measuring tools such as return on
investment, market share and balance score card.

STRATEGIC MARKETING CW2
08/28/2020
Table of Contents
EXECUTIVE SUMMARY........................................................................................................1
INTRODUCTION..................................................................................................................3
1: ADAPTATION AND STANDARDISATION OF MARKETING MIX...........................................5
2: CBBE MODEL..................................................................................................................7
3: INTEGRATED COMMUNICATION MIX AND METHODS.....................................................8
4: MEASUREMENT OF SUCCESS ..........................................................................................9
5: CONCLUSION ................................................................................................................11
REFERENCES ....................................................................................................................12
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INTRODUCTION
Strategic management is the process of planning, developing and
implementing marketing strategy that is developed to ensure that the business is
able to achieve its objective in the market . In most cases the objective of a business
is to make profit but to achieve this the business will have to identify needs of its
customers and design products that will meet those needs profitably (Lim and et. al.,
2020). This aspect is particularly important for new businesses or products as it
helps to gain an understanding of the market in order to gain competitive advantage.
The aim of this report is to address the needs for adaptation and standardisation of
marketing mix. Along with it need for Virgin Atlantic to adapt marketing mix in order
to expand their business in Nigeria is also discussed. Customer based brand equity
model, communication and promotion techniques used by Virgin Atlantic and the
measurement of its success are explained.
1: ADAPTATION AND STANDARDISATION OF MARKETING MIX
According to Krishnamurthy (2016), modern businesses have vast
opportunities to maximise their revenue by entering into new and emerging markets.
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