Strategic Marketing Planning: Virgin Airlines Case Study

Strategic Marketing
Planning

Table of Contents
INTRODUCTION.......................................................................................................................................3
Main Body...................................................................................................................................................3
Concept of corporate strategy..................................................................................................................3
Business strategy.....................................................................................................................................6
History of Virgin group...........................................................................................................................7
Corporate and business objectives of company.......................................................................................7
CONCLUSION...........................................................................................................................................8
REFRENCES..............................................................................................................................................9

INTRODUCTION
Strategic marketing planning refers to prepare effective strategies with an aim to enhance
overall sales and profit margin of organization. It is related to preparing marketing goals,
analyzing internal as well as external environment, product planning, implementation and more.
In strategic plan all the activities are combined together so that predefined business objectives
can be achieved within stipulated period of time (Baker and Hart, 2016). Main aim of strategic
marketing plan is to expand business at large level which will inflate revenue of organization.
Virgin airlines have been selected as company for present report that is British airline founded in
1984. It is headquartered in London UK. They are working within in three classes such as
Economy, premium and upper class in order to meet with requirements of all segments of
customers. In the present report concept of corporate strategy has been discussed. In addition, it
also comprises theories of strategic marketing planning to attain desired results within stipulated
period of time.
Main Body
Concept of corporate strategy
These strategies refer to formulate long term vision which are made by organizations to
create value and motivate work force in an efficient manner. So, they implement predefined
strategies to gain higher level of customer satisfaction. It is process under which managers work
to enhance engagement of investors with an aim to improve value of organization (Cash, 2016).
It not only defined long term goal of entity but also depicts the direction at achieve it in
minimum possible time. There is long term vision is determined under corporate strategy so that
work force get a proper direction to perform different task. In context of Virgin airlines, vision
and mission of entity are crucial part of its corporate strategy that is mentioned below:
Vision: “To be most valuable and preferable travel organization at global level in terms
of providing better experience to customers and maintaining proper working environment to
retain talent for longer duration”