The Impact of Digital Technology on the Communication Process of Virgin Holidays

MANAGING SUCCESSFUL BUSINESS
THE IMPACT OF DIGITAL TECHNOLOGY ON THE COMMUNICATION PROCESS OF
THE VIRGIN HOLIDAYS
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Table of Contents
1.0 INTRODUCTION.................................................................................................................................................. 3
LO1................................................................................................................................................................................... 4
DEVISE PROJECT AIMS AND OBJECTIVES FOR A CHOSEN SCENARIO.........................................4
PRODUCE A PROJECT MANAGEMENT PLAN THAT COVERS ASPECTS OF COST, SCOPE,
TIME, QUALITY, COMMUNICATION, RISK AND RESOURCES...........................................................5
PRODUCE A WORK BREAKDOWN STRUCTURE AND A GANTT CHART TO PROVIDE
TIMEFRAMES AND STAGES FOR COMPLETION.....................................................................................8
LO2................................................................................................................................................................................ 11
CARRY OUT SMALL-SCALE RESEARCH BY APPLYING QUALITATIVE AND
QUANTITATIVE RESEARCH METHODS APPROPRIATE FOR MEETING PROJECT AIMS
AND OBJECTIVES............................................................................................................................................... 11
LO3................................................................................................................................................................................ 14
ANALYSE RESEARCH AND DATA USING APPROPRIATE TOOLS AND TECHNIQUES.........14
COMMUNICATE APPROPRIATE RECOMMENDATIONS AS A RESULT OF RESEARCH AND
DATA ANALYSIS TO DRAW VALID AND MEANINGFUL CONCLUSIONS...................................23
LO4................................................................................................................................................................................ 24
REFLECT ON THE VALUE OF UNDERTAKING THE RESEARCH TO MEET STATED
OBJECTIVES AND OWN LEARNING AND PERFORMANCE..............................................................24
CONCLUSION............................................................................................................................................................. 26
REFERENCES............................................................................................................................................................ 27
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1.0 INTRODUCTION
Virgin Holidays is one of the UK’s topmost holiday company established in the year 1985.
The company works on the principles of the entrepreneurial spirits and passion towards
innovation among the customer and benefit communities around the world (Den Hertog, et
al. 2010). The use of the technology in the travel and tourism sector creates an exciting
opportunity for the business with disruptiveness. The holiday packages that are introduced
by the virgin holidays helps them to gain the information of the customer at every stage of
the sales cycle and it inspires them progressively.
Virgin Holidays traditional approach to communicate with the customers can often be
reached out with the help of most simple communication method i.e. transactional
messages, plain text emails from an outdated reservation engine. The revolutionary change
in the use of the digital technology named Adobe has aligned the organization to centralize
their channels and department with the single scalable solution (Opelt, et al. 2013). The
Marketing goals of the organization can put the customer experience with the centre of
everything they do.
The assignment focuses on the Adobe campaign of the virgin holidays which are
significantly posted on the social media for the purpose of the marketing of the
organization and develop a long-term strategy for the business. The exploration of the
creative campaign and reach out to the travellers with more engaging communication can
help the Virgin Holiday to consolidate the customers to pre-book to the holiday packages
and upgrade their experiences.
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LO1
DEVISE PROJECT AIMS AND OBJECTIVES FOR A CHOSEN SCENARIO
The customer services and aims that are targeted by the Virgin Holiday experiences to be
the most successful transatlantic tour operators and market leader for travel and tourism
in the other different regions of the world. The customer those who are passionate about
travelling finds the way of creating the best holiday packages across the world with the
help of virgin holiday. It can present the on-going way of dealing with the customer and
their specific requirements (Achtenhagen, et al. 2013). The aims and objective to carry out
the project for influencing the customers in order to increase their sales can be done
through their marketing campaign Adobe. The key aim of the study is to produce the
awareness in the people by attracting them towards the exciting offers. The use of the
social media can engage the people and connect them worldwide. The objectives of the
study are:
 Customer Satisfaction: To evaluate customer satisfaction by providing best
packages to their customer
 Effective Communication: To provide discounted offers to the customer those who
are using social media tools such as Facebook
 Profit Generation: To promote the campaign like Adobe campaign in order to
increase the sales of Virgin Holiday
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PRODUCE A PROJECT MANAGEMENT PLAN THAT COVERS ASPECTS OF COST,
SCOPE, TIME, QUALITY, COMMUNICATION, RISK AND RESOURCES
The project plan covers different stages of the management which helps in identifying
scope, time, and communication, Quality, Risk and Resources of the organization. Digital
and social media has changed the way of performing the business activities. It has added
the stimulating economies and driven consumption with the most crystal clear way of
doing business (Gebauer, et al. 2010). The utilization of the Product life cycle helps in
optimizing the situation of the project. Following are the phases that are identified under
the PLC cycle are:
PROJECT IDENTIFICATION
The project covers working prospects of the Virgin holiday which utilizes Adobe Campaign
as the comprehensive method for adapting the change in the management activities and
promoting their services across the world.
PLANNING PHASE
The planning phase provides different measures of the project. They are:
 SCOPE OF THE PROJECT: The project helps in boosting the sales of the holiday
packages offered by the Virgin Holiday. It can also help in gaining the customer base
and generating revenue with the discounted offers (Achtenhagen, et al. 2013).
 IDENTIFICATION OF RESOURCES: The value proposition of the Virgin holidays is
enhanced with the help of the financial exposure from the revenue which is
generated. The human resources and intellectual property of the organization helps
in building the blocks and assets of the business. The fund collected from the
promotional events and revenue of the business along with the support of finance
banks tied up with the company is the major resource for boosting the performance
of the company (Achtenhagen, et al. 2013).
 SCHEDULE DEVELOPMENT: The scheduling of the project helps in gaining the time
duration to complete the task of pre-booking of the customer holiday packages in
order to manage the sale in the peak business time.
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ACTIVITIES DAYS 1 2 3 4 5 6
INITIATE
PLAN
EXECUTE
CONTROLLING
CLOSE
 BUDGETING/COST: The financial statistic of the project can help in sustaining the
advantage of the business through the marketing or promotional activities. The
concept of the promotional selling helps in incurring the demand and supply of the
services (Gebauer, et al. 2010). The business can help in generate profit with the
attainment of the objectives within the fund provided to the project.
COST OF THE PROJECT IN MILLION
FIXED COST $246 MILLION
MATERIAL COST $15.99/ MONTH
CONFIDENTIAL DETAILS FOR THE RESEARCH
FROM OTHER SOURCES
$0.56
TOTAL BUDGET $ 438.44/ PER YEAR
Table 1: Cost Management
Source: Gebauer, et al. 2010
 RISK ANALYSIS: In case of the marketing, if the products or service that are offered
for the low prices are not provided to the customer at those effective prices which
were schedule can result in risk for the stakeholders and organizational planning
(Ahmed Dine Rabeh, et al. 2013). The promotional over social media is cost-effective
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