Marketing Principles of Virgin Atlantic

Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES OF VIRGIN ATLANTIC
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Author Note

1MARKETING PRINCIPLES
Table of Contents
1.1 Background of the company..................................................................................................2
1.2 Marketing and financial performance of the company..........................................................3
2. Macro environmental analysis.....................................................................................................3
Political environment...................................................................................................................4
Economic environment................................................................................................................4
Social environment......................................................................................................................4
Technological environment..........................................................................................................5
3. Industry Structure analysis..........................................................................................................5
4. Strategic position analysis and impact on marketing performance.............................................7
Strengths.......................................................................................................................................7
Weaknesses..................................................................................................................................8
Opportunities................................................................................................................................8
Threats..........................................................................................................................................9
5. Evaluation of marketing performance.........................................................................................9
Market Penetration.......................................................................................................................9
Product Development...................................................................................................................9
Market Development..................................................................................................................10
Diversification............................................................................................................................10
6. Current CSR practice of the company and ethical issues..........................................................11
7. Conclusion.................................................................................................................................11
References......................................................................................................................................13
Appendices....................................................................................................................................15

2MARKETING PRINCIPLES

3MARKETING PRINCIPLES
Topic: Research and analyse of Virgin Atlantic Company regarding its market or
marketing environment and CSR practices.
1. Introduction
Business activity is related to the marketing effectiveness of the organization. Sales
activities of products or services need to furnish strongly so that the company can make a stand
over the business market. Market involvement, product or service culture and attract people
towards through the service is the concern matter in this paper. Virgin Atlantic is one of the
major airline companies in the UK, and the brand name with its brand identity is the most
important thing to analyse the business market of the company (Virgin.com 2018). In case of
marketing approach, the company has established their market position and develop an effective
target customer for the company. In which process the company aligns their business with the
marketing need and accumulate more people and through their innovative strategy of
enhancement in a market is the major issue of this business establishment.
1.1 Background of the company
The company deals in airbus services and as much as customers engaged with the brand
their operation position will increase. 33 destinations are operated by the company, and 45 fleet
sizes are counted in this organization (Virgin.com 2018). In this airline business, 51% of the
business is owned by the Virgin group and 49% of the share owned by the Delta Air Lines of
Singapore (Virgin.com 2018). Increase in customer number and deliver premium service to the
customers is the main aspect of this airline company. There are three cabins like Economy,
Premier Economy and Upper Class and all these sections are filled with passengers. In 1982, the
company named as British Atlantic Airways and deliver their business in some of the areas and