This report examines Virgin America's marketing strategies in the post-pandemic era, addressing key challenges and opportunities. It analyzes how the airline can regain customer trust, focusing on strategies like targeting wealthy customers and promotional offers. The report delves into micro-environmental factors affecting the airline industry, including company, suppliers, marketing intermediaries, competitors, publics, and customers. It further explores market segmentation using geographical, demographic, behavioral, and psychographic variables, outlining how Virgin America segments and targets its market. Finally, the report applies the BCG matrix to position Virgin America (Alaska Airlines) and other airline companies like Delta, United, and Frontier, based on their market share and growth rates, providing a comprehensive overview of their strategic positioning in the industry.
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