Abstract
This marketing plan is prepared for Virgin Blue with the sole aim of idea to increase their profit. A brief history of the company describes their quick success in the aviation industry. Followed by the current market situation and the appropriate PEST Analysis. The SWOT and Issue Analysis are showing the two main Australian domestic market companies such as Qantas’ and Virgin Blue’s major facts in detail. Afterwards the contents of the Marketing and Financial Objectives of Virgin Blue will highlight the key issues. The Marketing Strategy with recommended Action Programmes will outline how to introduce and to begin with the Project. The explanatory statement of the project shows that this project can start soon as desired. the reader will gain a better understanding. The last section is ‘Controls’. It shows how the project can be controlled.
Table of Contents
3. Introduction
4. Current Marketing Situation
4.1. Macro Environment
- Political / Legal
- Economic
- Social culture
- Technology
5. SWOT Analysis
6. Issue Analysis
7. Objectives
7.1 Financial Objective
7.2 Marketing Objective
8. Marketing Strategy
9. Action Programs
9.1 Customer Connection Program
9.2 Communication outside
9.3 Communication Inside
9.4 Connections, Alliances, Partnerships
10. Controls
11. References
12. Appendix
Objectives and Core Themes
This marketing plan aims to increase the profitability of Virgin Blue through a structured analysis of its current market position and the implementation of strategic initiatives. The research focuses on identifying sustainable growth paths, strengthening customer loyalty, and optimizing operational costs to maintain a competitive advantage in the Australian domestic aviation sector.
- Strategic analysis of the Australian domestic aviation market and PEST factors.
- Evaluation of Virgin Blue's competitive standing through SWOT analysis.
- Financial and marketing objective setting for long-term growth.
- Implementation of the Customer Connection Program (CCP) for direct customer dialogue.
- Development of strategic alliances and cost-effective communication strategies.
Excerpt from the Book
9.1 Customer Connection Program
There is one Project that can begin immediately and this is the Customer Connection Program (CCP) that will be very inexpensive to realise, but very beneficial. This Program forms the base for all future projects that has the ability to lift Virgin Blue to the very top of the Australian market.
That is imperative to all companies to bring customer security and essentially to hold on to the pre-existing customers. Customers who ever booked a flight by Virgin Blue.
CCP’s main function is based on starting a customer connection database, in which all information about every customer will be kept, including a log of any comments and concerns from each. CCP could find out more information about the customers including date of birth, Email addresses etc… Then CCP can, for example, send birthday greetings to each customer with perhaps a document for the month of their birthday, as well as sending information to each customer about the Virgin Blue “always available customer hotline” for bookings or informations, with statistics about the quality of customer service available to them (speed of answering phone, 24 hours access). Security to know, there is someone there at any time to help.
This information gathered will be useful for future projects of Virgin Blue. This customer connection program is a project that could always exist; This CCP will be the beginning of direct dialogue with the customers. Whether satisfied or dissatisfied customers are also be a target.
Chapter Summary
3. Introduction: Provides a history of the Virgin Group and the establishment of Virgin Blue as a low-cost carrier in Australia.
4. Current Marketing Situation: Analyzes the competitive landscape, including the impact of market upheavals and the macro-environmental factors affecting the aviation industry.
5. SWOT Analysis: Evaluates the strengths, weaknesses, opportunities, and threats for both Virgin Blue and its primary competitor, Qantas.
6. Issue Analysis: Identifies key strategic questions regarding expansion, fare structures, and onboard service improvements.
7. Objectives: Outlines the financial goals, such as profit and cash flow targets, and marketing goals, including market share and revenue growth.
8. Marketing Strategy: Discusses the transition toward dynamic marketing to address diverse segments like business travelers and families.
9. Action Programs: Details specific initiatives such as the Customer Connection Program and the importance of strategic partnerships.
10. Controls: Describes the mechanisms for monitoring project profitability and the use of reporting to ensure business objectives are met.
Keywords
Virgin Blue, Aviation Industry, Marketing Plan, SWOT Analysis, Low-fare Strategy, Customer Connection Program, Market Share, Competitive Advantage, PEST Analysis, Business Class, Financial Objectives, Airline Management, Customer Loyalty, Strategic Alliances.
Frequently Asked Questions
What is the primary focus of this marketing plan?
The plan focuses on increasing the profitability of Virgin Blue by maintaining its low-fare competitive advantage while expanding its reach to new customer segments.
Which key market factors are analyzed?
The analysis covers political, legal, economic, social, and technological factors (PEST) that influence the Australian domestic aviation environment.
What is the ultimate goal of the proposed strategies?
The goal is to increase market share to 50% in the domestic area before 2007 and achieve significant growth in sales revenue and net profits.
Which scientific or analytical method is applied?
The paper utilizes a structured management approach, including PEST analysis, SWOT analysis, and issue-based strategic planning to identify actionable opportunities.
What is the main topic of the "Action Programs" section?
This section explores practical ways to maximize profit, focusing on the Customer Connection Program (CCP) as a low-cost tool for customer retention.
Which keywords best characterize this work?
Key terms include low-fare strategy, competitive advantage, market share, customer retention, and strategic expansion.
Why is the "Customer Connection Program" considered a high-priority initiative?
It is prioritized because it is inexpensive to implement, helps secure existing customers, and provides valuable data for future marketing decisions.
How does the document address the threat of competition from companies like Qantas?
The plan recommends focusing on unique customer dialogue and operational efficiency to remain resilient against larger competitors.
- Quote paper
- MBA Hakime Isik-Vanelli (Author), 2003, Marketing Plan for Virgin Blue 1, Munich, GRIN Verlag, https://www.grin.com/document/26496
