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.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Introduction
- Current Marketing Situation
- Macro Environment
- Political/Legal
- Economic
- Social culture
- Technology
- Macro Environment
- SWOT Analysis
- Issue Analysis
- Objectives
- Financial Objective
- Marketing Objective
- Marketing Strategy
- Action Programs
- Customer Connection Program
- Communication outside
- Communication Inside
- Connections, Alliances, Partnerships
- Controls
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The primary objective of this marketing plan is to increase Virgin Blue's profitability. The plan analyzes the airline's current market position, taking into account its history, competitive landscape, and the broader economic and political environment. It then outlines marketing strategies and action programs designed to achieve the financial and marketing objectives.
- Analysis of Virgin Blue's competitive advantage in the Australian domestic market.
- Evaluation of the impact of macro-environmental factors on Virgin Blue's operations.
- Development of a comprehensive marketing strategy to increase market share and profitability.
- Implementation of specific action programs to enhance customer relationships and brand awareness.
- Establishment of control mechanisms to monitor and evaluate the success of the marketing plan.
Zusammenfassung der Kapitel (Chapter Summaries)
Executive Summary: This section provides a concise overview of the entire marketing plan, highlighting the key aspects such as Virgin Blue's history, the current market situation (including a PEST analysis), SWOT and Issue analyses, marketing and financial objectives, the proposed marketing strategy with recommended action programs, and the control mechanisms for the project. It serves as a roadmap for the reader, outlining the plan's scope and purpose.
Introduction: This chapter introduces Virgin Blue Airlines, its origins within the Virgin Group, and its rapid growth in the Australian aviation market since its inception in 2000. It emphasizes Virgin Blue's unique business model based on providing low-fare travel and its innovative approach in a competitive market. The chapter also briefly touches upon the broader context of the Virgin Group's diverse business interests.
Current Marketing Situation: This chapter provides an in-depth analysis of Virgin Blue's current market standing. It discusses the competitive landscape, highlighting the significant events such as the collapse of Ansett and the acquisition of Impulse by Qantas. The impact of global events like the 9/11 attacks and SARS on the airline industry is also examined. Furthermore, the chapter analyzes Virgin Blue's market share and its primary revenue streams, differentiating between the business sector and the tourism sectors, both domestic and inbound. The macro-environment is explored, focusing on political/legal (government regulation and competition), economic (war risk insurance), and ultimately contextualizes Virgin Blue's position and opportunities.
Schlüsselwörter (Keywords)
Virgin Blue, Australian aviation market, low-cost carrier, marketing strategy, competitive advantage, market analysis, SWOT analysis, PEST analysis, financial objectives, marketing objectives, action programs, customer relationship management, brand awareness, profitability, market share.
Virgin Blue Marketing Plan: Frequently Asked Questions
What is this document?
This document is a comprehensive marketing plan for Virgin Blue Airlines. It includes an executive summary, introduction, analysis of the current market situation, SWOT analysis, objectives, marketing strategy, action programs, and control mechanisms. It provides a detailed overview of Virgin Blue's position in the Australian aviation market and outlines strategies to increase profitability and market share.
What are the key themes of the marketing plan?
The key themes include analyzing Virgin Blue's competitive advantage in the Australian domestic market, evaluating the impact of macro-environmental factors, developing a comprehensive marketing strategy to increase market share and profitability, implementing action programs to enhance customer relationships and brand awareness, and establishing control mechanisms to monitor and evaluate the plan's success.
What is the primary objective of this marketing plan?
The primary objective is to increase Virgin Blue's profitability.
What aspects of the current market situation are analyzed?
The analysis covers the competitive landscape (including the impact of events like the collapse of Ansett and the acquisition of Impulse by Qantas), the impact of global events (such as 9/11 and SARS), Virgin Blue's market share, primary revenue streams (business vs. tourism sectors), and a PEST analysis of the macro-environment (political/legal, economic, social/cultural, and technological factors).
What marketing strategies and action programs are proposed?
The plan outlines specific marketing strategies and action programs designed to achieve the financial and marketing objectives. These include programs focused on customer connection, external and internal communication, and forging connections, alliances, and partnerships.
What control mechanisms are in place to monitor the plan's success?
The plan includes a section dedicated to control mechanisms to monitor and evaluate the success of the implemented marketing strategies and action programs. Specific details on these mechanisms are not explicitly provided in this preview.
What is included in the Table of Contents?
The table of contents includes an Executive Summary, Introduction, Current Marketing Situation (including a detailed breakdown of the macro-environment), SWOT Analysis, Issue Analysis, Objectives (financial and marketing), Marketing Strategy, Action Programs (with sub-sections on customer connection, external/internal communication, and alliances/partnerships), Controls, and References.
What are the chapter summaries?
The provided preview includes summaries for the Executive Summary, Introduction, and Current Marketing Situation chapters. These summaries provide concise overviews of the key information contained within each chapter.
What are the keywords associated with this marketing plan?
Keywords include Virgin Blue, Australian aviation market, low-cost carrier, marketing strategy, competitive advantage, market analysis, SWOT analysis, PEST analysis, financial objectives, marketing objectives, action programs, customer relationship management, brand awareness, and profitability.
- Citar trabajo
- MBA Hakime Isik-Vanelli (Autor), 2003, Marketing Plan for Virgin Blue 1, Múnich, GRIN Verlag, https://www.grin.com/document/26496
