This marketing plan is prepared for Virgin Blue with the sole aim 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 suc h 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 along 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 as soon as desired. 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
Objectives and Core Themes
This marketing plan outlines a strategic approach for Virgin Blue to increase profitability by leveraging its low-cost model, expanding market share through new product offerings, and implementing a customer connection program to foster long-term loyalty. The central research question explores how the company can maintain its competitive edge and financial growth amidst market shifts and increased demand from business and leisure travelers.
- Analysis of the Australian aviation market and competitive landscape.
- Evaluation of internal strengths and external environmental opportunities.
- Formulation of specific financial and marketing performance objectives.
- Strategic planning for the proposed Customer Connection Program.
- Assessment of operational controls to ensure sustainable long-term success.
Excerpt from the Book
9.1 Customer Connection Program
In this Marketing Plan only one certain idea will be presented.
Currently, with the financial times in mind it doesn’t make sense to spend thousands or millions of dollars on these ideas before not having enough available budget, which can be spent easily just to test to see if it works or not.
However, even before this and now, there is a lot that can be done and is less expensive. First and foremost, it is important not to focus only at a short term profit. Long term plans are most adequate to ensure profit and to establish a robust financial backside.
While only one competitor (Qantas) exists and no other competitor at present shares the market, it is a good timing for Virgin Blue to start following a project: There is one Project that can begin immediately and this is the Customer Connection Program (CCP), that will be very inexpensive and very beneficial.
Summary of Chapters
3. Introduction: Provides a background on the founding of Virgin Blue and its rapid growth within the Australian aviation industry since 2000.
4. Current Marketing Situation: Analyzes the competitive environment post-Ansett collapse and the external macro-environmental factors influencing the airline.
5. SWOT Analysis: Evaluates the internal strengths and weaknesses of Virgin Blue alongside external market opportunities and threats.
6. Issue Analysis: Identifies key strategic challenges regarding expansion, profitability, and branding that Virgin Blue must navigate.
7. Objectives: Outlines specific financial targets and marketing goals for the period leading up to 2007.
8. Marketing Strategy: Details the transition toward new demographics, including business travelers and students, while maintaining low-fare principles.
9. Action Programs: Proposes specific initiatives, primarily the Customer Connection Program, to enhance customer engagement and long-term brand loyalty.
10. Controls: Describes the management process for reviewing project success and ensuring cost-effectiveness through monthly reporting.
Keywords
Virgin Blue, Aviation Industry, Low-cost Airline, Marketing Plan, SWOT Analysis, Customer Connection Program, Market Share, Financial Objectives, Business Travelers, Branding, Strategic Expansion, Profitability, Australian Market, Competitive Advantage, Operational Efficiency.
Frequently Asked Questions
What is the primary purpose of this marketing plan?
The document is a strategic marketing plan prepared for Virgin Blue with the primary aim of increasing the airline's overall profitability.
What are the core thematic areas covered in the report?
The report covers company history, macro-environmental analysis (PEST), competitive SWOT analysis, financial and marketing objectives, and strategic action programs.
What is the main objective or research goal?
The central goal is to transition from a purely low-cost leisure carrier to a more robust, market-leading entity that attracts a broader base of business and government travelers.
Which scientific or analytical method is used?
The author employs standard business analysis frameworks, specifically the PEST analysis for macro-factors and a detailed SWOT analysis for internal and competitive benchmarking.
What is discussed in the main body of the work?
The main body examines current market conditions, specific strategic issues, and proposes the "Customer Connection Program" (CCP) as a low-cost, high-impact tool for customer retention.
How is the success of the proposed projects measured?
Success is monitored through the "Controls" section, which mandates monthly reporting and specific assessments based on predetermined financial goals.
Why is the Customer Connection Program (CCP) considered critical for Virgin Blue?
The CCP is highlighted as an inexpensive, high-benefit initiative that helps the company build a database of customer insights, thereby increasing security and long-term loyalty during lean financial periods.
How does the author address the competitive threat of Qantas?
The plan suggests utilizing customer engagement and community-focused alliances as a way to maintain market integrity without engaging in costly, large-scale advertising wars.
- Quote paper
- MBA Hakime Isik-Vanelli (Author), 2004, Marketing Plan for Virgin Blue 2, Munich, GRIN Verlag, https://www.grin.com/document/26497
