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.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Introduction
- Current Marketing Situation
- Macro Environment
- Political/Legal
- Economic
- Social culture
- Technology
- 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
- Appendix
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This marketing plan for Virgin Blue aims to increase their profit. The plan provides an overview of the company's history, the current market situation, and a PEST analysis. The SWOT and Issue Analysis highlight key facts about Virgin Blue and its main competitor, Qantas. The plan outlines the marketing and financial objectives of the company and proposes a marketing strategy with specific action programs. Key themes explored in this marketing plan include:- Virgin Blue's rapid growth and success in the Australian aviation industry
- The company's strategic focus on low-fare travel and its impact on the market
- The competitive landscape of the Australian domestic aviation market
- The challenges and opportunities presented by the external environment
- The implementation of a comprehensive marketing strategy to achieve financial and customer-related objectives
Zusammenfassung der Kapitel (Chapter Summaries)
- Executive Summary: The marketing plan for Virgin Blue outlines the document's goals, key components, and structure.
- Introduction: This chapter presents a brief history of Virgin Blue, highlighting its growth and success from its founding in 2000. It emphasizes the company's commitment to low-fare travel and its focus on delivering value to customers.
- Current Marketing Situation: This section describes the competitive landscape of the Australian domestic aviation market, discussing Virgin Blue's competitors, including Qantas and the now-defunct Ansett. It also explores the impact of external factors like terrorism, economic instability, and the SARS outbreak on the industry.
- SWOT Analysis: This chapter provides a detailed analysis of Virgin Blue's internal strengths and weaknesses, as well as external opportunities and threats. It highlights the company's competitive advantages and potential challenges it faces.
- Issue Analysis: This section identifies and analyzes the key challenges and opportunities facing Virgin Blue in the Australian domestic aviation market. It delves deeper into the company's strengths, weaknesses, opportunities, and threats.
- Objectives: This chapter outlines the financial and marketing objectives of Virgin Blue. It identifies the specific targets the company aims to achieve through its marketing strategy.
- Marketing Strategy: This section details Virgin Blue's proposed marketing strategy, outlining the core principles and tactics to be employed to achieve the company's objectives. It discusses the key elements of the strategy, including target market segmentation, value proposition, and marketing mix.
- Action Programs: This chapter outlines the specific action programs that will be implemented to support the overall marketing strategy. It includes plans for customer relationship management, external communication, internal communication, and strategic partnerships and alliances.
Schlüsselwörter (Keywords)
This marketing plan for Virgin Blue focuses on the themes of low-cost airline business models, the Australian domestic aviation market, competitive analysis, strategic marketing planning, customer relationship management, and achieving financial objectives through targeted marketing initiatives.
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- MBA Hakime Isik-Vanelli (Autor:in), 2004, Marketing Plan for Virgin Blue 2, München, GRIN Verlag, https://www.grin.com/document/26497
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