Excerpt
Table of contents
Executive Summary
1. Introduction and Overview
1.1 Structure outline
1.2 Limitations
1.3 Virgin Australia
2. The Macro Environment
2.1 The General Environment
2.1.1 Demographic changes
2.1.2 Socio-cultural forces
2.1.3 Political/legal trends
2.1.4 Economic trends
2.1.5 Technological trends
2.1.6 Global factors and other issues
2.2 The Competitive Environment – The Airline Industry
2.2.1 Analysing the Industry Structure Using Porter’s Five Forces
3. The Micro Environment
3.1 Competitor analysis
3.1.1 Qantas
3.1.2 Jetstar
3.1.3 Tiger Airways
3.2 Customer analysis
3.2.1 Regional segmentation
3.2.2 Income segmentation
3.3 Company analysis
3.3.1 Physical resources
3.3.2 Financial performance
3.3.3 Brand image
3.3.4 Innovation and creativity
4. SWOT Analysis
5. Conclusion
6. Reference List
- Quote paper
- Yasir Farabi (Author), 2012, Analysis of Marketing Environment of Virgin Australia, Munich, GRIN Verlag, https://www.grin.com/document/197079
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