Excerpt
Table of Contents
EXECUTIVE SUMMARY
1. Introduction
2. Virgin Australia- Company snapshot
2.1 The emergent of a new low cost carrier-Virgin Blue
2.2 The Game Change strategy and a new name- Virgin Australia
2.3 Financial proposition and corporate vision
3. Product overview
3.1 Sydney-Perth business class product overview
4. Strengths and weaknesses in the present marketing mix
4.1 Product
4.2 Promotion
4.3 Price
4.4 Distribution
5. The market situation
5.1 Identified target markets
5.2 Size of Target Markets
6. The product situation
6.1 Product and brand recognition
6.2 Market share
6.3 Product Sales
6.4 Product issues- Costs and pricing
7. The distribution situation
8. The Competitor Situation
9. Macro environment situation
10. The SWOT analysis
11. Identification of main issues
11.1 The tradeoffs between pricing and profitability
11.2 ‘Choice of airline’: Something not much different
11.3 Effect of communication technology
11.4 First class value at the price of business class
11.5 Loyalty as a long term relationship
12. Conclusion
References
- Quote paper
- Kok Meng Chan (Author), 2012, Virgin Australia: Situation analysis of the ‘Game Change’ strategic plan, Munich, GRIN Verlag, https://www.grin.com/document/209340
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