Marketing Strategy of Virgin Atlantic Airways
The Organization
In 1980s, Richard Branson who is well-known for the Virgin Records decided to put a pot of big money in the airline industry. After three or more months, the Virgin Atlantic Airways was born (2004). It began operating with the support of the celebrities and continuously shaking the entire hospitality industry as the first airline that offers different services to their passengers such as the built-in TV for the business class passengers and variety of food for the passengers. Today, the Virgin Atlantic is one of the world’s most recognized brands and being recognized and trusted through their winning awards for their products and innovative marketing ( 2008).
The Industry
The airport dominance has grown competitive in the hospitality industry. In the accommodation of this competitive growth, the aviation or airline industry plays an essential role in helping the economy to survive although this type of business is a huge investment. The strategies applied in this kind of industry can help the entire organization in finding the dominant position (2007). The connection of the Virgin Airline is outrageous because of the media that serves as a huge market competency advantage. Their strategy is using the media such as television, radio, internet, and even newspaper gave the business an opportunity for promotion.
The Current Strategies
Despite of the advantages and healthy revenues of the organization, the entire leaders still needed an innovative, fast and cost effective way to get their customers. Like many airline, the Virgin Atlantic established the strategy in promotion. They need to communicate with their customers for their initiatives in offering special offers that effectively make an appeal to their customers ( 2008). The organization’s investment in the market can capture the entire market because the airline is popular because of their services offered and which in return can increase the rate of customers (2000).
Recommendation
There is no doubt that the organization’s campaign for the promotion can bring certain benefits. The benefits are expected to gain the Airlines 3-month payback on their investment; can utilize the advantage of the company over the technology such as computers; lowering the costs of the promotional materials because of the interaction of the business in the different forms of media; prioritizing the communication to the customers; and having the complete control on the advertising campaigns (2008). Although the advertising is effective, the organization has other options in adding intensity to market competition. With that, the organization can keep the business above the standard. The main aim of the organization is to have an innovation as a strategy. It is possible as well as increasing the rates, revenues, and profitability of the airline as part of the cost effective solution.
Since the aviation is one of the largest industries, it is also the largest industry that is engaged in greenhouse gases emissions that contributes to the climate change. This is the very obvious change that affects not only the industry but also the entire nation. The produced tons of carbon dioxide in the world slowly turns into worse and the organization, with respect to the awards and recognitions they received, should not keep themselves blind. This is a bad news. And many of the scientists and associations are working together to reduce the harmful gas emission.
Developing a carbon-free future is impossible if people will not give it a try. The Virgin Atlantic recently tested the innovation and can continuously apply this in all their system. This strategy deals with the climate change has a great impact in the internal operation of the business such as the investment in the additional technology, better flying planes, building and operating an efficient infrastructure, and positive economic arrangements.
This research can help develop an industry with the carbon-free ad and best work with the airlines, airline, and air navigation which is the Virgin Atlantic has a great advantage. Aside from the intense marketing and promotions, biofuels can be the key to establish the latest technology and equipment such as in engines or ne aircraft and there is a significant growth in the industry (2009).
Of course, in every innovation there are big challenges that the organizations have to solve. Some challenges involve the production of the biofuels which is particularly come from the plants. This might trigger to the competition of the crops but can also produce opportunities or jobs for the community. The cost maybe another factor but that is not a problem if there is also a support coming from the government.
Credit:ivythesis.typepad.com
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