Description
SWOT ANALYSIS OF VIRGIN ATLANTIC AIRWAYS
Virgin Atlantic Airways Parent Company Category Sector Tagline/ Slogan USP Virgin Group International Airlines Your Airline's Either Got It, Or It Hasn't Premium Airline, Upper Middle Class, Middle Class STP Segment Target Group Passengers Preferring Comfort / reliability Corporates / Upper Middle Class / Middle Class Premium Airlines which concentrates on customer experience and hospitality SWOT 1. Backing of Strong Promoter 2. Satisfied Customer Base and Preferred Airline of High Paying Customer 3. Carried over 5 million passengers in a year 4. One of the largest British Airlines with over 35 destinations 5. Excellent advertising and innovative branding by Richard Branson Strength 6. High brand recall as a leading premium airline 1. Severe Competition from Cash Rich Middle Eastern Airlines Weakness Opportunity 2. Limited global presence specially in the emerging economies 1. The Heathrow Terminal is a major hub across the world and it
Positioning
has a major presence here 2. Leverage its strong brand presence to penetrate globally 3. Increase its international routes and destinations 1. Rising Fuel Costs and changing aviation regulations 2. Rising Labour Costs 3. Increasing Competition in European Market Competition 1.British Airways 2.British Midland 3.Emirates 4.Jet Airways
Threats
Competitors
doc_574686754.docx
SWOT ANALYSIS OF VIRGIN ATLANTIC AIRWAYS
Virgin Atlantic Airways Parent Company Category Sector Tagline/ Slogan USP Virgin Group International Airlines Your Airline's Either Got It, Or It Hasn't Premium Airline, Upper Middle Class, Middle Class STP Segment Target Group Passengers Preferring Comfort / reliability Corporates / Upper Middle Class / Middle Class Premium Airlines which concentrates on customer experience and hospitality SWOT 1. Backing of Strong Promoter 2. Satisfied Customer Base and Preferred Airline of High Paying Customer 3. Carried over 5 million passengers in a year 4. One of the largest British Airlines with over 35 destinations 5. Excellent advertising and innovative branding by Richard Branson Strength 6. High brand recall as a leading premium airline 1. Severe Competition from Cash Rich Middle Eastern Airlines Weakness Opportunity 2. Limited global presence specially in the emerging economies 1. The Heathrow Terminal is a major hub across the world and it
Positioning
has a major presence here 2. Leverage its strong brand presence to penetrate globally 3. Increase its international routes and destinations 1. Rising Fuel Costs and changing aviation regulations 2. Rising Labour Costs 3. Increasing Competition in European Market Competition 1.British Airways 2.British Midland 3.Emirates 4.Jet Airways
Threats
Competitors
doc_574686754.docx