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Transcript of Virgin Atlantic
Georgios Efstratiadis, Turan Massimov,
Adam Conrad and Pradyumna Damani Introduction Mission "To grow a profitable airline, that people love to fly and where people love to work" - Sir Richard Branson, founder of Virgin Group History Formed 1984
One of 400 companies
First flight on 22 June 1984 "Richard announced that a high quality, value for money airline would begin operating in three months" Achievements 5 million passenger milestone "Best long haul airline, 2009"
- Sunday Times Leading transatlantic airline of the world, 2009 SWOT Well known parent company
Price leader Small market share Managerial problems
Dependency on founder CEO steps down Relocation
Renewable Energy Bad publicity
Random shocks Future goal: Reduce fuel consumption Circle of Operations
Airline industry stands for 2% of TIGW "Our airline consumes about 3 billion litres of fuel per year"
- Sir Richard Branson, Virgin Atlantic Stakeholders Market Niche "What customers do the airline serve?" "Who are the main stakeholders?" Focus Groups Marketing Brand image Front figure 7 P:s Product
Physical evidence Consistent to Purpose? "We offer our customers a Virgin experience, and we make sure that this Virgin experience is a substantial and consistent one, across all sectors of our business."
"The Virgin brand is a guarantee that you'll be treated well, that you'll get a high-quality product which won't dent your bank balance, and you'll get more fun out of your purchase than you expected - whatever it is." - How is Virgin Atlantic presented to its customer? Market Position 2nd largest long haul airline in the UK Pretax operating profits 2011 £18,5 million Star Alliance Facts Health Environment People's welfare Sustainability and CSR "We carefully research the Achilles heels of different global industries, and only when we feel we can potentially turn an industry on its head, and fulfil our key role as the consumer's champion, do we move in on it." Rivals Fighting the "BIG THREE" AIDS HIV Malaria An inspiring promise Sponsoring reforestation
projects Command Center for Environmental Questions Biofuel investments Fundraisers "Rock the Kasbah" 2007 South Africa Schools Conclusion Public figure Price Leader Pioneer of Innovations Environment Conservation Eccentric Marketing Strategies Keys of success Recommendations Enter new markets
Lead market innovation
Increase fleet size Contents Initiatives We are happy to answer any questions you might have! Thanks for your attention! List of references:
1)Virgin atlantic price fixing Honk Kong.
2) Virgin atlantic Heathrow Opening.
3) Virgin Biofuel
4) Virgin Info
5)Virgin CEO steps down
6)virgin new market Montenegro/vancuver
7) Virgin Annual profit 2012
8) Boeing Report on Aircraft Orders 2012-2029
9) UK Airline Statistics
10) National Geographic "Airline emission kills..."
11) Centre for aviation - aviation analysis
12) Biography Richard Branson:
"Business Stripped Bare; Adventures of a global entrepreneur"
13) "Screw Business as usual."
International Air Transport Association
Star Alliance 2009 Report
BA can't get it up
Virgin Atlantic Environment Policy
British Airways Logo
American Airlines Logo
Delta Airlines Logo
Virgin Atlantic customer interactions
1984 Opening Ceremony of Virgin Atlantic
British Traveller Award
Richard Branson Hat
War between good and evil
Air pollution caused by Airline operations
Richard Branson Virgin
Ansoff Matrix w500
Sustainability and CSR
Q&A ''Number one in the transport sector.'' $25M Virgin Earth Challenge Care for children campaigns Government General Public Ansoff Model 30% Return on Investment 26% Ranked 8th largest
UK Airline company
based on passenger number. Virgin Atlantic
fleet size = 38 planes
30,900 new planes
in use by 2029. "Plane Exhaust Kills More People Than Plane Crashes"
- National Geographic - Institute of Customer Service Expansion Strategy