Marketing Analysis : Virgin Atlantic Organization

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EXECUTIVE SUMMARY Marketing is now reaching in to a new era with new findings and new approaches as to attract the customer rather targeting the product. The activities of marketing and its philosophy is changing the current position of the organizational behaviours and patterns. Virgin Atlantic is a significant example with a sophisticated portfolio who maintain them regulating in their perspective. This report emphasis and evaluate the marketing concept and its philosophy in relevant to virgin Atlantic organization and illustrate their approaches, behavioural patterns, and perceived perceptions as a proportion in the current market as a segment. However, it is important to look into the PEST analysis in order to perform well in…show more content…
(Kotler, 1967, p. 12) ' 'Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives ' '. (American Marketing Association) 2. VIRGIN ATLANTIC & THE ROLE OF THE MARKETING The Virgin Atlantic is a vast and huge company with a strong marketing approach and orientation and lead their customers in to the core activities with the intention of benefiting from them in return. Considering the traditional marketing mix which is referred to ' 'four P 's ' ' (Product, Place, Price, Promotion) is very important with the extended fifth ' 'P ' ' referred to People in relevant to the services provided concerned in marketing. The virgin Atlantic is one of the most profitable and successful dominant in the airline industry in the world and in the United Kingdom. Virgin Atlantic has a very close relationship with the present market, making revolutionary configurations and changes in the common tripartite, contrasting its service elements by stressing their marketing efforts such as pricing. 3. DEVELOPMENT OF THE MARKETING CONCEPT The marketing concept is more targeting the customer globally rather the product who has the access to a variety of products and services to judge and chose, in terms of value, from different producers around the world.
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