Marketing Situational Analysis Report

5166 Words Apr 19th, 2013 21 Pages
GSBS 6005
Situational Analysis Report

VIRGIN AUSTRALIA

Executive summary………………………………………….
1. Introduction……………………………………………….
2. Product line……………………………………………….
3. Market analysis…………………………………………… 3.1 Target market analysis 3.2 Market share 3.3 size and growth
4. Market mix strategy analysis……………………………..
5. Competitor analysis………………………………………. 5.1 Analyze Qantas 5.2 Analyze Tiger
6. Macro environment analysis………………………………
7. SWOT…………………………………………………….
8. Issue identification…………………………………….….. 8.1 Market risk issue 8.2 Profit issue
9. Conclusion………………………………………………....
10. Reference lists……………………………………………
Appendix: SWOT analysis of Virgin Australia………………..
EXECUTIVE SUMMARY

This report is
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At the initial stage, Virgin Australia Airline only offered a sole class both in domestic airlines and short hauls international airlines. Afterwards, Virgin Australia began to operate the long-hauls international airlines and developed more classes. At 2007, Virgin Australia planned to add long-hauls international airlines to the original product line, and launched a premium economy class to both short and long hauls international airlines in 2008. Until now, the product line of Virgin Australia’s international airlines becoming more diversified. For short-hauls international airlines, the jet aircrafts of Virgin Australia augmented a business class service. Some aircrafts also aggrandized premium economy class, this class only a little bit expensive than economy class. However, premium economy class can make more pleasant experience for all customers, such as the seat pith in premium economy class is wider than economy class. According to the data published by Virgin Australia airline, the seat pith of premium economy class is more than 34 inches, but the seat pith of economy class only has 31 inches. Moreover, same with the short hauls international flight, Virgin Australia also expanded business class and premium economy class in long hauls international airlines. However, the different is the long hauls international airlines have more humanized services. It added certain new items to original product line. For example, in business class, the seats are
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