virgin atlantic Essay

2717 Words 11 Pages
THE AVIATION INDUSTRY
The aviation industry of any nation acts as a contributor to its economic growth, helps in globalisation and creating an international image. It is the best in terms of the fastest, safest and convenient mode of travel. Even though it is an expensive one, it is expanding its markets across the middle-class who are ready to spent money on leisure trips. Thus it is truly stated that aviation forms a vital core infrastructure area without which a country economy is handicapped.
The civil aviation industry of world has expanded its wings by letting in private organisations. Privatisation in the domestic and the international circuit can help in foreseeing the future of the aviation industry at a mark up rise, and gaining
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At the same time the combined sales of the different Virgin holding companies was around £3bn.
It turned out that 1999 was an eventful year for Richard and was topped off by being awarded a knighthood for his services to entrepreneurship.

Marketing mix
Being in the service sector it is important for Virgin Atlantic to study its marketing mix as it works as an efficient tool, while building up marketing plans. It comprises of the seven P’s which are as follows.

PRODUCT
This P talks about the product as a whole, as what is consumed by the end consumer.
Virgin Atlantic has segmented its flight into three levels
1. Upper Class.
2. Premium Economy Class
3. Economy class
All the three classes have state of art features, which are combined with the highest quality services. Making the experience of a passenger a memorable one.

1. Upper Class
Virgin Upper Class delivers a first class style with more amenities, space comfort and entertainment at a business class fare. This is marketed as a first class service at a business class fare and therefore competes with other carriers’ business class product. It was launched by airline in 1984 and is now the holder of every major award in the travel industry. The services include:

Onboard
 First Class reclining sleeper seat with between 80 inches seat pitch and

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