Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: Distinction, Bond University Australia, language: English, abstract: Abstract This marketing plan is prepared for Virgin Blue with the sole aim of idea to increase their profit. A brief history of the company describes their quick success in the aviation industry. Followed by the current market situation and the appropriate PEST Analysis. The SWOT and Issue Analysis are showing the two main Australian domestic market companies such as Qantas’ and Virgin Blue’s major facts in detail. Afterwards the contents of the Marketing and Financial Objectives of Virgin Blue will highlight the key issues. The Marketing Strategy with recommended Action Programmes will outline how to introduce and to begin with the Project. The explanatory statement of the project shows that this project can start soon as desired. the reader will gain a better understanding. The last section is ‘Controls’. It shows how the project can be controlled.

Seminar paper from the year 2012 in the subject Business economics - Company formation, Business Plans, University of New England, course: Marketing Management, language: English, abstract: The purpose of the report is to develop a marketing plan for Virgin Australia based on the business analysis report prepared before by creating ideas for how the company can best conduct their marketing activities. Virgin can undertake market penetration strategy by a combination of competitive pricing strategies, advertising, promotion and perhaps more resources dedicated to personal selling. It can also expand its destinations to tap Qantas market share and can introduce new service dedicated to business travellers. To achieve its objective Virgin could improve in-flight services, introduce frequent flyer miles programme and tailor packages for young families, adventurers and students. Peak and off-peak pricing, student discounts, stand-by fares, early booking discounts could also be introduced as part of its pricing strategy. Advertising activity could include direct mail, TV, press, magazines, outdoor posters etc. A customer connection database can be used to information to send birthday greetings or information about the quality of customer service. Virgin has to extend its operations two fold if it wants to compete with Qantas. High quality first class private lounges with premium class private suite could be introduced for business customers. To position itself in the mind of business customers, it has to develop a two-brand strategy, targeting both the segments of leisure and business customer market. Attributes which may not be so important for leisure travellers have to given top priority to attract business customers. In order to facilitate an integrated approach for managing marketing resources different softwares could be used organization-wide such as Enterprise Resource Planning (ERP), Material Requirements Planning (MRP), and Efficient Consumer Response (ECR) systems etc. Integrated marketing communications (IMC) approach can be used to estimate the value of marketing mix executions based on the changes in customer behaviour these executions generate. The marketing strategy has to be divided into bits and pieces so that it could be handled easily. Communication channels have to be open to discuss new ideas, issues, challenges and opportunities. Additionally, any achievement has to be rewarded while repetitive failures have to be penalized.

Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: High Distinction, Bond University Australia, language: English, abstract: This marketing plan is prepared for Virgin Blue with the sole aim to increase their profit. A brief history of the company describes their quick success in the aviation industry. Followed by, the current market situation and the appropriate PEST Analysis. The SWOT and Issue Analysis are showing the two main Australian domestic market companies suc h as Qantas’ and Virgin Blue’s major facts in detail. Afterwards the contents of the Marketing and Financial Objectives of Virgin Blue will highlight the key issues. The Marketing Strategy along with recommended Action Programmes will outline how to introduce and to begin with the Project. The explanatory statement of the project shows that this project can start as soon as desired. The last section is ‘Controls,’ it shows how the project can be controlled.

The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation. Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.

Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: *Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines. * An explanation of the US/EU 'Open Skies' agreement and analysis of its impact. *The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted. * Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins. *Changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras. *Airline websites and their role as both a selling and distributing tool. *The future of airline marketing. A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.

The 7th edition of Management is once again a resource at the leading edge of thinking and research. By blending theory with stimulating, pertinent case studies and innovative practices, Robbins encourages students to get excited about the possibilities of a career in management. Developing the managerial skills essential for success in business—by understanding and applying management theories--is made easy with fresh new case studies and a completely revised suite of teaching and learning resources available with this text.

Essay from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1st, University of Bath, language: English, abstract: Looking for how to write a marketing plan? This is a university graded marketing plan for Virgin Atlantic's new UK domestic flight service named Little Red (Launched March 2013) This marketing plan includes: -Executive Summary -Corporate Objectives -Situation Review -Competitive Analysis -Perceptual Map -Market Segmentation & Targeting -Key Market Trends -Detailed SWOT Analysis -Portfolio Summary (Includes Portfolio Matrix) -PESTLE Analysis -Analysis Of The Current Market -Porters Five Forces Analysis -Strategic Objectives -Marketing Mix (7P's) -Proposed Marketing Budget

International Marketing presents an innovative, integrated approach to the course, in which marketing concepts are explored in depth within the international context. The authors identify five key factors that impact any international marketing venture-culture, language, political/legal systems, economic systems, and technological/operational differences-and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. Uniquely, the book provides discussions of sustainability and "bottom of the pyramid" concepts within each chapter, and is richly illustrated with examples from both multinational companies as well as smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly international marketing textbook.

The ultimate resource for marketing professionals Today’s marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world. Marketing, in its 9th Australian edition, continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways. Kotler delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career.

Renowned for its comprehensive, rigorous and case-rich approach, this resource trains future business leaders to analyse a wide range business issues, apply appropriate concepts and successfully implement business strategy. Strategic Management is written with practical usage in mind and is designed to suit the needs of both post-graduate and undergraduate students. The 5th edition brings the subject to life with ten brand-new in-depth case studies, covering a wide variety of Australian and international examples.