International marketing plan for Virgin Blue Airline - Essay Example

International marketing plan for "Virgin Blue Airline" Contents International marketing plan for "Virgin Blue Airline Contents 2 Introduction 3 International marketing plan 3 Vision and Mission 4 Mission 4 Vision 4 Goals and Objectives 4 Goals 4 Objectives 4 Specific objectives 5 Assumptions 5 Reference 7 Introduction Virgin brand was established on 1973 by Richard Branson. Virgin blue airlines are also a part of virgin group which was founded in the year 2000 by Branson (Bamber, et.al, 2006, p.85). It is one of the largest brands in the world.

It has 300 branded companies, its revenue in 2009 was 11.5 billion (Virgin, n.d). The organisational structure of Virgin Blue Airlines is defined as keiretsu organisation, which means a unit which operates on its own under the same brand name. Richard Branson argued that since his organisation was a private company it was different from public Ltd, the short term goals can be ignored concentrating on the long term goals and profits (Johnson, 2008, p.334). It adopted commitment approach for its staff that interacted more with its guests (Bamber, 2008).

International marketing plan The marketing plan should be more formalised, though it is the same as domestic market. The long term and the short term goals should be clearly stated out. There should be a process which would monitor the changes. The airline is planning to operate in India and China from the year 2005 (Macarthur, et.al, 2008, p.576). Currently it operates in USA and United Arabs. It’s terminated destination being South Africa, Thailand and Fiji. Vision and Mission Mission The mission statement of Virgin Blue Airlines would be to grow as a profitable airline in the international market.

It is for those people who loves to fly and where the employees work together and strive for success. Vision Vision of Virgin Blue airlines would be to expand its business in the international market by being one of the largest and profitable airline organisation and achieve the short term and long term goals with low cost. Goals and Objectives Goals Virgin blue airlines goals were to revolutionise the airline in Australia. Its international goal would be to acquire the market share of that country and also revolutionise in the overseas market.

Objectives The main objective of Virgin Blue Airlines is to establish itself as low fare airlines offering quality services to its passengers and penetrate in the foreign market. The airline is planning to venture into countries like Hong Kong, Singapore, China and India. Therefore the main objective would be to earn profits and establish itself in the foreign markets. The prospective country could be China. China is one of the Asian countries which recorded a good growth rate. The aviation sector is estimated to grow at 13%.

There is a demand for 2800 aircraft in the coming years or so (Deng & Szesny, 2010, p.3). Specific objectives The main objective would be to establish itself in the overseas market and concentrates on the following grounds: Increase the code share so that it is able to operate in the local markets. Increase the strategic alliance between Australia and the foreign countries Increase the market share in the overseas region Increase the profit ratio by 10% in the current year and so on. Initially target cities like Beijing and Shanghai for the first two years Target tier 2 cities after acquiring break even Assumptions Since the airline industry is experiencing a growth it is assumed that virgin blue airline can make a reasonable profit in the coming years.

Virgin blue airlines can enter into the Chinese market the reason being the growth of airlines industry in China is experiencing a constant growth rate. China being an exciting market for Virgin Airline, it could penetrate itself in the Chinese market. Air China flies to Australia providing a better chance to bond with Virgin Blue Airlines. However the risks for the company would mainly arise on account of the fluctuating macroeconomic scenario that can have serious implications on the business prospects of the company in the Chinese markets.

However forecasts of a good economic growth can very well make China as a potential area for international expansion. Reference Bamber, G. J. (2008). Come fly with me - People management in the airline industry. Retrieved October 10, 2011 from http://www.austlii.edu.au/au/journals/MonashBusRw/2008/52.html Bamber, G. J. et.al. (2006). Low-Cost Airlines’ Product and Labor Market Strategic Choices. Retrieved October 10, 2011 from http://www.press.uillinois.edu/journals/lera/LERA_Proceedings_2006.

pdf#page=85 Deng, D. & Szesny, A. (2010). Recent development in the Chinese Aviation Industry. Retrieved October 10, 2011 from http://bavairia.org/uploads/media/Presentation_on_China_s_Aviation_Industry_April_2010_bavAIRia.pdf Forsyth, P. (2003). Low-cost carriers in Australia: experiences and impacts. Retrieved October 10, 2011 from http://www.sciencedirect.com/science/article/pii/S0969699703000358 Johnson, G. (2008). Exploring Corporate Strategy. Pearson Education India. Macarthur, W. et.al. (2008).

International Marketing: An Asia Pacific Focus. Wiley-India. Virgin. (No Date). About Us. Retrieved October 10, 2011 from http://www.virgin.com/about-us