IntroductionVirgin Atlantic is the second largest carrier in Britain which was founded in 1984. It operates long haul services to quite a large number of destinations across the world and has been recognized by its innovative standards of service and has set the pace in the air transport. This company employs more than 9000 people and is said to have served more than 53 million passengers. Many of Virgin’s Aircraft are divided into three categories: economy, premium and business class cabins (Goetzl, 2000). Virgin Atlantic holds a United Kingdom Civil Aviation Authority type A operating license and this means that it is permitted to carry passengers, cargo and mail on aircrafts with 20 or more seats.
Its headquarters are situated in Crawley, England, United Kingdom. It operates a fleet of 38 aircrafts: 13 Boeing 74712 Airbus A340, with 6 orders of Airbus and 23 orders of Boeing 787 to be delivered in 2013 and 2014.it is worth noting that, airline earn their revenue from transporting cargo, selling frequent flier mile to other companies and the largest portion of the revenue is gained from regular and business passengers (Goetzl, 2000).
Price is assigned to their services so that they can be able to maximize profits. Even with the tremendous growth that this company has experienced, it has remained customer driven with its emphasis on value for money, quality and innovation. Its 51% owned by the Virgin Group and 49% owned by Singapore airlines. Singapore bought the 49% when Richard Branson singed an agreement to sell a stake of the company to get a unique global partnership. This sale was completed in the year 2000.Virgin Atlantic has gained considerable market share through effective marketing of their quality, fun, innovative and caring airline services.
This has made them have a globally recognized brand which has on the other hand continually increased their market share (Goi 2005). They have also worked hard to ensure that their services are different from the competitors without compromising on the quality and the price of the same. Moreover, they have continually gained roots as airline service providers by always having their customers as the first priority and this has continually increased their market share. Additionally, Virgin Atlantic has realized the marketing strategy in regard to all the interrelated factors that differentiate one company from the other.
This being the case, they have actively focused on customer satisfaction, customization of services to suit their customers and the market segment at large (Garette & Dussauge 2000). For example they have differentiated their product by taking customers’’ expectations one step further through continuous communication with the customer. This for instance is exonerated by providing flight ice cream, something that other companies do not offer.
In this article, a service analysis of Virgin Atlantic is undertaken, precisely and deeply in the customer oriented service that this company undertakes. Service AnalysisThis analysis will involve and exoneration from the 7Ps: positioning, price, place, promotion, people, process and physical environment. PositioningThis refers to the process of locating a brand in customers’ mind over and most importantly against other products in terms of product attributes and benefits that the same brand does offer or even does not offer (Garcia, Tor, & Gonzalez 2006). There are quite a number of attributes that can be used to successfully achieve positioning.
These can be quality and price, use of application, competitions, high tech just to mention but a few.