The paper 'Virgin Atlantic - Service Product Analysis" is a good example of a marketing case study. Virgin 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 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 aircraft with 20 or more seats.
Its headquarters are situated in Crawley, England, United Kingdom. It operates a fleet of 38 aircraft: 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. It's 51% owned by the Virgin Group and 49% owned by Singapore airlines. Singapore bought the 49% when Richard Branson signed 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 its 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.
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