Marketing Virgin Atlantic
Chapter One: Introduction 1.1 Aim of the Report This report will attempt to review the marketing strategies of Virgin Atlantic in the tourism industry. It will discuss the way how the company fragments its audience and targets it and how it is placed on the competitive arena. 1.2 Structure of the Report The report is structured into five chapters. It will start by describing the company background, then internal analysis by using STP framework. It then gives an external analysis taken in Porters Five Forces. The final chapter includes recommendations for future development. 2. Chapter Two: Company Background 2.1 Company Overview In 1984, Sir Richard Branson established Virgin Atlantic. It is a British major airline based in London. In its schedule, the airline flies to North America, Caribbean, Africa and Asia (Clarkson, 2019). It is also famed with quality in-flight services and unique brand image. 2.2 Industry Role Being a member of the touri...