Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 words

Virgin Atlantic A Premium Brand - Essay Example Premium Economy class offered by Virgin constitutes a major chunk of its business that provides larger seats, priority in baggage reclaim, a cabin-exclusive crew, dedicated check-in and more that distinguishes them from the other airliners. Over these years, the VA brand is recognised as one of the most reliable and consumer-friendly air carrier that people have been ready to pay premium on their air travel; however, post 2008 financial crisis has caused major upheavals in the aviation industry. In last couple of years, numerous mergers have taken place among the major airliners and that has posed a grave threat to the VA. It becomes utmost necessary that Virgin forms a suitable merger or a strategic partnership with some other large airlines to improve its competitive edge over its rivals. Introduction Virgin airlines (VA) began its operations a way back in 1984 with a single route to New York; however, expanding its operations ever since then, currently, the Virgin flies to more th an 30 destinations with total 38 aircrafts at its disposal. At the home turf, Virgin competes with British Airways (BA) and holds number two position right behind BA beating many US carriers in the process. Competing with BA at all major routes is a big feat indeed! The paper aims at identifying and analysing the competitive strategy that Virgin Atlantic has deployed all these years against the formidable airlines of the world. Virgin Atlantic's Mission Statement Virgin Atlantic's mission statement is "To grow a profitable airline, that people love to fly and where people love to work" (Strategy and Policy, 2012). Objectives VA’s long-term objective is to grow and expand into a profitable airline creating a strong brand name in the aviation industry. In a bid to fulfill these objectives, the company moved to Heathrow in 1991. Since then the company has been able to push through many routes and several markets. Creating Competitive Strategy Lomax and Raman (2006) define compet itive advantage as the means that are necessary for the company to outperform its rivals in terms of earning higher than average profits. Hooley et al. (2008) argue that a well-formulated marketing strategy should be in place based on the competitive environment in which the company operates. Product positioning or niche marketing can derive benefits to the company when harnessed strategically (Johnson, 2011). Virgin competes with British Airways, Continental, American Airlines, United and Delta on transatlantic routes; BA, Cathay Pacific, ANA, and JAL to the Far East; SAA and BA to South Africa. Virgin has instituted a two class system for its passengers: Economy class and Upper Class. Economy class is further segmented into Premium Economy and Economy Class. Virgin employs several marketing techniques using its distinct logo to market its products and services that include print media, electronic media, taxi sides, outdoor posters. The sole purpose is to increase the awareness amo ng consumers about its products and services and inform the people about new routes. During off seasons, tactical promotional schemes are offered to increase the occupancy rates in air routes. Direct mail is another method used to inform about the new offerings and services. Frequent flyer programmes are used to increase the loyalty among existing customers.

Ethics 2 Article Example | Topics and Well Written Essays - 500 words

Ethics 2 - Article Example There are however, certain limitations, which restrains from the research being a complete empirical study. Firstly, the sample chosen is from one geographical community in Canada. Secondly, the industries chosen does not cover certain important sectors like fashion and hotel industry, which needs to maintain their CSR activities too. Yet, it might be noted that the main sectors, which are highly accountable to the social values, are taken into consideration. Thirdly, the sample size chosen is 16 people from positions of leadership only. A general view of the employees and executives should have been collected in order to judge the awareness towards CSR even at the base level in the industries. Rules and policies are easily formulated but the implementation is brought about through proper level of awareness and responsibility. The empirical study conducted here simply points out a region specific case study involving some managers from certain chosen sectors. Fourthly it may be noted that the interviews were perhaps not conducted in a systematic manner with the same set of questions asked to each respondent. Rather different respondents seem to give opinions from various angles and the reader has little idea about what questions were asked. Fifthly, a chance of bias arises owing to the purposive sampling method. The researchers seem to have obtained a sample in order to prove their predetermined notion. My experience in Saudi Arabia shows that the country’s domestic businesses are not concerned or affected by the global standards of CSR management. Rather they give most stress on the local society and look into their interests first. The company where I worked did provide goods at low cost/ discounts to the local buyers and absorbed local people as their employees especially for the low skilled positions. Saudi Arabia has thus escaped the influence of international standards of CSR, which might not be feasible