THE AVIATION INDUSTRY The aviation industry of any nation acts as a contributor to its economic growth, helps in globalization and creating an international image. It is the best in terms of the fastest, safest and convenient mode of travel. Even though it is an expensive one, it is expanding its markets across the middle-class who are ready to spent money on leisure trips. Thus it is truly stated that aviation forms a vital core infrastructure area without which a country economy is handicapped. The civil aviation industry of world has expanded its wings by letting in private organisations. Privatisation in the domestic and the international circuit can help in foreseeing the future of the aviation industry at a mark up rise, and gaining international recognition.
It started eight years back with Open Sky Policy allowing charter flights to operate in domestic market. Today in the year 2000 we saw the code sharing agreement between Air India and Virgin Atlantic Airlines for the DEL- LON sector. During the last nine months there has been fare wars, value added services, alliances etc. Suddenly there seems some action in the Aviation Industry, where Virgin has acted as a lubricator. There are many other airlines, in bid of competition increasing their capacities or increase their flights for the same route. Introduction In the early 80 s, when Virgin Atlantic was created, by Richard Branson was a go getting, sweater wearing entrepreneur and head of the successful Virgin Group, probably best known for Virgin Records.
The Essay on Aviation Analysis on International Expansion
The challenges facing aviation-related international business include the rising fuel prices, the deficiency in skilled aviation staff, economic fluctuations, heavy losses, seasonal fluctuations, and the health concerns stemming from the H1N1 virus linked to aviation emissions (ICAO & Zinnov 2007). These obstacles have to be measured against the global possibilities of an expanded market, ...
By the early 1980 s, Virgin Records was one of the top six record companies in the world. Then, in 1984, Richard got a phone call out of the blue suggesting a jumbo jet passenger service between London and New York. Branson like the idea, much to the horror of his fellow directors who thought him crazy. Undeterred, Richard announced to the world that Virgin Atlantic Airways would begin operating… within three months! An aircraft was found, staff were hired, licences granted and, thanks in no small part to Richard’s infectious enthusiasm, on 22 June 1984 an aircraft packed with friends and the media set off for Newark, New York – and a phenomenon was born! Since then, Virgin Atlantic has become the second largest long-haul international airline operating services out of London’s Heathrow and Gatwick Airports to 21 destinations all over the world – from Shanghai to the Caribbean and the US. In December 1999, Richard signed an agreement to sell a 49% stake of Virgin Atlantic to Singapore Airlines to form a unique global partnership – the deal valuing Virgin Atlantic at a minimum of lb 1.
225 bn. At the same time the combined sales of the different Virgin holding companies was around lb 3 bn. It turned out that 1999 was an eventful year for Richard and was topped off by being awarded a knighthood for his services to entrepreneurship. Marketing mix Being in the service sector it is important for Virgin Atlantic to study its marketing mix as it works as an efficient tool, while building up marketing plans. It comprises of the seven P’s which are as follows. PRODUCT This P talks about the product as a whole, as what is consumed by the end consumer.
Virgin Atlantic has segmented its flight into three levels 1. Upper Class. 2. Premium Economy Class 3.
Economy class All the three classes have state of art features, which are combined with the highest quality services. Making the experience of a passenger a memorable one. 1. Upper Class Virgin Upper Class delivers a first class style with more amenities, space comfort and entertainment at a business class fare.
The Essay on Report: Customer Service And Hurrah Airlines
Summary Customer Service Department has received complaints regarding services, systems and conditions of Hurrah Airlines. The aim of this report is to summarize weak spots in Hurrah Airlines’ customer service and to make recommendations to its improvement with minimum costs. Introduction This report will include: a short summary of the most frequent complaints regarding Hurrah Airlines’ services; ...
This is marketed as a first class service at a business class fare and therefore competes with other carriers’ business class product. It was launched by airline in 1984 and is now the holder of every major award in the travel industry. The services include: Onboard First Class reclining sleeper seat with between 80 inches seat pitch and adjustable leg rests. New seats have electronically controlled leg rests and adjustable headrests. Virgin is the only airline to have a bar and a lounge on their flights. Choice of up to 21 video channels plus 10 Nintendo games, 5 classic PC games and 7 audio channels.
Choice of four entrees with main meal including a vegetarian option. Complementary drinks including pre-take champagne. Virgin is the only airline to offer Ice cream during the movie time on board. In – flight Beauty therapist Virgin is the only airline to have an in-flight beauty therapist to give neck and scalp massage, zone therapy massage or manicure. Comfort kit containing various beauty products. 2.
Premium Economy Class Premium economy is a flexible full economy fare allowing changes to flight details without penalty. It offers all the benefits of Virgin economy service plus: Separate aircraft cabin Most comfortable economy seats in the world, with extended legroom, leg rest and adjustable headrest. The convenience of a separated dedicated check -in available and priority baggage handling for a first exit through the airport and priority duty free service. Generous air-miles from Virgin’s Frequent fly er Programme ‘Virgin Freeway.’ Pre -take off drinks including complementary champagne and bucks fizz throughout the flight. Selection of fruit available throughout the flight. Ice cream during the movie.
The Term Paper on Virgin Atlantic Airline Class Awards
... on-board bar and in-flight beauty therapy area in Upper Class and new seats for both Premium Economy and Economy passengers. The aircraft has ... Hong Kong, Johannesburg, Cape Town, Shanghai, Lagos and Delhi. Virgin also operates services from Gatwick to Orlando, Barbados, St Lucia, Antigua, Las ...
The benefits from the above features to premium economy, the passengers are offered superior service with the best economy seats in the world-“premium economy” is for economy travelers who expect more- perhaps business travelers whose company operates an economy travel policy but such passengers require some room to work. 3. Economy class Virgin Atlantic has developed an enviable reputation offering economy class passengers, superb value for money and wide range for in-flight services and entertainment. Feature A personal seat back TV screen for hours of in – flight entertainment. All economy passengers enjoy award winning in – flight entertainment including Movie Channel, Video Channel and Computer Games.
Kids receive a special designed Complementary rucksack filled with goodies. Choice of 3 meals including vegetarian option. Complimentary drinks and comfort kit. Ice cream served during movie time. Space saving seats with maximum megrim and seat pitch up to 32 inches. PRICE perfect pricing strategy of an airline could add too much of it success and to its failure too.
Virgin Atlantic has been cautious and has priced itself effectively, giving momentum to a price war. PLACE Virgin Atlantic’s main channel is its GSA.
