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International Marketing - Virgin Blue (A piece of Empire)
Title: International Marketing - Virgin Blue (A piece of Empire)
Category: Business & Economy
Details: Words: 4023 | Pages: 17.1 (approximately 235 words/page)
International Marketing - Virgin Blue (A piece of Empire)
Executive Summary
Current Situation
* Virgin Blue currently operates as one of two major domestic Australian airlines, the other being Qantas.
* The company currently holds an approximate market share of 33%, which it has developed in the five years in which it has operated.
* Virgin Blue's strategy is simple; it offers an easy-to-understand, low priced carrier, using a low-cost business model ensuring high profit margins.
Key Issues
* The Virgin brand stands in a situation where it has …showed first 75 words of 4023 total…
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…showed last 75 words of 4023 total…news.bbc.co.uk/1/hi/business/1306401.stm
*<Tab/>Whyte, R. 2002, Journal of Vacation Marketing. London, Vol.9, Iss. 1, pp. 17-36
*<Tab/>Travel Trade Gazette, August 27, 2001, Tonbridge, UK and Ireland
*<Tab/>Virgin Blue Prospectus, 2003
*<Tab/>www.answers.com
*<Tab/>www.qantas.com.au
*<Tab/>Whyte, R. December, 2002, Vol 9, Iss 1, Journal of Vacation Marketing, London
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