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 …

…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