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1、VirginAtlanticAirwaysCaseVirginAtlanticAirways: CaseObjectivesTointegratetheconceptsofservicesmarketingasacapstonetothecourse.Toexaminethethemesofservicequality,innovation,publicrelationsandpricingastheyrelatetosuccessinaservice.Todemonstratethedeliveryofcustomervalue.Toillu
2、strateservicepositioningasacompetitivestrategy.AttributesandDimensionsofCustomerValueOfferedbyVAAValueforMoneyInnovationNonConformistAlternativetoBAEntertainmentCheapestDealYoungRichardBranson’sAirlineServiceDynamicTrendyFunDavidagainstGoliathLifeStylePersonalLowPriceConveni
3、enceFriendlyInformalServiceQualityEntertainmentFunInnovationComparativeFlightRevenues forVAAandBAPeak-timeLondonHeathrow/JFKflightatfullcapacityB747aircraftwithconfigurationsdescribedonp.6ofcaseVIRGINATLANTICAIRWAYSUpperClass:50seatsat$1,195=$59,75047%MidClass:38seatsat$473=
4、$17,97414%Economy:271seatsat$185=$50,13539%TotalRevenues=$127,859100%BRITISHAIRWAYS(BA)FirstClass:18seatsat$1,935=$34,83015%ClubWorld:70seatsat$1,061=$74,27032%WorldTraveler:282seatsat$445=$125,49053%TotalRevenues=$234,590100%VAA’sWeaknessesMARKETINGSTRATEGYNoclearcustomerta
5、rgets“Wild”imagenotgoodforallcustomersPublicrelationsefficientbutlesscontrollablethanadvertisingLowtrialratePowerofcompetingfrequentflyerprogramsSmallfeedernetworksSERVICEANDORGANIZATIONALCAPABILITIESPunctualityAgeoffleetLosingmomentumoninnovation?Forhowlongcanstaffbekeptmot
6、ivated?VAA’sWeaknessesECONOMICVULNERABILITYHighbreak-evenpointLackofeconomiesofscopeCapitalDEPENDENCEONBRANSONValueofVAAwithoutBranson?RealvalueofVirginbrand?VAAPossibleActionsPRESERVEANDIMPROVECURRENTSTRENGTHSInnovationServicequalityFunStaffmotivationPunctualityFleetrenewal
7、ExpandVirginFreewayVAAPossibleActionsBUILDANEWSTAGEINTHEDEVELOPMENTOFVAATransformcorevaluesintounambiguouspositioningstrategyDesigndifferentiatedmarketingstrategyforspecifictargetgroupsBreakthetrialratewallBuildselectedfeederlinesinEuropeInvestigatesensitivitytopriceincrease
8、,whilekeepingapriceadvantageVAA-WhatHappened?VAAannouncedjointHeathrow-Sydn
