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iii Virgin Atlantic Tip th hp Nghin cu Trnh by Donal Manning James E. Salter Andre Tuinzing Chun b cho Gio s Enda McGovern Dominican University of California
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 2 Mc lc Danh mc cc hnh minh ha ....................................................................... IV TM TT ......................................................................... V HI CU CHUYN Virgin Atlantic ............................................. .................................... 3 B ACKGROUND F Leet R OUTE N ETWORK A IRLINE P ARTNERSHIP A IRLINE A LLIANCES CHIN LC M ISSION S TATEMENT

10 SWOT A NALYSIS 10 O BJECTIVES 14 S TRATEGIES 14 Tnh hung DANH MC U T PHN TCH CHIN LC CNH TRANH ............................................... ...................... 2 3 S EGMENTATION 23 T ARGETING 23 P OSITIONING 24 MARKETING D IFFERENTIATION 26 M ARKETING M IX 26 S Elling 28 MARKETING B RAND V ALUES 29 S Ervice (T

HE B RANSON F Nam din vin 30 P ROCESS 31 GIAO TIP TH TNG HP ............................................... ... 3 2 TI CHNH CHI TIT
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 3 Lch s ca Virgin Atlantic Bi cnh Richard Branson, Ch tch 48 tui ca Virgin Group c tr s ti London, parlayed mt s tn trng sut i cho s khn ngoan kinh doanh thng thng thnh mt $ 3,5 t tp on quc t v mt ca th gii mnh m nht v d nhn bit thng hiu. Theo cc biu ng c Trinh N mt khp ni, ng Branson mo him vo vo trang ca cc doanh nghip - t bao cao su o ci, t cc hng hng khng dch v ti chnh v trong qu trnh ny a g khng l c th v ginh c th phn t h. 1 "Mc ch ban u ca ti l l mt bin tp vin ........... ti tr thnh mt nh xut bn v mt doanh nhn do nhm ln. " 2 (Richard Branson) Nm 1970, c Trinh N nh l mt k lc kinh doanh London. Chng bao lu cng ty bt u sn xut v thnh lp mnh nh mt ghi m hng u ca Anh studio. c Trinh N nm 1980 bt u m rng, to ra c Trinh N Tm nhn nm 1983, Virgin Atlantic Airways v c Trinh N vn ti hng ha vo nm 1984, v cc ngy l c M ng Trinh vo nm 1985. Trong nm 1986 Virgin Group c lu hnh trn trao i chng khon London. Tuy nhin, Virgin Atlantic

Airways vn cn mt phn t nhn thuc s hu ca Tp on Virgin Voyager. Nm 1988, Richard Branson, tin rng nhm cng ty i chng vi phm trn ca ng kinh doanh phong cch, quyt nh mua li tt c cc c phiu ang lu hnh. Nm 1992, Richard Branson bn Trinh N nhc EMI Thorn cho php ng u t nhiu tin hn vo Virgin Atlantic v cc doanh nghip c Trinh N Bng 1,0. Di y minh ha quy m Virgin Group. 1 Rifkin, Glenn. Lm th no Richard Branson Hot ng Magic, Chin lc v Kinh doanh, Booz, Allen & Hamilton, Nm 1998. http://www.strategy-business. 2 Rifkin, Glenn. Lm th no Richard Branson Hot ng Magic, Chin lc v Kinh doanh, Booz, Allen & Hamilton, Nm 1998. http://www.strategy-business.
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 4 in thoi di ng Hng hng khng Vui chi Dch v ti chnh in thoi di ng in thoi c Trinh N i Ty Dng c Trinh N ng nhp c Trinh N Biz.net Balloon V my bay c Trinh N Megastores c Trinh N trc tip c Trinh N Bikes V2 m nhc c Trinh N tin Virgin Blue Virgin.net c Trinh N u i c Trinh N

Th hin Trinh n sinh vin c Trinh N t c Trinh N Wine c Trinh N Ngy l i pht thanh min ph Trinh N c Trinh N du lch Lu tr c Trinh N Sch c Trinh N Xe la c Trinh N khng gian Randolph Fields tip cn Richard Branson v hot ng 1 Dng kinh doanh lp dch v duy nht hng hng khng New York. Mc d khng c kinh nghim trong hng hng khng ngnh cng nghip, Branson i ngc li li khuyn ca cc i tc ca mnh, quyt nh u t. Virgin Atlantic d n. Cng ty thu hai cu nhn vin ca Laker Airways thm kinh nghim c th hng hng khng Virgin Atlantic. Mc tiu ca Virgin Atlantic l "Cung cp tt c cc lp ca du khch vi cht lng cao nht ca du lch vi chi ph thp nht."
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 5 Sau khi mt qung co tru gho c "WAIT CHO VIRGI TING ANH ..." Virgin i Ty Dng pht ng chuyn bay u tin ca h t London ti New York vo ngy 22 Thng Su 1984. Virgin Atlantic nhanh chng m rng hot ng bao gm Miami (1986), Boston (1987), Orlando (1988), Tokyo (1989), v Los Angles (1990). Mt tr ngi ln cho Virgin Atlantic c h khng th nhn c s cho php bay ca Heathrow, Sn bay ln nht ca Anh. Nm 1991 l mt "thi im lch s v nh cao ca nm ca cuc u tranh "nh Virgin Atlantic c cp quyn truy cp n Heathrow. 3 Nm 1994, Virgin i Ty Dng thm cc chuyn bay n Hng Kng v San Francisco, v m rng hm i ca h. Trong M rng tuyn ng 2000-2001 cng Las Vegas v Delhi. Virgin Atlantic cung cp ba sn phm ct li. y l nhng Lp, Premium

Nn kinh t, v nn kinh t. Mi lp c phn bit bi nhng li ch lin quan sn phm. Hm i Virgin Atlantic hm i bao gm hn 30 my bay Boeing 747 v Airbuses A340-600 do cho giao hng vo nm 2002, v A380 do giao trong nm 2006. 4 Bt u Thit k to ra cc mu sn khc bit v nng ng mi. Union Jack, ni bt trn cnh my bay, n c da trn ba li mu , tm v bc kim loi, cng ngh sn lm vic cha bao gi c s dng trc khi v thng mi my bay. My bay tailfins th thao logo Virgin, trong khi bc tnh nng mi thn my bay Lady bay, v Union Jack adorns hai cnh nh mt cao ca B747-400 3 Parker, Paul J. Donnelly Jr, James H., Qun tr Marketing: Kin thc v k nng 6 th Edition, New York: Irwin / McGraw-Hill, 426 trang, 2001. 4 http://www.virgin-atlantic.com
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 6 Hi tng li my bay ca cc ngh th cng kim loi da ca nhng nm 1930, tia ca nh kim v mu sc sng ng nm bt mt s ca s quyn r v lng mn ca thi i hong kim ca my bay. 5 Cc c s ca hnh nh mi ca Virgin Atlantic ti, tinh vi v kho lo l sn, m l da trn mica, mt khong cht kh khn sn xut mt Pearlescent quyn r ta sng. Cng ngh sn c thng c s dng trong motortrade, nhng cha bao gi trc khi c s dng sn ton b mt chic my bay. Tt c cc my bay Virgin Atlantic c trang tr vi mt bc tranh Vargas ca mt ngi ph n u scantily mc qun o, gi mt chic khn. Tn ca c Trinh N hu ht cc my bay khi dy ch "Vargas Lady". Yu thch c nhn ca chng ti l "Morning

Vinh quang. "Nhng g l ca bn? 2,0 Bng m t cc loi my bay, ngy bt u, tn, v s ng k. Tn ng k My bay loi Bt u bay Virgin Atlantic Sunkissed Trc Tuyn G-VKIS A321-200 2000 o Lady G-VSSS B747-200 2000 Hy Lp Beauty G-VATH A321-200 2000 Cao nh 1 Kite G-VPUF B747-200 2000 Sundance Kid G-VKID A320-200 2000 Dancing Queen G-VIBE B747-200 1999 Cy khin ngu hoa G-VZZZ B747-200 1999 Sunshine girl G-VTAN A320-200 1999 a Trung Hi Maiden G-med

A320-200 1999 Mt ong Pie G-VEE B747-200 1999 Calypso N hong G-VRUM B747-200 1998 Wild Thing G-VCAT B747-200 1998 Ruby Tuesday G-VXLG B747-400 1998 Diana G-VFAR A340-300 1998 Phi N hong G-ng co ln nhng khng co rng A340-300 1998 Chim mai G-VAST B747-400 1997 Jetstreamer G-VHOL A340-300 1997 S vn bum thng G-VSEA A340-300 1997 Maiden Tokyo G-VAIR A340-300 1997 Virginia Plain G-VTOP

B747-400 1997 Tinker Belle G-VBIG B747-400 1996 5 http://www.virgin-atlantic.com

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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 7 Cu vng Lady G-VSUN A340-300 1996 Thnh Linh ca Melina G-Ouzo A320-211 1995 ng Belle G-VHOT B747-400 1994 Lady Penelope G-VFAB B747-400 1994 Rng Lady G-VFLY A340-300 1994 Trung Quc Tuyn G-VSKY A340-300 1994 Maiden Toulouse G-VAEL A340-300 1994 Lady in Red G-VBus

A340-300 1993 California Trc Tuyn G-vlax B747-200 1991 Boston Belle G-VJFK B747-200 1991 Tinh thn ca Sir Freddie G-VMIA B747-100 1990 Scarlet Lady G-VGIN B747-200 1986 Maiden Voyager G-VIRG B747-200 1984 Tuyn ng mng Hoa Ky New York (Newark) / Heathrow VS001/VS002 New York (Newark) / Gatwick VS017/VS018 New York (JFK) / Heathrow VS003/VS004 VS009/VS010 VS025/VS026 Boston / Gatwick VS011/VS012 Washington DC (Dulles) / VS021/VS022 Heathrow Miami / Gatwick VS005/VS006 Orlando / Gatwick VS015/VS016 VS027/VS028 Orlando / Manchester VS075/VS076 Chicago / Heathrow VS039/VS040 Los Angeles / Heathrow VS007/VS008 VS023/VS024 San Francisco / Heathrow VS019/VS020 Las Vegas / Heathrow VS043/VS044 Chu u Heathrow / Athens VS1000/VS1001 Gatwick / VS1002/VS1003 Athens Nam Phi Heathrow / Johannesburg VS601/VS602 Heathrow / Cape Town VS603/VS604 Chu Heathrow / Tokyo VS900/VS901

 Heathrow / Hng Kng VS200/VS201

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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 8 Heathrow / Thng Hi VS250/VS251 Heathrow / Delhi VS300/VS301 Caribbean Gatwick / Barbados VS029/VS030 Gatwick / St Lucia VS031/VS032 Gatwick / Antigua VS033/VS034 Hng hng khng quan h i tc Trong thng 12 nm 1999, Virgin Atlantic cng b mt quan h i tc c bit trn ton th gii vi Singapore Airlines. Theo cc iu khon ca tha thun, Singapore Airlines mua dn tc thiu s 49% c phn ca Virgin Atlantic cho mt chi ph 600,25 triu bng Anh (Bp). 6 Bao gm trong tha thun cung cp cc Hng hng khng Singapore Airlines tim 49 triu Bp ca vn, trong khi Virgin Atlantic u t 51 triu Bp Virgin Atlantic mang li cho vn ch s hu gi tr u t ca Virgin Atlantic 1,225 t bng Anh. Singapore Airlines kim sot 93 my bay t tng cng 97 trn ton th gii cc im n. S hp tc ny l duy nht nh cc cng ty c hai u c con ng khc nhau mng, trn thc t, b sung. Singapore Airlines v Virgin Atlantic chia s hnh khch phng ch v cc c s sn bay cng nh khi xng chng trnh khch hng thng xuyn pht trin. 7 Hng hng khng lin minh Virgin Atlantic c tha thun chia s m vi Continental Airlines, Malaysia Airlines, British Midland, v mt tha thun tip th vi Ansett. Du khch t nh Virgin Atlantic hnh khch c th kim c dm Freeway Trinh N trn tt c cc chuyn bay m chia s. 6 http://www.virgin-atlantic/press-release.com 7 http://www.virgin-atlantic/press-release.com
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 9 Cc tha thun chia s m vi Continental cho php mt tn s cao hn, cao cht lng dch v, v hiu qu cnh tranh bi cc dch v nng cao trn London / New York tuyn ng. iu ny cung cp dch v c hai cch, kt ni cc chuyn bay i Ty Dng cho Virgin vo Hoa K, vi check-in London. Cc lin minh vi hng hng khng Malaysia cung cp mt dch v hai ln mi ngy gia London v Kuala Lumpar. Lin minh ny cho php kt ni n Sydney v Melbourne. Cc tha thun chia s m vi British Midland cho php hnh khch t mt s lng truy cp cc im n chu u ca Virgin Atlantic dch v ton cu. Hip hi tip th vi Ansett Australia cung cp cho khch hng du lch thng qua Hong Kong n cc thnh ph khc nhau ca c. Trong hp tc vi Air India, Virgin Atlantic by gi cung cp dch v gia tng gia Vng quc Anh v n . Virgin Atlantic cung cp cc chuyn bay tn s cao hn vo Nam Phi, Johannesburg v Cape Town, thng qua mt tha thun vi cc hng hng khng ton quc, cho php c Trinh N tn dch v ca h trn ton min Nam chu Phi. 8 8 http://www.virgin-atlantic.com
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 10 K hoch chin lc S mnh " pht trin mt hng hng khng c li nhun, m mi ngi thch bay v ni mi ngi thch lm vic. " 9 Phn tch SWOT Phn on tip theo xem xt k hoch chin lc ca mt cng ty l thc hin mt bn phn tch

phn tch. iu ny i hi phi xc nh ni lc ca mt cng ty v im yu ca h v c hi v mi e da bn ngoi. Sau khi phn tch mi trng bn ngoi v cc ngun ti nguyn ni b, quyt nh chin lc cc nh sn xut c cc thng tin m h cn xy dng doanh nghip, kinh doanh v ti chnh chin lc ca t chc. Mt so snh im mnh, im yu, c hi, v cc mi e da thng c gi l mt phn tch SWOT. Mt phn tch SWOT s gip cc gim c iu hnh tm tt cc s kin ln v d bo xut pht t nhng phn tch bn trong v bn ngoi. T iu ny, gim c iu hnh c th ly c mt lot cc bo co m xc nh chnh v trung cc vn chin lc i din vi cc t chc. Chin lc xy dng xy dng trn Phn tch SWOT tn dng th mnh ca t chc tn dng c hi, chng li cc mi e da, v gim bt cc yu km ni b. Trong ngn hn, chin lc xy dng di chuyn t ch n gin l phn tch ra mt kha hc kt hp hnh ng. 10 Cc kt qu ca mt phn tch SWOT l c s cho mc tiu pht trin v chin lc c th c thc hin trong strategicplan ca mt cng ty. V vy, n l quan trng cho cc cng ty tip tc thc hin phn tch SWOT, bi v bn ngoi v 9 http://www.virgin-atlantic.com 10 Bateman & Snell. Qun l: Xy dng Li th cnh tranh, 4 th Ed, nm 1999.
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 11 Cc yu t ni b nh hng n cc cng ty lin tc thay i. Chin lc mi cn phi c nhng ngi pht trin v c cn phi c sa i phn nh ni b hin ti v iu kin bn ngoi nh hng n mt cng ty. 11 im mnh v im yu ni b l hot ng m mt cng ty thc hin

c bit l tt hay km. Nhng hot ng ni b xut pht t tt c cc phng ban vcc thnh phn ca mt doanh nghip. Sau khi mt cng ty xc nh im mnh v im yu ca n, n sau nn pht trin cc chin lc tn dng th mnh ca mnh v gim thiu hoc nng cao ca n im yu. 12 C hi v cc mi e da bn ngoi l nhng s kin xy ra bn ngoi ca cng ty v l nhng s kin m cng ty khng kim sot. Cc cng ty hng li t bn ngoi c hi v b tn hi bi cc mi e da bn ngoi. iu quan trng l cho mt cng ty nhn ra c hi v mi e da bn ngoi ca n, do n c th xy dng chin lc c li dng c hi trong tng lai v trnh cc mi e da trong tng lai. 13 im mnh: Trinh N thng hiu c cng nhn bi 98% ca Cng Anh. 14 Khch hng mong i dch v khch hng tt trong mi lp hc ring bit kinh doanh / Kinh t. Virgin Atlantic gii thiu cng ngh sng to: bao gm c trong m nhc trn my bay, nc kem, tr chi v phim nh. 11 Pearce v Robinson, Qun tr chin lc: Xy dng, thc hin, v kim sot. Sixth Edition, Trang 171, 1997. 12 Pearce v Robinson, Qun tr chin lc: Xy dng, thc hin, v kim sot. Sixth Edition, Trang 171, 1997. 13 Pearce v Robinson, Qun tr chin lc: Xy dng, thc hin, v kim sot. Sixth Edition, Trang 171, 1997. 14 Millenium Group, li pht minh ra bn l Dch v ti chnh Chng trnh Nghin cu v Pht trin, Thng 11 nm 1996 Bo co 2: To v cung cp cc gi tr, 3.5 Virgin - sng to mi d thi, http://www.millenn.co.uk/96Reps/96Rep2.pdf
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Virgin Atlantic Airlines

Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 12 mi trong chuyn bay i mi c cung cp cho ch s hu cu lc b vng hoc J-lp hc vi phng ch cung cp thc phm cht lng v thoi mi. Cht lng o to nhn vin tuyn dng t cc hng hng khng khc. Virgin Atlantic c sinh ra t mt cng ty t nhn cho php cho Virgin khc thng hiu v kim sot nhiu hn. Qun l kinh doanh sng to Richard Branson. gi c cnh tranh cho cc lp hc kinh doanh cung cp nhiu dch v hn. Hp tc vi cc hng hng khng Singapore v h l nhng c ng thiu s 49%. L do ti sao quan h i tc ny c li l bi v cc tuyn ng khng chng cho v quan h i tc cho php chuyn giao nng lc ct li. ti yu t tt hn so vi i th cnh tranh, do , li nhun cao hn v gi tr l ln hn. cng khai tch cc, lin quan n chin thng cc gii thng cht lng c bit l ngi n ng. im yu s chm tr chuyn bay: cn phi nng cao hiu qu chuyn bay. Cc tuyn ng du lch cn hn ch. Hot Air tp ch ring bit t cc tp ch qung co hng hng khng truyn thng bao gm cc bi bo v qung co tip th. Ct tuyn ng n Chicago, Toronto, v Cape lin quan n thm kch ngy 11 thng chn. Cui nhn c trn Internet "L Boat" cho trang web, trang web, ethng mi.
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Page 13 Richard Branson l mt ngi n ng qun l l ch s hu v gim c ca nhiu cng ty. Chi ph lin quan trong cc chi ph ca vic gi hai u bp nm sao, phng, v limo dch v. ca Virgin ph thuc vo giao thng xuyn i Ty Dng lm cho h d b tn thng. gim nhu cu i du lch n t M C hi Chin lc tip th trn phn cn li s dng bng cch sng to, vui v, duy tr

gi tr, chm sc, v sn xut cht lng. Cng ngh cho bit thm ci tin (Galileo) mt h thng kim k tin tin. Trong chuyn bay kt ni Internet. trang web cn v tng lai ci thin im yu c th cho thng mi in t v thng xuyn chuyn hng trang web. To ra cc tuyn ng b sung. Virgin Galactic, chng ti c bay vo khng gian bn ngoi. Kho c s Heathrow, London. suy thoi c th l mt c hi bt ng cho u t. On-line chin lc nhm mc tiu chin dch qung co xy dng thng hiu v lin tc, thng qua dng trn phng tin truyn thng lp k hoch v mua ti khon Cc mi e da suy thoi, ngy 11 thng 9 th v nh hng n ton b ngnh cng nghip hng khng, trt t hy b, lo ngi ri ro cho khch hng bay.
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Page 14 pha long thng hiu mt hnh nh thng hiu nhanh chng m rng c th l qu ton cu v khng tp trung hng ti cc sn phm quan trng. cnh tranh cho cc tuyn ng ca Anh v Hoa. Gi nhin liu bin ng, chim 15% tng chi ph hng hng khng. Mc tiu Kt qu mt t chc tm kim trong khong thi gian ko di nhiu nm ca n di hn mc tiu. Mc tiu nh vy thng lin quan n mt s hoc tt c cc lnh vc sau: li nhun, li tc u t, v th cnh tranh, lnh o cng ngh, nng sut, quan h nhn vin, trch nhim cng cng, v pht trin ca nhn vin. 15 Eric Starks, Virgin Atlantic Gim c khu vc, tuyn b mc tiu sau y: " duy tr mt mi trng khch hng an ton thng qua cc th tc an ninh cn thit. Ngoi ra tp trung vo nng lc ct li bng cch cng c cc tuyn ng, lin quan trc tip n tinh gin bin ch lc lng lao ng, duy tr li nhun trong khi nhm mc tiu hnh khch hng kinh doanh. "

Chin lc Chin lc l pht biu ca mc tiu l phi t c. y thng l nhng chin lc di hn v i hi nhiu cch tip cn khc nhau, chng hn nh, sn phm pht trin, lin doanh v lin minh chin lc. Generic chin lc nh chi ph thp, s khc bit, hoc tp trung chin lc c trng nh hng cnh tranh ca cng ty th trng. duy tr li nhun ca Virgin Atlantic tp trung vo ct li ca n nng lc. Cng ty hin ang tp trung chin lc duy tr cht lng tuyt vi 15 Parker, J. Paul Donnelly Jr, James H., Tip th Qun l kin thc v k nng 6 th Edition, New York: Irwin / McGraw-Hill, trang 17-19, nm 2001.
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 15 dch v v duy tr mi quan h vi khch hng lp thng ca h. iu ny c dn n ng ca cc tuyn ng n Toronto, Chicago, v Cape Town. Cng ty c cng lm gim s lng chuyn bay mt ngy v nhn vin 20% mi tuyn ng trn ton min Bc i Ty Dng. 16 V d, cc tuyn ng San Francisco gim t hai chuyn bay mt chuyn bay mi ngy. 16 Eric Starks, Gim c khu vc, Virgin Atlantic, 10-21-01 nm 2001.
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 16 Phn tch tnh hnh Phn tch tnh hung lin quan n vic phn tch v theo di cc xu hng trong qu kh, hin ti tnh hnh v d on tnh hnh trong tng lai. iu ny lin quan n vic phn tch cc hp tc x mi trng, mi trng cnh tranh, mi trng kinh t, mi trng x hi, mi trng, chnh tr v mi trng php l. 17

Du lch hng khng c sng qua nhng bin ng c l l ln nht trong lch s ca n. T do ha, t nhn, cnh tranh, chia s m, lin minh, thng mi in t v p lc ln v ti chnh ang buc cc gc t do t chc li trong ngnh cng nghip. 18 Air du lch l mt trong nhng ngnh cng nghip ln nht th gii, to ra hn $ 300 t ng doanh thu. Tc ng kinh t tng th l n nay vt qu doanh thu ca n, v n to iu kin cho du lch, th gii thng mi, u t quc t v tng trng kinh t. Hn na, cc hng hng khng ngnh cng nghip l trung tm ca ton cu ha ang din ra trong nhiu ngnh cng nghip b sung. Pht trin trong ngnh cng nghip hng khng c truy tr li n nm 1991, khi s kt hp ca chin tranh vng Vnh v mt cuc suy thoi Hoa K dn n gim 4% trong quc t hnh khch. 19 Sau nm 1991 ban u tng trng t kinh doanh du lch nh cc cng ty ngy cng tr nn quc t trong u t ca h, cung cp ca h v thay i sn xut v khch hng ca h. Gn y, vic s dng ngy cng tng ca Internet tip tc thc y ton cu ha thng mi. Ngi tiu dng tham gia trong tng cp ca du lch gii tr nhm mc tiu cc im n trn ton th gii do lm tng dng mt ln thu nhp. 17 J. Paul Parker & James H. Donnelly Jr., Qun tr Marketing: Kin thc v k nng 6 th Edition, Cc trang 17-19, 2001. 18 http://www.iata.com/shop/Assets/download_product/whatwedo_revised.pdf 19 http ;/ / www.BA.com
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 17 Chnh ph cc nc ang pht trin nhn thc c li ch ca du lch h nn kinh t quc gia v to iu kin cho s pht trin ca khu ngh mt v c s h tng khuyn khch du khch t khp ni trn th gii. Khi nn kinh t ca cc nc ang pht trin

c pht trin, cc cng dn ca h tr thnh khch du lch quc t mi ca trong tng lai. Mt kch thch kinh t hn na khng kh du lch c ngnh cng nghip t nhn v bi b quy nh. Trong u nhng nm 1980, hu ht cc hng hng khng bn ngoi nc M c nh nc s hu. Nhiu ngi ngho mc hiu qu, v h yu cu vin tr nh nc h tr mt s tuyn ng ca h. By gi hu ht cc hng hng khng ln pht trin i vi t nht mt phn, s hu t nhn. Hn na, ngnh cng nghip hng khng dn dn lc m hnh lch s ca n quy nh cht ch v nhng ngi c th bay u v khi no. Quyn khng kh du lch thng m phn gia cc quc gia trn c s song phng. Mc d khng kh du lch quc t kinh doanh, nhiu hng hng khng vn c mt tiu im quc gia, ch yu l bay n v i t nh ca h t nc. Tuy nhin, mt s th trng ang tin ti mt chnh sch bi b "Bu tri m cho php t do xut nhp cnh trn cc tuyn ng. 20 Th trng trong nc v th trng ni khi chu u l nhng v d v iu ny v Hoa K k kt "tha thun Bu tri m" vi nhiu quc gia trn khp th gii. Bi b quy nh ny c nhiu hng vn ti t do thm nhp th trng mi, mc dkinh nghim ca Hoa K bi b quy nh trong nc cho rng thi k u ny m rng c kh nng c tip theo l cng c ngnh cng nghip. Kt qu l p lc cnh tranh c gp phn vo xu hng gim nng sut bay, cung cp mt kch thch gia tng pht sng tng trng du lch. Sau khi iu chnh lm pht, hng hng khng doanh thu cho mi hnh khch km l khong mt na mc ca 30 nm trc y. Suy gim nng sut ny c ln xut hin chi ph gim, h tr bng cch pht trin trong cng ngh my bay, tng hiu qu
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v gia nhng nm 1980 v cui nhng nm 1990 - gim gi du. Xu hngtng chiu di sn khu cng h tr s suy gim sn lng hnh khch trn mi km doanh thu v (sau khi iu chnh lm pht), hng hng khng tng trng ngnh cng nghip c gn gi hn vi 3% mt nm, ch mi trc tc tng trng GDP th gii trung bnh. Mt s th trng cng nh cc thit lp gn th trng trng thnh. y l c bit l trng hp cho th trng trong nc pht trin c bi b nh th trng trong nc M. Hn na, nng lc hn ch v sn bay b tc nghn v kim sot khng kh h thng giao thng c hn ch kh nng ca mt s cc cc im n du lch ph bin nht khng kh m rng. i vi cc dch v xuyn i Ty Dng, Virgin Atlantic tn cng ngi Anh

ng h hp / sp nhp hng hng khng M l chng cnh tranh. BA / AA p dng chng c quyn kh nng min dch, m c Trinh N tin, 1) s tiu dit cnh tranh, 2) tng gi, v 3)gim dch v. c Trinh N tm cch lm cho khch hng nhn thc c v tr ca h thng qua qung co ni, "No Way BA / AA." 21 Sau ngy 11 thng 9, thm ha Virgin Atlantic Airways hot ng y lch trnh chuyn bay xuyn i Ty Dng, r rng s tch t ca tang quyn v b mc kt hnh khch. Tnh n thng 10 nm 2001, hng hng khng cn c nm 747-200 ca n v gim hot ng ca n bng khong 20% l kt qu ca nhng nh hng lu di ca bi kch ca thng Chn cc s kin. "N r rng cho tt c mi ngi rng s c t hn ng k lu lng truy cp trn ton min Bc i Ty Dng mt thi gian, "t nhn c Trinh N ch tch nhm, Richard Branson. c Trinh N lm gim kh nng ca mnh qua Bc i Ty Dng bng cch ct cc tuyn ng ca n Toronto v Chicago. Virgin Atlantic cng ct gim s lng cc chuyn bay li 20 http://www.virgin-atlantic.com 21 http://www.virgin-atlantic.com
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 19 San Francisco 2-1 mi ngy. 22 Cng ty s mt tt c cc bin php gim thiu d tha bt buc bng cch yu cu nhn vin i v pha trc i ngh php khng lng v d phng. Virgin Atlantic ang c gng gi cho tt c cc thnh vin ca gia nh Trinh N lm vic trong nhm Trinh N. V d, nhn vin s c cung cp c hi c phng vn vic lm vi Virgin Active, gii tr v cu lc b sc khe ca Virgin kinh doanh. Virgin Atlantic hin ang tham gia vo mt chng trnh m rng bng Anh 30 triu Vng quc Anh, m s to ra 700 vic lm mi trong vng 12 thng ti. Bng 3.0 di y minh ha lm th no cc hng hng khng c nhn phn ng vi bi kch ca 11 thng chn nm 2001. 23 Nh cung cp

Job Cuts Dch v Cuts British Airways 7000 Gim 10% trong thi gian bay thng qua tn s ct gim, cc tuyn ng ti c xc nh. Virgin Atlantic Airlines 1200 L trnh gim 20%, nh ch Chicago, Toronto, Athens. American Airlines 20000 L trnh gim 20% Continental Airlines 12000 L trnh gim 20%, hy b London Stansted v Dusseldorf. United Airlines 20000 L trnh gim 20%, cc tuyn ng n c xc nh. 22 Eric Starks, Gim c khu vc, Virgin Atlantic Airlines, 10-21-01 nm 2001. 23 Arnold, Mathew, Marketing, Hay Dch v tip th Limited, 27 thng Chn nm 2001.
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 20 c Trinh N Gim c khu vc b bin pha Ty, Eric Starks, tin rng s l mt s hi sinh trong ngnh cng nghip hng khng vo nm ti v c Trinh N s thu li cu nhn vin trc khi np n khc. 24 c Trinh N Ch tch, Richard Branson cng d on mt ngnh cng nghip s phc hng, ni, "Bng cch ny hnh ng ngay by gi, chng ti s t mnh mt v tr t m rng mt ln na trong tng lai. " 25 Virgin Atlantic kt hp mt chnh sch nghim ngt mi trng vo kinh doanh ca mnh.

Virgin Atlantic gii thiu mt s sng kin ti ch c hai ln my bay v trong sut cc vn phng ca cng ty. Nhng bin php ny l thc mi trng v chi ph hiu qu, cho php cc hng hng khng h tr mt s t chc t thin v cc t chc. Ti ch c thc hin ph hp vi B ch th Nng nghip m bo cc th tc y t v an ton cao nht c tn trng. Mi trng hin ti chnh sch xc nh v tr ca Virgins 'lin quan ti ch v giy ti s dng, my in hp mc, ly nha, ly bn hng t ng, lon nhm, ti min thu, min thu ti xch, b dng c tin nghi, menu, khn tri, v cc ti liu qung co. 26 24 Eric Starks, Gim c khu vc, Virgin Atlantic Airlines, 10-21-01 nm 2001. 25 Oyama, David. "Virgin Atlantic k hoch gim nng lc, ct 1.200 v tr." The Wall Street Journal 18 thng 9 nm 2001, Natl. ed: A14. 26 http://www.Virgin-atlantic.com
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 21 Danh mc u t Phn tch Phn tch danh mc u t c quy nh ti cc vn bn qun l tip th nh l vin tr cho qun l tip th gip pht trin cc k hoch tip th hiu qu. Cc m hnh danh mc u t c s dng phn loi n v kinh doanh chin lc (SBU) xc nh s ng gp tin mt trong tng lai c th c d kin cho mi SBU cng nh ti nguyn yu cu trong tng lai m mi s yu cu. M hnh danh mc u t thng xem xt v th cnh tranh ca SBU v c hi ci thin s ng gp ca SBU li nhun v dng tin. 27 Cc m hnh chng ti s c s dng cho Virgin l m hnh Boston Consulting Group (BCG). M hnh ny c da trn mi quan h gia th phn tng i v tng trng ca th trng. 28

BCG m hnh phn loi sn phm thuc bn lnh vc. y l nhng ngi sao, b tin mt, cu hi nhn hiu v ch. Ngi sao SBU vi th phn cao hoc th trng tng trng cao. 29 Virgin Atlantic r rng l con b tin mt ca ch c Trinh N, nhng chng ti tin hnh mt danh mc u t phn tch t quan im ca Virgin Atlantic. i vi Virgin Atlantic Airways chng ti tin rng c sao khng. Con b tin mt l phn Class Thng. Tin mt b c th phn cao ca mt th trng tng trng thp v to ra doanh thu bng tin mt cao hn. 30 iu ny sn phm cao cp nhm vo khch hng giu c v hnh khch kinh doanh. y l mc cao nht chi ph v c sn, thng l khong 9.000 USD, v c 50 ch ngi c sn trong lp. V vy, trn lp hc to ra doanh thu cao hn nhiu so vi ph bo him 27 Parker, Paul J. Donnelly Jr, James H., Qun tr Marketing: Kin thc v k nng 6 th Edition, New York: Irwin / McGraw-Hill, trang 25-29, nm 2001. 28 Parker, Paul J. Donnelly Jr, James H., Qun tr Marketing: Kin thc v k nng 6 th Edition, New York: Irwin / McGraw-Hill, trang 25-29, nm 2001. 29 Parker, Paul J. Donnelly Jr, James H., Qun tr Marketing: Kin thc v k nng 6 th Edition, New York: Irwin / McGraw-Hill, trang 25-29, nm 2001. 30 Parker, Paul J. Donnelly Jr, James H., Qun tr Marketing: Kin thc v k nng 6 th Edition, New York: Irwin / McGraw-Hill, trang 25-29, nm 2001.
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Virgin Atlantic Airlines Manning / Salter / Tuinzing 2005 SalterQuest.com. Tt c cc quyn Trang 22

nn kinh t v nn kinh t. Ch c SBU ca c th phn thp trong tng trng thp th trng. 31 Chng ti thy lp nn kinh t ca Virgin Atlantic l mt con ch. Du hi SBU ca c tim nng cao, nhng s i hi ngun ti nguyn tuyt vi xy dng th phn. 32 Chng ti tin rng ph kinh t l mt du hi v n c tim nng l mt tin mt my pht in. Ph bo him kinh t mc tiu r hn hnh khch kinh doanh lp hc bay cao cp v chng kt thc. C 38 ch ngi trong lp hc ny v v thng bn cho khong $ 3.000. Lp nn kinh t tp trung vo gia nh v cc nhm bay cng nhau. V cho nn kinh t lp hc c gi khong $ 500 v c 271 ch ngi. Bng 4,0 m t m hnh BCG. Tng i Market Share Cao Thp Sao-Khng c ? - Premium Kinh t Cash Cow-Upper Lp Ch t 31 . Parker, Paul J. Donnelly Jr, James H., Qun tr Marketing: Kin thc v k nng 6 th Edition, New York: Irwin / McGraw-Hill, trang 25-29, nm 2001. 32 Parker, Paul J. Donnelly Jr, James H., Qun tr Marketing: Kin thc v k nng 6 th Edition, New York: Irwin / McGraw-Hill, trang 25-29, nm 2001. Cao Thp Th trng tng trng T gi
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Virgin Atlantic Airlines Manning / Salter / Tuinzing

 2005 SalterQuest.com. Tt c cc quyn Trang 23 Phn tch cnh tranh chin lc Phn on th trng Phn khc th trng c nh ngha l qu trnh phn chia mt th trng thnh cc nhm tng t nh ngi tiu dng v la chn nhm thch hp nht (s) cho cc cng ty phc v. iu ny khi nim c t c thng qua su bc sau y 1) khoanh nh tnh hnh hin ti ca cng ty, 2) xc nh ngi tiu dng mong mun v cn, 3) phn chia th trng v kch thc c lin quan, 4) pht trin nh v sn phm, 5) quyt nh chin lc phn khc, 6) thit k tip th hn hp chin lc. 33 T l phn trm hnh khch c ngun gc ca Vng quc Anh thay i t tuyn ng tuyn ng, nhng trn trung bnh, c mt s thin v 60/40 n Vng quc Anh. Hnh khch hng trn l ch yu i du lch v kinh doanh, nam, 35-45 tui, ABC1 v thu nhp bng 50K cng vi mi nm. 34 Hnh khch trong Economy ph c chia u gia i du lch cho doanh nghip hoc gii tr, nht l nam gii, tui trung bnh 41, ABC1. Nhng ngi i du lch v kinh doanh thng lm nh vy bi v cng ty ca h hot ng mt chnh sch du lch nn kinh t. 35 Economy passengers are a much broader group, traveling mainly for leisure, evenly spread across most socio-economic groups, and age ranges. 36 Nhm mc tiu Targeting is when a firm chooses one or more market segments as a specific target markets. Virgin Atlantic is a company that considers every customer to be 33 Parker, J. Paul & Donnelly Jr, James H., Marketing Management: Knowledge and Skills 6 th Edition, New York: Irwin/McGraw-Hill, Page 71, 2001. 34 Virgin Student Information Pack, www.virgin-atlantic.com.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 24 important and thus offers individualized services to customers. These are nine basic criteria for targeting: 37 Who buys our product? Who does not buy our product? What need or function does our product serve? What problem does our product solve? What are customers currently buying to satisfy the need or solve the problem for which our product is targeting? What price are they paying for the product they are currently buying? When is our product purchased? Where is our product purchased? Why is our product purchased? Upon evaluation of these questions the company must then assess opportunity in target markets based on segment size and growth potential, competition, companies objectives and feasibility of success in this market. Virgin Atlantic has targeted upper class customers who are primarily business passengers traveling on transatlantic routes. Virgin Atlantic realized the opportunity to gain a considerable market share through effective marketing of their quality, fun, innovative, honest, and caring airline. Positioning Positioning refers to the act of locating a brand in customers' minds over and against other products in terms of product attributes and benefits that the brand does or does not offer. 38 There are many different general strategies for positioning products. 35 Virgin Student Information Pack, www.virgin-atlantic.com 36 Virgin Student Information Pack, www.virgin-atlantic.com 37 Keegan, Warren J & Green, Mark S., Global Marketing, 2 nd Edition, New Jersey: Prentice Hall, Page 40, Nm 2001.

38 Keegan, Warren J & Green, Mark S., Global Marketing, 2 nd Edition, New Jersey: Prentice Hall, Page 40, Nm 2001.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 25 Attribute or benefit, quality and price, use or application, competition, high-tech and high-touch, can achieve desired positioning. 39 Most significantly, Virgin Atlantic has positioned itself as direct competitor to British Airways on all routes. Firstly, Virgin Atlantic was extremely aggressive in obtaining slots atHeathrow International Airport. Secondly, Virgin Atlantic attacked the proposed British Airways and American Airlines partnership stating that it was unhealthy for competition. Finally, Virgin Atlantic has strived to compete with British Airways on all routes into and out of London. Virgin Atlantic attracts customers by being fun and innovative. On the aircraft passengers experience spacious setting arrangements, state of the art in-flight entertainment system, and most importantly a high level of customer service. Ngoi ra, Virgin Atlantic offers a distinctive upper class service at business class prices. Furthermore, Virgin Atlantic is installing Internet capabilities and is implementing Galileo's Inside Availability (R), a high-tech inventory management system. 40 39 Keegan, Warren J & Green, Mark S., Global Marketing, 2 nd Edition, New Jersey: Prentice Hall, Page 40, Nm 2001. 40 PR News Wire, London, Virgin Atlantic Implements Galileo International , 5 September, 2001.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 26

Marketing Tactics S khc bit This is realizing the marketing strategy with regard to all the interrelated factors that differentiate one company from another. 41 These may be product differences, customer satisfaction, or customization of products and services to suit market segments. Virgin Atlantic has differentiated their product by taking the customers' expectations one step further through communication with the customer. A prime example can be seen in providing in flight ice cream, something other airlines do not offer. Tip th Mix The marketing mix determines the combination - product, price, place, and promotion - to be used inline with the marketing strategy. Virgin Atlantic has sought to offer a fun and innovative product with high quality service and convenient locations for khch hng. Virgin Atlantic offers flights worldwide in three distinct classes: upper class, premium economy, and economy highlighted below. 42 Upper class Complimentary limo service on both sides of the Atlantic Drive Thru check in from the limo In-flight beauty therapy - massages and manicures Freedom menu - restaurant style cuisine at any time Onboard stand-up bar Personal 10.4 inch video screen Ergonomic seats with over 6 feet of sleeping space Sleep service - pajamas, full size pillows, feather duvets and fleece blankets A dedicated sleeping area 41 Keegan, Warren J & Green, Mark S., Global Marketing, 2 nd Edition, New Jersey: Prentice Hall, Page 40, Nm 2001. 42 Virgin Atlantic Customer Service Representative, Quick Reference Guide, 2001.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn

Trang 27 Fast track-priority service through immigration Ph bo him Kinh t Dedicated check-in desk Priority baggage handling Flexible ticket -no penalty for last minute changes Separate cabin Comfortable, wider seats with up to 6 inches of extra leg room Seatback video screen Preflight champagne Fruit throughout flight and ice cream during movies Free amenity kit Fast track-priority service through immigration Kinh t Seatback video screen with up to 43 channels of movies, music, and video games Choice of three entrees, including a vegetarian option Complimentary beverages, including cocktails Free amenity kit Children's services including K-iD backpacks, TV channels and special meals Ice cream during movies The price for the upper class ticket is around $9,000 dollars. Premium economy tickets are listed around $3,000 dollars and economy tickets are currently priced at $500.00 dollars to London. Virgin Atlantic is a small private airline that is not engaged in as many routes as other competitors. Virgin Atlantic offers non-stop services in the United States to and from London out of Boston, Chicago, Las Vegas, Los Angles, Miami, New York (JFK), New York (Newark), Orlando, San Francisco, Toronto, and Washington DC (Dulles). 43 International flights are offered in and out of Athens, Johannesburg, Tokyo, Hong Kong, Shanghai, Delhi, Barbados, St. Lucia, and Antigua. 44 43 Virgin Atlantic Customer Service Representative, Quick Reference Guide, 2001. 44 Virgin Atlantic Customer Service Representative, Quick Reference Guide, 2001.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn

Trang 28 Virgin Atlantic also offers transfer options (for upper class passengers) including a limo service to and from the airport on both sides of the Atlantic. A first class ticket on Heathrow or Gatwick expresses, provides limo services from Paddington Station and Victoria Station to the customers' final destination, and a two-day car rental for each sector flown. Virgin Atlantic offers the exclusive use of clubhouses (for upper class passengers), including Virgin touch beauty salon-massages, facials, and barber services at Heathrow and Gatwick. Also included are business facilities, restaurant-style dinning and a full-service bar. 45 Promotion is the publicized announcement designed to attract customers. c Trinh N Atlantic is continuously promoting through various media. These media will further be discussed in the Integrated Marketing Communications section. Selling Theses are efforts to induce the consumer to buy what the company has to offer set in line with the marketing strategy. 46 Virgin Atlantic targets specific customers by communicating the overall comfort and quality of the airline by providing identifiable dch v khch hng. Virgin Atlantic sells tickets primarily through the Internet, travel agents, and direct communication with customers. 45 Virgin Atlantic Customer Service Representative, Quick Reference Guide, 2001. 46 Keegan, Warren J & Green, Mark S., Global Marketing, 2 nd Edition, New Jersey: Prentice Hall, Page 40, Nm 2001.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Page 29 Marketing Value

Brand Values A brand is a complex bundle of images and experiences in the customers' mind. A brand represents a promise by a particular company about a particular product. 47 Brands allow customers to seek out particular products and to differentiate between sn phm. The Virgin brand has been built on Branson's shrewd ability to exploit weaknesses in competitors' customer service skills, as well as a flair for selfpromotion. Sir Richard's business philosophy is built around reputation, quality, innovation, and price rather than image. 48 The Virgin brand is recognized by Interbrand as one of the top 50 global brands. 49 Gordon Maw, Virgin money's marketing manager, explained that Virgin has four key business areas- mobile, airline, entertainment and financial servicesand that the group is now working to build the Virgin brand globally based around these four core propositions. 50 People all over the world increasingly prefer Virgin Atlantic's brand image. Virgin's award winning reputation has introduced quality and experience into airline travel. Consumers and business travelers with limited experience in international travel are highly likely to choose Virgin Atlantic rather than other airlines. These prestigious awards influence a customer's choice ofVirgin Atlantic for their travel needs. Virgins 47 Keegan, Warren J & Green, Mark S., Global Marketing, 2 nd Edition, New Jersey: Prentice Hall, Page 40, Nm 2001. 48 Alison Smith, A Genius for Publicity, Financial Times (August 4, 1997) p.9. 49 Marketing Week, Centaur Communication Limited , 2 August, 2001. 50 http://www.lexis-nexus.com
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 30 Atlantic's web page describes their brand image encompassing the following words: caring, value, fun, innovative, quality, and honesty. 51 Virgin Atlantic was originally conceived by Richard Branson to offer the best possible service while delivering the best possible value at all times. Internationally recognized as a fun-loving and highly innovative brand and one that is admired for its friendliness, intelligence, and integrity. 52 Service (The Branson Factor) This is the company's principle for increasing the quality of service delivered to khch hng ca mnh. 53 Virgin Atlantic strives to offers service to satisfy total customer needs. Mr. Branson's entrepreneurial attitude towards innovative publicity is seen in his fearless reputation for antics such as ballooning across the Atlantic Ocean. c Trinh N Atlantic's Managing Director, Steve Ridgeway is an equallypassionate advocate of brand values and shares Richard's irrepressible spirit of adventure, having been his copilot in the record-breaking speedboat crossing of the Atlantic in 1986. 54 Virgin Atlantics management attitude has played an important part in the widespread global success of the Virgin brand and promoting the values with which consumers can identify. Trong following quote, Sir Richard Branson clearly represents the ingenuity within the Virgin Empire. A brand name that is known internationally for innovation, quality and a sense of fun this is what we have always aspired to with Virgin. 51 http://www.virgin-atlantic.com 52 http://www.virgin-atlantic.com 53 Keegan, Warren J & Green, Mark S., Global Marketing, 2

nd Edition, New Jersey: Prentice Hall, Page 40, Nm 2001. 54 http://www.virgin-atlantic.com

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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 31 Quy trnh Process is the company's principle for involving every employee in the customer satisfaction process, both directly and indirectly. 55 Virgin Atlantic's process relates to both internal communications through employees and external communication through strategic alliances to further capabilities. The Virgin Atlantic management structure allows all head officers to report directly to Richard Branson. Sir Richard Branson is himself active in communicating with employees. He says in his book, Richard Branson: Losing My Virginity, I also insist that we continually ask our staff for their suggestions, and I try my hand at their jobs. When I tried pushing a trolley down the aisle of a jumbo, I crashed into everyone. When I talked to the crew about this, they suggested that we introduce a more waitress-style service and keep the trolleys to a minimum. The company is also engaged in code share and strategic alliance with various airlines, thus permitting greater external communication. 55 Keegan, Warren J & Green, Mark S., Global Marketing, 2 nd Edition, New Jersey: Prentice Hall, Page 40, Nm 2001.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 32 Tch hp Truyn thng tip th

Integrated marketing communication is defined by the American Association of Advertising Agencies (AAAA) as the a concept of marketing communication planning that recognizes the added value of a comprehensive plan, that evaluates the strategic roles of a variety of communication disciplines - for example general advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum communication impart. 56 Virgin Atlantic uses a wide range of marketing techniques. Advertising activity includes direct mail, TV, press, magazines, outdoor posters and taxi sides, all featuring their distinctive logo, the flying lady. Advertising is used to encourage people to fly Virgin Atlantic, to raise awareness of new product developments and to inform customers about new routes. For example, NBC primetime series Friends featured Richard Branson with the characters flying Virgin Atlantic to London. 57 In 2001, Virgin Atlantic spent 8 to 10 million dollars on a campaign linking Virgin with the movie Austin Powers: The Spy Who Shagged Me. They painted an enlarged Austin Powers on the tail, and Virgin was rebranded Virgin Shaglantic, featuring phrases such as: There is only one virgin on this billboard, baby! 58 . Virgin Atlantic operates a frequent flyer program, the Flying Club, to encourage loyalty in its customers. In addition to offering miles that can be exchanged for free flights and other rewards, Flying Club members are offered other support services and clubhouse access. Virgin Atlantic has pioneered Internet marketing in the airline industry. 56 Belch, George E., Belch, Michael A., Advertising and Promotion, Fourth Ed. Page 9-12, 1997. 57 http://www.nyama.org/mhf98.htm 58 Goetzl, David, Virgin Atlantic Airways, Advertising Age, 26 June, 2000. Vol. 71, Issue 27, Page 37.
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Virgin Atlantic Airlines

Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 33 Their web site allows more efficient communication between Virgin Atlantic and khch hng. Virgin Atlantic also utilizes an extensive customer database to further their marketing initiates. Moreover, Virgin Atlantic plans to add Internet capabilities to their my bay. Virgin Atlantic has signed a contract with Tenzing Communications that will connect travelers to the web through seat back television screens or passengers' personal laptops. 59 Virgin Atlantic's communications department works closely with their sales department, supporting larger corporate clients and travel agents on joint marketing hot ng. The Web site (www.virgin-atlantic.com) offers full electronic booking capacity, allowing passengers to reserve and pay for tickets online, plus full destination information and a comprehensive guide to the benefits of flying with Virgin Atlantic. Flying Club members are able to use this web site to check their mileage balance, rewards and earning opportunities while new members can subscribe online. Mt v d of Virgin Atlantic's unique advertising to flying club members was there Valentines' Day campaign of 2001. The company sent 5,000 single red roses accompanied by a Valentines' Day card to journalists, young managers, and flying club members. The card directed the recipient to the websi tewww.fellingthorny.com. Upon logging onto the site, a message on a pair of lips greets you You've been kissed...Virgin Atlantic. 60 Virgin Atlantic has their own design team who continuously develops the Virgin Atlantic's corporate identity through the use of literature, newsletters, posters, and other creative media. An interesting feature of Virgin Atlantic Airways is their work with the Virgin Healthcare Foundation. Virgin Atlantic sponsors an onboard charity, Change for 59 DiSabatino, Jennifer, Virgin Airways Set to Fly the Wired Skies, Computer World Online, 27 March, Nm 2001.

60 http://www.virgin-atlantic.com
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Page 34 Children, which supports four charities a year as well as a natural disaster relief program. In 2000, Change for Children donated 401,850 to its chosen charities. 61 Virgin Atlantic commission's quarterly customer satisfaction studies are conducted by the prominent market research organization NOP. 62 The surveys monitor the punctuality of flight departures, the length of check-in-lines, and the quality of inflight entertainment and service. The results of these surveys provide the airline with valuable information on which to base improvements in its services. Virgin Atlantic also participates in industry-wide surveys conducted by IATA (International Air Travelers' Association), TAPS (Transatlantic Passenger Survey) and SPEAR (Survey of Passengers on Europe Asia Routes). 63 These provide an evaluative benchmark for customer services. Virgin Atlantic's Press Office handles all direct communication with the press, television and radio. The Press Office drafts and distributes press releases providing journalists with information about Virgin Atlantic, as well as organizing press briefings, running press conferences, accompanying the press on new routes while creating opportunities for national and overseas media exposure. Sir Richard Branson openly admits that his most important and highest paid employee is his Public Relations and Communications Director, Will Whitehorn. Virgin Atlantic also is continuously involved in sponsorship programs. c Trinh N Atlantic has their own communication program aimed at staff within the company. Vi

regards to promoting the company, Virgin Atlantic has an events team that organizes press launches and other activities. 61 http://www.virgin-atlantic.com 62 http://www.virgin-atlantic.com 63 http://www.virgin-atlantic.com
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 35 Financial Details After extensive Internet and primary research we have concluded that Virgin Atlantic does not produce annual reports and accounts for the public. Tuy nhin, c certain figures quoted in the media. Graph 1.0 represents the increasing number of passengers traveling with Virgin Atlantic airlines. 0 1000000 2000000 3000000 4000000 S khch hng 1992 1994 1996 1998 Nm Number of Passengers Carried
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 36 Graph 2.0 illustrates the increasing in market share on routes added each year from 1992-1999. Graph 3.0 shows the difference in size between Virgin Atlantic and its primary competitor British Airways. 0 20000

40000 60000 S Hnh khch 2001 2000 1999 1998 1997 Nm Number of Passenger Carried Virgin Atlantic British Airways Routes For Virgin Atlantic 0 10 20 30 40 50 N Y L A B o s t o n S F J o h 1 n n . . . B 1 r b 1 d o

s A n t ti g u 1 Thnh ph N u m b e r o f R o u t e s 1992 1993 1994 1995 1996 1997 1998 1999

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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 37 Graph 4.0 portrays the total turnover in millions of Virgin Atlantic and British Airways. From 2000-2001 turnovers increased form 1.27 billion to 1.52 billion pounds, a 19.7% increase. Profits rose in this period from 40 million to 45.5 million pounds, a 14% increase. 64 In relation to the year 2000-2001, Sir Richard Branson stated

Although market conditions have continued to be difficult, with intense competition, high fuel prices and in particular a weak pound, the yields and load factors generally achieved by the airline have been strong. 65 64 http://www.virgin-atlantic.com 65 Virgin Atlantic Rises to Pounds 45 M.The Times (London) 31 July 2001 Total Turnover 0 2000 4000 6000 8000 10000 2001 2000 1999 1998 1997 Y e 1 r Turnover in Millions Virgin Atlantic British Airways
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 38 D on The United States economic downturn combined with terrorist activities of 2001 have accelerated changes to the airline industry that is formidable. The areas most affected by the past few months will be security and employment. These areas will undergo many changes in the coming months as airlines attempt to provide the safest and most secure means of transportation for passengers. The terrorist events of September 2001 have placed increased security demands on the airlines throughout the world. Eric Starks, Regional Director for Virgin Atlantic,

mentioned several areas in which he believes Virgin and otherairlines must reevaluate in order to provide a safe and secure environment for the customers. Mr. Starks identified areas both on and off the plane in which security efforts could be improved. The elements on the plane where security could be tightened are cockpit doors, on board security, regulations regarding on board baggage, and new utensil regulations. Many airlines have already added security bars to cockpit doors. Aircraft manufacturers are currently adding security bars and computerized keypad devices in order to further increase safety in the cockpit. Airlines must be more vigilant regarding carry on baggage, and customers boarding the plane. For instance, on October 19, th Virgin stopped four passengers flying to Yemen after conducting background checks which revealed the men had all bought their tickets from the same travel agent, on the same day, and in cash, and apparently did not know nhau. However, although they checked in at different times and to different sections of the plane, the men were determined to be acting as friends but, when confronted, denied knowing each other. Because of this combination of factors, the men
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 39 were denied the permission to fly on their scheduled flight, and instead flow the following day. The areas of the plane that require increased security are curbside parking, checkin, and general airport security. Airports have eliminated curbside parking and check-in. Passengers are no longer allowed to be dropped off or picked up, at the curbside area. Check-in requirements are the responsibility of the airline. Every customer must now make a personal check-in at the airlines' check-in desks. Our observational research showed that approximately three out of five passengers had their carry on baggage

thoroughly searched. Military personnel have temporarily been placed in certain airports to add to security. The cost of these increased security precautions will be undertaken by ngnh cng nghip hng khng. Additionally, government security policy is in progress to control and monitor airport security. In summation, the airline industry has been forced to rethink their security procedures to protect travelers against possible acts of terrorism. Virgin Atlantic Regional Director, Eric Starks, believes that there will be a slow rehiring with the recovering economy. Additionally, air traffic is expected to increase by Nm 2003.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 40 Kt lun All that needs to be said about Virgin Atlantic Airways is that: Delay announcements at its San Francisco executive lounge are likely to be greeted with applause.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 41 Ti liu tham kho Arnold, Mathew, Marketing, Hay Marketing Services Limited, 27 September, 2001. DiSabatino, Jennifer, Virgin Airways Set to Fly the Wired Skies, Computer World Online, 27 March, 2001. Eric Starks, Regional Director, Virgin Atlantic, 10-21-01, 2001. Goetzl, David, Virgin Atlantic Airways, Advertising Age, 26 June, 2000. Vol. 71, Issue 27, Page 37. Keegan, Warren J & Green, Mark S., Global Marketing, 2 nd Edition, New Jersey: Prentice Hall, 2000. Millennium Group, Re-inventing Retail Financial Services Research and Development Program, November 1996 Report 2: Creating and Delivering Value, 3.5 Virgin Innovative New Entrant,

Oyama, David. Virgin Atlantic Plans to Reduce Capacity, Cut 1,200 Positions. The Wall Street Journal, 18 September 2001, natl. ed.:A14 Parker, J. Paul & Donnelly Jr, James H., Marketing Management: Knowledge and Skills 6 th Edition, New York: Irwin/McGraw-Hill, Page 426, 2001. Pearce & Robinson, Strategic Management: Formulation, Implementation, and Control. Sixth Edition, Page 171, 1997. PR News Wire, London, Virgin Atlantic Implements Galileo International, 5 September, Nm 2001. Rifkin, Glenn. How Richard Branson Works Magic, Strategy and Business, Booz, Allen, & Hamilton, 1998, h ttp://www.strategy-business Virgin Atlantic Customer Service Representative, Quick Reference Guide, 2001.
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 42 Virgin Atlantic Rises to Pounds 45 M. The Times (London), 31 July 2001. http://www.BA.com http://www.iata.com/shop/Assets/download_product/whatwedo_revised.pdf http://www.lexis-nexus.com http://www.millenn.co.uk/96Reps/96Rep2.pdf http://www.virgin-atlantic.com
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Virgin Atlantic Airlines Manning/ Salter/ Tuinzing Copyright 2005 SalterQuest.com. Tt c cc quyn Trang 43 Ph lc Internet Research Advertising Handouts Power Point Presentation