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C/M/1772. Examination of Virgin's low cost airlines strategic global marketing

WORDS:
1550
DATE:
2010
PRICE:
19.99 GBP

This paper examines the global marketing strategies adopted by Virgins low cost airlines in Australia, Europe and America. The paper answers the following questions What factors would determine whether Virgin Express could have succeeded in Europe if Ryanair or Easyjet had gone out of business, How important is local market knowledge and operational experience in achieving success, what benefits could accrue from merging Virgin Express with SN Brussels, and having achieved success in Australia, what factors might determine whether Branson is successful in the USA. The paper concludes by examining the reasons why there are different results even when the same business model is used in different regions. The paper includes two detailed appendices, with information on Virgin express and the SN Brussels merger, Virgin American low cost airlines and the marketing strategies of low cost carriers in Europe.

 

KEYWORDS: Global marketing, Virgin, low cost airline, Australia, Europe, America, Virgin Express, Ryanair, Easyjet, SN Brussels, business models,

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