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Virgin Atlantic Airways HOSPITALITY MARKETING MANAGEMENT CLASS Free essay! Download now

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Virgin Atlantic Airways HOSPITALITY MARKETING MANAGEMENT CLASS

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Virgin Atlantic Airways HOSPITALITY MARKETING MANAGEMENT CLASS essay previewVirgin Atlantic Airways HOSPITALITY MARKETING MANAGEMENT CLASS essay previewVirgin Atlantic Airways HOSPITALITY MARKETING MANAGEMENT CLASS essay preview

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Virgin Atlantic Airways HOSPITALITY MARKETING MANAGEMENT CLASS

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UNIVERSITY OF SAN JOSE- RECOLETOS
COLLEGE OF COMMERCE
TOURISM AND HOSPITALITY DEPARTMENT

HOSPITALITY MARKETING MANAGEMENT CLASS

CASE# 4
Virgin Atlantic Airways




Situational Analysis

Demographic

Virgin Atlantic Airways entertains the different status, gender and age. Most of the travelers are business traveler and leisure travelers.
They allow children ages 5-and above to travel. Below 5 years old, the kid should have guardian ages 16 up or parents. For the unaccompanied child/children, they must follow a certain rule. The Virgin Atlantic also accepts trained pets who accompanied disabled person e.g. Blinds person. Also some of their passengers are packed with friends, families and high yield business travelers.

Technological

Virgin Atlantic Airways gives importance to technology. Technology could also upgrade the expectations of passengers. Virgin Atlantic Airways knows how dangerous to fly the airplane without further checking of its technology. There are aircrafts engineers that have been researching to improve security airlines. They also implement high technologies to entertain the passengers while waiting for arrival. They don't want the passengers feel bored during the flight.
Innovations were implemented in order for the passengers to relax and to feel comfortable. There were video entertainment, Sony watchman on board, individual video screens for every seat; virgin’s onboard entertainment offered 20 audio channels, 16 video channels. Those innovations were created to cater the needs and wants of the customers as well as to understand the passengers needs and go beyond their expectations. They accept any status of passengers.

Political-Legal
In January 1991, the UK opened Heathrow Airport to Virgin when it abolished the London Air Traffic Distribution Rules in response to pressure from the industry. The London Air Traffic Distribution Rules had come into effect in 1978, originally created to achieve a fairer distribution of traffic between Heathrow and Gatwick, the UK's two main international airports, to help Gatwick make a profit.

The former rules stated airlines without an international scheduled service from Heathrow prior to 1 April 1977 would not be permitted operations there; instead they would have to use Gatwick. Before the abolition, airlines that did not already operate at Heathrow could commence domestic scheduled services there provided BAA, which ran both Heathrow and Gatwick on behalf of the Government, and the Secretary of State for Transport, granted permission.

Economic
The economic issues in the industry are also mostly concerned with deregulation. The evolution of industry structure plays an important role in determining the robustness and stability of lower air fares in unregulated markets. Deregulation keeps airline fares so low as compared to that of other countries. The reason for this is because despite the failure of most entrants since deregulation, investors continue to create new airlines.
Market implications: ...

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