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Virgin Blue

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Appendix C – Sample Research Case Study

Virgin Blue
‘You can’t make a business case that you should be who you are not’

Shayne Connell Student Number: 9809317

Case Study GSBS6010 – Foundations of Marketing Theory Due: 11 March 2010 th Lecturers: Penny Crittall and Joel Goodsir

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Table of Contents

1. Executive Summary………………………………………………………3 2. Situation Analysis a. Identification of case issues………………………………....…. 4 b. Analysis of case issues using marketing theory…...........……5 3. Evaluation of alternative courses of action……………………………. 7 4. Recommendations………………………………………………………..7 5. References………………………………………………………………...9

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1. Executive Summary This analysis examines Virgin Blue’s strategy to increase share of the business and government travel market. This is the third change of strategic direction for the low cost carrier since 2000. The key issues are the challenge of repositioning the company while maintaining the brand strength of the airline, and continuing to meet the needs of the leisure market while offering value to business travellers. Virgin Blue has targeted the full service market leader, Qantas, by positioning itself as an airline for executives who can avail themselves of ‘Premium Economy’ services. The situation is analysed drawing on International case examples, strategic planning principles and growth strategies to evaluate alternative courses of action. Virgin Blue needs to target the business market in the unique Virgin way to differentiate and avoid blurring the brand image. Specific recommendations are described including an immediate investment by the Marketing Department to reposition the strategy, focusing on service innovation with priority given to communicating the ‘Virgin spirit’ as it relates to modern-day business.

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2a. Identification of case issues In February 1984 Richard…...

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