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Virgin Blue

In: Business and Management

Submitted By laalinn
Words 2260
Pages 10
EXECUTIVE SUMMARY
This Virgin Blue will be discussing about Virgin Blue history and when it began, its establishment as the first low fare airline in Australia. This report will also examine about Virgin Blue’s business model their advantages, in the market as a low fare airline and their financial circumstances that the airline industries have faced during their operation. In Australia first low fare airline, the report will analyze how they are keeping their position in the competitive market airline and what are their plans for expansion. Virgin Blue’s marketing strategy will be included to analyze their “no thrills” method. Further on the marketing strategy, the report will analyze how Virgin Blue manages their operations in a way to expend their target market across Australia effectively. This report will further examine how their future plans can give them the opportunity to take on the big competitor in the Australian airline industry like Qantas, Jet airways and Tiger. As summery of Virgin Blue’s financial report will be discussing how their profit and loss margin is performing and the risks that the Virgin Blue could be facing on their restructuring scheme. By anticipating, Virgin Blue’s plan, the report will discuss how the plan will be implement and how effective and efficiently will this approach be internationally.

1. HISTORY (Marketing Situation)

I. AUSTRALIAN AIRLINE HISTORY :
The idea of passengers flying between cities in Australia was imagined in the nineteenth century, but the first paying passenger to make a flight in Australia was Melbourne businessman M.H. Baillieu, who was taken on a 19 kilometer circular journey by aviator
Joseph Hammond on 2 March 1911. (Passenger flight in Australia) Qantas (Queensland and Northern Territory Aerial Services) was established in Queensland in 1920 by aviators W. Hudson Fysh and...

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