Virgin Atlantic SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 12724
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SWOT Analysis of Virgin Atlantic with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Virgin Atlantic Airways

Parent Company

Virgin Group

Category

International

Sector

Airlines

Tagline/ Slogan

Your Airline's Either Got It, Or It Hasn't

USP

Premium Airline, Upper Middle Class, Middle Class

STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Premium Airlines which concentrates on customer experience and hospitality

SWOT

Strengths

1. Backing of Strong Promoter
2. Satisfied Customer Base and Preferred Airline of High Paying Customer

3. Carried over 5 million passengers in a year

4. One of the largest British Airlines with over 35 destinations

5. Excellent advertising and innovative branding by Richard Branson

6. High brand recall as a leading premium airline

Weaknesses

1. Severe Competition from Cash Rich Middle Eastern Airlines

2. Limited global presence specially in the emerging economies

Opportunities

1. The Heathrow Terminal is a major hub across the world and it has a major presence here

2. Leverage its strong brand presence to penetrate globally

3. Increase its international routes and destinations

Threats

1. Rising Fuel Costs and changing aviation regulations
2. Rising Labour Costs
3. Increasing Competition in European Market

Competition

Competitors

1.British Airways
2.British Midland 
3.Emirates
4.Jet Airways



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