Virgin Atlantic SWOT Analysis, USP & Competitors

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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

Virgin Atlantic STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Virgin Atlantic is a premium airlines which concentrates on customer experience and hospitality

Virgin Atlantic SWOT

Strengths

1. Virgin Atlantic has got a strong foundation and has efficient services

2. Virgin Atlantic has a satisfied customer base and preferred airline of affluent customers

3. Carried over 5 million passengers in a year

4. Virgin Atlantic is 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

7. More than 8000 people are employed with the airline

Weaknesses

1. Severe competition means limited market share growth for Virgin Atlantic

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. Virgin Atlantic can increase its international routes and destinations

Threats

1. Rising fuel costs and changing aviation regulations

2. Rising labour costs can affect margins for Virgin Atlantic

3. Increasing competition in the European market

Competition

Competitors

1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Emirates

12. United Airlines

13. KLM


The table above concludes the Virgin Atlantic SWOT analysis along with its marketing and brand parameters.

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