Virgin Australia Situation Analysis Of The Game Change Strategic Plan
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|Author||: Kok Meng Chan|
|Editor||: GRIN Verlag|
Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 75%, University of Newcastle, course: Marketing management and planning, language: English, abstract: This situational analytical approach on Virgin Australia domestic business class product and its ambitious ‘Game Change’ strategic plan elict a comprehensive descriptive research data of the product, distribution, competition, target market and macro environmental situations which are exploited with SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. The objectives draw out three main marketing issues- cost control, improvement to competitive advantage without lowering pricing alone and strengthening its position as a full service carrier. Those factors that affect the product’s performance can then generate new insights and strategies about the product sustainability in the dynamic characteristics of demand and the proliferation of the airline market segments. The essence of the Game Change strategic plan involves activities that are different from the incumbent airline. This differentiation is important in order to knockout its competitive advantage over rivals. Virgin must compete using its valuable tools and unique value based on a tailored mix of activities that differentiate it from rivals but not lowering its pricing alone to attract travellers. The ethos of Virgin Australia’s vision is the ‘choice of airline’ that must match into the new business model in the marketing process. To support this view, fundamental changes are being embedded and underway according to plan which requires a different business model and interactions. Virgin has opted and entered into the growth strategies of product development and diversification through product/brand extension. The business class product is an example of brand extension which will be discussed.
|Author||: Yasir Farabi|
|Editor||: GRIN Verlag|
Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, University of New England, course: Marketing Management, language: English, abstract: The purpose of this report is to analyse the current market environment of Australian airline industry in which Virgin Australia operates. Throughout the last decade, the domestic airline industry in Australia is characterised by relatively flat growth, low profit margins and financial pressure and stiff competition. High entry barrier exists in the industry with soaring competition among the existing players. Even though the threat of substitutes is low, the overall situation is further worsened by high buyer and supplier bargaining power. Qantas, Jetstar and Tiger Airways are the three major players of the industry with Virgin Australia being the second largest domestic airline. While Qantas focuses its strategy towards high-end business class and corporate customers, Jetstar and Virgin compete for the rest of the market segments. Except Tiger Airways all three companies have shown positive financial performance over their operating cycles. Virgin Australia has strong brand value and image because of its innovative ideas and creative thinking. It operates a rapidly growing fleet primarily consists of Boeings and Airbuses. The low average fleet age helps the company to reduce maintenance cost of the aircrafts. Financial performance of the company was not so promising in the year 2011 because of rising fuel price, high value of Australian dollar and environmental disaster. However, the company has been successful over the past years and future outlook is promising. However, the company has failed to attract corporate customers because of over reliance on leisure market. Moreover, because of fuel market volatility, high exchange rate of Australian dollar and environmental disaster, the company has not been financially thriving in the past years. With intensified competition in an unfavourable environment characterized by high fuel price, rising environmental concerns and high bargaining power of the suppliers, Virgin Australia will find it hard to keep their game faces on in the days to come. With the recovery of economy the company’s financial performance is expected to improve in the years to come and with the opportunities that present itself within the operating environment, there is a sign of light at the end of the tunnel.
|Author||: Robert M. Grant|
|Editor||: Wiley Global Education|
Now in its tenth edition, Contemporary Strategy Analysis continues its tradition of accessibility, practicality, and real-world relevance to graduate and undergraduate students around the world. Focusing on strategic analysis, value creation, and implementation, this book provides a rigorous grounding in essential principles while offering up-to-date perspectives based on practices used at leading companies across industries and borders. Comprehensive coverage merges theory and application through new and updated cases, and the discussion surrounding business policy, business strategy, and the business environment links concept to context for a holistic understanding of the mechanisms at work. To keep pace with the field’s constant evolution, this new edition has been revised to reflect the current business landscape with expanded coverage of critical topics including disruption, innovation, technology, and other factors impacting strategic planning and implementation. Global perspectives throughout highlight the dynamic nature of strategic management in the face of borderless business, equipping students with the well-rounded knowledge base the future of business demands.
|Author||: Odies Collins Ferrell,Michael D. Hartline|
|Editor||: Thomson South-Western|
MARKETING STRATEGY, 6e, International Edition edition emphasizes teaching students to think and act like marketers. It presents strategy from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today--helping students develop a customer-oriented market strategy and market plan. Its practical approach to analyzing, planning, and implementing marketing strategies is based on the creative process involved in applying marketing concepts to the development and implementation of marketing strategy. An emphasis on critical thinking enables students to understand the essence of how marketing decisions fit together to create a coherent strategy. Well-grounded in developing and executing a marketing plan, the text offers a complete planning framework, thorough marketing plan worksheets, and a comprehensive marketing plan example for students to follow.
|Author||: Yasir Farabi|
|Editor||: GRIN Verlag|
Seminar paper from the year 2012 in the subject Business economics - Company formation, Business Plans, University of New England, course: Marketing Management, language: English, abstract: The purpose of the report is to develop a marketing plan for Virgin Australia based on the business analysis report prepared before by creating ideas for how the company can best conduct their marketing activities. Virgin can undertake market penetration strategy by a combination of competitive pricing strategies, advertising, promotion and perhaps more resources dedicated to personal selling. It can also expand its destinations to tap Qantas market share and can introduce new service dedicated to business travellers. To achieve its objective Virgin could improve in-flight services, introduce frequent flyer miles programme and tailor packages for young families, adventurers and students. Peak and off-peak pricing, student discounts, stand-by fares, early booking discounts could also be introduced as part of its pricing strategy. Advertising activity could include direct mail, TV, press, magazines, outdoor posters etc. A customer connection database can be used to information to send birthday greetings or information about the quality of customer service. Virgin has to extend its operations two fold if it wants to compete with Qantas. High quality first class private lounges with premium class private suite could be introduced for business customers. To position itself in the mind of business customers, it has to develop a two-brand strategy, targeting both the segments of leisure and business customer market. Attributes which may not be so important for leisure travellers have to given top priority to attract business customers. In order to facilitate an integrated approach for managing marketing resources different softwares could be used organization-wide such as Enterprise Resource Planning (ERP), Material Requirements Planning (MRP), and Efficient Consumer Response (ECR) systems etc. Integrated marketing communications (IMC) approach can be used to estimate the value of marketing mix executions based on the changes in customer behaviour these executions generate. The marketing strategy has to be divided into bits and pieces so that it could be handled easily. Communication channels have to be open to discuss new ideas, issues, challenges and opportunities. Additionally, any achievement has to be rewarded while repetitive failures have to be penalized.
|Author||: Romina Müller|
|Editor||: GRIN Verlag|
Essay from the year 2011 in the subject English - Grammar, Style, Working Technique, grade: A, Lindenwood University (-), language: English, abstract: Back in the seventeenth century, a woman’s responsibility was to preserve her virginity until marriage. A woman who had sexual intercourse before her wedding was considered undesirable and a slut. At the same time, men had sexual needs and desires that they wanted to fulfill, may they be married to the woman of their choice or not. Dealing with this issue of virginity and the concept of using time to its fullest (carpe diem—Latin for “seize the day”) are two of the most famous poems of this time. Robert Herrick’s “To the Virgins, to Make Much of Time” as well as Andrew Marvell’s “To His Coy Mistress” have a similar opinion about how a woman should use her youth and virginity, but have different ideas about whether to get married first or not.
|Author||: Craig S. Fleisher,Babette E. Bensoussan|
|Editor||: FT Press|
Meet any business or competitive analysis challenge: deliver actionable business insights and on-point recommendations that enterprise decision makers can’t and won’t ignore! All you need is one book: Business and Competitive Analysis, Second Edition . This generation’s definitive guide to business and competitive analysis has now been thoroughly updated with additional methods, applications and examples. Craig S. Fleisher and Babette E. Bensoussan begin with a practical primer on the process and context of business and competitive analysis: how it works, how to avoid pitfalls, and how to communicate results. Next, they introduce their unique FAROUT method for choosing the right tools for each assignment. The authors then present dozens of today’s most valuable analysis methods. They cover “classic” techniques, such as McKinsey 7S and industry analysis, as well as emerging techniques from multiple disciplines: economics, corporate finance, sociology, anthropology, and the intelligence and futurist communities. You’ll find full chapters outlining effective analysis processes; avoiding pitfalls; communicating results; as well as drill-downs on analyzing industries, competitive positioning, business models, supply chains, strategic relationships, corporate reputation, critical success factors, driving forces, technology change, cash flow, and much more. For every method, Fleisher and Bensoussan present clear descriptions, background context, strategic rationales, strengths, weaknesses, step-by-step instructions, and references. The result is a book every analyst, strategist, and manager can rely on – in any industry, for any challenge.
|Author||: Michael A. Hitt,R. Duane Ireland,Robert E. Hoskisson|
|Editor||: Cengage Learning|
Introduce your students to strategic management with the market-leading text that sets the standard for the course area. Written by respected scholars who have taught strategic management at all educational levels, Hitt, Ireland, and Hoskisson's latest edition provides an intellectually rich, yet thoroughly practical, analysis of strategic management. The classic industrial organization model is combined with a resource-based view of the firm to provide students with a complete understanding of how today's businesses establish competitive advantages and create value for stakeholders. Cutting-edge research is presented with a strong global focus, featuring more than 500 emerging and established companies. All-new opening cases introduce chapter concepts and mini cases offer new contexts of study. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
|Author||: Leo P. Chall|
CSA Sociological Abstracts abstracts and indexes the international literature in sociology and related disciplines in the social and behavioral sciences. The database provides abstracts of journal articles and citations to book reviews drawn from over 1,800+ serials publications, and also provides abstracts of books, book chapters, dissertations, and conference papers.
|Author||: Janin Ropot|
|Editor||: GRIN Verlag|
Research paper from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, International Business School Nürnberg, language: English, abstract: This report is to provide a theoretical framework analysis of Nokia’s current marketing strategy amid the hypercompetitive smartphone segment on the German market. In order to analyse the external and internal influences, this report commences with the PESTLE and SWOT analyses and evaluates Nokia’s competitive advantages. It is going to provide an in-depth description of a segmentation analysis, targeting and positioning strategies. In the second part of the report the reader will achieve understanding on Nokia’s chances to maintain their brand relevance to their target group. This is followed by recommendations on how to improve the current marketing situation and an overview of Nokia’s alternative strategic approach along with the resources and capabilities they require for increasing their market share, profitability and value creation. The main conclusions made in this report are to highlight the main range of products and the constantly altering product names, which is done to make products appeal more familiar to consumers. The second scenario suggests going a different way by inventing a control panel for household appliances. The research for the analysis comprises of a qualitative approach based on industry experts, internal documentation such as Nokia’s financial statements, market reports and public announcements relevant to the marketing strategy.
|Author||: Allan Afuah|
In today’s fast-changing business environment, those firms that want to remain competitive must also be innovative. Innovation is not simply about developing new technologies into new products or services, but in many cases, finding new models for doing business in the face of change. It often entails changing the rules of the game. Strategic Innovation demonstrates to students how to create and appropriate value using new game strategies to gain competitive advantage. The book begins with a summary of the major strategic frameworks and showing the origins of strategic innovation. Next, Afuah gives a thorough examination of contemporary strategy from an innovation standpoint, including: how to develop strategy in the face of change a detailed framework for assessing the profitability potential of a strategy or product consideration of how both for-profit and non-profit organizations can benefit from new game strategies. With a wealth of quantitative examples of successful strategies, as well as descriptive cases, Strategic Innovation will complement courses in strategy, and technology and innovation.
|Author||: Naomi Klein|
|Editor||: Knopf Canada|
WINNER 2014 – Hilary Weston Writers’ Trust Prize for Non-Fiction Forget everything you think you know about global warming. The really inconvenient truth is that it’s not about carbon—it’s about capitalism. The convenient truth is that we can seize this existential crisis to transform our failed system and build something radically better. In her most provocative book yet, Naomi Klein, author of the global bestsellers The Shock Doctrine and No Logo, tackles the most profound threat humanity has ever faced: the war our economic model is waging against life on earth. Klein exposes the myths that are clouding the climate debate. We have been told the market will save us, when in fact the addiction to profit and growth is digging us in deeper every day. We have been told it’s impossible to get off fossil fuels when in fact we know exactly how to do it—it just requires breaking every rule in the “free-market” playbook: reining in corporate power, rebuilding local economies and reclaiming our democracies. We have also been told that humanity is too greedy and selfish to rise to this challenge. In fact, all around the world, the fight back is already succeeding in ways both surprising and inspiring. Climate change, Klein argues, is a civilizational wake-up call, a powerful message delivered in the language of fires, floods, storms and droughts. Confronting it is no longer about changing the light bulbs. It’s about changing the world—before the world changes so drastically that no one is safe. Either we leap—or we sink. Once a decade, Naomi Klein writes a book that redefines its era. No Logo did so for globalization. The Shock Doctrine changed the way we think about austerity. This Changes Everything is about to upend the debate about the stormy era already upon us.
|Author||: Joe Tidd,John Bessant|
|Editor||: Wiley Global Education|
Managing Innovation is an established, best-selling text for MBA, MSc and advanced undergraduate courses on innovation management, management of technology, new product development and entrepreneurship. It is also widely used by managers in both the service and manufacturing sectors. Now in its fifth edition, the text has been fully revised and is accompanied by the Innovation Portal at www.innovation-portal.info, which contains an extensive collection of additional digital resources for both lecturers and students. Features: The Research Notes and Views from the Front Line feature boxes strengthen the evidence-based and practical approach making this a must-read for anyone studying or working within innovation. The Innovation Portal at www.innovation-portal.info is an essential resource for both student and lecturer and includes the Innovation Toolkit – a fully searchable array of practical innovation tools along with a compendium of cases, activities, audio and video clips.
|Author||: Jeannette Walls|
|Editor||: Simon and Schuster|
Journalist Walls grew up with parents whose ideals and stubborn nonconformity were their curse and their salvation. Rex and Rose Mary and their four children lived like nomads, moving among Southwest desert towns, camping in the mountains. Rex was a charismatic, brilliant man who, when sober, captured his children's imagination, teaching them how to embrace life fearlessly. Rose Mary painted and wrote and couldn't stand the responsibility of providing for her family. When the money ran out, the Walls retreated to the dismal West Virginia mining town Rex had tried to escape. As the dysfunction escalated, the children had to fend for themselves, supporting one another as they found the resources and will to leave home. Yet Walls describes her parents with deep affection in this tale of unconditional love in a family that, despite its profound flaws, gave her the fiery determination to carve out a successful life. -- From publisher description.
|Author||: Robert M. Grant,Judith J. Jordan,Phil Walsh|
|Editor||: Wiley Global Education|
Foundations of Strategy, Canadian Edition is a concise text aimed at both undergraduate and MBA students. With the needs of these students in mind, the authors made sure that the text was written in an accessible style, with a clear, comprehensive approach and sound theoretical depth. An excellent set of current and in-depth Canadian and global cases will show students how to apply the strategy concepts in real-world scenarios. Today’s strategy modules are delivered in a wide variety of different formats to a wide range of audiences. Instructors frequently find themselves faced with the challenge of delivering their modules in relatively short time frames to student groups with very diverse educational and employment backgrounds. This text is designed to assist instructors in meeting this challenge by covering the core aspects of strategy as concisely as possible without losing academic depth.
|Author||: Richard M.S. Wilson|
Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures
|Author||: Gerry Johnson,Richard Whittington,Duncan Angwin,Patrick Regnr,Kevan Scholes|
This package includes a physical copy of Exploring Strategy text only 10th edition as well as access to the eText and MyStrategyLab. With over one million copies sold worldwide, Exploring Strategy has long been the essential introduction to strategy for the managers of today and tomorrow. From entrepreneurial start-ups to multinationals, charities to government agencies, this book raises the big questions about organisations - how they grow, how they innovate and how they change. With two new members added to the renowned author team, this tenth edition of Exploring Strategy has been comprehensively updated to help you: - Understand clearly the key concepts and tools of strategic management - Explore hot topics, including internationalisation, corporate governance, innovation and entrepreneurship - Learn from case studies on world-famous organisations such as Apple, H&M, Ryanair and Manchester United FC.