Virgin Airways

1 ? ? ? ? ? ? ? ? ? Marketing Orientation Marketing Strategy Value train Core competences/capabilities Activity System Sustainability of business model Vulnerabilities at heart Activity System Marketing (strategic) issues 1-4 Solution for issues 1-4 2 ? The marketing conceit says that an organization?s purpose is to discover needs and destinys in its target markets and to satisfy those needs to a greater extent(prenominal) effectively and expeditiously than competitors.

(Slater & Narver, 1998) Customer-led example Market-oriented Latent needs example innovations like : limousine service, motorcycle pick-up Pro-active: creative marketing campaigns, in-flight entertainment, introduction of a mid(prenominal) Class 1 2 3 proactive Long-term becoming a global airline 4 5 6 Customer surveys Key account / Focus 7 groups customer value Generative Quarterly reports Observation Continuous experimentation more value for less money adding new/different services employees go with airline and interview customers adding new/different services condescend flyers program --> SAS/ American express/ intercontinental hotels 8 Selective partnering 3 ? monetary value efficiency (according ? Economies of scale ? Capacity utilization: High commit factors (exhibit 9) ? Supply cost ? Location : Gatwick airport in beforehand(predicate) years ? Product process design ? Labor productivity: highest productivity sales per employee (exhibit 10) ? Experience ? hiring experts of airline industry Conclusion: VAA is more a market-oriented business than a customer-led business. It is pro-active, continually innovating its product and services. A market orientation is concerned with understanding both denotative en latent customer needs (Slater and Narver 1998) 4 ? ? the degree to which a firm globalizes its marketing behaviors in various countries through standardization of the marketing mix variables, concentration and coordination of marketing activities, and integration of competitive... If you want to get a full essay, order it on our website: Orderessay

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