Contents

• Part A 3
• Virgin Atlantic Airways – Macroeconomic Factors 3
• Introduction 3
• Virgin Atlantic Airways 3
• PESTEL of UK Airline Industry and the influence on Virgin Atlantic Airways 4
• Political 4
• Economical 5
• Social 6
• Technological 7
• Environmental 8
• Legal 9
• Conclusion & Recommendations 9
• Part B 10
• Virgin Atlantic Airways – Marketing Mix 10
• Introduction 10
• Traditional 4 P Model and Virgin Atlantic Airways 11
• Product 11
• Price 12
• Place 12
• Promotion 13
• Expanded Marketing Mix of 7Ps 13
• People 14
• Physical Evidence 15
• Process 15
• Recommendations and Conclusion 16
• References 17

Description

There are several factors that contribute to the success or otherwise of an organization. Some of factors could be internal to the organization and some of the factors could be external. While the a company cannot do much to control the external environmental forces, it can very well adapt its processes to suit the needs created by the external environment or macroeconomic factors. On the other hand, a company has a fair degree of freedom and resources to control and enforce changes in its internal environment or microeconomic factors. The paper discusses the influence of macroeconomic factors on industries and on the chosen airlines industry of the UK. The paper also discusses the adaptive measures taken by Virgin Atlantic Airways to adapt to the changes in macro economy. In the second part of the report the paper discusses 7 Ps of marketing mix and how effectively Virgin Atlantic Airways uses them to its advantage. Each of the parts end with recommendations if any, to Virgin Atlantic Airways.