Mission, Objective and Goals of Virgin Atlantic Essay Example

the potential to fulfil both the emerging public perception of the brand and provide shareholder with a good return on their equity investment”.

OBJECTIVES

“The objectives of virgin Atlantic are:”.

Fun Value for money Quality Innovation Competitive challenge Brilliant customer service

GOALS

The goal of the organization is to plan and maintain a global presence in travel, mobile, communications, entertainment, retailing and music. Outline the marketing process, explaining the concepts of target consumers, using marketing strategies of competitive advantage, and developing the marketing mix.

MARKETING PROCESS

“Marketing process is defined as the process of analysing market opportunities, selecting target markets, developing the marketing mix and managing the marketing effort”. The main aim is to position a product across the market and customers by satisfying their needs and wants.

TARGET CONSUMERS

The four main steps to identify the target consumers.

1. Demand measurement and forecasting – identify products and current sales.
2. Market segmentation - geographic, demographic, behavioral and psychographic
3. Market targeting – evaluation of market segment
4. Market positioning – formation of the position of a company. The marketing strategy for competitive advantage: The main way of competing in the market is to produce something differentiated and unique from their competitors.