Analysis of Marketing Environment of Virgin Australia

Inhaltsverzeichnis (Table of Contents)

• Executive Summary
• 1. Introduction and Overview
  • 1.1 Structure outline
  • 1.2 Limitations
  • 1.3 Virgin Australia
• 2. The Macro Environment
  • 2.1 The General Environment
    • 2.1.1 Demographic changes
    • 2.1.2 Socio-cultural forces
    • 2.1.3 Political/legal trends
    • 2.1.4 Economic trends
    • 2.1.5 Technological trends.
    • 2.1.6 Global factors and other issues
  • 2.2 The Competitive Environment – The Airline Industry
    • 2.2.1 Analysing the Industry Structure Using Porter's Five Forces.
• 3. The Micro Environment
  • 3.1 Competitor analysis
    • 3.1.1 Qantas
    • 3.1.2 Jetstar
    • 3.1.3 Tiger Airways.
  • 3.2 Customer analysis
    • 3.2.1 Regional segmentation
    • 3.2.2 Income segmentation
  • 3.3 Company analysis .
    • 3.3.1 Physical resources
    • 3.3.2 Financial performance
    • 3.3.3 Brand image
    • 3.3.4 Innovation and creativity
• 4. SWOT Analysis
• 5. Conclusion .

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This report aims to analyze the current market environment of the Australian airline industry, focusing specifically on Virgin Australia's operations. It investigates both the external and internal factors that influence Virgin Australia's success, aiming to understand the company's position within the competitive landscape.

• The macro environment surrounding Virgin Australia, including demographic changes, socio-cultural forces, political/legal trends, economic trends, technological trends, and global factors.
• The competitive landscape of the airline industry, using Porter's Five Forces model to analyze industry structure.
• Virgin Australia's micro environment, focusing on its competitors, target market, and internal performance.
• Virgin Australia's strengths, weaknesses, opportunities, and threats (SWOT analysis).
• The challenges and opportunities facing Virgin Australia within the current market environment.

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the purpose, structure, limitations, and background of the report, providing a brief overview of Virgin Australia's history and evolution.

Chapter two delves into the external environment surrounding Virgin Australia, analyzing the general environment through demographic, socio-cultural, political/legal, economic, technological, and global factors. It also examines the competitive environment of the airline industry using Porter's Five Forces model.

Chapter three focuses on Virgin Australia's internal environment, analyzing its competitors, target market, and internal performance, including physical resources, financial performance, brand image, and innovation.

Chapter four, which is not summarized here, likely presents a SWOT analysis of Virgin Australia, identifying its strengths, weaknesses, opportunities, and threats.

Chapter five, which is also not summarized here, most likely focuses on the conclusions and recommendations derived from the analysis of the external and internal environments of Virgin Australia.

Schlüsselwörter (Keywords)

The report focuses on the Australian airline industry, particularly Virgin Australia, its competitive landscape, and the impact of external and internal factors on its performance. Key terms and concepts include Porter's Five Forces, SWOT analysis, demographic changes, socio-cultural forces, economic trends, technological advancements, competition, brand image, financial performance, and innovation.