Marketing mix- virgin atlantic assignment

The airline currently employs 9000 qualified people. [ (Press Office – Online Interview) ] Your ability to select, recruit, hire and retain the proper people, with the skills and abilities to do the job you need to have done, is more important than everything else put together (Tracy) On the promotional front, the airline has an in house design team to design and produce letters, posters and videos. They work in conjunction with the marketing communication department that is responsible for keeping the public informed. [ (Virgin Atlantic Student information pack) ] Social Elements

The above points have helped the airline set a standard and remain one of the leading business and leisure airlines globally. By being such a huge company, it inevitably had to undertake corporate social responsibilities such as community development or donations. This aids in positioning the company while at the same time giving back to community. Another social element involves sponsorships. The airline sponsors certain activities in order to promote certain routes i. e. in 1997 Virgin Airline became the official airline for the Lions Rugby tour to South Africa, allowing them to open a Johannesburg service in 1997. (Virgin Atlantic Student information pack) ] Economic Elements The airline has to consider the environments economic situation as it conducts its business. It would be unwise to have the same air fares in Kenya as you would have in Switzerland or UK. This allows the company to retain customer loyalty in different countries, while still maintaining a profit margin. Also the airline now has other branch businesses i. e. investment banking which raise the company’s overall revenue. It has had a net worth of ? 1. 225 billion in previous years.