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Identify a current issue that will impact on the organisation. I have chosen the organisation which is Virgin atlantic. Please follow the assessment and submission guideline to do this assignment.
This assignment must use marketing knowledge and marketing analysis technique to analysis Virgin atlantic. Follow information must mention in the assignment:
1. Identify marketing issue which the company is facing.
2. Explain the internal and external environment of Virgin Atlantic
3. Explain the opportunity and challenge of the Virgin Atlantic
4. What is strategy, and strategic marketing process (Analysis–Planning–Implementation–control). Understand the level of strategy. Explain the advantage and disadvantage of Virgin Atlantic in strategic marketing. Resource based theory of competitive advantage.
5. Give some suggestions to Virgin Atlantic for strategic marketing .
6. MUST mention the VRIO framework.
7. Other requirements please see the Assessment and submission guideline for all tasks.
8. In this assignment please include Understand the principles of strategic marketing (the details of understand the principles of strategic marketing is show on Assessment and submission guideline).
9. Assignment must use 4P analysis to analyse the organisation. 4P (Products/Promotion/Price/place). Understand relationship between corporate strategy and marketing strategy, give the solution of strategic marketing and corporate strategy to Virgin Atlantic (this part is important).
10. Please include some references which are listed in recommended text (in study Guideline page 3 ).
11. Market choices and targets of Virgin Atlantic .
12. Marketing positioning. If the business can wisely position itself in a advantageous place in the market, it will help the business create a new market space! How can business achieve it? Be creative and innovative; Avoid direct competiton; Think strategically.
13. strategic marketing choice, Look back to evaluate outcome.
14. Models of environmental analysis:
PEST/ SLEPT/STEEPLE
The global marketing environment –the physical environment–The macro environment –The intermediate environment–Organization
15. SWOT analysis : conversion strategies; matching strategies (this part is very important).
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