Jonathan Phillip Voutier Student #: Submitted To: Nadia Silvani Course Code: FIS350FB Date: 01/10/2013

Airline Profile  Richard Branson is founder of the airline and president.  Mission statement: “To grow a profitable airline, where people love to fly and where people love to work.”  Virgin Atlantic's first flight was on 22 June The airline was set up with just one route to New York.  Virgin Atlantic’s headquarters is in the UK in Crawley, which is near London Gatwick Airport  The airline also has oversea offices in the United States, Caribbean, South Africa, Hong Kong, Tokyo, Shanghai, Delhi and Lagos  Virgin Atlantic is an independent airline, and is the second largest long haul airline in the UK and the third largest European carrier over the North Atlantic

Routes  United Kingdom: Manchester, London, Glasgow, Edinburgh, Aberdeen  North America: USA and Canada – Boston, Chicago, Las Vegas, Los Angeles, Miami, New York, Orlando, San Francisco, Vancouver, Washington  Caribbean and Mexico: Antigua, Barbados, Cancun, Grenada, Jamaica, St. Lucia, Tobago, Havana  Asia: Delhi, Hong Kong, Mumbai, Shanghai, Tokyo  Africa and Middle East : Cape Town, Dubai, Johannesburg, Lagos  Australia: Sydney

Partner Airlines  “If we can't fly you to your final destination, we have a friend who can.”  Air China (Beijing)  Cyprus Airways (Larnaca)  Singapore Airlines  Virgin Australia  Air New Zealand  Delta Air Lines (Canada,USA,Caribbean)  South African Airways  All Nippon Airways  Jet Airways (Mumbai)  Transaero Airlines (Moscow)

Our Fleet  Boeing (London Heathrow Based)  Airbus A We currently operate Boeing 747 and Airbus A340 aircraft.

Target Market  VA’s target market based on statistic shows that upper class passengers are predominately travelling on business and are male, 35 to 45 years old  Passengers in Premium Economy are split fairly evenly between travelling for business or leisure. Most of these travellers are male, average age 41  Also those travelling on business are often doing so because their company operates an economy travel policy  Economy passengers are a much broader group, travelling mainly for leisure and evenly spread across most social economic groups and age ranges.

Why Virgin Atlantic?  VA operates a two class system: Upper Class and Economy class, which is segmented into Premium Economy a full fare separate economy cabin and Economy covering all other coach/economy fares.  VA operates a frequent flyer programme, flying club to encourage loyalty in existing flyers; offering miles which can be exchanged for free flights and other rewards, flying club members are rewarded with a swarm of other benefits.

Competitors  Competitors to Virgin Atlantic are British Airways, American Airlines, Continental, Delta and United on long haul routes and even Cathay Pacific to routes towards the Far East. Advantages  VA has successfully used branding to develop perceptions of a corporate personality, offering a unique combination of service elements and attributes, which serve to set themselves apart from the competition.  In other words, they have developed a ‘service brand’ symbolising both individualistic attributes and quality of service.

Uniforms  atlantic.com/gb/e n/the-virgin- experience/fitfoo/ our-people/watch- the-trailer.html

Works Cited  "Everything You Need to Know." About Us. N.p., n.d. Web. 30 Sept  "Destination Guides." Worldwide Flights. N.p., n.d. Web. 30 Sept  "Our Fleet." Our Aircraft. N.p., n.d. Web. 30 Sept  "Our Codeshare Partner Airlines." Our Codeshare Partners. N.p., n.d. Web. 01 Oct  "Watch the Trailer." Worldwide Flights. N.p., n.d. Web. 01 Oct