Virgin Train Marketing Management - page 1
Keywords: marketing management
By king on 09/04/2010
Level: Master's degree (MA, MBA, MSc, MEng, MRes, MPhil etc)
Page Number: 1 of 10 pages: 1 2 3 4 5 6 7 8 9 10
Virgin Train
Marketing Management
Contents
1. Executive summary
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2. virgin train introduction
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3. The importance of marketing
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3
4. Market research plan
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4
5. Macro environment
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5.1 The impact of politics in virgin railways
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5
5.2 Envelopments of Economic
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5.3 Social interaction with virgin trains
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5.4 The technological issue
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5.5 The legal impact
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5.6 Ecological
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6. SWOT Analysis
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7. Porters Competitive forces and generic strategies
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8. Marketing mix
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8.1 Product.
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8.2 Price
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8.3 places
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8.4 Promotion
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8.5 People
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8.6 Process
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8.7 Physical evidence
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9. Conclusion
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10. Bibliography
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1. Executive summary
This assignment is written for subject of Managing Market, and the company chosen is virgin train. In this assignment I tried to show what are the company market strategic are, what are the current market planning and what is influence of decision making on companies macro environment recent year. In this assignment I will be discussing how virgin trains is use-marketing mix to get competitive advantage. How virgin train is reacting with other competitive aliens on there resent change on British railway. In this assignment, i will be doing SWOT analysis about virgin train. I will use Porters competitive forces and generic strategies, to analysis the market planning, how macro environment has influenced its decision-making, and what are the changes have come recently.
2. Virgin trains introduction
Virgin train is United Kingdoms one of main railways company. The company is franchise from March 1997till march 2012. Two-share holder owns the company; virgin management owned by Sir Richard Branson who owns majority of share 51% and another 49% by Stagecoach plc. They have their group of board of directors from both the side.
The virgin train operates all major cities of the United Kingdom. The main services are London to West midlands, which mainly cover London to north of country such as Scotland, covered by all main cites in England to North Wales. Another major service is cross-country service, which operated longest distance in country, from the south and south west of England via midlands to north of England and Scotland.
3. Importance of marketing
Marketing is THE KEY business function. Marketing is so basic it cannot ne considered a separate function its a key of any business. It is the whole business seen from the point of view of the final result, and that main point view from any customer to any business.
Many associations describe marketing on different way with same meaning such as, British
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