The inauguration of Virgin Australia Airlines, by Sir Richard Branson, as a domestic carrier in 2000 basically aimed at the convenience of the budget travelers. The Airlines was inaugurated as relaxed informal airline. Sir Richard was open-minded, amiable, and generous with his management team, imaginative, audacious and exclusive in his thoughtfulness. Initially started as a low-cost carrier, the company improved its services to turn itself into a “new-world carrier” as described by themselves (Virgin Blue media release, 2011, para. 2).However all these faltered when Qantas’ past marketing manager took over during 2011. The airline is financially weak and its share price has slumped.
Cineplex Inc. is a Canadian entertainment company that operates from one of the busiest cities in the world Toronto, Ontario. Cineplex currently has 162 theatres within Canada under numerous brands such as, Cineplex Cinemas, Cineplex Odeon, SilverCity, Galaxy Cinemas, Cinema City, Famous Players, Scotiabank Theatres and Cineplex VIP Cinemas. With the company's history going back more than a century it is not unusual that the previous decades have been full of mergers, acquisitions and growth that has brought about one of the biggest movie theatres today.
Air Canada can be considered a fortunate airline as it does not have any major threat from new entrant stepping in Canadian airline industry due to the strict government legislation and regulations. “Even though the entry barriers for new airlines are lower in a deregulated market, still prospect of a new entrant entering the market is weak to moderate.
Market segmentation is the first step in defining and selecting a target market to pursue and penetrate. Basically, market segmentation is the process of splitting up an overall market into two or more groups/classes of consumers. Each group of consumers is called as a market segment. Each group (or market segment) should be similar in terms of certain characteristics or product/ service needs. In business world, market segmentation is considered to be a most important tool in enabling marketers to better meet customer needs and requirements. It is the process of splitting the customers, or potential customers, in a market into different groups, or segments, within which customers share a similar level of interest in the same,
Delta Airlines Inc. founded by C.E. Woolman in 1928, began as a humble little aerial crop dusting operation out of Macon, Ga called Huff Daland Duster in 1924. Later renamed Delta Air Service in 1928 and flying its first passenger on June 17,1929 has definitely come a long way. From flying living vegetable plants to now flying over 160 million passengers to their destination of choice each year, is one of today’s global giants in the airline industry.
(Philip,2011) “Marketing environment is consists of the actors and forces outside the marketing department that affect marketing management’s ability to build and maintain successful relationships with target customers” . The marketing environment consists of micro and macro environment .
When talking about environment in general, we think of the surrounding things that have an ability to affect. Same is applied with marketing environment. Marketing environment is the collection of all of the surrounding actors and forces that have the power to affect the company 's ability to do its job in having good relationship with target customers and satisfying their needs (Kotler, Armstong, Tolba, Habib, (2011).
JetBlue Airways is a company that applies innovative technologies to offer high quality travel services at a lower cost (Shrivastava, 2012). A SWOT analysis of JetBlue airlines shows that despite the numerous opportunities and strengths it has, it is exposed to threats and weaknesses that pose challenges in its operations. The threats include issues like strong competition from other airlines and the volatility of the fuel prices.JetBlue Airlines is relatively new to the market when compared to its major competitors such as the Southwest and Delta Airlines. Most of its strategies have worked to its benefit. However, the threats and weaknesses necessitate strategic changes that will enable them to continue sustaining their
Brand image is the variable which enforce a consumer for finding difference between brand and its competitors. Brand image consist of expectations, impressions and beliefs that a person holds about brand. The overall perception of consumer about quality and service can be created by brand image. Brand image is nothing but organization character. Brand image may create by good experience or sometime by observation. A positive brand image is created when a person is associated with a specific brand and recommend that brand to others. Brand image is one of the most powerful aspects that establish the reputation of a specific brand in the marketplace. Without a positive and strong Brand Image, companies cannot
Threat of new entrant: Threat of new entrant is quite low because of high capital requirement and lower margins in low-cost airline segment. In addition, market share in this segment is fragmented, which is why it not that easy to snatch market share from existing employees.
Market are segmented in order to make it easier for businesses to target these segments according to the features and habits they exhibit. These segments must be definable, specific, profitable, and is has room to grow. The following outlines the segmentation for the market of Mercedes Benz broken down into demographic, behavioral and psychographic segmentation.
Johnny Cupcakes, Inc. also known as Johnny Cupcakes, is an independent clothing and accessories brand founded by Johnny Earle in 2001. Johnny Cupcakes is a mid-size apparel retailer, which selling T-shirts, shorts, sweaters, jewelry, undergarments, pins, hats and accessories. The brand tends to use cupcakes as the outstanding design motif to replace iconic symbol with a cupcake symbol on its clothing. The brand’s logo is skull and crossbones, with a cupcake replacing the skull.
Five forces which would impact an organization 's behavior in the market. Understanding the nature of these forces provides organizations the required insights to enable them to formulate the appropriate strategies to be successful in their market (Thurlby, 1998).