维珍航空案例Virgin Atlantic Case.pptVIP

Virgin Atlantic Airways Case Virgin Atlantic Airways:Case Objectives To integrate the concepts of services marketing as a capstone to the course. To examine the themes of service quality, innovation, public relations and pricing as they relate to success in a service. To demonstrate the delivery of customer value. To illustrate service positioning as a competitive strategy. Attributes and Dimensions of Customer Value Offered by VAA Comparative Flight Revenuesfor VAA and BA VAA’s Weaknesses MARKETING STRATEGY No clear customer targets “Wild” image not good for all customers Public relations