Question

Hello can i get answers to this questions from Principles of Marketing 17th edition related to Company Case; Virgin America: Flight service for the Tech Savvy

7-19 Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the market for airline services.

7-20 Which market targeting strategy is Virgin America following? Justify your answer.

7-21 Write a positioning statement for Virgin America.

7-22 What are the potential issues for Virgin America following the Alaska Airlines acquisition? Will Virgin America continue to appeal to the same types of customers? Why or why not?

Answer 1

1. Virgin America is an airline that primarily targets the creative class that are young, urban, tech-savvy professionals using smartphones to frequent social media sites, such as Twitter and Facebook. Three segments variables are recognized demographic, psychographic and behavioral segmenting.

2. Virgin America is using a concentrated marketing or niche marketing strategy, instead of going after a large share, they are focusing on a small share of a large market. Virgin America focuses on equipping its planes with the latest hardware and software, giving it less meaning to low-price airfares. Their main target is to establish themselves based on a “Customer First” strategy.

3. Explore the U.S with Virgin America with the latest and most sophisticated aircrafts and liveliness for your long flight!!

4. Passengers travelling on Virgin America will now use Alaska’s website. Virgin America would have to simply sell tickets for Virgin flights on Alaska’s platform.

PSS cutover would be the most important hurdle for both as the integration happen

Another challenge would be the transfer of reservations and information from the outgoing airline’s system to the new one

They would not be catering to the same customers. The customers would now be of Alaska and this would be reflected in customer royalty. However, the groups or segments would remain mostly the same.