Global marketing Essay Example | Topics and Well Written Essays - 500 words

Global marketing - Essay Example The airline industry is highly competitive with a large number of market players both in domestic as well as international routes. The advent of Low cost carriers has also compounded the competition with a predatory pricing mechanism (Wensveen, 2010). The key market drivers for the growth of the industry include a robust economic growth that would mean increase in business class passengers as well as growth in the tourism industry both of which can act as good drivers for the industry (AAPA, n.d.). Virgin Atlantic was established in the year 1984 under the leadership of Richard Branson under a joint venture with Singapore Airlines that has a 49 percent stake (Virgin Atlantic-a, 2011). The company headquartered at the UK is one of the most favoured and established brand in the industry (Virgin Atlantic, 2011). Considering the fact that there are a large number of market players with heightened levels of competition the role of branding assumes considerable importance in this industry so as to help create a distinction from the other brands in the market. Virgin Atlantic is a global brand and faces stiff competition from some of the well reputed brands including British Airways, Emirates and Delta Air, Continental and American Airlines in the international markets. In the domestic front it faces competition from the legacy carriers as well as low cost carriers like Ryan Air, Easy Jet etc. The competitive advantage of Virgin airlines comes from its excellence in service delivery and a formidable brand image. The project would try to analyze the global airline industry in the context of the chosen organization and would also try to formulate a suitable strategy for the expansion and growth of the airline in the US (Los Angeles) market. Virgin Airlines is a legacy carrier and caters mostly to UK based residents who constitute 60 percent of all the passengers flown by the airline. The company caters to multiple segments with