virgin atlantic

2714 Words6 Pages

THE AVIATION INDUSTRY
The aviation industry of any nation acts as a contributor to its economic growth, helps in globalisation and creating an international image. It is the best in terms of the fastest, safest and convenient mode of travel. Even though it is an expensive one, it is expanding its markets across the middle-class who are ready to spent money on leisure trips. Thus it is truly stated that aviation forms a vital core infrastructure area without which a country economy is handicapped.
The civil aviation industry of world has expanded its wings by letting in private organisations. Privatisation in the domestic and the international circuit can help in foreseeing the future of the aviation industry at a mark up rise, and gaining international recognition. It started eight years back with Open Sky Policy allowing charter flights to operate in domestic market. Today in the year 2000 we saw the code sharing agreement between Air India and Virgin Atlantic Airlines for the DEL- LON sector.
During the last nine months there has been fare wars, value added services, alliances etc. Suddenly there seems some action in the Aviation Industry, where Virgin has acted as a lubricator. There are many other airlines, in bid of competition increasing their capacities or increase their flights for the same route.

Introduction
In the early 80s, when Virgin Atlantic was created, by Richard Branson was a go getting, sweater wearing entrepreneur and head of the successful Virgin Group, probably best known for Virgin Records.
By the early 1980s, Virgin Records was one of the top six record companies in the world. Then, in 1984, Richard got a phone call out of the blue suggesting a jumbo jet passenger service between London and New York. Branson like the idea, much to the horror of his fellow directors who thought him crazy. Undeterred, Richard announced to the world that Virgin Atlantic Airways would begin operating……within three months! An aircraft was found, staff were hired, licences granted and, thanks in no small part to Richard's infectious enthusiasm, on 22 June 1984 an aircraft packed with friends and the media set off for Newark, New York - and a phenomenon was born!
Since then, Virgin Atlantic has become the second largest long-haul international airline operating services out of London's Heathrow and Gatwick Airports to 21 destinations all over the world - ...

... middle of paper ...

... quality and value for money has gained the loyalty of many passengers. Its services, which are exclusive to this airline, enhance the experience of people on board. What more could you ask from an airline which has built an excellent. All this and more has resulted in a tough competition with its competitors, but Virgin Atlantic faces competition as a motivating factor, which would help them to grow in the long term.

Virgin Atlantic has opened up a destination for Richard Branson to offer him a platform to invest in other activities. As it is known that Virgin Company has diversified itself into other products in other parts of world.

BIBLIOGRAPHY
Lovelock, C., “Services Marketing”, Prentice Hall, 1991.
Kotler.P, “Marketing Management”, Prentice Hall of India, 1999
Payne, A., “The Essence of Services Marketing”, Prentice Hall of India, 1996.
Luck, Rubin, “ Marketing Research”, Prentice Hall India, New Delhi, 1996.
Bernhardt, Kinnear, “Cases in Marketing Management”, Butterworth Heinemann, 1997.
WEBSITES
www.virginatlantic.com www.airindia.com www.tourismindia.com
MAGAZINES
Business Standard Aviation.
Business World.
Todays Traveler- The Business and Leisure

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