Hamada Essays - British Brands, Virgin Trains, Virgin Group, Train

Virgin Train Marketing Management Contents 1. Executive summary....3 2. virgin train introduction..3 3. The importance of marketing.3 4. Market research plan...4 5. Macro environment.5 5.1 The impact of politics in virgin railways.5 5.2 Envelopments of Economic.?.5 5.3 Social interaction with virgin trains.....5 5.4 The technological issue...6 5.5 The legal impact.6 5.6 Ecological..7 6. SWOT Analysis .7 7. Porters Competitive forces and generic strategies..9 8. Marketing mix11 8.1 Product. ..?.11 8.2 Price.?.12 8.3 places...?.12 8.4 Promotion....?.13. 8.5 People...14 8.6 Process.....14 8.7 Physical evidence .....15 9. Conclusion...15 10. Bibliography...16 1. Executive summary This assignment is written for subject of Managing Market, and the company chosen is virgin train. In this assignment I tried to show what are the company market strategic are, what are the current market planning and what is influence of decision making on companies macro environment recent year. In this assignment I will be discussing how virgin trains is use-marketing mix to get competitive advantage. How virgin train is reacting with other competitive aliens on there resent change on British railway. In this assignment, i will be doing SWOT analysis about virgin train. I will use Porters competitive forces and generic strategies, to analysis the market planning, how macro environment has influenced its decision-making, and what are the changes have come recently. 2. Virgin trains introduction Virgin train is United Kingdom?s one of main railways company. The company is franchise from March 1997till march 2012. Two-share holder owns the company; virgin management owned by Sir Richard Branson who owns majority of share 51% and another 49% by Stagecoach plc. They have their group of board of directors from both the side. The virgin train operates all major cities of the United Kingdom. The main services are London to West midlands, which mainly cover London to north of country such as Scotland, covered by all main cites in England to North Wales. Another major service is cross-country service, which operated longest distance in country, from the south and south west of England via midlands to north of England and Scotland. 3. Importance of marketing Marketing is THE KEY business function. Marketing is so basic it cannot ne considered a separate function it?s a key of any business. It is the whole business seen from the point of view of the final result, and that main point view from any customer to any business. Many associations describe marketing on different way with same meaning such as, ?British Chartered Institute of marketing? defines it ?Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.? This is key factor where importance of marketing envelopment is really needed. In the business like Railway, marketing involvement is very important such as diverting the commuter from any other travel services to train travel. Where company has to compete with same capable railway company to stay on business with more profit margin and shares. As a group virgin train has very good market image to attract the people. Every product and the service of the company can be libelled as value for money, quality, innovation and a sense of competitive challenge. The company deliver a quality service by empowering their employees. 4. Market research plan For market planning virgin train has developed a research plan or information system, to what company need to do. 4.1 Marketing intelligence system This system will show all the external factor may or will be effect to run virgin train company business. This will also involve the though of external service users of company. 4.2 Market research system This involves all internal factor of the virgin train, and place them against the external from the marketing intelligence like SWOT analysis but this is continuous. 4.3 Analytical marketing system In this company has collected all the relevant data from above which can effects the business, such as customer feed back and planning solutions for that, with promotional plans. 5. Macro environment All the external environment forces which can affect any company how to operates but which are beyond its control, such as economic natural, governmental, or cultural. The macro environment has very big impact on virgin railway. Its one of the national business, and involvement of railway is every where in country on this I have gathered some information from different sources which will justify how the influenced of macro environment in virgin trains marketing decision making. On macro environment I will be assessing the virgin