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An Australia industry and research its structure and its main competitors.

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Your main goal in this assignment is to apply the knowledge on competitive marketing strategies in a real-life business setting. You need to firstly become very well familiar with the material on competitive marketing strategies and be able to identify and label the different strategies used by firms to compete in this industry. This comprises an individual marketing strategy and plan based on an existing organization – up to 3,000 words to be submitted by Wk 13, See topicoutline on separate doc. One of the overall objectives is for you cope with limited direction ie can you work out...

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Question Preview:

Your main goal in this assignment is to apply the knowledge on competitive marketing strategies in a real-life business setting. You need to firstly become very well familiar with the material on competitive marketing strategies and be able to identify and label the different strategies used by firms to compete in this industry. This comprises an individual marketing strategy and plan based on an existing organization – up to 3,000 words to be submitted by Wk 13, See topicoutline on separate doc. One of the overall objectives is for you cope with limited direction ie can you work out for yourself what is required then get about developing a high standard quality structure and report. In most not for profit, public and private sector organizations, this is how it works ie you are given a general direction, then are expected to take the initiative, determine what is required with limited further direction, and submit a high quality report. A generic report structure often used is: Please download the attached file.

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Virgin Australia is an airline company which is part of Virgin Group. The company entered Australian market in the year 2000. It established itself as a brand in the year 2001 & worked out on its plan of action for the marketing so that it could significantly place itself in the Australian Market. It is headquartered in the city of Brisbane in Australia. The annual revenue generated by the company is A$ 3.988 billion as per data of 2013 June. It has a fleet size of 96 and covering around 50 destinations. The company has always innovatively presented its services in the market of Australia. They were the first one to launch the following services in the entire airline industry in Australia

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