Marketing Marketing Case Study

Marketing Case Study 6

Virgin America: Flight Service for

the Tech Savvy

第一組: 張瑞釗林吉城陳東燕許子淵

指導老師: 林建信博士

陳

Mar 12

DA YEH PhD program in management

My MOTTO of Marketing

Sell yourself before selling

your product!

Culture is the habit of being pleased with the best and knowing why.

Contents Introduction to Virgin America

01

Targeting the Right Customers

02

Honing In on the Details

03

Above the Clouds

04

05

Culture is the habit of being pleased with the best and knowing why.

Questions for Discussion

Introduction to Virgin America

Culture is the habit of being pleased with the best and knowing why.

01 Introduction to Virgin America

Virgin America: Flight Service for the Tech Savvy

01

•Virgin America was an American airline that operated between 2007

and 2018 when it was integrated into Alaska Airlines.

•The airline began operations in 2007 as an independent airline using

branding licensed from the United Kingdom-based Virgin Group, which

also controls the brand of the Virgin Atlantic and Virgin Australia

airlines.

•The Alaska Air Group acquired Virgin America in April 2016, at a cost

of approximately $4 billion and continued to operate Virgin America

under its own name and brand until the airline was fully merged into

Alaska Airlines on April 24, 2018.

Culture is the habit of being pleased with the best and knowing why.

Putting customers first and targeting the right customer segment

.

•After just six years in business, Virgin America is one of the fastest

launch-to–profitability postings

•How does a start-up airline break into one of the most competitive

industries in the world?

•Putting customers first and

•Targeting the right customer segment

Culture is the habit of being pleased with the best and knowing why.

01 Introduction to Virgin America

Virgin America: Flight Service for the Tech Savvy

01