Marking Plan for Virgin Group Ltd Essay Example | Topics and Well Written Essays - 3000 words

Marking Plan for Virgin Group Ltd - Essay Example The tool such as Porter Five Forces Model will be useful in assessing the organizational environment along with the discussion of the marketing objectives, core strategies, and the implementations of Marketing Mix decisions of the company. The paper will focus upon one sector of the Virgin Groups and for this purpose; Virgin Atlantic is the segment which is taken into consideration for the environmental audit. Virgin Group Limited The company, Virgin Group Limited, is a venture capital and a conglomerate under the British brand venture capital. A famous business tycoon, Richard Branson, is the founder of this organization (Bloomberg Business Week, n.d.). The company mainly engages in the fields of tourism, broadband, leisure, music, mobile, finance, travel, health, TV, and radio. The business operations of the organization are carried out primarily in Europe, Asia, Africa, Australia, and North America. The organization also involves in the provision of other consumer services such as rail services, cruise packages, airlines, vacation and the transportation services of passenger motorbike. Moreover, the organization functions in providing the online casino and slots, gym facilities, balloon flights, and racing teams; publishes non-fiction books; technical and home IT support, employee health program, provides cord blood stem cell banking, lifestyle and health management, and NHS services; and offers corporate gift vouchers, and online gaming and video games, as well as wines online. The headquarters of the Virgin Group is at The School House, 50 Brook Green in the London Borough of Hammersmith and Fulham (Virgin, 2012). Virgin Atlantic or Virgin Atlantic Airways is one of the largest British long haul international airlines, and operates the services of long haul to more than 30 destinations across the world. It is a private airline which is owned for 49% owned by Singapore Airlines and the Virgin Group owns it for the rest of 51%. At present, the company manage s and operates a fleet of Airbus A340 aircraft and Boeing 747. There are 13 747-400s, 38 aircrafts, and six 19 A340-600s and A340-300s which are operated by Virgin Atlantic. The bases of the airline are at Heathrow airports, London's Gatwick and the Manchester airport. Three categories of travelling are offered to customers by the Virgin Atlantic and they include premium economy, upper class, and economy all which comprise of the in-flight entertainment as well. Business Vision and Mission Every business chalks out a mission that signifies its existence, and the purpose of its functioning. Similarly, the Virgin Groups Limited performs with a vision to make its contribution to the creation of fulfilling and happy lives which are sustainable at the same time. The basic objectives of Virgin Atlantic observe that the company will provide services of superior quality to its customers. It would enable them to travel to the places where they cannot go easily. Moreover, Virgin Atlantic also keeps its profitability as one of the major motives of its business operations. Environmental Analysis There are two types of environments in which a business organization operates. In order to analyze the business environment of the organization, PEST analysis has been utilized as follows: Political Factors In order to deal with the