Marketing a Virgin trains

Unit 3

Strategic Marketing Report

Virgin Trains Table of Contents

Terms of Reference....................................................................... 2

1 Methodology............................................................................. 2

The Importance of Marketing..................................................... 2

3 Introduction to Virgin Trains................................................ 2

3.1 The Train........................................................................................................... 2

3.2 Virgin Trains..................................................................................................... 2

3.3 Situation Analysis............................................................................................ 2

4 Market Research Plan............................................................ 2

5 Market Research..................................................................... 2

5.1 Secondary Research....................................................................................... 2

5.1.1 Business Mission.......................................................................................... 2

5.2 The Charter....................................................................................................... 2

5.3 Questionnaire................................................................................................... 2

6 Internal Analysis..................................................................... 2

6.1 Marketing Objective......................................................................................... 2

6.2 Product life cycle.............................................................................................. 2

6.3 Financial Capabilities..................................................................................... 2

6.4 Technical Competence................................................................................... 2

6.5 Personnel.......................................................................................................... 2

6.6 Customer Relationships.................................................................................. 2

6.7 Competition...................................................................................................... 2

7 External Analysis.................................................................... 2

7.1 SLEPT Analysis............................................................................................... 2

8 SWOT Analysis........................................................................... 2

9 Formulating a Market Strategy........................................... 2

Ansoff's Matrix.......................................................................................................... 2

9.2 Porters Competitive forces and generic strategies..................................... 2

9.3 Boston Matrix................................................................................................... 2

10 Assembling the Marketing Mix............................................... 2

10.1 Product..... 2

10.2 Price..... 2

10.2.1 Internal......................................................................................................... 2

10.2.2 External........................................................................................................ 2

10.3 Place..... 2

Sigmund Freud, founder of psychoanalysis, smoking ...

Playa América

Virgin redwood, 864 years old (LOC)

10.4 Promotion..... 2

11 Contingency Planning............................................................. 2

12 Conclusion................................................................................ 2

13 Power Point Presentation Slide Print Out........................ 2

14 Questionnaire.................................................................... Back

15 Leaflet of Secondary Research and Primary ResultsBack

Terms of Reference

To: Mr Earnshaw

From: Daniel James Rose

Subject: Unit 1 Business at work

Date: July 2002

Synopsis: I am a 6th form student studying Double AVCE Business Studies at Holywell High school. For my unit 3 coursework I have to do a Marketing report, I've chosen to do the report upon the Virgin Train service. 1 Methodology

1. Find out as much as possible about marketing theories and principles from books in the library and the Internet.

2. Analyse the service Virgin Trains offers.

3. Carry out secondary research, looking at Virgin Trains and primary field research.

4. Analyse all the data collected to produce a SWOT & SLEPT analysis.

5. Look at the different marketing strategies...