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Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the market for airline services.

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Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the market for airline services.

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Which market targeting strategy is Virgin America following? Justify your answer.

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Which market targeting strategy is Virgin America following? Justify your answer.

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Define how many types of market targeting strategies there are.

How are VA’s aims and services different from those of other airlines?

Determine the MTS.

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Write a positioning statement for Virgin America.

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Write a positioning statement for Virgin America.

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A good positioning statement is a brief description of a product or service and an explanation of how it fulfills a particular need of the target market. A typical positioning statement follows this structure:

For [target audience], [Brand] is the [category/industry] that provides [key benefit] because [reason to believe].

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What are the potential issues for Virgin America following the Alaska Airlines acquisition? Will Virgin America continue to appeal to the same types of customers? Why or why not?

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What are the potential issues for Virgin America following the Alaska Airlines acquisition? Will Virgin America continue to appeal to the same types of customers? Why or why not?

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Focus on the unique characteristics of VA, the problem of maintaining these points

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1. Geographic Segmentation:
Virgin America specifically targeted tech consumers in Silicon Valley and San Francisco, regions known for their technological innovation and affluent populations.

2. Demographic Segmentation:
The airline focused on tech-savvy professionals between the ages of 25 to 40, who are typically affluent, live in urban areas, and frequently use smartphones.

3. Psychographic Segmentation:
Virgin America ensured its planes were equipped with the latest hardware and software, catering to tech enthusiasts by providing them with a modern and tech-forward in-flight experience, aligning perfectly with the target demographic.

4. Behavioral Segmentation:
The airline targeted a specific group of travelers—those who are often busy and typically fly for business trips. These individuals are willing to pay extra for superior service and amenities, seeking a more comfortable and relaxing flight experience.

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1. Geographic Segmentation:
Virgin America targeted tech consumers in Silicon Valley and San Francisco

2. Demographic Segmentation:
The airline focused on tech-savvy professionals between the ages of 25 to 40, who are frequently use smartphones.

3. Psychographic Segmentation:
Virgin America ensured its planes were equipped with the latest hardware and software, catering to tech enthusiasts by providing them with a modern and tech-forward in-flight experience, aligning perfectly with the target demographic.

4. Behavioral Segmentation:
The airline targeted a specific group of travelers—those who are often busy and typically fly for business trips.

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Service Changes: Alaska Airlines may modify in-flight services and amenities, such as seating, entertainment, and food, to better reflect its own brand, which could diminish the appeal to Virgin America's previous customer base.

Frequent Flyer Program: Changes to the benefits for Virgin America’s loyal customers could lead to dissatisfaction if the new program fails to meet their expectations or provide comparable rewards.

Brand Identity Shift: Alaska Airlines has a more conventional, mainstream image. If it rebrands Virgin America to align with this image or shift to a more budget-oriented approach, it could lose the appeal of Virgin America's original, trend-conscious customers.

As a result, Alaska Airlines might fail to maintain its attraction to the same types of customers.

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For the style-conscious and tech-savvy traveler, Virgin America offers an elevated flying experience that combines modern, comfortable seating, cutting-edge in-flight entertainment, and exceptional customer service. Unlike traditional airlines, Virgin America provides a chic, vibrant atmosphere that redefines air travel with innovative amenities and a commitment to making every journey an enjoyable part of the adventure