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Virgin blue’s“Value for Money”
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contents
Introduction
Competitors
Discussion
Strategies
1
2
3
4
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Virgin Blue
Part of a big family, Virgin Group
established in 1970
by sir Richard Branson
Launched in August 2000
Australia’s second-largest airline
Biggest low-cost airline
Virgin Australia
2xxx changed company name
No-frills approach
= thoroughly reasonable
1.Introduction2 . Competitors3. Discussion4. Strategies
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Airlines
Established in 1920
3rd oldest airline company in the world
Arise of Virgin blue&9.11 → demand declining
2004, Domestic low-fare airline “Jetstar”
Established as Carnarvon Air Taxis, 1963
Subsidiary of Ansett Australia;
acquired by Singaporean company
after Ansett’s bankruptcy
1.Introduction 2 . Competitors3. Discussion 4. Strategies
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Market Share
Market share among the Domestic Airlines 2007
1.Introduction…(생략)
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Discussion #1
1.Introduction 2 . Competitors3. Discussion 4. Strategies
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Q: Is age category independent of the willingness to travel with VB
DTs’ 12% → in 35-49
24% of DTs who used VB for the first time during the period → in 35-49
Discussion #2
1.Introduction 2 . Competitors3. Discussion 4. Strategies
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Let:
P(X)=probability of in 35-49 among DTs
P(Y)=used VB for the first time during the period among DTs
If the events are INDEPENDENT,
Discussion #2
P(X∩Y)=P(X)×P(Y)
1.Introduction 2 . Competitors3. Discussion 4. Strategies
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P(X∩Y) = P(X)×P(Y)
30/100×24/100 = 12/100×30/100
7.2% ≠ 3.6%
DEPENDENT
Travelers in the age of 35-49 using low-fare domestic airlines : can be short route tourists or person on a BUSINESS TRIP
Discussion #2
1.Introduction 2 . Competitors3. Discussion 4. Strategies
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Q1: Probability of the random
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