This case illustrates Virgin America craved a niche of committed urbanite-flyers in the highly competitive -- but staid -- airline business by redefining the passenger flying encounter. In 2012, approximately 20 percent of Virgin America's passengers accounted for 80 percent of the airline's revenue. The A case starts with Virgin America's launch in August 2007, when the airline started with transcontinental flights between Nyc and Los Angeles and San Francisco, and then goes through August 2012, after the airline had expanded into 19 market destinations across America and Mexico but was still unprofitable. In the A case, the dynamics of the airline industry, customer experience and loyalty, and niche marketing are investigated. The A case finishes with several questions, including those asking students to appraise the business model of Virgin America and to identify the action steps needed to achieve profitability.
The C case concludes with Virgin America's successful IPO in November 2014. Please note: this instance also has two supplementary instances available. The (B) and (C) nutritional supplements can be uncovered using merchandise numbers B5829 and B5830.
PUBLICATION DATE: July 15, 2016 PRODUCT #: B5828-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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