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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 …

…think that virgin probably used the Ansoffs matrix when they started and then followed the information derived from it to expand into the company they are. If they did use it and it's responsible for the current size and success of virgin then it is a very good theory. 13 Power Point Presentation Slide Print Out This is the Presentation that was made on the 20th of April 2002 14 Questionnaire 15 Leaflet of Secondary Research and Primary Results