... a premium price. To accomplish this, VAA must: 1. Create a sustainable differentiation in service by a. Matching "hygiene" service offerings in first-class and business class of competitors b. Ceasing to introduce imitable offerings such as headset t.v.'s (match, but don't initiate) c. Introduce and continue services that are out-of-character to competitors and therefore inimitable (e.g., motorcycle rides to the airport). 2. Significantly reduce or eliminate economy class seatsi and increase the number of first class and business class seats (with a heavier weighting on increasing business class). 3. Invest marketing dollars only in those initiatives that attract the target customer Analysis * Current Strengths - What does VAA do well right now? VAA has built a strong brand awareness in which Virgin Atlantic implies high-quality service. The Company is remarkably good at providing unique services, listening to customers, and quickly changing its offerings to reflect perceived customer preferences. To accomplish this, the company relies on two key resources: ...

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