123 School Work

Virgin Atlantic Airways Flying toward U S Markets

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  Since its inaugural flight took off from London on 22 June, 1984, Virgin Atlantic Airways has become the second largest long-haul airline in the smaller and confined British environment (Virgin Atlantic). It now has a reputation for service quality and innovative product development. However, Richard Branson, the airlines founder and chairman, was not satisfied with the rapid expansion; he applied his record-breaking, customer-driven, and fun-seeking philosophy in his efforts to break into the U.S. market.
  Although Virgin Atlantic Airways took advantage of its unique marketing mix and multi-channel strategy to succeed in the U.S., the major obstacle Virgin would face in the U.S. expansion that was the trade barriers maintained by the United States (U...