competitive anal. pdf

Competitive Analysis for Virgin America

Digital Analytics Victória Edelstein

•  Identify Market Share with Google Trends

Big Market Share      

Small Market Share    

American Airlines   67  

Spirit Airlines   64

Southwest Airlines   66  

Allegiant Air   41

United Airlines   52  

Hawaiian Airlines   28

US Airways   28   Virgin America   27

JetBlue   21   Delta Air Lines   6

•  Identify Trends for 3 Specific Air Carriers Using Google Trends

• Which Airline is growing in market?

Analyzing Google Trends, we can see that Frontier Airlines is growing. Alaska Airlines stayed for a long period better in the market but now it is under Frontier.

• Which is decreasing? Virgin America had a very good increase in 2007, however what we can see now is that it keep decreasing. Comparing to the other two, its number is very low.

•  Identify Trends for 3 Specific Air Carriers by Country

•  United States

•  United Kingdom

•  Brazil

Comparing the Worldwide data vs. specific countries, we identify a lot of differences.

First, with USA, we can see that it is almost the same thing, mostly because the airlines are American, so people take them to do internal flights, and American people trust them for being from their country.

United Kingdom showed a very different graph. Virgin America is on the top and increasing, while the other two are decreasing.

Brazil has the most different result. First Virgin America presented a increase in 2009, after it almost disappear. The three of them only started to appear in 2011, before that they were present at the country. Frontier had a very good increase, however the three of them are declining now.

•  Identify State Expansion opportunities for Virgin America in the USA

SEASONAL ROUTE

Maui – Kahului*

Honolulu*

SEASONAL ROUTE

Maui – Kahului*

Honolulu*

Cabo San Lucas

Cancun

Orlando

Fort Lauderdale

Washington D.C./Dulles

Boston

New York/JFKNew York/LGA

Seattle

San Francisco

Portland

Las Vegas

San DiegoLos Angeles

Chicago

Austin*

Puerto Vallarta

Washington D.C./Reagan National

Dallas Love Field

Palm Springs

Newark

*DAL-AUS Service Begins: April 28, 2015

*SFO-HNL Service Begins: November 2, 2015

*SFO-OGG Service Begins: December 3, 2015

Austin, TX; Boston, MA; Cancun. MEXICO; Chicago, IL; Los Angeles, CA; Dallas, TX (DAL); Fort Lauderdale, FL; Honolulu, HI; Las Vegas, NV; New York City, NY (JFK); Los Cabos, Mexico; Maui, HI; New York City, NY (LGA); New York City, NJ (EWR); Orlando, FL; Palm Springs, CA; Portland, OR; Puerto Vallarta, MEXICO; San Diego, CA; Seattle, WA; San Francisco, CA; Washington, DC (IAD); Washington, DC (DCA).

Virgin America does not operate on the State of Colorado, that present a high interest. So they should start taking opportunities in cities like Denver and Colorado Springs-Pueblo. Colorado has a very big number of population: 5.355.866, also they have 14 commercial and 79 public airports. So Virgin America Airline could have a great opportunity in this state.

•  Identify Potential Untapped Traffic Source Using Similar Web

•  Indeed.com •  Retailmenot.com •  Thepointsguy.com •  Airfarewatchdog.com •  Slickdeals.net

•  Compare Search, Social and Display Advertising Performance

        SEARCH           SOCIAL                       Organich   Paid       Facebook   Twi;er   Youtube   Reddit  Virgin  Amer.  30.1%   84.95%   15.05%   3.7%   87.31%   7.91%   1.42%   0.88%  FronLer   39.68%   98.1%   1.9%   1.58%   40.37%   4.59%   3.98%   45.59%  Alaska   32.09%   77.68%   22.32%   1.06%   52.59%   22.35%   7.34%   9.45%  

Display  AdverLsing   Top  publishers  

Virgin   0.82%   Google,  Kayak,  Orbitz,  Ebay  

FronLer   0.3%   Google,  Answers,  Pophitz,  slickamericans  

Alaska   1.49%   Google,  orbitz,  weather,  sea;leLmes  

Virgin America has good numbers on Facebook, so they should keep investing on it. However they should try to engage more in the other Social platforms as Reddit, and try to increase the number of organic searches.