Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the market for airline services

Answer the following questions with the attached reading below in about two pages or so.

 

1) Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the market for airline services.

 

2)Which market targeting strategy is Virgin America fol- lowing? Justify your answer.

 

3) What would be a potential positioning statement for Virgin America.

 

4) What are the potential issues for Virgin America following the Alaska Airlines acquisition? Will Virgin America continue to appeal to the same types of customers? Why or why not?

 

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