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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.