CONTENTS Executive Summary . 2 Chapter One . 3 An Introduction that Defines Tourism Marketing Concepts . 3 Chapter Two . 3 Background of the Company . 3 Chapter Three . 3 Internal Analysis . 3 Chapter Four 3 External Analysis . 3 Chapter Five . 3 Future Development and Conclusion . 3 References . 3 Executive Summary This research assesses Virgin Atlantic's advertising plan utilising STP analysis and the five forces model developed by Porter. Key findings indicate that Virgin Atlantic maintains a robust standing in premium air travel by employing distinct consumer segmentation and emotive branding strategies. Intense competition, reliance on suppliers, and the necessity for digital transformation pose significant hurdles. Recommendations encompass augmenting digital personalisation, broadening environmental activities, and refining dynamic pricing to bolster competitive advantage in t...