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Marketing Managment Assignment Resubmission

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Marketing Managment Assignment Resubmission
APPENDIX A: ASSIGNMENT COVER SHEET

ASSIGNMENT COVER SHEET

Surname
Nagooroo

First Name/s
Christopher

Student Number
125730

Subject
Marketing Management

Assignment Number
2

Tutor’s Name
Nobuhle Kamurai

Examination Venue
Johannesburg

Date Submitted
10 June 2014

Submission (√)

First Submission

.resubmission


Postal Address

P.O.Box 1909

Sunninghill

Johannesburg

2157

E-Mail
Christopher_nagooroo@symantec.com

Contact Numbers (Work) 011 7976631

(Home)

(Cell) 082 8421678

Course/Intake

MBA Year 1 January 2014

Declaration: I hereby declare that the assignment submitted is an original piece of work produced by myself.

Signature: C Nagooroo

Date: 10 June 2014

Question 1
Introduction
Velvet Sky was a low cost airline that launched in March 2011. The company’s corporate philosophy, mandated cost saving through all levels of operations. It was claimed to be the first Broad-based black economic empowerment compliant airline based in Durban. Velvet sky initially enjoyed some success but very quickly ran into financial problems and was subsequently grounded. This essay provides a critical analysis of the impact that the financial problems and the grounding of flights had on the Velvet Sky brand.

Discussion

Velvet Sky seemed to be a true underdog story that had many working class South Africans routing for its success. The Velvet Sky brand to resonated with the South African public. Here we had a little airline championing the cause of South Africans and taking on the heavy weights of the Aviation industry by providing flights at lower costs. Within a few months Velvet Sky had made a significant impact on the domestic discount airline market and through support from passengers that had



Bibliography: Happy to provide one if requested. Apologies for the inconvenience.

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