This case, which includes excerpts from the case author’s interview with the chief marketing officer, discusses the challenges a smaller airline faces in the context of the volatile and hyper competitive US airline industry. After winning a host of industry awards for innovation and customer satisfaction, five-year-old Virgin America also had a string of financial losses to overcome. In this case, students will focus on Virgin America’s marketing strategy and product positioning in order to consider what the company might do to build on its innovativeness and high customer satisfaction to set the stage for a profitable future.

Case id: 130502