The Virgin Group.Doc

In: Business and Management

Submitted By blaine
Words 6569
Pages 27
THE VIRGIN GROUP
CASE STUDY

QUESTION 1: What examples does the case give of links between Branson’s strategy for Virgin and the environment in which it operates?

The Virgin Group Ltd is a group of separately run British companies with the Virgin brand under the leadership of English celebrity business tycoon Sir Richard Branson. The core business areas are travel, entertainment and lifestyle, among others.

Richard Branson’s strategy comes from his deepest inner beliefs;

“in principle there were no product or service boundries limiting a brand name, provided it was associated with quality products/services on offer”

The corporate strategy of the Virgin Group is to operate like ‘a venture capital firm based on the Virgin brand.’ This strategy involves non-related diversification at the individual business unit level. Meanwhile, synergies are created from hierarchical relationships and the interaction of the corporate head office with individual business units. By leveraging on the Virgin Brand which has established prominence in the minds of consumers, Virgin is able to enter new business areas with a bang and shake up existing orders. The unique Virgin culture also allows Virgin to break into new markets and execute its ventures very effectively.

Virgin’s corporate strategy is best described in the Virgin Charter – the individual businesses are focused and develop as autonomous enterprises under a single unified brand name. This decentralization of organizational structure and decision making allows an entrepreneurial environment for managers to pursue their businesses effectively, while avoiding the bureaucracy associated with large centralised corporations.

At the same time, the individual businesses benefit from the world-wide, inter-industrial reputation of the parent corporation’s Virgin brand and are able utilize this brand…...

Similar Documents

The Virgin

...Analysis on the Short Story “The Virgin” by Kerima Polotan Tuvera   * Based on the short story, the various personalities that the main character named Miss Mijares showcased were her stiff and aloof behavior wherein her superiority to herself makes her unfriendly and detached to other people. Also her attitude when it comes to dealing with people wherein she often humiliates them by asking them questions with regards to their standing in the society.   Moreover, her life was effusively based on caring for her ailing mother and putting to school her niece thus, her realization to herself when it comes to her own personal life such as love and marriage was eluded. Miss Mijares is a thirty-four-year-old woman who works at a job placement agency wherein her perspective in life has put her into a situation of helping first her family before herself. The major problems that Miss Mijares encountered in the story was the death of her mother wherein she mourned on that very day kneeding her mother’s flesh and struggling to keep herself strong which also changed her ideals in life which made her superiority as a women more resilient. Another problem that she encountered was confronting her emotions especially with her feelings to the new man at the carpentry shop wherein during the interview and application for the job, Miss Mijares shows a bossy or arrogant kind of personality towards the guy, furthermore she was unwittingly drawn to the man especially during the time that both......

Words: 354 - Pages: 2

Virgin Group

...respectively. For example: Virgin Digital UK offers digital music to a wide variety of customers in the mediums that are compatible with wide range of software and digital hardware. The company has deep roots in music industry begins with its record company Virgin Records. The company has benefited by the ownership and right to many music tracks and make available to the public. Virgin mobile can takes the advantage of download music to mobile phones as an incentive for customers to subscribe to Virgin mobile service providers. It allows the Group to offer packages and exclusive deals that have potential to draw even more customers Virgin has the ability to take long term perspective as another parenting added-value. corporate rationale was to sacrifice their short-term profits in order to gain a longer-term growth and therefore they used an independent business level decision making method. This corporate rationale allows the managers to make decisions independently for growth and feel the same degree ownership and values that any other manager would feel in the Virgin Group. Sir Richard has also argued that he pursues growth, not profits, and builds companies for the long term. By entering the market that is still in its growth stage and has few competitors Virgin managed to produce the product or service for a slightly lower price than all other competitors within the market then they should , along with their strong Virgin brand name. Virgin Group gained a big......

Words: 677 - Pages: 3

Virgin Mobile

...Virgin Mobile USA is a brand extension of Virgin, a U.K.-based company founded by Sir Richard Branson. The company led by CEO Dan Schulman was founded under Virgin's mission statement which stated "we believe in making a difference. In our customer's eyes, Virgin stands for value, for money, quality, innovation, fun and a sense of competitive challenge... we look for opportunities where we can offer something better, fresher, and more valuable, and we seize them. We often move into areas where the competition is complacent... We are pro-active and quick to act, often leaving bigger and more cumbersome organizations in our wake." (1) Virgin Mobile USA had a number of things going for them despite a crowded cellular marketplace. For starters, they had a CEO who had experience in telecom as he was formerly an executive with AT&T. Schulman also had experience with successful pricing strategies and technology as former CEO of Priceline.com. The biggest plus for the startup was the support and backing by its management and stakeholders who genuinely wanted to garner success against the perception of another market saturated run poorly with complacency and poor customer service. The bar was set high for success, as Schulman's goal was to have acquired 3 million customers by their fourth year of operation. I believe that Virgin Mobile USA took a big gamble in targeting a niche that was essentially written off by the other players in the industry as being largely unprofitable.......

Words: 1408 - Pages: 6

Virgin Atalantic

...Management Group Project Virgin Atlantic Airways Limited Instructor: Mr. Audun Fiskerud Presented by: Mikael Tving Therkildsen - Jacob Brodersen – Jonas Ravn Nielsen - Gary Chuyu Fang Executive summary This report strategically analyses the Strategy Business Unit (SBU), passenger transfer service, for Virgin Atlantic Airways Limited. The strategic analysis contains investigation of certain key business areas of Virgin Atlantic, such as: defining whom the Virgin Atlantic customer is; understanding of the external environment issues of the airline industry; competitor analysis, and analysis of the Human Resources within the organization. Through the analysis of Virgin Atlantic Airways Limited, some issues for the company were uncovered. Especially two main issues should be considered as potential problems for Virgin Atlantic’s business unit and so action needs to be taken within these areas: 1. Lacking economy of scale (size of the company). 2. Increasing environmental awareness among customers. 1. Virgin Atlantic lacks economy of scale because of the size of the company and limited routes available. To be able to compete effectively and gain greater profits through economy of scale, Virgin Atlantic has to expand by opening new routes. The implementation of this will require strategic financial planning and adjustment of the company structure. It is likely that this process will take several years; however, this change is necessary to increase Virgin......

Words: 8756 - Pages: 36

The Virgin

...The Virgin by Kerima Polotan The title of Kerima Polotan's "The Virgin" gives us the subject-virginity, female virginity, a cherished value of Filipino Male culture. By presenting its protagonist as "victim" rather than heroine of this value system, the text subverts it. Reflecting on her virginal state, Miss Mijares does so "with a mixture of shame and bitterness and guilt" The story's eroticism is heightened by the lyrical, almost cadenced language. (The eroticism is quite explicit for it's time, and the foregrounding of a woman's sexulity is also rather in advance of its time.) But the use of symbolism is a bit too obvious--the paperweight, the dream of being lost, the jeepney's detour, the storm. Miss Mijares is a dutiful daughter, sacrificing herself, in this case, for a sick mother, and becoming a spinster, a pathetic figure, her sternness of manner and abruptness of speech, disguise for an aching loneliness. Referring to her as "Miss Mijares" underlines her primmness, as well as her distance from the carpenter. She is slim and frail-looking, which contrasts with the carpenter's physical streghth and size. The carpenter has a certain grace, poise, confidence "walking with an economy of movement, graveful and light, a man who knew his body and used it well", which comes from being easy in his skin, which Miss Mijares, decidedly, is not. Miss Mijares' over reaction to the discovery that the carpenter has fathered a child by a woman he is not married to......

Words: 365 - Pages: 2

Virgin

...Problem Statement Virgin Mobile is launching its services in USA in the summer of 2002. It has to decide on its pricing strategy that would attract and retain subscribers. Situation Analysis Customer: The target consumer group is youth aged between 15 and 29 years. Penetration in this segment is significantly lower and the growth rate is projected to be robust in the coming years. Most of them have a history of poor credit quality, no credit cards and no facility to pass credit checks. The revenue generated is lower than the average acquisition and the cost of serving of the industry. Hence this group is largely under served. This consumer segment has their specific needs that are not being met by the mobile service providers. Virgin Mobile is addressing these specific needs. Virgin Mobile is targeting value added services like Text Messaging, downloading information, ringtones, graphics, etc. These are more popular and considered trendier by these young adults. Virgin Mobile also plans to introduce more new value added services via ‘VirginXtras’. Virgin also will have more ‘easy to buy’ mechanism and communicate it to the target segment through more youth focused media channels such as MTV, WB and advertorials in The Complex, Vibe & XXL. Company: Virgin Mobile, a venture of Virgin Group, was the 1st company to introduce a mobile service using Mobile Virtual Network Operator (MVNO) model. Virgin Image emphasizes on value for money, quality, innovation, fun & sense......

Words: 1557 - Pages: 7

Review of "The Virgin"

...Review on Kerima Polotan’s “The Virgin” The title of Kerima Polotan's "The Virgin" gives us the subject-virginity, female virginity, a cherished value of Filipino Male culture. By presenting its protagonist as "victim" rather than heroine of this value system, the text subverts it. Reflecting on her virginal state, Miss Mijares does so "with a mixture of shame and bitterness and guilt". The story's eroticism is heightened by the lyrical, almost cadenced language. (The eroticism is quite explicit for it's time, and the foregrounding of a woman's sexulity is also rather in advance of its time.) But the use of symbolism is a bit too obvious--the paperweight, the dream of being lost, the jeepney's detour, the storm. Miss Mijares is a dutiful daughter, sacrificing herself, in this case, for a sick mother, and becoming a spinster, a pathetic figure, her sternness of manner and abruptness of speech, disguise for an aching loneliness. Referring to her as "Miss Mijares" underlines her primmness, as well as her distance from the carpenter. She is slim and frail-looking, which contrasts with the carpenter's physical streghth and size. The carpenter has a certain grace, poise, confidence "walking with an economy of movement, graveful and light, a man who knew his body and used it well", which comes from being easy in his skin, which Miss Mijares, decidedly, is not. Miss Mijares' over reaction to the discovery that the carpenter has fathered a child by a woman he is not married to......

Words: 340 - Pages: 2

Virgin Mobile

...5. What do you think of Virgin Mobile’s value proposition (the VirginXtras, etc.)? What do you think of its channel and merchandising strategy? We think that Virgin Mobile’s value proposition is very effective to its target market (14 to 24-year-olds). Virgin Mobile positions its brand is what the target market wants and is all about fun, honesty and great value for money. They do not only provide basic cellular service, but also push cell phone content to a new level that involves the delivery of content, features, and entertainment, which they call “VirginXtras.” Virgin Mobile customers have exclusive access to MTV, VH1 and Nickelodeon based content. This strategy appeals to the youth since most of their customers are MTV followers. Besides that, MTV networks is home to some of the most recognized youth brands in the country which is a perfect match to Virgin Mobile’s target market. Customers are given easy ways to vote for their favorite videos on shows such as MTV’s “Total Request Live” through their phones. They can also personalize phones by adding new characters like graphics, ring tones, text alerts and voice mail. In addition to the MTV-branded content, Virgin Mobile provides text messaging, online real-time billing, rescue ring, wake-up call, fun clips, the hit list, music messenger and movies. Text messaging is an important selling point to youth. Kids prefer to text rather than make phone calls. Even when they are in class, texting with friends is common. It is...

Words: 651 - Pages: 3

The Virgin

...Sheila Mae T. Geroche PHILLIT AC122 Atty. Paul Gomez Hildawa Literary Text: THE VIRGIN Writer: Kerima Polotan-Tuvera Literary worksheet No. 5 “Details of Character” Analysis (Text, Context and Experience) 1. In two sentences, describe the physical characteristics of the protagonist. Miss Mijares, who is the protagonist in the story, is a 34 year-old woman, slender, almost bony and likes to wear a thick row of ruffles that made her look as though she had a bosom. She had smooth, clear brow, thin cheeks, small, receding chin, lippy and sensual pout and curly hair. 2. Directly quote the lines from the story which gave you those characteristics. “She was slight, almost bony, but she had learned early how to dress herself to achieve an illusion of hips and bosom... On her bodice, astride or lengthwise, there sat an inevitable row of thick camouflaging ruffles that made her look almost as though she had a bosom...”, “Her brow was smooth and clear and she was always pushing off it the hair she kept in tight curls at night. She had thin cheeks, small and angular, falling down to what would have been a nondescript, receding chin, but Nature's hand had erred and given her a jaw instead. When displeased, she had a lippy, almost sensual pout, surprising on such a small face.” 3. Describe the protagonist's goal, conflicts and background. Miss Mijares worked at a job placement office for ten years that made her very unapproachable, impolite, and superior. All her life, she was just...

Words: 1073 - Pages: 5

Virgin Blue

...Research Case Study Virgin Blue ‘You can’t make a business case that you should be who you are not’ Shayne Connell Student Number: 9809317 Case Study GSBS6010 – Foundations of Marketing Theory Due: 11 March 2010 th Lecturers: Penny Crittall and Joel Goodsir Page 113 Table of Contents 1. Executive Summary………………………………………………………3 2. Situation Analysis a. Identification of case issues………………………………....…. 4 b. Analysis of case issues using marketing theory…...........……5 3. Evaluation of alternative courses of action……………………………. 7 4. Recommendations………………………………………………………..7 5. References………………………………………………………………...9 Page 114 1. Executive Summary This analysis examines Virgin Blue’s strategy to increase share of the business and government travel market. This is the third change of strategic direction for the low cost carrier since 2000. The key issues are the challenge of repositioning the company while maintaining the brand strength of the airline, and continuing to meet the needs of the leisure market while offering value to business travellers. Virgin Blue has targeted the full service market leader, Qantas, by positioning itself as an airline for executives who can avail themselves of ‘Premium Economy’ services. The situation is analysed drawing on International case examples, strategic planning principles and growth strategies to evaluate alternative courses of action. Virgin Blue needs to target the business market in the unique Virgin way to......

Words: 1806 - Pages: 8

Virgin Blue

...EXECUTIVE SUMMARY This Virgin Blue will be discussing about Virgin Blue history and when it began, its establishment as the first low fare airline in Australia. This report will also examine about Virgin Blue’s business model their advantages, in the market as a low fare airline and their financial circumstances that the airline industries have faced during their operation. In Australia first low fare airline, the report will analyze how they are keeping their position in the competitive market airline and what are their plans for expansion. Virgin Blue’s marketing strategy will be included to analyze their “no thrills” method. Further on the marketing strategy, the report will analyze how Virgin Blue manages their operations in a way to expend their target market across Australia effectively. This report will further examine how their future plans can give them the opportunity to take on the big competitor in the Australian airline industry like Qantas, Jet airways and Tiger. As summery of Virgin Blue’s financial report will be discussing how their profit and loss margin is performing and the risks that the Virgin Blue could be facing on their restructuring scheme. By anticipating, Virgin Blue’s plan, the report will discuss how the plan will be implement and how effective and efficiently will this approach be internationally. 1. HISTORY (Marketing Situation) I. AUSTRALIAN AIRLINE HISTORY : The idea of passengers flying between cities in Australia was......

Words: 2260 - Pages: 10

The Virgin

...THE VIRGIN by Kerima Polotan Tuvera 1) He went to where Miss Mijares sat, a tall, big man, walking with an economy of movement, graceful and light, a man who knew his body and used it well. He sat in the low chair worn decrepit by countless other interviewers and laid all ten fingerprints carefully on the edge of her desk. She pushed a sheet towards him, rolling a pencil along with it. While he read the question and wrote down his answers, she glanced at her watch and saw that it was ten. "I shall be coming back quickly," she said, speaking distinctly in the dialect (you were never sure about these people on their first visit, if they could speak English, or even write at all, the poor were always proud and to use the dialect with them was an act of charity), "you will wait for me." As she walked to the cafeteria, Miss Mijares thought how she could easily have said, Please wait for me, or will you wait for me? But years of working for the placement section had dulled the edges of her instinct for courtesy. She spoke now peremtorily, with an abruptness she knew annoyed the people about her. When she talked with the jobless across her desk, asking them the damning questions that completed their humiliation, watching pale tongues run over dry lips, dirt crusted handkerchiefs flutter in trembling hands, she was filled with an impatience she could not understand. Sign here, she had said thousands of times, pushing the familiar form across, her finger held to a line,......

Words: 2588 - Pages: 11

Virgin

...Strategic Management case 3: Virgin Professor Fereira, 2011-2012 Sanne Adriaensens 159111512 1. Virgin Who? WHO? WHAT? WHERE? HOW?  Sir Richard Branson, founder of Virgin (1970) and entrepreneur  Travel, leisure, mobile phones, entertainment retailing and personal finance  Britain  Getting the business out of the public level by turning it back into the private level of ownership and handle the principles of the ‘Keiretsu’ concept (a structure of loosely linked autonomous units run by self-managed teams that use the Virgin brand name). Branson is finding success by sacrificing short-term profits for long term growth. The corporate rationale is based on his own personal philosophy. 2. CORPORATE STRATEGY 2.1 Nature of diversification The Virgins rationale contains to diversify in as many markets as possible to expand the equity base of the group and to extend the brand so widely with a broad appeal of values and business principles. This because the brand is their greatest single asset, which is identified with innovation, unconventional strategies and marketing that counts for most of the starting ventures of Virgin. They try to differentiate from the established markets in the way they define the nature of the companies and how they are related to the customers. In this way, they aim to give customers a better alternative than their competitors. The markets they enter are also always in a growing phase of the industry’s life cycle, where it’s possible to find a......

Words: 1465 - Pages: 6

The Virgin Mary

...encyclopedia (Redirected from Virgin mary) Jump to: navigation, search "Virgin Mary" redirects here. For other uses, see Virgin Mary (disambiguation). "Saint Mary" redirects here. For other uses, see Saint Mary (disambiguation). This article is an overview. For specific views, see: Anglican, Eastern Orthodox, Ecumenical, Islamic, Lutheran, Protestant, and Roman Catholic perspectives. Mary The Madonna in Sorrow, by Sassoferrato, 17th century Born Unknown; celebrated 8 September[1] Residence Nazareth, Galilee Nationality Israelite, Roman Empire[2] Ethnicity Israelite Spouse Joseph[3] Children Jesus of Nazareth Parents (According to the Gospel of James, circa 2nd Century AD): Joachim and Anne[4] Mary (Hebrew: מִרְיָם, Miriam; Aramaic: Maryām; Arabic:مريم, Maryam), variously called Saint Mary, Mother Mary, the Virgin Mary, the Theotokos, the Blessed Virgin Mary, Mary, Mother of God, and, in Islam, as Maryam, mother of 'Isa, was an Israelite[5] woman of Nazareth in Galilee who lived in the late 1st century BC and early 1st century AD, and is considered by Christians to be the first proselyte to Christianity. She is identified in the New Testament[Mt 1:16,18-25][Lk 1:26-56][2:1-7] and in the Qur'an as the mother of Jesus through divine intervention. Christians hold her son Jesus to be "Christ" (i.e. the messiah), and Muslims regard him as an important prophet of God. The canonical gospels of Matthew and Luke describe Mary as a virgin (Greek παρθένος,......

Words: 9965 - Pages: 40

Virgin

... Blanca Uriarte Daniel Berkner Essay 3 19 April 2012 Virgin My king size bed squeaks as I toss and turn until I finally decide to stick to my left side. I’m set at an awkward position looking at the person beside me as he is taking in a deep snore. I stare and loathe myself for what I have done. It was only for a few seconds’ maybe even minutes of pleasure, but I fell for temptation. I contemplate if he is the one or just another. It’s oddly quiet and I can almost hear my thoughts out loud. I can feel the guilt slowly start to settle in, but I push it aside. I try telling myself it was for my own pleasure. I’ll take it as a more positive note instead of the daunting feeling I’ve lost all the virginally of myself. The definition of a virgin: a person who has never had sexual intercourse, an unmarried girl or woman, or an unmarried girl, religious woman, especially a saint. It’s like all the T.V. reality shows minus the drama and preparations on a woman in her white dress walking down the aisle as her husband awaits her. She’s wearing a white wedding dress to show she has stayed faithful to only one man and is giving up her virginity to him. Right? I can't exaggerate how many TV. shows I’ve watched on women walking down the aisle on their “special day.” The question that always comes to my mind is, “Is she a virgin?”, and “Why is she wearing white if she’s not a virgin!” I can’t help but ask myself those questions even if I’m being morbidly judgmental. As a little girl...

Words: 2179 - Pages: 9