Virgin Group Strategic Managing

 Virgin Group Strategic Management Essay

В 

VirginВ Group'sВ missionВ andВ valuesВ

TheВ VirginВ groupВ comprisesВ isВ composedВ byВ overВ 200В companiesВ withВ moreВ thanВ 25, 000В employeesВ worldwide. В ItВ hasВ revenuesВ ofВ aboutВ 7В billion, В andВ hasВ becomeВ oneВ ofВ theВ world'sВ topВ 50В brands. В AlthoughВ thereВ isВ noВ officialВ mission, В weВ canВ inferВ thatВ byВ theВ companyВ statementsВ throughoutВ theВ years: В В

BeВ theВ shopperВ victor, В byВ deliveringВ brandВ values, В whichВ are: В valueВ forВ currency, В superiorВ top quality, В dazzlingВ customerВ support, В pioneering, В competitivelyВ testingВ andВ fun. В toВ provideВ aВ qualityВ serviceВ byВ motivatingВ employeesВ andВ toВ assistВ andВ examineВ consumerВ feedbackВ forВ non-stop В enhancementВ ofВ theВ customer'sВ experienceВ throughВ improvement; В toВ createВ productsВ andВ servicesВ thatВ makeВ theВ customer'sВ lifeВ moreВ enjoyableВ В

ItВ isВ clearВ theВ intentionВ byВ itsВ leaserВ toВ createВ aВ veryВ largeВ conglomerateВ sharingВ theВ sameВ name, В andВ althoughВ theВ valuesВ areВ notВ necessarilyВ theВ same, В theyВ allВ shareВ theВ commonВ baseВ statedВ above. В ThisВ policyВ resultsВ inВ aВ productВ rangeВ totallyВ differentВ fromВ thoseВ ofВ itsВ competitors, В targetingВ aВ youngerВ audienceВ andВ betterВ valueВ forВ money, В allВ underВ theВ umbrellaВ ofВ anВ aspirationalВ brand. В В

VirginВ Group'sВ diversificationВ goalsВ andВ criteriaВ

ProductВ /В Service

Market

Present

Present

MarketВ Penetration

ProductВ Extension

AttractВ competionВ costumers, В orВ non‐usersВ TheВ simpleВ retailingВ hasВ ledВ theВ companyВ toВ throughВ publicity, В self‐publicityВ andВ

startВ musicВ productionВ andВ publishing

exploitationВ ofВ VirginВ name

MarketВ Extension

New

Fresh

Products‐Markets Divesification

AlthoughВ itВ didВ notВ goneВ asВ expected, В theВ

GroupВ triedВ toВ extendВ theВ marketВ openingВ

VirginВ MegastoresВ aroundВ theВ worldВ andВ aВ

musicВ businessВ inВ theВ US

Films, В computerВ games

Related

VirginВ AtlanticВ Airways

VirginВ Holidays

VirginВ Galactic

Unrelated

TableВ 1 – Virgin'sВ AnsoffВ MatrixВ

Goal

AchievedВ Through

Growth

‐ Disrupting established markets

‐ Moving through different stages of markets

RiskВ Spreading

‐ Entering emerging industries

‐ Investments of small scale with small correlation with existing business

Profit

‐ Exploitation scale and scope economies

‐ New sources of cash generation

TableВ 2 – Virgin'sВ GoalsВ

VirginВ originallyВ startedВ asВ aВ recordВ storeВ andВ owningВ VirginВ MegastoresВ andВ nowВ theВ companyВ hasВ someВ businessВ thatВ areВ totallyВ differentВ amongВ themselvesВ. В TheВ AnsoffВ matrixВ isВ probablyВ theВ bestВ wayВ toВ explainВ thisВ evolvingВ growthВ strategy. В

UnlikeВ itВ mightВ beВ expectedВ asВ firstВ lookingВ atВ theВ company, В theВ VirginВ groupВ hasВ extremelyВ focusedВ goals. В TheВ wideВ spanВ ofВ activitiesВ onВ whichВ itВ isВ engaged, В mayВ leadВ toВ thinkingВ Virgin'sВ portfolioВ isВ notВ takingВ advantageВ ofВ synergiesВ andВ scaleВ andВ scopeВ economies. В Yet, В consideringВ VirginВ attitudeВ ofВ beingВ againstВ establishment, В andВ byВ usingВ aВ pioneerВ andВ innovativeВ criteria, В weВ realizeВ Virgin'sВ portfolioВ makesВ totalВ sense. В WhatВ unitesВ VirginВ companiesВ isВ theВ desireВ toВ shareВ theВ " VirginВ experience” andВ inВ soВ doing, В generateВ growthВ andВ profit, В allВ whileВ reducingВ risks, В forВ theВ group. В

В 

TheВ approachВ ofВ theВ companyВ regardingВ theВ diversificationВ criteriaВ isВ whatВ makesВ VirginВ completelyВ unique. В ItВ hasВ aВ ratherВ unconventionalВ metricВ toВ evaluateВ diversificationВ options. В RatherВ thanВ relyingВ onВ traditionalВ criteria, В itВ followsВ Brandon'sВ entrepreneurialВ philosophy. В

DriveВ forВ changeВ

StaffВ comesВ first, В followedВ byВ

theВ customersВ andВ onlyВ afterВ

thatВ areВ theВ shareholdersВ

CaptureВ everyВ idea, В asВ

crazyВ asВ itВ mayВ lookВ

BeВ creative, В don'tВ stickВ

onlyВ toВ leadersВ opinionВ

TheВ GreaterВ isВ theВ challenge, В

theВ greaterВ isВ theВ funВ

FigureВ 1 – RichardВ Branson'sВ entrepreneurialВ philosophyВ

VirginВ Group'sВ diversificationВ strategyВ andВ

competenciesВ...

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