With the foundation of Virgin Data in 1970, the first thing was used towards precisely what is today Virgin Group, which 2007 made up 215 firms under its structure, in businesses as diverse because space travel, mobile telephone and fitness gyms. Ever since the beginning, the image and culture from the Virgin Group have been therefore tightly linked to the personal picture and persona of it is founder, the high-profile entrepreneur and multimillionaire Sir Richard Branson, that it can be almost senseless to dissociate one in the other.
This paper aims at providing a critical view above the Virgin Group's corporate technique, in terms of strategic thinking and diversification, and a closer consider the business strategy of one of the Group's businesses, the Virgin mobile Atlantic aircarrier.
Virgin mobile Group is definitely defined within their corporate web page  like a " brand name venture capital organizationвЂќ, the Group's values being " affordability, quality, development, fun and a feeling of competitive challengeвЂќ, and its objective to " deliver a top quality service by empowering the employees and we facilitate and monitor customer feedback to continuously improve the customer's experience through innovationвЂќ. The essence of Virgin Group's business should be to operate as being a venture capital company based on the Virgin brand. We can analyze the structure of the Group and its corporate strategic parameters at a later justification in this file. For now, all of us will concentrate on the strategic thinking at the rear of the Group's modus operandi. At the age of sixty, Mr. Branson continues to business lead the Group as a privately-held enterprise, together with the same pioneeringup-and-coming and exciting spirit that is his personal hallmark. As an illustration showing how much of the persona of Richard Branson is usually embodied in the Virgin Group, Mr. Branson has his own web page, " Regarding Richard BransonвЂќ, side-by-side while using section " About VirginвЂќ on the Group's website. Despite is personal high profile and flamboyance, Mr. Branson's leadership style is certainly much based on trust and liability. Virgin Group has been traditionally managed on his own and a trusted team of expert senior managers , some of which have been with Virgin for over 20 years. The approach to supervision is largely decentralized, with emphasis on autonomous business-level decision making. In spite of the name, Virgin Group does not operate as such: financial results are not consolidated for exterior communication (neither for internal use, according to Virgin). All amount Group's pecking order are invited to participate in the process of growing the business. This invitation can be extended for the public at large, through a number of initiatives intended to capture entrepreneurial ideas with business potential. For example , the section " Got A Big Idea? вЂќ in the business website, as well as the newly introduced PitchTV, a place where anyone can publish a video harrassing a business idea to Virgin, and in which ideas are the best performer on for business potential. Although this kind of entrepreneurial procedure looks as if strategic pondering has more pounds than tactical planning in Virgin's general corporate strategy (which will also be based on Richard Branson's exploring and intuitive profile), the fact is that Virgin, just before entering any kind of new business, performs a thorough industry analysis situated in specific criteria and geared towards deciding whether Virgin can provide something genuinely different. The objective is to power on the manufacturer to extend in selected organization areas where a stagnant industry exists. Virgin mobile defines this sort of markets as " institutionalizedвЂќ: dominated by few competition, not providing good value for customers because of inefficiency or a lot of focus on competition. These are markets where the firm can use the brand fairness to defeat barriers to entry and provide more for less, contrasting its dynamic graphic with the market's perceived complacency (examples of such market segments...
References: 1] Robert M. Give, " Rich Branson plus the Virgin Group of Companies in 2007вЂќ
2] Johnson, Scholes and Whittington, " Exploring Corporate StrategyвЂќ 8 Edition
3] Frank Blackhurst, " At the the courtroom of King RichardвЂќ, Managing Today, May 1998, http://www.managementtoday.co.uk/search/article/411417/uk-court-king-richard/