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EXECUTIVE SUMMARY Virgin began in the 1970s with a student magazine and small mail order record company Virgins growth since then has not only been impressively fast its also been based on developing good ideas through excellent management principles rather than on acquisition Virgin looks opportunities where we can offer something better fresher and more valuable and seize them Besides Virgin often moves into areas where the customers have traditionally received a poor deal where the competition is complacent In addition with their growing e-commerce activities they look to deliver old products and services in new ways Virgins are pro-active and quick to act often leaving bigger and more cumbersome organizations in virgins wake Virgin known as third most recognized brand in Britain now becoming the first global brand name of the 21st century Virgin involved in planes trains finance soft drinks music mobile phones holidays cars wines publishing bridal wear and a lot What tie all these businesses together are the values of their brand and the attitude of virgins employees Virgin created over 200 companies worldwide employing over 25000 people Their total revenues around the world in 1999 exceeded US5 billion Virgins companies are part of a family rather than a hierarchy They are empowered to run their own affairs yet other companies help one another and solutions to problems come from all kinds of sources In a sense virgins are a community with shared ideas values interests and goals The proof of their success is real and tangible In this report Virgin Group is being analyzed in three aspects General Environment Industry Analysis and Value Chain Analysis Besides that this report also discussing diversification strategy its relation with its stakeholders and the overstretching of Virgin brand name in Virgin Group GENERAL ENVIRONMENT VIRGINS GROUP The general environment is composed of dimensions in the broader society that influences an industry and the firms within it These dimensions comprise of six environmental segments demographic
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