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1 Executive summary Virgin is currently the third most recognized brand in Britain and it is commonly associated with the identity of its founder Richard Branson Branson is not your typical corporate businessman but rather a risk-taking entrepreneur that emphasizes the fun in every activity he is driving the Virgin group into Virgins best known operations are probably air travel the Virgin Atlantic and Virgin Express airlines and music stores Virgin Megastores but they are also involved in trains finance internet services soft drinks mobile phones cars wines publishing and bridal wear to name but a few Although Virgin has successfully developed a differentiation strategy in each of these sectors some of the groups companies are currently experiencing financial difficulties Through a SWOT analysis we identified four main strategic issues that will determine Virgins future success Leadership - how to foster a new Branson that will be able to lead Virgin trough its new challenges Globalisation - how to leverage the Virgin brand recognition in the UK to an international one Reorganization - how to organize such a large number of different companies with different business focus Financial structure - how to structure the companys capital for an optimal return on investment Following a through analysis using tools such as the BCG matrix leadership model analysis and Internet analysis we concluded that in order to survive the Virgin brand has to become global We believe that building a leading worldwide Internet portal giving access to all Virgins business is critical both for globalizing the brand and for managing the different business trough one platform Furthermore we believe that Virgin should finance its expansion to the electronic commerce by raising money in the capital markets trough an initial public offering of its shares 2Project background Virgin is the third most recognised brand in Britain today Virgincom website and also has a significant and growing
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