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Virgin analysis


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Virgin Case study

Published in: Marketing
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Virgin analysis

  2. 2. Content 1. Background information, historical information of the company 2. Company mission, vision 3. Business Model and Business strategies 4. SWOT analysis 5. Problems the company face 6. Solutions 7. Lessons
  3. 3. INTRODUCTION  Virgin’s one of the largest private company in the UK, annual sales of about 5 billion pounds  Founder: Richard Branson  The largest enterprises Virgin Atlantic - international airline
  4. 4. INTRODUCTION  In 2002, 200+ company, approximately 50,000 employees in 29 countries dominate many sectors: financial services, aviation, railways, multimedia, retail sales outlets ....  The image and his personal imprint is most evident and become as a model in 1997 for a campaign advertising Apple computers: "THINK DIFFERENCE" + export appointments in one film American comedy "FRIENDS"
  5. 5. Historical
  7. 7. MISSION, VISION Mission Statement  The company’s vision is to be the shopper victor, by delivering brand values, which are: value for currency, superior quality, dazzling customer service, pioneering, competitively testing and fun.; to provide a quality service by motivating employees and to assist and examine consumer feedback for nonstop enhancement of the customer's experience through improvement; to create products and services that make the customer’s life more enjoyable (Virgin Group, 2012).
  8. 8. MISSION, VISION Vision Statement  Virgin vision can be defined by words of Richard Branson (1997). “We are planning a global presence in travel, mobile communications, entertainment retailing and music. We are in exciting markets which are set to benefit considerably from technological developments in distribution and fulfillment. I believe that Virgin has the opportunity to be in the top 20 of global brands.
  9. 9. BUSINESS MODEL & STRATEGIES The Virgin Group Virgin Travel Virgin Rail Virgin Cinemas Virgin Media Virgin Group Virgin Music Virgin Trading
  10. 10. BUSINESS MODEL & STRATEGIES  ‘A branded venture capital house'  A structure of loosely linked autonomous units run by self- managed teams that use a common brand name  There was little sense of management hierarchy and a minimum of corporate bureaucracy  Each business or group of businesses ran its own affairs but they were tied together through a degree of shared ownership and shared values.
  11. 11. BUSINESS MODEL & STRATEGIES  “The brand is the single most important asset that we have; our ultimate objective is to establish it as a major global name. That means that we need to have a number of core businesses with global potential”  Before entering a new market, it was thoroughly researched to decide whether Virgin could offer something truly different
  12. 12. BUSINESS MODEL & STRATEGIES The management style:  Decentralized decision making  Emphasis on autonomous business level decision making and responsibility for their own development.  With businesses scattered across a wide range of industries and markets, the approach was largely hands-off.  Within the business units, Branson adopted his own personal style of management.
  13. 13. Strengths Brand name Founder Huge market sector Rock ‘n’ Roll style Partnerships Weakness Management Style Mixture of brand product image Opportunities Economic situation Technology development Asia Threaten Competitors The government policy (in other countries) Technology development Economic situation SWOT Analysis
  14. 14. Problem  2003, in Virgin Express profit, these had slumped in the third quarter.  2000 Branson folded his loss making UK clothing line.  Virgin Trains, Cross Country and West Coast lines were ranked 23rd and 24th out of 25 train operating franchises.  At the end of 2000 Virgin Rail failed to win the East Coast main line franchise.
  15. 15. Problem  12/ 2003, there was a public offering of shares in low-cost Virgin Blue.  January 2004 also saw rumors that Branson would float Virgin Mobile. => Rumors that it signified a cash crisis for Virgin
  16. 16. Solution  A £2.2bn investment on a fleet of 75 new high-speed trains was aimed.  By 2002 Virgin Rail was reporting profits.
  17. 17. Solution Sold off  UK and Irish cinema houses  Virgin Music  49 per cent stake in Virgin Atlantic  Virgin Sun, a short-haul package holiday business
  18. 18. Solution ‘Every year I suspect we'll sell five businesses in a given country, but we'll replace five. We don’t buy companies, we start them from scratch. The way we manage to grow companies is by selling those we have built and established am the years.’ - Branson
  19. 19. Lesson  Business Model  Business Strategies  Management Style
  20. 20. Thank For Listening