Critical Analysis and Evaluation of Virgin Mobiles

SIMM05 – GLOBAL CORPORATE STRATEGY

ASSESSMENT TWO

- INDIVIDUAL ASSIGNMENT -

A CASE STUDY

A critical analysis and evaluation of Virgin Companies

[pic]

  Study Centre: XYZ

Student: XYZ
TABLE OF CONTENTS

1.0 INTRODUCTION 3

2.0 GLOBALISATION 3

3.0 SWOT ANALYSIS OF VIRGIN 5

4.0 VIRGIN’S FOCUSED STRATEGIES 7

4.1 Innovative, technological and quality products 8
4.2Closeness to the customer 11
4.3Quality of employees 11
4.4Service 11
4.5Fun 12

5.0 VIRGIN – THE BRAND 13

6.0 MANAGEMENT & LEADERSHIP 15
6.1Organisation structure 16

7.0 VIRGIN IN THE 1970s 18

8.0 VIRGIN IN THE 1980s 19

9.0 VIRGIN IN THE 1990s 21

10.0 FUTURE OF VIRGIN 24

11.0 REFERENCES 25
QUESTION ONE

1.0 INTRODUCTION

The Virgin Company has its roots in the entertainment business.   Richard Branson began his first venture with a student magazine when he was a teenager.   He used this medium to express his love for music as well as to express his unorthodox views.   During the 1970s, he built an entertainment business stemming from record production to music retail outlets.   He managed the value chain throughout the vertical integration activities.   Through his employees and the values which the brand exemplifies, he connected with the customer where other dominant players had failed.   The strong position of the brand in the marketplace does not guarantee that each business generates a profit.   In fact, there have been failures such as Virgin Cola, Virgin Car and Virgin Bike.   The businesses are connected through the brand which loose operational connections.   However, the cash cows of the business do support the dogs and the question marks.   As the cash cow in the 1980s, Virgin Records was the source of funds for Virgin Atlantic in its introductory years.   This paper examines the Virgin brand and the face of Virgin, Richard Branson, to understand the key success factors.   Through the use of business tools, the company is... [continues]

Read full essay