Strategic Management and Virgin Atlantic

Topics: Virgin Group, Richard Branson, Strategic management Pages: 14 (2827 words) Published: July 31, 2013
Question 1

Virgin group limited is world largest british multinational company founded by Richard branson.it has various core business like travel,entertainment and life style and it includes 400 companies world wide.

Virgin Group's date of incorporation is listed as 1989 by Companies House, who class it as a holding company; however Virgin's business and trading activities date to the 1970s. The net worth of Virgin Group as of September 2008 was £5.01 billion.

Virgin Group operates from its headquarters at The School House, 50 Brook Green in the London Borough of Hammersmith and Fulham.Richard branson retains complete owner ship and control of virgin brand.

Each of the companies operating under the Virgin brand is a separate entity, with Branson completely owning some and holding minority or majority stakes in others. Occasionally, he simply licenses the brand to a company that has purchased a division from him, such as Virgin Mobile USA, Virgin Mobile Australia, Virgin Radio and Virgin Music (now part of EMI).

In mid-May 2013, the Virgin Group expressed its intention to seek out opportunities in Australia's healthcare industry to consolidate on the Group's Australian fitness centres. The Group also owns more than 100 National Health Service (NHS) services in the United Kingdom and the healthcare division of medical services group Assura after entering the British healthcare industry in 2011.

Portfolio stretegy means a view to pull the business investments with lowest average risks and high returns.it includes company’s company’s consistant vision.

Question 2

The Virgin Atlantic Airways is a UK-based private international airline that started operation in 1984. Flying up to 35 destinations in North America, Asia and Africa, it is 51% owned by Virgin Group and 49% owned by Singapore Airlines (Wikipedia). Its fleet size is 37 (31 in order) It competes with other local and international airlines including British Airways, the biggest and leading in UK. In the year to February 2009, Virgin Atlantic carried 5.77 million passengers and made an annual profit of £68.4 million on turnover of £2,580 million.[2]). With this information, it suggests firm’s bright future and industry fair share of the market. However, external and industry environment analysis is a continuous process (Hitt, Hoskisson & Ireland 2003) that every now and then makes prediction and preparedness an integral part of strategic actions of firms to efficiently manage opportunities and threats outside its organization.

Today, the Virgin Atlantic is one of the world’s most recognized brands and being recognized and trusted through their winning awards for their products and innovative marketing ( 2008).

Virgin Atlantic is a unique airline with great people and has a unique culture and it is not easy to sum up our culture in just a few words. Ours is a demanding and fast changing business and every one of our people has to have the intelligence to plan and deliver brilliant airline operations, to think on their feet and be accountable and respond to change and development. All the while, of course, we are all working hard to deliver our unique mix of product and service for which we are famous. All this creates a lively, collaborative environment where everyone knows what's expected of them and works together to achieve it. We pride ourselves on being as honest and unpretentious as we are inspired and professional - everyone has a chance to voice their opinions and no one's too proud to ask questions. We embrace innovation - wherever it comes from. If someone, an employee, customer or passenger - has a brainwave… we'll listen. If we like it - we'll do it and this is another way in which our people are the driving force behind our success.Of course, it takes a certain sort of person to flourish in such a fast-paced, freethinking environment. Talented, self-motivated,...
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