Virgin Airline - the House That Branson Build
Module Title: GM512 Business Policy and Strategic Management
Assignment Topic: The House that Branson Built: Virgin’s entry into the new millennium (A CASE STUDY)
Table of Contents 1. Analysis Question ……………………………………………………..……………..... 3
2. Introduction ………………………………………………………………………….... 3 2.1 Company Overview ……..………………………………………………… 3 2.2 Company Perspectives …………………….………………………………. 4 2.3 Virgin’s Business Model …………………………………………………... 4 2.4 Virgin’s Corporate Strategy …………………….………………………..... 5
3. Case Study Analysis: The House That Branson Built: Virgin’s Entry Into The New Millennium .………………………………………………………………………. 9 3.1 To what extent does Branson’s strategic thinking fit the generative reasoning perspective? ……………………………………………………………………….. 9 3.2 To what extent does Branson’s strategic thinking fit the rational reasoning perspective? …………………………………….…………………………………. 11
4. Strengths and weaknesses of both strategic reasoning perspectives. (Analyses and Recommendations) ……………………………………………………………….. 14 4.1 Rational reasoning versus generative reasoning perspectives ……………. 14 4.2 Strengths and weaknesses of Generative Reasoning Perspective ………... 15 4.3 Strengths and weaknesses of Rational Reasoning Perspective …………... 17 4.4 SWOT analysis based on Virgin Group ………………………………….. 18
5. Conclusion ………..…………………………………………………………………… 23
6. References …………………………………………………………………………….. 24
1) INTRODUCTION
This article is a group assignment submitted in part fulfillment of the requirements for GM512 Business Policy and Strategic Management, which is a core module contained in the curriculum of the UCSI Master in Business Administration program.
The article attempts to evaluate Case 3: The House that Branson Built: Virgin’s entry into the new millennium, and identify which of the strategic decisions taken by Richard Branson, Chairman of VIRGIN Group, indicated that he adopts
Assignment Topic: The House that Branson Built: Virgin’s entry into the new millennium (A CASE STUDY)
Table of Contents 1. Analysis Question ……………………………………………………..……………..... 3
2. Introduction ………………………………………………………………………….... 3 2.1 Company Overview ……..………………………………………………… 3 2.2 Company Perspectives …………………….………………………………. 4 2.3 Virgin’s Business Model …………………………………………………... 4 2.4 Virgin’s Corporate Strategy …………………….………………………..... 5
3. Case Study Analysis: The House That Branson Built: Virgin’s Entry Into The New Millennium .………………………………………………………………………. 9 3.1 To what extent does Branson’s strategic thinking fit the generative reasoning perspective? ……………………………………………………………………….. 9 3.2 To what extent does Branson’s strategic thinking fit the rational reasoning perspective? …………………………………….…………………………………. 11
4. Strengths and weaknesses of both strategic reasoning perspectives. (Analyses and Recommendations) ……………………………………………………………….. 14 4.1 Rational reasoning versus generative reasoning perspectives ……………. 14 4.2 Strengths and weaknesses of Generative Reasoning Perspective ………... 15 4.3 Strengths and weaknesses of Rational Reasoning Perspective …………... 17 4.4 SWOT analysis based on Virgin Group ………………………………….. 18
5. Conclusion ………..…………………………………………………………………… 23
6. References …………………………………………………………………………….. 24
1) INTRODUCTION
This article is a group assignment submitted in part fulfillment of the requirements for GM512 Business Policy and Strategic Management, which is a core module contained in the curriculum of the UCSI Master in Business Administration program.
The article attempts to evaluate Case 3: The House that Branson Built: Virgin’s entry into the new millennium, and identify which of the strategic decisions taken by Richard Branson, Chairman of VIRGIN Group, indicated that he adopts