Virgin Group Strategic Management
1
Virgin Group’s mission and values The Virgin group comprises is composed by over 200 companies with more than 25,000 employees worldwide. It has revenues of about 7 billion, and has become one of the world’s top 50 brands.
Although there is no official mission, we can infer that by the company statements throughout the years: 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
It is clear the intention by its leaser to create a very large conglomerate sharing the same name, and although the values are not necessarily the same, they all share the common base stated above. This policy results in a product range totally different from those of its competitors, targeting a younger audience and better value for money, all under the umbrella of an aspirational brand.
Virgin Group’s diversification goals and criteria
Product / Service
Market
Present
Present
Market Penetration
Product Extension
Attract competion costumers, or non‐users The simple retailing has led the company to through publicity, self‐publicity and start music production and publishing exploitation of Virgin name
Market Extension
New
New
Products‐Markets Divesification
Although it did not gone as expected, the
Group tried to extend the market opening
Virgin Megastores around the world and a music business in the US
Films, computer games
Related
Virgin Atlantic Airways
Virgin Holidays
Virgin Galactic
Unrelated
Table 1 – Virgin’s Ansoff Matrix
Goal
Achieved Through
Growth
‐ Disrupting established markets ‐ Moving through
Virgin Group’s mission and values The Virgin group comprises is composed by over 200 companies with more than 25,000 employees worldwide. It has revenues of about 7 billion, and has become one of the world’s top 50 brands.
Although there is no official mission, we can infer that by the company statements throughout the years: 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
It is clear the intention by its leaser to create a very large conglomerate sharing the same name, and although the values are not necessarily the same, they all share the common base stated above. This policy results in a product range totally different from those of its competitors, targeting a younger audience and better value for money, all under the umbrella of an aspirational brand.
Virgin Group’s diversification goals and criteria
Product / Service
Market
Present
Present
Market Penetration
Product Extension
Attract competion costumers, or non‐users The simple retailing has led the company to through publicity, self‐publicity and start music production and publishing exploitation of Virgin name
Market Extension
New
New
Products‐Markets Divesification
Although it did not gone as expected, the
Group tried to extend the market opening
Virgin Megastores around the world and a music business in the US
Films, computer games
Related
Virgin Atlantic Airways
Virgin Holidays
Virgin Galactic
Unrelated
Table 1 – Virgin’s Ansoff Matrix
Goal
Achieved Through
Growth
‐ Disrupting established markets ‐ Moving through