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THE VIRGIN GROUP
CASE STUDY

QUESTION 1: What examples does the case give of links between Branson’s
strategy for Virgin and the environment in which it operates?

The Virgin Group Ltd is a group of separately run British companies with the Virgin brand under the leadership of English celebrity business tycoon Sir Richard Branson. The core business areas are travel, entertainment and lifestyle, among others.

Richard Branson’s strategy comes from his deepest inner beliefs;

“in principle there were no product or service boundries
limiting a brand name, provided it was associated with
quality products/services on offer�

The corporate strategy of the Virgin Group is to operate like ‘a venture capital firm based on the Virgin brand.’ This strategy involves non-related diversification at the individual business unit level. Meanwhile, synergies are created from hierarchical relationships and the interaction of the corporate head office with......

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Approximate Word Count: 6496
Approximate Pages: 26 (250 words per double-spaced page)

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