The Virgin

Group in 2015
Discussed by: Prof. Mohsin A. Mukhtiar
Virgin Portfolio
 • Most Virgin companies were not
wholly owned by Virgin Group.
• Virgin Atlantic and Virgin Trains
were 51% owned,
Virgin • Virgin Money 34%,
• and Virgin Active 20%.
Companies • Virgin had sold off Virgin Media,
Virgin Mobile and Virgin Wines
entirely, licensing the brand to the
new owners.
 Market Entry Rationale

• All the markets in which Virgin operates tend to have features in

common:
• they are typically markets where the customer has been ripped off
or under-served,
• where there is confusion
• and/or where the competition is complacent.

In these markets, Virgin is able to break into the market and shake it up.
Existing Markets
for Virgin Wings
Virgin Way Our role is to be the consumer champion, and
we do this by delivering to our brand values,
which are:

● Value for Money.

● Good Quality.
● Brilliant Customer Service.
● Innovative.
● Competitively Challenging.
● Fun
 The challenge
The dispersed ownership and
control structure of the Virgin
Group had facilitated its
dynamic, entrepreneurial
growth.
But now that Branson’s
business empire had matured
and was consolidating around And was the strategy attuned
fewer businesses, did its to the changing conditions the
structure and management group faced?
systems still match the
strategy?
 What
What business
businesses
should Virgin
should Virgin
invest?
divest?
(Gradually or
(Partially or
Radically)
Fully)

Group
Task
What should
Which markets
be the optimal
should Virgin
mode of entry?
enter next?

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