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STRATEGIC MANAGEMENT
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INTRODUCTION
BRAND OWNER ± SIR RICHARD BRANSON
STRATEGIES
MANAGEMENT STYLE
VARIOUS SBU¶S
SWOT ANLYSIS
CONCLUSION
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Leading branded venture capital organization
Created more than 300 branded companies worldwide,
Employing approximately 50,000 people, in 30 countries.
Global branded revenues in 2009 exceeded £11.5 billion
Sectors ranging from mobile telephony to transportation ,
travel, financial services, media, music and fitness. ³KEIRETSU Organization´
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In 1970 ,he founded Virgin as a mail
order record retailer and grew in
music publishing and retailing
1986 ± floated on stock exchange with
turnover of 359 million Euros
Most important ingredient to success
Virgins corporate rationale is merely
a projection of his own personnel
philosophy
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Each business is ³ring- fenced´.
Long term growth vs short term profit.
Virgin to represent µbeing a virgin in every business¶
Fierce external diversification strategy-
Extend brand at low cost into selected areas to shake up the static
market
Met 4 out of 5 criteria ± innovative, challenging, offer value for money,
being better than the competitors, good quality and growing market
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Joint venture ± virgin provided brand and partner
provided capital
Identification of complacency
Start companies with a scratch, make it a success and sell
it for profits
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Adopted hands ± off policy
Corporate bureaucracy is minimal
Brand is most important asset of the company so make it
global one
³The heart of Virgin¶s core strategy to develop the five
pillars of the business empire: travel, leisure, mobile
phones, entertainment retailing and personal finance´.
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Formation of Virgin Management Limited
Provides advisory and managerial support to all of the
different Virgin companies and our specialist Sector teamsaround the world
VML's fastidious number-crunchers manage Virgin's
financial assets in the group
collaborative and supportive style of custodianship
sector teams, each run by a Managing Partner
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Virgin Atlantic Airways
Virgin Earth Challenge
Virgin Megastore
Virgin Mobile Virgin Radio International
Virgin Connect
Virgin Drinks
Virgin Galactic
Virgin Produced
Virgin Festivals
Virgin Healthmiles
Virgin Active
Virgin Health Banks
Virgin Gaming
Virgin Racing Virgin Media
Virgin Trains
Virgin Money
Virgin Greenfund
Virgin Unite
Virgin Balloon Flights
Virgin Books
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I ts all about the music
We deliver simple broadband to the
places
it has never been before
WHAT I S YOUR TASTE ?
DI SCOVER I T WI TH Virgin
DRINKS
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Started in 1984 Britain second largest long haul airline.
Head office Crawley, west Sussex, England.
Virgin Atlantic Airways Ltd. is a British airline which isowned by Richard Branson's Virgin Group (51%) and
Singapore Airlines (49%).
Awarded as the worlds fastest airport check in service
provider.
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Its major engine parts are manufactured by HAL,
LUCKNOW
Slogan ³WE NEVER FORGET YOUR
FIRST TIME´
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To provide all classes of travelers with the highest quality
travel at the lower cost
In 1992 they introduced Mid class for the cost conscious
business travelers. First airline in the world to use the BIO FUEL.
First airline which provided the facilities equivalent to
premium class in cost of service class
Virgin blue is named in 2008, Asia pacific low cost airline.
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STRENGTH Most attractive cabin &
crew.
Cool and informaltreatment to passengers Profit making airlines Service quality Entertainment & Fun for
customersInnovation Convenience
WEAKNESS Small player in airline. Only few planes
No clear customer target Small network Public relation is not that
much efficient
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OPPORTUNITY
Since it has a good brand
value it has a greatadvantage against their
competitors.
Partnership Alliance
THREAT
Recession
Terrorism Air-traffic
Fall in tourism Industry
Rising fuel cost
Taxes
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Aggressive expansion in Asia, South America
Increase the aircraft fleet
Form a strategic alliance with other airlines (which could
have been a future threat) Continue to develop innovative approaches in airline
services
Maintain relationships with Upper Class customers
Globalize the Virgin brand further
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MOBILES AND
TELECOMMUNICATIONS
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Virgin Mobile India Limited is a cellular telephone service
provider company ,which is a joint venture between Tata
Teleservices and Richard Branson¶s Virgin Group
Currently, the company uses Tata's CDMA network to offer
its services under the brand name Virgin Mobile, and it hasalso started GSM services in some states
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Virgin Mobile Offers Single Call Rate of 40p/min
For Local and STD
Virgin Mobile CDMA Commences Unlimited
Calling Offers:
Value for money & flexible tariffs that reflect their unique
needs
This Single Call Rate of 40paisa/min applies to all Local
and STD calls made anywhere across India without anyconditions in the core offering
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Virgin Mobile¶s Pay Back Time:
Virgin Mobile started off with a craze bygiving out 10p/min for incoming calls. It
means that you get paid 10paise for every
minute you talk.
Quite hatke isn¶t it?
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Virgin Mobile Ties Up with GetJar- Offers Free Mobile
Apps :
GetJ
ar currently offers more than 70,000 free mobile games andapplications to its users, Popular applications such as Face book
Mobile, Yahoo!, Nimbuzz, Opera Mini Browser, eBuddy and
thousands of such applications can now be easily downloaded across
all major platforms
Independence Day Offer Social Networking On Virgin
Mobile Free :
They give special offers during festivals and other occasions. This
shows their Personalized customer care
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Services
CDMA GSM Datamax
RUIM enabled handsets with colored screen &FM radio
GSM enabled SIM cards
Plug n Play device for broadband
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SERVICE DIFFERENTIATORS :-
Taking the hassle out of buying a cell phone - Try before you buy
End-to-end ownership of problems ± Personalized care
Authorized to resolve issues on the spot
On-line recharge option
IMAGE DIFFERENTIATORS :-
Innovative, eye-catching product that epitomizes the youth
POLICY DIFFERENTIATORS :-
Whatever your problem you can walk into any service center and
get replacements for faulty items in the pack
SUCESS FACTORS :
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Age
Bachelo
r Stage
NewlyMarried
childover 6
dependent children
ChildrenlivingAway
Schoolstudents
StillWorking
Retired
Age : 14-30 (specially target¶s youth)
30% of consumer base contributes > 50% to revenues
Price Sensitive :handsets starts from Rs 2000
Mobile for self expression :Brand &
Style
SEGMENTATION
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PEOPLE
Manpower
Management
Sales force - Front end staff courteous, competent, reliable &responsive
Back Office / Support ServiceLegal Team
Trade Partner
Tata Teleservices LtdOrganized & Unorganized Retailers
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Virgin brand so f ar: Leisure &
Entertainment
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Virgin Radio is a brand owned by the Virgin Group
used by a number of different radio stations
worldwide.
The stations generally carry independent
programming, but have access to some shared
programming.
Virgin Radio stations are normally classified as
rock music or contemporary hit radio stations.
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Virgin brand so f ar: Health.
Renewable. Charity.
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STRENGTHS
Strong brand name. Large land resources. Expanded IT Sector.
High budget and enough money forbusiness.
W
EAKNESS Too loose supervision. Lack of a strategy for development
of port. Not yet gone public fully. Out of date plant and machinery.
OPPORTUNITY
Could expand to overseas. Could seek better supplier deals.Opportunities for training .
Opportunities to obtain informationusing IT.
THREATS
A bad sub-brand might affect othersub-brands & parent brand
Virgin Atlantic vs. Virgin Rail What after Branson?
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Strategy
Listen to people.Encouragecommunication andfeedback.
Integrate personnel intoother part of theorganization.
Values and belief
He says that he neverlisten to critics.
He is a sponge for newideas.
Inspire people to think
like Entrepreneur.
Bransons Skill
Public relation genius-
he understand whatmedia wants and giveit to them
Core values andbelief
Helping people toachieve things thatthey did not know theywere capable of.
Being catalyst to thesuccess of other.
Constantly learning.
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THANK YOUTHANK YOU