Virgin Atlantic Airways, ten years after.INSEAD case study about the way Virgin Atlantic has been managed by its CEO and the challenges for next years.

1 Executive summary

Virgin is currently the third most acknowledge crack in Britain and it is commonly associated with the identity of its founder Richard Branson. Branson is non your typical corporate clienteleman but rather a risk-taking entrepreneur that emphasizes the fun in every activity he is driving the Virgin group into. Virgins best known trading operations are probably air travel (the Virgin Atlantic and Virgin Express airlines) and music stores (Virgin Megastores), but they are as well involved in trains, finance, internet services, soft drinks, mobile phones, cars, wines, publishing, and espousal wear to name but a few. Although Virgin has successfully developed a differentiation strategy in to each one of these sectors, some of the groups companies are currently experiencing financial difficulties.

Through a work up summary, we identified four main strategic issues that will regard Virgins future success:

*Leadership - how to foster a new(a) Branson that will be able to lead Virgin manger its new challenges?

*Globalisation - how to leverage the Virgin brand perception in the UK to an international one?

*Reorganization - how to organize much(prenominal) a large number of different companies with different business focus?

*Financial structure - how to structure the companys capital for an optimal return on investment?

Following a through analysis, development tools such as the BCG matrix, leadership model analysis and Internet analysis, we concluded that in order to survive, the Virgin brand has to become global. We conceive that building a leading ecumenical Internet portal, giving access to all Virgins business, is critical some(prenominal) for globalizing the brand and for managing the different business trough one platform. Furthermore, we believe that Virgin should finance its expansion to the electronic commerce by raising money in the capital markets trough an initial public offering of its shares.

2Project background

Virgin is the third most recognised...

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