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Marketing Strategy and Corporate Diversification

   

Added on  2020-06-04

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CORPORATE STRATEGYANALYSIS &DEVELOPMENT
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Main body .......................................................................................................................................1Case study...............................................................................................................................1Strategies used by Virgin group in last 5-10 years.................................................................3Proposed strategy for coming 5-10 years...............................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................8
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ILLUSTRATION INDEXIllustration 1: Companies under Virgin group.................................................................................3Illustration 2: Market strategy..........................................................................................................4
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INTRODUCTIONCorporate strategy are those strategies that help firm in achieving there success andsustain it for long time. It has becrialome crucial tool that help firm to focus all availableresource on single objective aim. Corporate strategy has become crucial part of corporation aswithout it company loose there focus from main objectives and lack the focus and drive thatcome with these strategies (Grinblatt and Titman, 2016). This practices help company inretaining there competitive position in diverse market and help them in attaining good marketposition. It also helps in resolving different issue.In current time every organisation is accepting corporate strategy as there integral part asit help them in getting measurable progress and long term success. In present study Virgin grouporganisation is taken into account. It's a private group working in Conglomerate industry withvarious and varied companies under its list such as virgin travels, virgin rail, virgin media, virgintrading etc. The revenue generated by this company in year 2016 was approx 19.5 billion. Thestudy will give detail study on the corporate strategy used by Virgin group in last 5-10 year andwill critically analyse it. Furthermore, it will also propose some strategies that will help virgingroup to sustain in market in coming 5-10 years.Main body Case studyVirgin group is private Ltd. It runs separate business using the Virgin brand that iscreated by Sir Richard Branson. It has more than 200 branded companies under its nameworldwide among this entertainment, lifestyle and travel are its core business. It has more than50,000 workers working under it in 29 different countries. It has earned the image of world mostrecognised and respected name in world.It also works in partnership and may own complete business or some share for e.g. 51% ofVirgin Atlantic share is own by Virgin group and remaining shares are owned by SingaporeAirlines. It's a big organisation that many other companies franchise its name and pay the groupfor the privilege of using there brand name (Quer, 2015)Company has many goals that it wanted to achieve with it growth like making a globalpresence, customer loyalty etc. The top executive realize that these goals can only be achievedthrough the great workforce and proper management.The CEO of virgin stated that they know1rial
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