Assignment on Management - Transformational Corporate Strategy

Running Head: MANAGEMENT
Transformational corporate strategy
Name of the Student
Name of the University
Author Note

MANAGEMENT1
Executive summary
It has been identified that based on the country perspectives, the corporate strategic direction in
different organization gets changed. By critically analyzing the current strategies adopted by
Virgin group in the South African market. The study has focused on understanding its suitability
on the market. Virgin group has faced various ups and downs in the global market. By following
its global expansion strategy, in the South African market the company has followed the
diversification strategy so that it can ensure its strong presence in every sector. However due
improper presentation of marketing approach as well as negative cash flow and improper
management style have impacted on the strategic direction of the company. In this situation if the
company will focus on restructuring process it can be beneficial for the company to ensure its
sustainable position in the market.

MANAGEMENT2
Table of contents
Introduction......................................................................................................................................3
Current corporate strategy adopted by Virgin Group......................................................................3
Critically analyze the strategies and understanding these effectiveness in bringing sustainable
growth in South Africa....................................................................................................................7
Role of virgin group as corporate parent.......................................................................................10
Issue analysis.................................................................................................................................11
Critical argument as the alternative growth strategy.....................................................................13
Conclusion.....................................................................................................................................15
References and bibliography.........................................................................................................16

MANAGEMENT3
Introduction
Sustainable corporate practice in business has become an important strategic move
adopted by the companies for maintaining the strong brand image (Avery 2017). Based on the
country perspectives, the corporate strategic direction in different organization gets changed. The
purpose of this study is to critically analyze the current strategies adopted by Virgin group in the
South African market. Critically analyzing the strategies, the study has focused on understanding
its suitability on the market. As the corporate parent the role of virgin group has been has been
analyzed. In this study understanding the current growth strategy adopted by the company
alternative growth strategy has been suggested that can help in terms of bringing the betterment
in the operational process in South African market.
Current corporate strategy adopted by Virgin Group
Strategies:
 It has sacrificed short term profits for earning the long term goal
 Acquired the innovative partners for matching the persona of Robinson
 Adopted the diversification strategy in the market
 Followed the flat management structure
 Followed the market diversity
Analysis:
Virgin group has a rich varied history that includes the bridal wear, records. Airlines, holidays,
cars, bank accounts, mobile phones cosmetics, vodka and many more. In the year 1970, the
virgin group was founded by Richard Branson (Virgin.com 2019). Especially in case of South
African market, Virgin group has aimed to adopt the ‘go big’ strategy for expanding the