Strategy and Change Management for Virgin Group Ltd

This report focuses on the strategic change management process in Virgin Group Ltd, founded by Richard Branson. It includes an overview of the company, internal and external environment analysis using SWOT and PEST analysis, and recommendations for improving communication and transportation facilities.

Strategy and change

Table of Contents
Introduction................................................................................................................................3
Internal environment..............................................................................................................3
External environment.............................................................................................................4
SWOT analysis.......................................................................................................................4
PEST analysis.........................................................................................................................5
Strategic position....................................................................................................................6
Possible changes.....................................................................................................................6
Recommendations..................................................................................................................7
CONCLUSION..........................................................................................................................7

Introduction
Companies can use strategic change management to implement necessary changes in
a thorough and responsible manner. The practise of managing change in a systematic,
considered manner in order to achieve corporate goals, objectives, and mission is known as
strategic change management. Apart from this executing in implementing modification
required more effective communication and strategies are incorporates the requirement for
information towards the workers that helps the company to reduce the probability of
employed assistance (Orlova, Treanore, and Amsalem, 2020). This is the report that going to
focus on the different kind of Strategies of change and also going to focusing on the wooden
business that is a global, gross investor founded by Richard Branson. Apart from this this
report also going to focusing on the different kind of tools in order to examine the Internet
and external factors that great impact on the organisation and how these to the organisation to
maintain their position in the marketplace in order to achieve their goals and objectives.
Overview of the business
Virgin group Ltd is a British multinational venture organisation that is founded by
Richard Branson and Nick Powell in February 1970. The organisation date of incorporation is
listed as 1989 by company’s house as a holding organisation. The organisation headquartered
situated in London, United Kingdom and the company is founded in 1970 February, United
Kingdom. The Virgin Group consists of Virgin Group Holdings Limited (VGHL) and its
subsidiaries, as well as certain assets controlled directly by Richard Branson, VGHL's sole
shareholder. The president of Virgin, Sir Richard Branson, is the firm's first and most
conspicuous resource. Many individuals are drawn to the Virgin Group because of Richard
Branson's appealing demeanour (Damert and Baumgartner, 2018). Richard Branson
implemented a policy with his management that promoted their personal innovation for
venture ideas in order for management to feel more accountable and responsibility over the
corporate goals. He also strives to improve the firm's strategy in order to make it operate on
success and profitability. Only a few individuals with a competitive temperament and good
teamwork abilities were deliberately recruited by management, and chairman Richard
Branson chose them because they resemble his image in attributes.
Internal environment
Because the financial data for this company is not accessible, the architecture of the
Virgin Group differs from that of other businesses. Because it is a private corporation with

several fields and organisations and no precise accounts, the economic process of the
organization, as well as its revenue and company statistics, are not easily accessible. The
group, according to Branson, is considered related to one another and is self-managed below
one brand identity. Virgin is a set of private enterprises, not a limited company corporation,
according to Branson, thus it must focus on the benefit of the shareholders, customers, and
creditors. The benefit is that the corporation focuses solely on long-term earnings.
External environment
There are different kind of internal as well as external factors that create impact on the
organisation and it is very important for the company to analyse the Internet as well as
external factor that great impact on the company in order to achieve their goals and
objectives. In order to identify the external and internal environmental factor this report is
going to focusing on the pest analysis and swot analysis.
SWOT analysis
Strength:
Virgin is a well-known brand in the United Kingdom, the United States, and
Australia. Any product's brand would be enough to advertise it and create it a huge success in
the market. Virgin materials have a high chance of surviving in the market and gaining
widespread recognition and reputation without the need for additional advertising.
Weakness:
Each organisation has a significant communication barrier. Only the website for
contacting the company is still the same, but communication among different industry sectors
is quite poor (Ferrell, Hartline and Hochstein, 2021).
Opportunity:
Virgin has the chance to broaden its business internationally and reach out to more
consumers because its product is well-known in many nations. Mobile phones, airlines, and
media may all be easily expanded to any nation.
Threats:
The profitability of the Virgin Group is largely dependent on Richard Branson's
describes the business technique. Its methods are maintained if it does well in the
marketplace and creates rivalry for other businesses.

PEST analysis
Political factor: the organisation is running under the single brand and organisation has their
partnership with the state coach company. Apart from does the organisation has 51% share
and stay coach company has 49% share in the marketplace. The organisation follow every
rules and regulations that out fine will it by the government authority and pay all the taxes in
make their policies and rules on the basis of the government legislation. The government
interference in the organisation is associated with the financial matters because as the reports
are not appropriate because of the partnership with many organisation. This is the activity
that creates impact on the organisation. Apart from this organisation is most trusted
organisation and the company has a lot of customer Following to its good apart from this the
organisation has a great influence and the connection with the individual of the nation (Tang,
and Liu, 2018).
Economic factors: The organisation are running with the partnership and the company is
putting only the few extent of money and apart from this they also expanded business.
Operation level of the organisation has been increased and they are taking particular attention
towards the competitive services which are associated with the customers. Apart from this
due to global recession it create huge impact on the organisation like closing down or losing
jobs and many more.
Social factors: The organisation is focusing on the social responsibility because social
responsibility of catering appropriate services towards the marketplace is the first priority of
the company. Organisation purpose is to provide outstanding services with appropriate
quality to the consumer on the basis of the economic condition of the customer. Apart from
this the organisation environmental concern has been enhanced day by day so it creates
positive impact on the Community. Apart from this the organisation has a poor punctuality
services that are required by the company to focus on this in order to satisfy the consumers’
needs and requirements.
Technological factors: The organisation is always working on adapting or adopting new
software or the technical knowledge in order to serve the customer with maximum extent.
Apart from this the organisation always update in providing more effective Internet services
and technology is wireless technology and modify their policies on the basis of Trend and
interest of the consumers.

Strategic position
Virgin has a number of future strategies in place, and Richard Branson is working to
put them all into action. Virgin intends to diversify its company by entering new markets and
expanding its operations to other nations. Virgin intends to open new businesses in
collaboration with any company interested in expanding into new markets and nations. It
intends to reach new countries and establish a name for itself by gaining market share and
brand recognition by providing more offerings including all kinds of customer (Kibue, 2018).
Possible changes
A procedure of encouraging customers to purchase a certain product of a company that has
such a market value is known as branded product or brand development. Virgin has a high
brand value in the United Kingdom, and all of its products are sold under its name. Branding
enables a customer to purchase a product on a regular basis, resulting in a loyal provider and
delighted customers. Having fewer brand names means you're more accountable to your
suppliers and can count on them to deliver the best items. Marketing things under one brand
saves money on advertising and generates a positive response right away because the brand is
well-known in the market and has a large number of loyal customers. Virgin has a strong
brand image in the market, and it utilizes its name in marketing and product announcements.
Virgin has a variety of items underneath its branded product in numerous industries, such as
virgin travels, holidays, and so on in the travel and tourist industry. There are activities, a spa,
and other recreational activities available. Green fund, virgin soil, and other social and
environmental programmes are available. Virgin wines, carbonated beverages, and other
refreshments are available. Virgin employs certain elements of the cost-leadership approach,
but it mostly employs the differentiation business level strategy to improve its brand image
and maximise profits. A company's profit will improve as a result of implementing a Cost
Leadership strategy, as will the market size for that specific product. The character of Indian
consumers has remained consistent over the years: they seek low-cost, high-quality goods.
When a company's costs are minimal, the company's financial dangers are reduced. If a
financial meltdown occurs for a certain product, organisations who follow Cost Leadership
will be safe because there will be no large losses. Cost Leadership will become an advantage
for organisations in this manner, allowing them to stay in the market for long of time. Virgin
Radio, music services, mobile phones, internet, and communications are only a few examples
of the media available. It also sells books, clothing, financial services, and health insurance.
All of its services are available under the virgin brand name, which has an unique selling

point and a solid reputation. Virgin offers two categories of items: convenient commodities
and no-requested commodities, both of which cater to distinct types of clients and need.
Books, cosmetics, and mobile phones are all offered as everyday items, and all of these
product lines are easy to purchase for just any type of consumer. These items are purchased
on a regular basis, quickly, and at a low cost. The second specific product is one that is not
sought, such as interplanetary travel, since people are unaware of it or do not exhibit interest
in it. Virgin launched a travel room offer for its customers. Many people were hesitant to take
advantage of the offer because of the cost and risks involved.
Recommendations
 The organisation is required to improve their communication skills in order to
overcome the gap among the different business areas.
 Apart from this it is also recommended to the organisation that the company are
required to focus on their transportation facilities in order to improve their public
transportation because of its great impact on the organisation progress
CONCLUSION
From the above mentioned report it has been concluded That virgin organisation has
different kind of venture to introduce in the organisation is manage different kind of the
strategy in order to improve their share in the marketplace over the last 15 years. The
organisation has amended brand-name and hold services towards the market place that has
them to achieve their goals and objectives.

REFERNCES
Books and Journal
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Damert, M. and Baumgartner, R.J., 2018. Intra‐sectoral differences in climate change
strategies: Evidence from the global automotive industry. Business Strategy and the
Environment, 27(3), pp.265-281.
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage
Learning.
Tang, X., Du, D.K., He, Z. and Liu, J., 2018. Pyramidbox: A context-assisted single shot face
detector. In Proceedings of the European conference on computer vision (ECCV) (pp. 797-
813).
Kibue, G.W., 2018. Use of biochar for increased crop yields and reduced climate change
impacts from agricultural ecosystems: Chinese farmers perception and adoption
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