Richard Branson CEO of Virgin who is conglomerate specializes in travel and entertainment industries.

Strategic management which make Virgin become strong brand names of Virgin they use publicity stunts with do almost anything in promotion and advertisement these are as innovation and creativity. Virgin emphasize on Public Relation almost 25 percent of Mr. Branson time for public relations activity, core strategies of the business empire are travel, leisure, mobile phones, entertainment retailing and personal financial. They create business whose are completely different from the way other doing business such as the creative management which are high quality, innovative, prove good value for the money, be challenging to existing alternative, have a sense of fun in advertise. Mr. Branson put employees first as top of advances within industries, customers and the next shareholder. The most successful business is Virgin Travel which has segmentation with highly consumer consumption, their very rigorous price cutting strategies and better service. They offer Virgin Atlantic with route London to New York. The strategic nature or expand of Virgin Atlantic are virgin Atlantic cargo, virgin holidays, Air Asia and virgin Australia. For the analysis Porters 5 force:

Rivalry is high in Virgin Travel because many other airlines offer different service of travel such as passenger airplanes, train, rent a car, hot air balloons, space travel, and cruise line. The competitors are Delta, British Airways, Royal Caribbean, Hertz, and Enterprise.The supplier power is moderate, because there are only a few suppliers as airline manufacturers.

1. The Virgin emergent approach to strategy development has not always proved successful
Virgin Bride and Virgin Cola, for example, remain relatively small businesses. Does this matter? Do all emergent strategies have to be successful?

Global Strategy and Policy| Sekar Pratiwi (014201100058)

"Emergent strategy implies that an organization is learning what works in practice. Mixing the deliberate and the emergent strategies in some way will help the organization to control its course while encouraging the learning process. "Organizations pursue umbrella strategies: the broad outlines are deliberate while the details are allowed to emerge within them" (Mintzberg, 1994, p. 23-25; Hax & Majluf, 1996, p. 17). The Virgin Group uses business level strategies to gain a competitive advantage in the market by exploiting its core competencies and matching its strengths with opportunities. Their management strategic is a decentralized decision making process, with a focus on independent business-level decisionmaking and responsibility for their own development (Keiretsu).In other hand Virgin does use the cost-leadership for approach because does not have its own manufacturers. For example, Virgin Active in South Africa, the leading health club chain, is challenged to think of 10 improvements for every new club built. These changes influence customers experience of Virgins products and services. Contrast Virgin Cola and Bride were shut down. First lesson from virgin cola ere in the distributor which are Coca-Cola and Pepsi block Virgin from getting crucial space in half the UKs markets, in other hand Virgin Cola is double budget of advertising and promotion so they didnt got break event point , these situation make them loss. Second Virgin bride is one of variety of business ventures. Virgin Bride launch in Northumberland Ave, London in December 1994, but the ventures short-live in December 2007 after suffering losses in the competitive bridal market. 1. Critically evaluate Virgin Groups strategies over the period of the case study. Was the
company wise to spend so much time investing in so many new product areas? What would you have done?

The conclusion are not all the emergent strategic successful because term of condition market like what happen to Virgin Cola and bride, distributor in Virgin Cola which one main tools in the marketing but Virgin cant handle it and also they lot spend money for promotion. Same what happen with cola, Virgin Bride fail because in fashion need brilliant innovation to keep existing, so critically evaluate for Virgin Groups strategies are market concern in business long-term rather than sort-term meaning is Richard Branson in nowadays not so much concern about industry-specific expertise, virgin should satisfy needs product and service not only in short-term goal but also long term goal. Brand name depends on Branson, if something happens to him ultimate death, the group biggest asset its brand value will reduce considerably. To be successful leader market virgin should be quick decision making because of changing environment to compete with rival. Hire the skillful employee to get best performance like finance.

Global Strategy and Policy| Sekar Pratiwi (014201100058)