VIRGIN GROUP- SWOT ANALYSIS

1. Charismatic leadership by Sir Richard Branson 1. Vulnerability due to ‘spillover effect’ of

2. Highly diversified successful businesses within negative publicity, because the group has
Virgin Group portfolio serving 53 million more than 60 businesses with Virgin brand
customers worldwide name
3. Effective marketing strategy 2. Lack of focus on specific product and service
4. Extensive management experience and categories
capabilities across a wide range of industries 3. Customer perception of being expensive
brand
4. Financial problems of Virgin Atlantic

STRENGTHS WEAKNESS
OPPORTUNITIES THREATS
1. Investments in e-commerce in artificial intelligence 1. Leadership issues after the departure of Richard
(AI) Branson
2. Concentrating only on most profitable product and 2. Negative economic implications of Brexit on UK-based
service categories, i.e. narrowing focus businesses
3. Increasing presence in emerging economies such as 3. Financial problems due to overly risk-taking approach
China and India to new businesses
4. Finding and utilising new sources of competitive 4. Intensification of the loss of brand identity
advantage