Name : Auditya Eros Siswanto

Class : IB-2
ID

: 014201200064

STUDY CASE OF VIRGIN COMPANY

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?
Sir Richard Branson used the method Trial and Error or
geographical expansion where they always make the business line
which is doesnt relate from the previous business. Sir Richard as
the CEO likes to make some experiment in doing business example
is when they open the Virgin cola Until they make the Virgin airlines
from the small business until they make the big business in airlines
area. It is give the impact to the Virgin Company while they more
prefer to expansion to another product rather than make or adding a
new product that make Virgin company doesnt have competitive
advantages because they walk in many area of business. Sir Richard
said Business opportunities are like buses . . . Theres always
another coming along. Thats means Sir Richard wants to look
every opportunities to enlarge Virgin company and thats mean not
all of the business emergent working well because form the many
opportunities not at all could be succeed.

2. 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, as the CEO, have
done?
Spend too much in investing in many new product areas
actually not a good way but in the others ways investing much in
many new products doesnt make Virgin company have their own

competitive advantages meanwhile in several business they got

succeed in mobile and airlines area. If I as a CEO of Virgin company I
not just invest but adding the new product to make our product is
different because with invest we doesnt need to introduce our new
company who already have their customer and market shared. We
just introduce the new product from our company to make our
company have the competitive advantages and innovation between
the others competitors.
3. Why do you think Virgin is not popular in the Asian region, notably
Indonesia? What are the aspects that made Virgin unpopular? What
would YOU, as the CEO, have done to gain a market share in
Indonesia?
Actually in Asian market Virgin Company has expanded into
Japan and Singapore. In 1990 Virgin company opened megastore in
japan after they launched the megastore in UK. The other ways to
expand their market in Asian is when they extended the mobile
telephone service provider into Singapore market. In Indonesia itself
Virgin brand name doesnt have enough attention although they
already expand to Japan and Singapore. In my analyses the aspect
that made Virgin unpopular is because their strategies who adopted
emergent strategies or trial and error in running their business and
the others factor that make virgin doesnt exist in Asian especially
Indonesia because Virgin company doesnt adopt the culture of Asia
where most of the countries in Asia is develop countries which is
different with the Europe culture. If

I as the CEO of Virgin I will

Expand my company into Indonesia because Indonesia have big

opportunities to develop my company in mobile and airlines with
adopt the Indonesian culture it will be the opportunities of Virgin
Company.