Most of the people know Virgin as a plane society . For many of them, it is suprising that this company is a lot more than that. Virgin Group, founded by the successful businessman Richard Branson, includes more than 400 companies. Virgin drinks, Virgin Mobile, Virgin Ware and Virgin Radio are just a few examples of what the name Virgin stands for. But is this wide variety of products related to one name a positive thing in business?
Despite the large offer, Virgin didn't make it to market leader in any of its businesses. The core business of Virgin is entertainment, travelling and lifestyle, but in these economic areas a company can produce a lot of different products. The problem with Virgin is, according to my opinion, that people in the end will forget which kind of company Virgin really is. Being not innovative just to get lower prices doesn't make a product very popular.
Sometimes it's better for a company to follow the rules of specialisation in order to approve the quality of its products and its reputation.
Laura Christiaens
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