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VIRGIN GROUP SWOT ANALYSIS ON THE VIRGIN GROUP (Refer to appendix 1) "The SWOT process involves a critical assessment of the company's strengths and weaknesses in relation to the markets, which it seeks to serve, and in comparison with the known strengths and weaknesses of competitors". (Strategic Leadership Making corporate plans work by Adrian Davies 1st edition 1991. Woodhead-Faulkner p17) STRENGTHS> The Virgin group has the advantage that they are experienced in two different kinds of distribution. Firstly in stationary trade and secondly in mail ordering. The group is far less integrated than other big groups. This gives Virgin the advantage of higher flexibility. This effect is even more extreme since Virgin has very small strategic Business Units.> The Virgin Group has a strong brand name incorporated by Richard Branson and is experienced in introducing new products in a competitive marketing environment. The strength of the Virgin brand comes from the relationship...

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