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The company tried to look at from customers' side and tried to see the basic needs of the customers. They haven't tried to touch all the customers; however they tried to reveal the competitive advantage of reaching to some clusters. According to Michael Porter's "What is Strategy" article we can classify Virgin Group's positioning as access-based positioning. Virgin Group asked several fundamental questions to themselves in order to add value to specific business sectors. Some examples empowering those arguments are:
- Is this an opportunity for restructuring a market and creating competitive advantage?
- Is the customer confused or badly served?
Positioning in different areas is not always easy (I can say it is too difficult)...
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