Introduction
The main aim of any firm to gain maximum profit, this is only possible when they will be able to understand their customers and deliver the products and services accordingly. Further, strategies need to be developed so that the rate of performance can be improved (Grant, 2016). It is important for the organization to understand the changes that take place within the taste and preference of customers and accordingly improvement should be made so that strong customers base can be developed. The present report is about the Virgin Group which was founded in the year 1970 which was headquartered in London. This report covers, Common resources and capabilities link the separate Virgin companies. Lastly, it also includes making changes in the organizational structure and culture of the Virgin Group
