Problem Statement Virgin Mobile is launching its services in USA in the summer of 2002. It has to decide on its pricing strategy that would attract and retain subscribers. Situation Analysis Customer: The target consumer group is youth aged between 15 and 29 years. Penetration in this segment is significantly lower and the growth rate is projected to be robust in the coming years. Most of them have a history of poor credit quality, no credit cards and no facility to pass credit checks. The revenue
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Case Study - Virgin Mobile USA PGXPM 10 – ARJUNAS – GROUP VI SERVICE MARKETING Assigned by Prof. D. Sriram MEMBERS: NIRANJAN DAUTKHANI Virgin Group Profile: * Virgin, a leading branded venture capital organization, is one of the world's most recognized and respected brands. * Conceived in 1970 by Sir Richard Branson, the Virgin Group has gone on to grow very successful businesses in sectors ranging from mobile telephony, to transportation
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Problem Statement Virgin Mobil is venturing into the US market and their launch date is July 2002. The company’s goal is to have one million total subscribers by the end of the first year and three million by year four. In order to achieve their goals, the company has to come up with a competitive pricing strategy to attract and retain customers in an already mature market. Recommended course of action Despite a mature US market, the cellular service industry has a market penetration of only
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[pic] Diploma of Business BSB50207 |Course Code & Title: |BSB50207 Diploma of Business | |Unit Code & Title: |BSBMKG501B: | | |Identify and evaluate marketing opportunities | |Assessments Type
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Virgin Mobile USA is a brand extension of Virgin, a U.K.-based company founded by Sir Richard Branson. The company led by CEO Dan Schulman was founded under Virgin's mission statement which stated "we believe in making a difference. In our customer's eyes, Virgin stands for value, for money, quality, innovation, fun and a sense of competitive challenge... we look for opportunities where we can offer something better, fresher, and more valuable, and we seize them. We often move into areas where the
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magazine which he thought it’s much more a creative enterprise rather than money making one. And at that time, it became huge success. Above all, he always tries to create something to proud of. Later, his business exploits, which have stamped the Virgin brand on
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being the new hip product to have which this generation wants the latest products that will make them look cool or good. The case presents 3 different options each one of these provides a unique way Virgin Mobile USA can enter the market and gain a following. However, one option stands apart from the others and fits with what Virgin Mobile is trying to convey. Q3. Virgin Mobile’s targeted market selection of 15-29, if marketed successfully, had the greatest potential for growth since it was the
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to take on the adverse risk involved in following through. The focus of this paper will support those desired traits and characteristics that helped define the great Richard Branson as an entrepreneur, and propelled him to found the media giant Virgin Inc. While his success in numerous business ventures have landed him on Forbes list (2010) for riches men in the world with assets totaling of over 4.0 billion dollars (Forbes.com, 2010), it is passion and leadership that make him so unique and so
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Case “Sir Richard Branson, Chairman, Virgin Group, Ltd.” Explain the specific statements in this case that appear to reflect individualized consideration, intellectual stimulation, inspirational motivation and idealized influence. • Individualized consideration: He reads e-mail from employees every morning before he does anything else. He receives 50 e-mail or letters each day and addresses every one by answering personally or by initiating some action. This is the exact Individualized
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Case study Analysis: The Fashion Channel Introduction: “The Fashion Channel” which is a successful cable TV network and which had been started by two entrepreneurs in 1996, with up to date and entertainment features and information broadcast 24×7 which was related to fashion only. The channel was actually dedicated to fashion only and its main audience were women of 35-54 age group. Earlier TFC’s tagline was “Fashion for Everyone” In 2006 TFC has earned the revenue of $310.6 Mn out of which their
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