Week #6 Assignment:
Virgin Mobile USA Case Analysis
June 15, 2008

Executive Summary

What we are analyzing here is pricing of a service in a market, which is saturated, as it has reached maturity, is highly capital intensive and in which a large amount of competition prevails. Virgin however is a known brand name with an extremely diversified portfolio. It has experimented successfully with the telecom business in the UK but failed in Singapore. It now targets the USA market; the problems before it are, to come up with an appealing offer and ensure a run rate of one million subscribers in the first year and three million by the fourth year. Keeping with the brand strategy and philosophy of making a difference, it enters areas, which are unserved or poorly served which in this case is the age group of 15-29 due to their low frequency of usage and poor credit rating. While targeting this segment lifestyle and psychographics factors are important as usage is inconsistent, and......

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Title: Virgin Mobile, Usa
Approximate Word Count: 1028
Approximate Pages: 5 (250 words per double-spaced page)

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