Case Study

Virgin Mobile Australia

9 pages
June 2003
Reference: IMD-3-1146

The case describes Virgin’s entry into the Australian mobile communications market. The short term objective is to reach breakeven, and the long term objective to create a “community of one million profitable customers.” Decisions need to be made about which segments to target, how to build a loyal customer base, what new services to introduce and how to tackle distribution.

Keywords
Brand Extension, New Service Development, Segmentation
Settings
Australia
September 2002
Type
Field Research
Copyright
© 2003
Available Languages
English
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