Case Study

Virgin unwired

17 pages
December 1999
Reference: IMD-3-0797

In 1999 Richard Branson’s Virgin group is contemplating entering the mobile communications market. The market is highly attractive with high profitability, high growth rates and a large number of confused and dissatisfied customers. Virgin’s challenge is to bring something unique and truly innovative to the market.

Brand Extension, Market Entry
United Kingdom
Field Research
© 1999
Available Languages
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