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.

Keywords
Brand Extension, Market Entry
Settings
United Kingdom
1999
Type
Field Research
Copyright
© 1999
Available Languages
English
Related material
Teaching note, Video
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