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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

Available Languages

English

Related material

Teaching note, Video

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2001 EFMD AWARD WINNER (Medium Enterprise Development)

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