Virgin Mobile Case Report Fall 2012 Strategic Issues & Problems Virgin Mobile is looking to launch a new cell phone service in the US marketplace, which is already a highly saturated industry. This analysis will help select a pricing strategy that attracts and retains subscribers, while still maintaining a competitive edge within the industry. The cell phone industry has many sources of customer dissatisfaction. For instance, customers’ distrust in pricing plans due to confusing usage rates;
Problem Statement Virgin Mobil is venturing into the US market and their launch date is July 2002. The company’s goal is to have one million total subscribers by the end of the first year and three million by year four. In order to achieve their goals, the company has to come up with a competitive pricing strategy to attract and retain customers in an already mature market. Recommended course of action Despite a mature US market, the cellular service industry has a market penetration of only
Problem Statement Virgin Mobile is launching its services in USA in the summer of 2002. It has to decide on its pricing strategy that would attract and retain subscribers. Situation Analysis Customer: The target consumer group is youth aged between 15 and 29 years. Penetration in this segment is significantly lower and the growth rate is projected to be robust in the coming years. Most of them have a history of poor credit quality, no credit cards and no facility to pass credit checks. The revenue
attained through the use of CRM and its related technologies, there are a multitude of businesses adopting these technologies. One specific company is Virgin America, who is a leader in the area of integrating CRM technologies into their pre-sales, sales and post-sales processes (Kirby, Trimble, 2011). The intent of this analysis is to evaluate how Virgin America was able to introduce the new CRM systems to customers, integrating a comprehensive Web self-service portal on the front-end of the core system
Marketing [pic] Virgin USA Francesco Marani Problem Statement Virgin mobile is entering the US mobile market. Low brand recognition in USA and limited financial resources for advertisement represents a constraint because to enter successfully in such a market Virgin needs to swiftly attract its potential target customer, in order to establish a critical mass and financial strength to defend itself from incumbent and/or other potential entrants (price-wars, dumping, etc…). The profile
suggested supplemental readings that may provide a broader conceptual context. Cases form the core of many modules but we also include readings from Harvard Business Review, background notes, and other course materials. I. Overview of suggested content (HBS cases unless otherwise noted) Title 1. Module Overview Principles of Pricing (HBS note) and Colonial Homes Supplement: Marketing Analysis Toolkit: Pricing and Profitability Analysis (HBS note) 2. Behavioral Pricing Note on Behavioral Pricing (HBS note)
Case Analysis: Virgin Mobile USA: Pricing for the Very First Time April 14, 2012 History As part of the Sprint prepaid brands, Virgin Mobile USA is a mobile phone service that offers Android-powered smartphones and pre-paid web access phone service. Virgin Mobile-branded phones are widely available in over 40,000 stores nationwide, including Target, Walmart, Best Buy and Radioshack. Virgin Mobile USA’s service is based on a non-contract basis, offering a freedom of service to their customers
Odette School of Business, University of Windsor Write-up Title of case: Virgin Mobile USA: Pricing for the Very First Time Key person and his / her position in the organization: Dan Schulman, CEO of Virgin Mobile USA Key issue or decision that must be made: The key issue for Virgin Mobile USA is to select a pricing strategy that will both attract and retrain subscribers. Basic facts of the case: Virgin is a U.K-based company led by Sir Richard Branson and is one of the three
Executive summary The Virgin Group is one of the UK's largest private companies. Conceived in 1970 by Sir Richard Branson, the Virgin Group has gone on to grow very successful businesses in sectors ranging from mobile telephony, to transportation, travel, financial services, leisure, music, holidays, publishing and retailing. Virgin has created more than 200 branded companies worldwide, employing approximately 50,000 people, in 29 countries. Revenues around the world in 2006 exceeded £10 billion
to garner buy-in at all levels. Clear and confident communicator, and recognised influencer. Able to lead and manage resources both on and off shore. • Business Analysis Management • Project Management Consulting • Business Requirements • Structured Data Analysis • Compliance & Risk Management • Change Management • Workflows Analysis • Process Improvement • FUT & UAT Test Management • Software Asset Management • Developing Concepts • Technical Writing • Project Scoping • Vendor Relations • End