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Case
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Reference no. IMD-3-1146
Published by: Institute for Management Development (IMD)
Originally published in: 2003
Version: 11.05.2003
Length: 9 pages
Data source: Field research
Notes: IMD-3-1146-V

Abstract

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. A video ''IMD-3-1146-V'' is available to accompany this case.
Location:
Industry:
Size:
200,000 employees
Other setting(s):
September 2002

About

Abstract

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. A video ''IMD-3-1146-V'' is available to accompany this case.

Settings

Location:
Industry:
Size:
200,000 employees
Other setting(s):
September 2002

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