Subject category:
Strategy and General Management
Published by:
International Institute for Management Development (IMD)
Version: 11.05.2003
Length: 9 pages
Data source: Field research
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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.
Location:
Industry:
Size:
200,000 employees
Other setting(s):
September 2002
Subject category:
Strategy and General Management
Published by:
International Institute for Management Development (IMD)
Length: 42 minutes
Data source: Field research
Notes: File size 2.2GB. Click for more information.
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.
Settings
Location:
Industry:
Size:
200,000 employees
Other setting(s):
September 2002
Related
Subject category:
Strategy and General Management
Published by:
International Institute for Management Development (IMD)
Length: 42 minutes
Data source: Field research
Notes: File size 2.2GB. Click for more information.