Product details

This video is to accompany the case. The case and the video deal with Virgin's first major international brand extension. In 2001, Virgin established both a lowcost airline and a 'virtual' mobile phone operator in Australia. In September 2002, the short-term objectives were to establish a presence in the market and reach the breakeven point. The long-term objective was to build a 'community of one million profitable customers'. The video presents the perspective and current challenges of six members of the Virgin management team.