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Essay

Virgin Mobile USA Case Analysis

Essay specific features

 

Issue:

Business

 

Written by:

Henry M

 

Date added:

August 20, 2017

 

Level:

University

 

Grade:

B

 

No of pages / words:

10 / 2650

 

Was viewed:

6392 times

 

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Essay content:

Although they have had a couple failures in the past including launching the MVNO in Singapore, the company decided to venture into the U.S. market because they believed that the market was underserved particularly in the 15 to 29 age group. Strategic issues and problems: • Develop a value proposition that will appeal to the youth market • Maintain customer loyalty and Life time Value • Address the unmet needs of the target market • Make the venture a profitable one • Don’t want to trigger off competitive reaction Analysis and Evaluation: The Mobile communication industry in 2001 can be classified as an industry that was highly competitive, saturated, approaching maturity and overcrowded...
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The US industry when compared to Finland, UK, and Japan could be considered an industry that had room for growth. Finland had almost a 90% penetration rate especially in the ages 20 to 29 age group and Japan had almost an 80% penetration rate, In Finland and Japan the age group 20 to 29 was considered the highest user of mobile services and the age group 15 to 19 was the second highest with almost 80% in Finland and about 75% in Japan...
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