소개글
[마케팅] Virgin Mobile USA 사례 연구에 대한 자료입니다.
목차
1.COMPANY BACKGROUND
2.IDENTIFYING A NICHE
3.Purchasing, Advertising, Pricing
4.Recommendation
본문내용
Summer 2001 Dan Schulman became
new CEO of Virgin Mobile USA
Virgin was one of the top 3 recognized brands in Britain
More than 200 different corporate entities involved
Joint venture in Singapore setting up a MVNO had difficulties and
failed due to only attracting 30,000 subscribers after launch in 2001
and was forced to close their doors recently
Virgin Mobile cellular operations in the UK were among the success stories of the company with 2.5million customers in 3 years. setting the ground work for the first MVNO
Using the MVNO model Virgin set up a 50-50 joint venture with Sprint PCS in the USA
Big players hadn’t targeted this market because of the assumption that it wouldn’t be profitable
Despite its challenges,
VM decided this segment represented the best opportunity
Mobile entertainment projected to increase in the next few years