Virgin Mobile Paper A Case Study Analysis Presented to: 1 I. CASE SUMMARY Virgin‚ a U.K. based company led by Sir Richard Branson‚ has had a history of brand extension resulting to 200 different corporate entities. One of which is Virgin Mobile which has decided to expand to USA based on their success in the U.K. market. Dan Schulman‚ Virgin Mobile USA CEO‚ is tasked to lead the expansion to the U.S. and has decided to focus on consumers aged 15-29 given that there is low penetration
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There is nothing that will prevent Virgin from competing to an untapped market. Threat of Substitutes Weak o There are very few substitutes available that offer mobile and immediate communication. Alternative like pagers are outdated & this target market cannot afford sophisticated PDA service. Degree of Rivalry Strong o Competitors have brand recognition in the US and have the majority of the market share. Financial Analysis: Initially‚ Virgin may have no great profits since
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potential competition which may offer a much better deal. Virgin Mobile became aware of this cellular anarchy and had to decide what pricing strategy would best attract their target niche and offer them unbeatable value so that competitors could not enter into the same market easily. Alternative 1 -Clone the Industry Prices The first pricing strategy Virgin mobile considered was to copy the current industry pricing structure. The angle was that Virgin was to offer the same prices that of their competitors
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1. Given Virgin Mobile’s target market (14 to 24-year-olds)‚ how should it structure its pricing? The case lays out three pricing options. Which option would you choose and why? In designing your pricing plan‚ be as specific as possible with respect to the various elements under considerations (e.g.‚ contracts‚ the size of the subsidies‚ hidden fees‚ average per-minute charges‚ etc.). I believe Virgin Mobile has two options. The first option is the obvious for their target market and any new
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thing a person says or does affects not only one person but also ten people. In the movie Crash‚ the characters were all very racist to each other. There were two African American men who did not like white people. They did to the white people exactly what the white couple was stereotyping them as. They proved their stereotype to be true just because they saw the white woman hold on to her husband. The white woman should not have been scared because they most likely would not have done anything. They
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Wei-Hsiang Wang What do you think art is? In my opinion‚ the major purpose of art is to influence someone. Some of the most common types of art in public are paintings‚ photos‚ and sculptures. When I go to the library‚ I would see photos of intellectual people‚ such as Gandhi‚ and Albert Einstein. These photos on the wall can greatly influence my mood and efficiency on studying. When I go to a hospital‚ I would see paintings and pictures that show life. Most of these paintings would have the
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What do you think is unethical? The countrywide approved everyone to get their loans‚ no matter they have jobs or not‚ no matter they have income or not‚ no matter they have assets or not. The criteria they use may be unethical. They don’t care whether the documents are valid‚ whether they can verify the income‚ whether the appraisal is any good. They just care about getting the loan closed‚ in order to do another loan. The underwriters/ contractors looked through the loan as quick as they can.
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1 AEM 4160: STRATEGIC PRICING PROF.: JURA LIAUKONYTE VIRGIN CELL CASE: EXCERCISES Pricing Structure from the Carrier Perspective ¨ Contracts: ¤ ¤ ¤ Annual churn rate WITH contracts Annual churn rate WITHOUT contracts The difference: =2% * 12 months = 24% (p.8) =6% * 12 months = 72% (p.8) 72% - 24% = 48% Take AT&T example: customer base = 20.5 million If AT&T abandons the contract based plan how many new customers would it need to acquire to offset customers from an
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Value Proposition Your value proposition can equip you with the following benefits to your business: * Create a strong differential between you and your competitors * Increase not only the quantity but the quality of prospective leads * Gain market share in your targeted segments * Assist you in enhancing tools that will help you close more business * Improve your operation efficiency iPod vs. Other MP3 Players - As early as 1996 MP3 players were available to the public for
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Designing a Value Proposition Sanna Choudhary sannakc@gmail.com School of Electrical Engineering and Computer Sciences National University of Sciences and Technology Agenda • • • • • What is a value proposition? Examples Dimensions of value Design Process Key Takeaways A value proposition is a statement of the unique benefits delivered by your offering to the target customer A value proposition is a hypothesis that your offering will bring certain values to a target
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