Virgin Mobile Company Analysis
Critically analyse and evaluate the macro environment in which Virgin Mobile (VM) operates. What do you believe to be the key drivers affecting the mobile segment in the UK? Virgin Mobile is part of Virgin Group Limited, a venture capital conglomerate founded by British business tycoon Sir Richard Branson. Virgin Mobile was the first Mobile Virtual Network Operator which launched in United Kingdom in 1999 as a joint venture between T-Mobile and Virgin Group. This means that Virgin Mobile does not maintain its own network; instead uses long term contracts to use networks and infrastructure of existing mobile service providers, T-Mobile in this case. After its launch, Virgin Mobile followed niche marketing and targeted consumers within the age groups of 18 to 35 years. The company marketed its brand smartly among its target market by creating flashy advertisements and attractive sales outlets. It initially targeted to tap in Pre-Pay segment customers and later venture into Post-Pay domain. The company strongly believed that greater employee satisfaction would result into improved customer service which in turn would create a differential advantage for the company to increase and maintain its customer base. This essay is an example of a student's work
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It is very essential for a company to evaluate the macro environment in which it operates. It usually is the first step of Strategic Analysis of an organisation before further analysing a project. The purpose of such analysis is to identify the possible opportunities and threats for the industry which are outside its direct control. The result of such analysis will directly impact the decision made by...
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