Virgin Case Study

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Title: Virgin Case Study

Essay Details:

Subject: Business

Author: Darren A

Date: July 28, 2013

Level:

Grade: A

Length: 5 / 1441

Essay text:

These consumers have been ignored due to their low credit history. However, the segment is more open to expensive value added features like text messaging, downloads, ring tones, face plates, etc. and Virgin identifies this segment as its target segment. It hopes to differentiate itself on uncomplicated pricing structures, superior customer service standards and a no need for credit checks (McGovern, 2007). Virgin has decided to enter the US cellular phone market as a MVNO through a joint venture with Sprint PCS, one of the leading operators. It hopes to focus on competitive pricing, innovative marketing and distribution solutions, value added services and superior customer service (McGovern, 2007)...

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