마케팅 Virgin Mobile USA 사례 연구

마케팅 Virgin Mobile USA 사례 연구

[마케팅] Virgin Mobile USA 사례 연구.pptx

목차 1.COMPANY BACKGROUND 2.IDENTIFYING A NICHE 3.Purchasing, Advertising, Pricing 4.Recommendation 본문 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 키워드 USA, 사례, Virgin Mobile, 마케팅