Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
Marketing Plan
Virgin Mobile Marketing Plan
Target Markets
The intended target market for the Virgin Mobile SmartPhone are real estate professionals who work virtually, often responding to e-mails, cell phone calls and proposals while in client meetings or traveling between appointments. SmartPhones need to replace a laptop computers' communication and collaborative needs of this market segment.
Real estate professionals work from virtual offices that often are in their cars, homes, or in their hardcover notebooks they use in coffee shops that have WiFi enabled.
Unmet need for having e-mail, cell phone, contacts and safe force automation applications, in addition to support for Microsoft Office applications.
Managing the many forms of content and communication from e-mails, cell phone messages, received documents all need to be captured in a single customer record. SmartPhones now have this functionality.
Market Positioning
The SmartPhone market has been dominated by the Blackberry Series of products from Research in Motion (RIM) yet has recently seen the introduction of low-priced competitors including the Palm Centro that is creating a price war at the low-end of the market. The proposed Virgin Mobile SmartPhone would be priced at the same level as the Palm Centro with additional features including support for Web browsing and support of web-based applications.
Rationale
The high end of the SmartPhone market provides ample margin opportunities for Virgin Mobile to launch a new model into the mid-range of the market.
Palm Centro is defining the low-end of the market with a de-featured SmartPhone that leaves mobile professionals' needs unmet including realtors.
Lack of product and service offering specifically tailored to the unmet needs of the real estate professional is also a significant market opportunity Virgin Mobile can address with the proposed SmartPhone.
Today there is no pay-as-you-go SmartPhone in the market, and given the fact that many realtors are independent contractors, this is appealing it that there are no contract commitments with Virgin Mobile and no expensive contracts. The Virgin Mobile competitive advantage is the ability to simplify the service plans.
S. government the right to track the statistics of every phone call made in the U.S. And especially in prepaid and pay-as-you-go cell phones vs. consumer privacy is a continued debate. The fact that those looking to do illegal transactions and not have their numbers traced prefer prepaid phones due to their lack of accountability is putting Virgin Mobile USA in an ethical bind. They cannot willingly give up consumer
Virgin Mobile Target Market Virgin targets the entire United States. Mobile is consumed by almost everybody, and profitability requires economies of scale. Virgin therefore, in general, seeks out all customers because it needs to have a base of millions. Within that, however, Virgin should specifically target the heaviest users of mobile, who are the industry's most profitable consumers. These are young people, aged anywhere from 12-30. They are usually students, though older
In addition to gaining a high percentage of the 15-29 segment as defined in the case study, there is the added strategy of being able to take more of the mainstream customers from cellular service providers with bad service, high prices, and complex programs to understand. Presented below are the specific assumptions that illustrate the financial viability of this strategy: Pay-as-you-go is expected to be the fastest growing segment of
Virgin's Organizational Culture Model of the organization Organizational culture is built around three aspects: (1) complexity, (2) formalization, and (3) centralization. Complexity: Complexity depends on the hierarchical structure of the organization, the larger it is generally the more complex it is. Complexity, then, is reduced to three tiers: vertical, horizontal, and geographical. Vertical: The larger the depth of layer the more 'vertical' the organization is. A complex and broad organization, therefore, would generally
Michael Porter (Porter, 2008) b. The Offering The Libertad will be designed as a communications and collaboration platform, making the process of customizing its many features seamless within the production process. From a software standpoint, the foundation of the Libertad will be the Google Android operating system, customized to allow for easy integration of components and functional add-ons. The Google Android operating system is chosen as the basis of the offering
Product: Xperia Z1 Twist plus Gear Enrolling a product in the market attracts subsequent challenges that seek to examine its validity. Therefore, it is inopportune that modern companies develop products that will seek to minimize issues related to the incorporation. The impetus behind this approach is in the knowledge that a good product might fail because of implementation because of the ever-increasing incorporation problems. This becomes challenging if the product