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C/B/2614. A Marketing Problem and Solution: Case study of Virgin Mobile UK

WORDS:
1100
DATE:
2010
PRICE:
19.99 GBP

This paper addresses a marketing problem at Virgin Mobile UK and suggests possible solutions. With a potential conflict of budget allocation between sales and marketing and technological investment, there is discussion on whether the company can continue to compete with other mobile service providers in a crowded market. Also highlighted is the issue of bundling of media services which may not be sufficient in the long-term for the company to combat the financial, sales and marketing challenges they face. It is suggested that technological advances including VoiP, mobile instant messaging and advances in wireless technology, mean that Virgin Mobile UK’s core offering will be less competitive, or in some cases obsolete. The importance of the speed to market and adaptation to change are seen as problems to be solved to ensure continued success.

 

KEYWORDS: Marketing, Virgin Mobile UK, Virgin Media, bundling media, mobile virtual network operator, MVNO, technology, mobile phone industry, brand, sales!,

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