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How can virgin mobile differentiate itself by focusing on mobile data in collaboration with virgin mobile data
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| 5.33 MB | Adobe PDF |
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This report aims to assess the impact of the increase in mobile data traffic, and other relevant
trends, in the telecommunications industry. In addition, it analyzes the telecom landscape in
Australia and Virgin Mobile’s current position in the market. Based on the research mentioned
above, the report identifies an appealing segment in Vodafone’s current customer base, which
represents an attractive market opportunity for the company. Accordingly, it proposes a potential
differentiation strategy and outlines two strategic guidelines to acquire the target customers
identified. Moreover, the report includes several strategic recommendations in order to increase
customer acquisition and profitability. Lastly, an academic extension of the project is provided
containing a literature review on scenario planning theory.
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Virgin mobile Mobile data traffic Differentiation strategy Customer acquisition