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    SWOT Analysis of Virgin Mobile

    Number of Pages: 6


    Summary of the research paper:

    This 6 page paper undertakes an in-depth SWOT analysis of Virgin Mobile, the cellular communications operator under the Virgin brand. The paper looks at the strengths, weaknesses, opportunities and threats that the company faces. This is undertaken form the perspective of Vodafone and a potential, fictitious, acquisition proposal. The bibliography cites 10 sources.

    Name of Research Paper File: TS14_TEvirginm.rtf

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    Unformatted Sample Text from the Research Paper:
    result of the compatibility and complimentary nature of different companies so that the strengths can be enhances and weaknesses reduced. If we consider how Virgin Mobile may supplement or support  the current core competences and strategies of Vodafone to create added value for the shareholders which can be achieved though increased value such as economies of scale, as well as  increased value provided to consumers to increase trade levels. To consider how Virgin may add value to Vodafone we need to look at the company in detail, we will  do this using a SWOT analysis to look at the strengths weaknesses, opportunities and threats seen by Virgin. Strengths One of the first strengths of the company needs to  be seen as the strength of the brand name. This company was a later entrant, and as such is not one the four main providers which are O2 (formerly Cellnet),  Vodafone, Orange and T-Mobile, (formerly known as One 2 One). There is a strong association with the Virgin brand which has been used on a range of products and services,  including an Airline, a chain of Shops and a radio station as well as financial services. In all cases there is a string marketing message that supports a single brand  image. The image is of value, giving the customers good value for money. This does not equate to cheap, but the service level associated with the price is high. This  started with the Virgin airline and has extended thought the range of services. There is also a strong association between the Virgin name and Richard Branson, who is perceived as  personifying the brand (Kotler, 2003). This is a very effective method of differentiation, especially when the company is unlikely to be able to compete in terms of cost advantage (Thompson, 

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