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The company has a vast history of brand extensions – one of which is their launch of a wireless phone service in the USA. Dan Schulman has been appointed CEO of the Virgin Mobile USA branch and is now trying to determine what pricing strategy would be most efficient in attracting and sustaining customers in the USA. There are several other decisions which also need to be made, such as who the target market will be, what unique features Virgin mobile can offer to differentiate from their competition, which channels to use in order to sell their product and how to advertise their product most efficiently...
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