*Case briefs: Virgin Mobile* USA Problem statement Definition of a pricing strategy which could enable virgin Mobile to be competitive in the US market, attract an important number of customers (young people) and maximize its profit. Situation Analysis. Our situation analysis is based on the assessment of the 4c’s (company, customer, competitors, and context). Its activities have grown in the UK and gain 2.5 million subscribers in approximately 3 years. It extends its mobile phone activities in the US in July 2002, building a joint- venture company with Sprint. Sprint is a company which own the physical infrastructure and the network that host the Virgin Mobile USA services. Its business model is to buy minutes from Sprint and sell it to US customers achieving a rate of 1million subscribers the first year and 3 millions year four. Competing with incumbent companies will be very though for virgin due to their experience of the US market. Therefore virgin has to add value and innovate in order to be competitive. Customer: There is a low market penetration segment for young people having an age in the range 15- 29 ( see data of exhibit 2). As a result Virgin Mobile has decided to target this young people aged 15-29. This market segment is price sensitive and is considered to be low-value consumer for competitors. Context: The market is overcrowded of competitors but there is a niche which could be exploited to win profit. The market has also reached maturity. Alternatives: As described in the case, in order to be competitive in the mobile phone market especially to attract peopl ...