This Case is about MARKETING
PUBLICATION DATE: August 20, 2009 PRODUCT #: 909M64-HCB-ENG
Virgin Group (Virgin) has been staring at the Canadian banking industry for quite a lot of years as a fresh prospective investment opportunity. Not unlike the Canadian mobile phone business (which they entered in 2005), the banking industry is viewed as a prime objective. Customers have become trapped by poor customer service, high fees, and small merchandise option and Virgin can shake up things. The choice being considered is whether the Canadian banking industry should be entered by Virgin Money.