... constraints. The constraints can be the legal environment, differences in taste and culture, differences in attitudes to the generic product, and there may already be a local brand name. With companies such as Vodafone already existing in the UK and Australia, Virgin mobile knew that it would be possible to take their brand international, but consideration still had to be made for the constraints that could exist. After researching and evaluating the constraints discussed by Chris, Virgin Mobile launched Virgin mobile Australia on 31st October 2000. Within this market however Virgin took the decision to become part of a joint venture, so they ventured into Australia with Cable & Wireless Optus, the fastest growing mobile company in Australia according to Optus themselves, in a A$100 million business venture. Virgin mobile took the global/brand decision to do this, as it would make the operation easier to implement, as Cable & Wireless ...

See this essay or coursework document in full right now