The Battle for Consumer Share, Pt 451
Virgin introduces a low cost line of CE - CD players, portable TV's, and the like. They have absolutely no chance in this market. Their main resource - the Virgin brand - is formidable. But it's also next to useless in a market that requires completely different competences - like intuitive usability, interconnectivity, design, and ultra-miniaturization.
They're competing, obviously, not for profits, but to build consumer share - but using an imitation strategy in an already hypercompetitive market is not a smart way to do so.