Virgin Mobile Australia Pty Ltd

Phase 1

1.1 Who is the organisation

Virgin Mobile Australia is a supplier of nomadic phone in Australia, which is one of assorted merchandises of Virgin Group. Virgin Mobile is a subordinate of Optus Company.

1.2 What is the construction

Virgin Mobile Company ( VMA ) is a public limited company which has central offices in Sydney. Richard Branson is a laminitis which has many merchandises and services under the Virgin Group. Although, Virgin Mobile operates concern in assorted states such as UK, USA, Canada, France, South Africa and India, all concerns have same Virgin values which are a sense of merriment, doing a difference, giving a client value and a smiling. In 2000, VMA were a 50/50 partnership with Optus. However, VMA is a subordinate of Optus because Optus acquired all portions and VMA become wholly owned by Optus in 2006. As a consequence of long-run license understanding of Virgin trade name, VMA remains the same trade name and maintain planetary relationship of Virgin Family ( Virgin Mobile, 2009 ) .

1.3 What do they make

Virgin Mobile Australia ( VMA ) is one of the companies in telecommunication industry. VMA is a telephone service supplier which usage Optus web to for operating system. VMA provides prepaid and postpaid Mobile phone services. There are assorted trade names of nomadic phone and monthly programs for clients. Furthermore, VMA besides has broadband services which are nomadic broadband and place broadband. Furthermore, there are many shops around Australia.

1.4 Theory – Stakeholder

First, the theory of stakeholder which is applied to VMA is the three values of stakeholder theoretical account ( Carroll & A ; Buchholtz, 2003 ) which are Descriptive, Instrumental and Normative

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1 ) The Descriptive theoretical account is effectual construct and clear linguistic communication must be used in the administration and besides the map should be described in order to hold clear apprehension.
2 ) The Instrumental theoretical account is the end of the company will be met if the company establishes the effectual connexion with stakeholders.
3 ) The Normative theoretical account is the administration are able to place stakeholder ‘s involvement because their involvement is value.
Second, the stakeholder theory by the survey of Freeman1984 ( as cited in Fassin, 2009 )

As the stakeholder theory of Freeman 1984 ( as cited in Fassin, 2009 ) , the Virgin Mobile has good relationship with all stakeholders particularly the community because the laminitis Richard Branson focused on environment and planetary issue. He besides became a laminitis of The Elders which is a group of taking citizens with a mission of developing new attacks to planetary issues ( Virgin Mobile, 2009 ) . These can make repute and good image of the company.

Besides, the theoretical account of stakeholders Freeman ( as cited in Stieb, 2009 ) mentioned the definition of stakeholder which is “redistribute to stakeholder and redistribute of import decision-making power to stakeholder” ( p. 495 ) .

1.5 Identify stakeholders

Virgin Mobile Australia has assorted stakeholders which are internal and external. First, the internal stakeholders are employees and SingTel Optus Pty Limited which is proprietor of this company. Furthermore, the patrons are besides VMA ‘s stakeholder. There are six patrons, which are M8 telecom, Allphone, Simplus, Tele Choice, Living Digital and Network communicating, are mentioned on Virgin Mobile web site. Furthermore, the rivals such as Three Mobile, Vodafone and Telstra are really of import in order to make the selling scheme. In add-on, VMA has One Green Bean Company is of import stakeholder which is PR bureau. The company does VMA ‘s selling ( Camille, 2007 ) . In order to make marketing good in concern, VMA selected the Unica ‘s package bundle from the stakeholder which is the Unica Corporation ( AsiaPluse News, 2005 ) MIA is a VMA ‘s stakeholder which is planetary supplier of nomadic engineering. MIA manages new games engineering for VMA. What is more, the VMA has Nokia, LG, Sumsung and iphone as the merchandises which are other stakeholder for the provider point of position. Second, the external stakeholder is the Department of Communications, IT and the Arts which VMA which is contacted for telecommunication competition ordinance. Normally, the media are VMA ‘s stakeholders which include Television, wireless and newspaper.

1.6 Decision

Reference List

Anonymous ( 2006 ) . Optus keeps silence over Branson ‘s interest. Telecommunications Mergers & A ; Acquisitions, 15. Retrieved September 1, 2009 from the proquest database

Anonymous ( 2008 ) . Loop Mobile Limited: Loop Mobile renews mobile community contract with foundation client, 3 Australia ; 3 confirms long term committedness to MOKO mobile community, coaction to place and develop white label community chances to go on. M2 Presswire. Retrieved September 2, 2009 from the proquest database

Camille, A. ( 2007 ) . Host main dorsums PR start-up. B & A ; T Weekly, 4. Retrieved September 3, 2009 from the proquest database

Carroll, A. B. , & A ; Buchholtz, A. K. ( 2003 ) . Business & A ; Society: Ethic and stakeholder Management ( 5th ed. ) . USA: Thomson South-Western.

Clarkson, M. B. E. ( 1995 ) . A stakeholder model for analysing and measuring principals. Academy of Management. The Academy of Management Review, 20 ( 1 ) , 92. Retrieved September 1, 2009 from the proquest database

Cochran, A. ( 2003 ) . E-Business in Australia ‘s Mobile Phone Market Retrieved September 1, 2009 from the proquest database

Elijido-Ten, E. Applying Stakeholder Theory to Analyze Corporate Environmental Performance: Evidence from Australia ‘s Top 100 Listed Companies.

Fassin, Y. ( Writer ) ( 2009 ) . The Stakeholder Model Refined.

Media Release Tripoint delivers $ 1.3 million IT substructure to Virgin Mobile. Retrieved September 4, 2009,
from … /VMA % 20Tripoint % 20Announcement1.pdf

Olivia, C. ( 2008 ) . Virgin Mobile runing for DM specializer. B & A ; T Weekly, 1. Retrieved September 6, 2009 from the proquest database

Optus ( 2006 ) . Optus acquires Virgin Mobile Australia, from hypertext transfer protocol: // ? vgnextoid=0c02a0473e7b8010VgnVCM10000029867c0aRCRD & A ; vgnextchannel=44b4ce4b55728010VgnVCM10000029867c0aRCRD
Singapore Telecommunications reveals Virgin Mobile Australia acquisition ( 2006 ) . Telecomworldwire, 1. Retrieved September 1, 2009 from the proquest database

Stieb, J. ( 2009 ) . Measuring Freeman ‘s Stakeholder Theory. Journal of Business Ethics, 87 ( 3 ) , 401. Retrieved September 5, 2009 from the proquest database

Unica to do a difference at Virgin Mobile Australia ( June 2, 2005 ) . AsiaPulse News wire. Retrieved September 10, 2009, from hypertext transfer protocol: //

Virgin Mobile Australia marks Unica package trade ( 2005 ) . Preciseness Selling, 9. Retrieved September 1, 2009 from the proquest database

Virgin Mobile ( 2009 ) . Our narrative. Retrieved August 31, 2009, from


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