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商品編號： 9-501-002 出版日期： 2000/08/28 作者姓名： Lal, Rajiv;Knoop, Carin-Isabel;Raju, Suma 商品類別： Marketing 商品規格： 24p 再版日期： 2005/09/26 地域： Italy 產業： Telecom 個案年度： 1996 - 1996
商品敘述：
Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were significantly below expectations. In order to develop a new strategy, Omnitel conducted extensive marketing research. This research identified the varying needs of different customer segments. Omnitel now had to decide whether to attack a new segment with a new service plan, "LIBERO," to improve on past performance.
涵蓋領域：
Market research;Marketing strategy;Market segmentation;Target markets
相關資料：
, (9-501-075), 10p, by Suma Raju
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