Case ID: ES0971     Solution ID: 29231

Celtel Nigeria Towards Serving the Rural Poor B Case Solution


This is a two section case study that investigates Celtel Nigeria's creative way to deal with serving the provincial poor. Case A gives a review of the versatile information transfers market in Nigeria as of mid 2007, and in addition itemized demographic and financial data. At the season of the case, Celtel Nigeria is the second biggest portable information transfers organization in the Nigerian market. The organization has encountered significant achievement in serving Nigeria's urban areas and bigger towns, however has just as of late moved its regard for serving poorer customers in provincial ranges - a monstrous yet starting yet under tapped business sector. However, this movement from urban to country has not been simple, and albeit around half of Nigeria's populace lives in provincial districts the difficulties of contacting them at times appear to be overpowering. The unlucky deficiency of a dependable national power network implies that the organization's country information transfers towers must be keep running on diesel generators, bringing about high upkeep and diesel fuel costs. Burglary and vandalism of lavish interchanges gear and generators has developed as a noteworthy concern, bringing about the need to utilize full-time security monitors on essentially every base station site outside of urban ranges. Toward the end of case A, Celtel Nigeria's boss working officer Lars Stork is considering the difficulties of conveying the advantages of portable information transfers to Nigeria's provincial poor, setting the scene for investigation by understudies in recommending potential course to advertise approaches for the organization. Case B shows how Celtel has possessed the capacity to actualize a very creative promoting procedure to serve low-pay country clients. At the heart of this promoting methodology is what is known as the Rural Acquisition Initiative (RAI), a smaller scale franchising model including associations with neighborhood business visionaries.

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