The case takes to a time of December 1995, during which Omnitel has launched its mobile communication services in Italy. The company has always positioned its services as those that are based on better quality dimensions, in a furious attempt to compete against the Italian monopoly, TIM. Despite the efforts the company has witnessed a significant drop in its sales. Detailed marketing s research was been carried out in order to formulate a proper strategy. One of the significant areas that the research was able to identify were the varying needs of the different customer segments. Omnitel was now at a stage where they had to decide whether attacking a new segment through a new service plan, LIBERO is what that they need or should they be only focusing on improving past performances only.
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