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Reference no. 9-501-002
Published by:
Harvard Business Publishing (2000)
26 September 2005
24 pages
Data source:
Field research
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.
Italy, 1996, Gross revenue USD400 million revenues, 572 employees
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