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Abstract

The case analyses the challenges faced by Astelit, a joint venture formed by Turkcell, the leading Turkish mobile telecom company, with the local SCM Group in Ukraine. After the initial market penetration in 2005 as the third operator, Astelit’s brand life:) had faced a drastic decline in terms of market penetration, customer base and profitability after the severe economic crisis in 2008. Within the following years, Astelit’s local executive team started to work on the new strategy, targeting regional growth, execution excellence, differentiation and growth in data. As a result of the new strategy and relevant measures initiated by the technical group, the company had been able to improve both its customer base and financial results. Now the challenge for Astelit is to continue this success and develop further strategies for the future. The case helps to discuss the results of different strategies pursued within the past by Astelit and assess the possible outcomes of the company’s new plans.
Location:
Industry:
Size:
1,124 employees
Other setting(s):
2004-2012

About

Abstract

The case analyses the challenges faced by Astelit, a joint venture formed by Turkcell, the leading Turkish mobile telecom company, with the local SCM Group in Ukraine. After the initial market penetration in 2005 as the third operator, Astelit’s brand life:) had faced a drastic decline in terms of market penetration, customer base and profitability after the severe economic crisis in 2008. Within the following years, Astelit’s local executive team started to work on the new strategy, targeting regional growth, execution excellence, differentiation and growth in data. As a result of the new strategy and relevant measures initiated by the technical group, the company had been able to improve both its customer base and financial results. Now the challenge for Astelit is to continue this success and develop further strategies for the future. The case helps to discuss the results of different strategies pursued within the past by Astelit and assess the possible outcomes of the company’s new plans.

Settings

Location:
Industry:
Size:
1,124 employees
Other setting(s):
2004-2012

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