Product details

Maple Telecom (Maple) is a ten year old company in Indian telecom tower business. It is planning to enter the mobile handset market by acquiring VivaTel, the number six handset manufacturer of low end entry level mobile handsets. Maple now has to decide its strategic options - whether to retain VivaTel brand, whether to have product offering in the entire price range. Also it must decide its pricing and launch strategy. With production of high end models secured with a contract manufacturer in Taiwan, Maple enlists the endorsement of country's leading cricket captain for building its brand as trendy, flamboyant and masculine. Maple also is sponsoring the T20 tournament due in a month. Maple decides to offer high priced premium phones and also builds planned obsolescence. It also plans to change the phone buying behavior of consumers by inciting them to upgrade every year. The older models would then be sold at discount to the aspiring consumers at a discount. VivaTel's distribution and service network would be used to cater to the service requirements of Maple.