Product details

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Subject category: Marketing
Authors: Latchelar Hristov (Sheffield Hallam University); Andy Cropper (Sheffield Hallam University)
Published in: 2000

Abstract

This case study focuses upon The Hirefone Group, a mobile phone rental business from York, England, which over eight years overcame a number of challenges in order to become an international mobile phone rental service provider. It includes a detailed description of the busienss and its progress through internationalisation and can be used to highlight a number of marketing management issues including: (1) the importance of marketing planning; (2) the need for a clearly defined strategy in dynamic markets; (3) the need for clear market definition and market positioning; (4) the identification, development and defence of a market niche; (5) the process of developing a competitive market strategy in a dynamic market; (6) the importance of consistency in strategy implementation; (7) the importance of human and financial resources to support market expansion; (8) the challenges of internationalisation for SME''s; and (9) the importance of undertaking organisational change in extreme circumstances.
Location:
Industry:
Size:
GBP5 million turnover
Other setting(s):
1993-2000

About

Abstract

This case study focuses upon The Hirefone Group, a mobile phone rental business from York, England, which over eight years overcame a number of challenges in order to become an international mobile phone rental service provider. It includes a detailed description of the busienss and its progress through internationalisation and can be used to highlight a number of marketing management issues including: (1) the importance of marketing planning; (2) the need for a clearly defined strategy in dynamic markets; (3) the need for clear market definition and market positioning; (4) the identification, development and defence of a market niche; (5) the process of developing a competitive market strategy in a dynamic market; (6) the importance of consistency in strategy implementation; (7) the importance of human and financial resources to support market expansion; (8) the challenges of internationalisation for SME''s; and (9) the importance of undertaking organisational change in extreme circumstances.

Settings

Location:
Industry:
Size:
GBP5 million turnover
Other setting(s):
1993-2000

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