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Abstract

This strategic marketing case discusses the Dutch mobile communications market. As this market is very turbulent and market data overwhelming, information is presented in a relatively structured way. Section one deals with both a brief historical review of the Dutch mobile communications market and some relevant strategic marketing insights. Section two treats technological drivers as determinants of feasibility. Section three focuses on the political drivers as determinants of acceptability. Section four deals with social economic drivers as determinants of suitability in both the business and the consumer segment of the wireless communications market. Finally, section five highlights some critical strategic marketing issues from the viewpoint of established consulting firms. This case was written by using public data sources. This case has been developed especially for courses in marketing strategy. MBA and undergraduate students will find this case challenging as well as interesting. Many of the students will own a cellular phone or will display a neutral interest in this industry. The case will help students to gain a thorough insight into the ins and outs of a marketing strategy. Great emphasis is put on consumer needs, environmental drivers and competition. The case provides even enough information to be used in a course with an emphasis on brand management.
Location:
Industry:
Other setting(s):
1998-1999

About

Abstract

This strategic marketing case discusses the Dutch mobile communications market. As this market is very turbulent and market data overwhelming, information is presented in a relatively structured way. Section one deals with both a brief historical review of the Dutch mobile communications market and some relevant strategic marketing insights. Section two treats technological drivers as determinants of feasibility. Section three focuses on the political drivers as determinants of acceptability. Section four deals with social economic drivers as determinants of suitability in both the business and the consumer segment of the wireless communications market. Finally, section five highlights some critical strategic marketing issues from the viewpoint of established consulting firms. This case was written by using public data sources. This case has been developed especially for courses in marketing strategy. MBA and undergraduate students will find this case challenging as well as interesting. Many of the students will own a cellular phone or will display a neutral interest in this industry. The case will help students to gain a thorough insight into the ins and outs of a marketing strategy. Great emphasis is put on consumer needs, environmental drivers and competition. The case provides even enough information to be used in a course with an emphasis on brand management.

Settings

Location:
Industry:
Other setting(s):
1998-1999

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