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Abstract

Ted Katagi, Marketing Strategy Manager of Kansai Digital Phone (KDP), utilizes customer lifetime value as a key metric to prioritize initiatives in an emergency plan to turn around the company. KDP is a regional phone company in Japan with less than stellar performance. Katagi is sent from the US partner, Airtouch (later Vodafone), to assemble a team to design and implement a plan that improves company performance. Katagi must quickly prioritize actions and then assess the expected economic impact.
Location:
Japan
Industry:
Mobile phone
Size:
JPY56 billion revenues
Other setting(s):
1997
Thumbnail image for product with reference number 5-107-064
Kansai Digital Phone: Zutto, Gaining Japanese Loyalty
Teaching note
-
Reference no. 5-107-064
Subject category: Marketing
Authors: Francisco de Asis Martinez-Jerez (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2007
Version: 29 March 2007
Length: 26 pages
Data source: Field research
View full details

About

Abstract

Ted Katagi, Marketing Strategy Manager of Kansai Digital Phone (KDP), utilizes customer lifetime value as a key metric to prioritize initiatives in an emergency plan to turn around the company. KDP is a regional phone company in Japan with less than stellar performance. Katagi is sent from the US partner, Airtouch (later Vodafone), to assemble a team to design and implement a plan that improves company performance. Katagi must quickly prioritize actions and then assess the expected economic impact.

Settings

Location:
Japan
Industry:
Mobile phone
Size:
JPY56 billion revenues
Other setting(s):
1997

Related

Thumbnail image for product with reference number 5-107-064
Kansai Digital Phone: Zutto, Gaining Japanese Loyalty
Teaching note
-
Reference no. 5-107-064
Subject category: Marketing
Authors: Francisco de Asis Martinez-Jerez (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2007
Version: 29 March 2007
Length: 26 pages
Data source: Field research
View full details