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Case from journal
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Reference no. NAC2027
Subject category: Marketing
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 2000
Length: 21 pages
Data source: Field research

Abstract

In early 1998, John Motsie, Operations Manager for Mascom was faced with the challenge of managing Mascom''s cellular phone introduction in Botswana. Two licenses had been awarded, and Mascom''s goal was to enter the market at least a month before their only competitor, Vista. To achieve potential ‘first mover’ advantages, John had to design a marketing mix of product, price, promotion, and distribution superior to his competitor. A forecast of sales and revenues was necessary to determine the feasibility of alternative marketing actions. John had a consultant''s report that gave a sales estimate considerably lower than his. Balancing the revenues and costs to achieve a successful product introduction would require careful planning in the small but relatively strong Botswana economy.

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Abstract

In early 1998, John Motsie, Operations Manager for Mascom was faced with the challenge of managing Mascom''s cellular phone introduction in Botswana. Two licenses had been awarded, and Mascom''s goal was to enter the market at least a month before their only competitor, Vista. To achieve potential ‘first mover’ advantages, John had to design a marketing mix of product, price, promotion, and distribution superior to his competitor. A forecast of sales and revenues was necessary to determine the feasibility of alternative marketing actions. John had a consultant''s report that gave a sales estimate considerably lower than his. Balancing the revenues and costs to achieve a successful product introduction would require careful planning in the small but relatively strong Botswana economy.

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