Scribd Logo
Upload

Welcome to Scribd!

  • 308 views

    Omnitel Pronto Italia

    Uploaded by

    Ashwin Lawande
    The document outlines teaching objectives and discussion questions for a case study on Omnitel Pronto Italia, an Italian telecommunications company. The objectives are to analyze Omnitel's market strategy through launching its LIBERO mobile service using customer research insights, identify marketing challenges, and understand responding to customer needs. Discussion questions focus on Omnitel's competitive advantage, LIBERO's performance and economics, churn rates, learning from customer research, and strategies around LIBERO and pricing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd

    Omnitel Pronto Italia

    Uploaded by

    Ashwin Lawande
    308 views1 page
    The document outlines teaching objectives and discussion questions for a case study on Omnitel Pronto Italia, an Italian telecommunications company. The objectives are to analyze Omnitel's market strategy through launching its LIBERO mobile service using customer research insights, identify marketing challenges, and understand responding to customer needs. Discussion questions focus on Omnitel's competitive advantage, LIBERO's performance and economics, churn rates, learning from customer research, and strategies around LIBERO and pricing.

    Original Description:

    omnitel case study analysis

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOC, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document outlines teaching objectives and discussion questions for a case study on Omnitel Pronto Italia, an Italian telecommunications company. The objectives are to analyze Omnitel's market strategy through launching its LIBERO mobile service using customer research insights, identify marketing challenges, and understand responding to customer needs. Discussion questions focus on Omnitel's competitive advantage, LIBERO's performance and economics, churn rates, learning from customer research, and strategies around LIBERO and pricing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    308 views1 page

    Omnitel Pronto Italia

    Uploaded by

    Ashwin Lawande
    The document outlines teaching objectives and discussion questions for a case study on Omnitel Pronto Italia, an Italian telecommunications company. The objectives are to analyze Omnitel's market strategy through launching its LIBERO mobile service using customer research insights, identify marketing challenges, and understand responding to customer needs. Discussion questions focus on Omnitel's competitive advantage, LIBERO's performance and economics, churn rates, learning from customer research, and strategies around LIBERO and pricing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 1

    Omnitel Pronto Italia

    1. Teaching Objectives
    A. To illustrate an example of a market-driven process for creating value and identify the marketing challenges in this context. B. To provide an opportunity to analyze customer preferences using conjoint analysis. C. To highlight the importance of understanding and responding to customer needs.

    2. Discussion Questions
    A. What was Omnitels competitive advantage when the service was launched in December 1995? B. Why did the launch not perform to expectations? C. What are the economics of LIBERO? D. Why is the churn rate so high for many European countries? E. Do you expect the churn rate to increase or decrease with the launch of LIBERO? F. What do you learn from customer research? What do you learn from the results of the Conjoint Analysis presented in Exhibits 5 to 8? G. Will LIBERO lead to a price war? If yes, what could Omnitel do to avoid one? H. If you were Fabrizio Bono, what changes would you make to LIBERO and why?

    3. Content of Analysis
    A. B. C. D. E. F. Omnitels Launch Strategy Conjoint Analysis LIBERO Possible Modifications to LIBERO Churn Rate Analysis Price War Analysis

    You might also like