Case study Group 4 [Chapter 9]

Case study Group 4 [Chapter 9] - O2CaseStudy ManagementatO2...

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O 2  – Case Study  
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Reseller Relationship Portfolio  Management at O2   Company Profile          -non-voice services          -data connections via GPRS, 3G and WLAN  Formed in 2001 after demerger of BT (British Telecom) and  Cellnet         Acquired by Telefónica in 2005              -Telefónica is one of the world’s largest telecommunication  companies,  which operates in 25 countries and give service to more  than 260 million globally.
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Reseller Relationship Portfolio  Management at O2   Case Study Mobile Phone Sevices Market in U.K.       -hard to attract new customers      O2’s “Customer Experience” strategy         -to build close relations with end customers      O2 had difficulty in ensuring high quality customer  experience and enduring customer loyalty
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Reseller Relationship Portfolio  Management at O2  Changes in strategy to manage O2’s portfolio of channel customers      - 30-day contracts                    > rolling 30-day contracts with a 12-                                                         month minimum duration      - 250 connections per month     > at least 50 connections per month      - a flat 5 percent bonus             > no commission for the first 6                                                         months at which time 5 per cent                                                         rate applied  Consequences of the new system
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This note was uploaded on 05/12/2011 for the course MARKETING 222 taught by Professor Antonios during the Spring '11 term at Aarhus Universitet.

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Case study Group 4 [Chapter 9] - O2CaseStudy ManagementatO2...

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