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Heineken Case

Essay specific features

 

Issue:

Miscellaneous

 

Written by:

Alvin W

 

Date added:

March 19, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 479

 

Was viewed:

8359 times

 

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Essay content:

There is going to be a paradigm shift in the perception of the cellular phone. — Omnitel’s Vision Statement In early June 1996, Fabrizio Bona, Omnitel’s marketing director, prepared for his meeting the next morning with Francesco Caio, Omnitel’s CEO, to discuss his proposal for a new pricing strategy for Italy’s second mobile phone service provider...
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He leafed through the folder containing the results of Omnitel’s recently conducted market research. The survey indicated that customers were very happy with Omnitel’s customer service. The results had also overwhelmingly indicated that the Italian consumers viewed the monthly usage fee as a tax and resented it deeply...
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