Strategies for Productivity Growth
商品編號：9B16M110
出版日期：2017/09/18
再版日期：2018/01/12
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：brand acquisition;brand assessment;brand integration;wireless communications
難易度：4 - Undergraduate/MBA
內容長度：18 頁
地域：Canada
產業：Information; Media & Telecommunications;
事件年度：2014
In 2014, TELUS Communications (TELUS) acquired Public Mobile Holdings Inc., a small, money-losing, wireless carrier that operated in the lower, price-sensitive tier of the market. TELUS had not previously competed in the lower tier of the market, which had a history of low revenues per customer and low customer retention. The director of Mobility Marketing at TELUS faced the decision of what to do with this newly acquired brand. He was considering the market positioning options, brand portfolio implications, and financial impact of his decision. The options included migrating the new customers to one of the company’s existing brands, continuing to operate the firm as an independent brand, or repositioning the brand to improve profitability.
教學手冊：8B17A049;
補充材料：