사본 - Chap3 Minicase Transsprech Ag
College of Commerce and Business Administration
Minicase: TransSprech, A.G.
A
Case Analysis and Presentation
Submitted to
In
Partial Fulfillment
Of the Requirements
In
BA21 (Sales Management)
Submitted By:
03 January 2013
I. Statement of the Problem
I, consultant for a international management strategy consulting firm, have been asked to review the current strategy of Trans Sprech and help the company go to the next level by growing its sales.
II. Background of the Case
Trans Sprech, a newly formed cellular phone service and phone provider, has a satellite GSM network with complete coverage in Europe and the United States. The company has established some semblance of a marketing and management strategy. It already has about 3,000 customers world wise and is hoping to grow to 10,000 by year-end. Because the company and its product are in the early stage of development, there have been technical problems, and the company has had to provide a great deal of service to its customers.
III. Objectives
1. Grow customers worldwide 3,000 to 10,000 by year-end. 2. Offer a premium, non-discounted product that is desired because of its values and quality, not low price.
IV. Analysis of External Environment
Trans Sprech is a worldwide company which can be expanded over the nation fast, by giving more advertisement and customer awareness like opening a shop viewing will make more customer loyalty and in retention. (Basis: so far the company has received many customers in response to its advertising even without sales force being added.) There are many competitors in technology; they have only 1 competitive advantage which is satellite network providing the coverage is far more advanced. (Basis: The phones themselves are similar to those used by Trans Sprech’s competitors.)
V. Analysis of Internal Environment
Trans Sprech has about 3000 customers worldwide. They have competitive advantage which is that
Minicase: TransSprech, A.G.
A
Case Analysis and Presentation
Submitted to
In
Partial Fulfillment
Of the Requirements
In
BA21 (Sales Management)
Submitted By:
03 January 2013
I. Statement of the Problem
I, consultant for a international management strategy consulting firm, have been asked to review the current strategy of Trans Sprech and help the company go to the next level by growing its sales.
II. Background of the Case
Trans Sprech, a newly formed cellular phone service and phone provider, has a satellite GSM network with complete coverage in Europe and the United States. The company has established some semblance of a marketing and management strategy. It already has about 3,000 customers world wise and is hoping to grow to 10,000 by year-end. Because the company and its product are in the early stage of development, there have been technical problems, and the company has had to provide a great deal of service to its customers.
III. Objectives
1. Grow customers worldwide 3,000 to 10,000 by year-end. 2. Offer a premium, non-discounted product that is desired because of its values and quality, not low price.
IV. Analysis of External Environment
Trans Sprech is a worldwide company which can be expanded over the nation fast, by giving more advertisement and customer awareness like opening a shop viewing will make more customer loyalty and in retention. (Basis: so far the company has received many customers in response to its advertising even without sales force being added.) There are many competitors in technology; they have only 1 competitive advantage which is satellite network providing the coverage is far more advanced. (Basis: The phones themselves are similar to those used by Trans Sprech’s competitors.)
V. Analysis of Internal Environment
Trans Sprech has about 3000 customers worldwide. They have competitive advantage which is that