Heineken Case
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Title: Heineken Case

Essay Details:

Subject: Miscellaneous
Author: Maia J
Date: March 27, 2014
Level: University
Grade: B
Length: 2 / 479

Essay text:

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. 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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