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Case srudy "Strengthening market position with the help of sharing tarif: the case of Megafon"
Регистрационный номер: 0020-2-1
Формат: компакт-кейс
Предметные области: маркетинг, поведение потребителей, финансовый менеджмент
Время действия: 2020
Дополнительные материалы: Руководство по использованию учебного кейса
Аннотация: In the present case, we examine the Russian mobile operator MegaFon, which is one of the four main players in the market and is currently (option: has the most 4G stations in the country) the leader in the number of 4G stations in the country. Due to the pandemic and the specifi cs of the market, the company faced a decrease in demand for services and, accordingly, revenue. The brand’s task at hand is to attract a new paying audience through a new tariff based on the principles of sharing economy. This direction is a global trend and it is being actively implemented in the telecommunications market. The purpose of the case is to develop the confi guration of the sharing tariff based on the study of the specifi cs of the cellular market and consumer preferences in relation to digital services. This case will be of interest to undergraduate and graduate students of managerial and marketing specialties. The case can be studied as part of courses on the basics of marketing activities, launching new products, brand management, consumer behavior, integrated marketing communications, etc. The case is based on open data from Internet sources, including MegaFon’s annual report. Solving the case in the format of a case championship will give participants a deeper understanding of the market, consumer behavior and a strategic approach to launching new products.
Для ППС ВШЭ: Для доступа к полному тексту учебного кейса необходима авторизация через личную страницу преподавателя ВШЭ.
Для внешних преподавателей: По вопросам использования данного учебного кейса в образовательном процессе и получения доступа к методическим указаниям для преподавателей просьба обращаться по адресу электронной почты или через форму обратной связи на странице Ресурсного центра учебных кейсов ВШБ
