Serenata del coqui

4. Caso estrategico:
Strategic marketing plan for Sprint-Nextel

Index
Pages
Sprint-Nextel History 4-6
Externa environment
* The market 7-11
* The industry 11
* The competition 11-15
* Government and regulations 15-17
Internal environment
* Sprint-Nextel Mission and Vision 18
* Human Resources18-27
Marketing mix
* Products 28-45
* Prices 46
* Place 46-48
* Promotion 48-51
Social responsibility 52-60
Financial analysis 61-64
SWOT analysis 65-68
Marketing strategy (Short Term)
* Objectives 69
* Target Market69-70
* Positioning 70
* Mission and Vision 70-71
* Marketing Mix 71-79
* Human Resources 80
* Customer Retention 81
Marketing strategy (Medium Term)
* Objectives 82
* Target Market 82-83
* Marketing Mix 83-85
* Human Resources 85* Customer Retention 86
Proforma income statement 87
Conclusion 88
References 89

SPRINT-NEXTEL HISTORY

In 1987, a visionary entrepreneur named Morgan O'Brien joined forces with Brian D. McAuley and together established Fleet Call, Inc. focusing at the beginning on purchasing mobile radio companies in order todevelop a network of SMR licenses in large regional markets. Motorola proposed a partnership with Fleet Call as an equity partner act as the primary supplier of parts for the new SMR network. By the end of the 1980s Fleet Call owned 74 mobile radio businesses in six of the largest markets in the country. In 1992 Fleet Call merged with Dispatch Communications, giving the company coverage in nineof the nation’s ten largest markets and a potential customer base of 95.5 millions.
As the company moved in a new direction, guided by new technology, a new name seems appropriate; thus, Nextel was born in 1993. The company rapidly established itself as a nationwide force in the burgeoning world of wireless communications. Four mergers in 1994 significantly expanded the company’s reach. First, amerger with Questar Telecom expanded Nextel further in California and into Utah and Nevada. Next, a merger with Rocky Mountain and Midwestern SMR gave Nextel a 37 percent share in what would become OneComm, opening up much of the mountain states an the Midwest. A subsequent merger with PowerFone Holdings gave Nextel access to SMR frequencies throughout much of the Midwest. Most important, wasan exchange with Motorola that further linked the two companies. Motorola agreed to provide Nextel with its SMR licenses in 21 states, encompassing 180 million potential users. To compete, Nextel entered into an alliance with MCI. Nextel now had the power of the nationally prominent MCI brand name, an extensive national network, and a superior platform in Motorola’s Integrated Radio System,MIRS. Later Craig McCaw from McCaw Communications invested $1 billion in Nextel.
Armed with nationwide spectrum and presence, Nextel was ready to dramatically demonstrate its genius for innovation. In 1996, the company introduced Motorola's breakthrough iDEN technology. This marked the first combination of enhanced digital cellular, two-way radio and text/numeric paging in one phone, the famedNextel phone. The national rollout of iDEN service began and the Nextel National Network was introduced in 1997. From that moment on, Nextel has aggressively expanded its reach and product capabilities. By the year 2000, the company had connected to countries around the world and introduced its always-connected wireless data solution. Soon to follow were its signature Nationwide Direct Connect...