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Teléfonos de México, S.A. de C.V. and the Prodigy Internet Plus decision
Lamyin, M.; Bertini, Marco; Nueno, José LuisCaso M-1124-EMarketing, Tecnologías de la informaciónThe case analyzes the strategy Telmex must follow in order to increase the customer base of its ISP service in Mexico. The low disposable income of the Mexican population and the inability to afford computers must be taken into account. The company must also consider its recent acquisition of Prodigy (one of the leading ISPs in the U.S.) and analyze the role it should play in the new marketing strategy.Desde 8,20 €
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Santander-Serfín: Revitalizing the Payment Systems Business
Díez J.; Villanueva, Julian; Nueno, José LuisCaso M-1190-EMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Desde 8,20 €