MARKETING PLAN

Potugal Telecommunication Marketing Plan

Portugal Telecom Case Study

Introduction of the Latin American Mobile Firm

Portugal Telecom is a company of telecommunications and multimedia in Portugal, the main operator of this country. The PT Group dominates the market for services phone fixed and, through the TMN, is an important part in terms of mobile. Besides that, is also involved in the business of cable television, data communications, called value-added content, among others. In 1996 , the company public so far, went to the private sector began to expand its area of intervention, one of the most sought nationwide, with a presence on foreign exchanges.

Since the privatization, grew on average each year about 11% revenue and 37% in net profits, especially through the international business of the International PT (controlled and managed in Brazil's Telesp Celular, one of the largest mobile operators in Latin America), mobile communications and TV Cabo. The most successful Telesp Celular was the launch in April 1999 "Baby", a mobile pre-paid rechargeable card equal to "Mimo" of the TMN, the first of its kind in Latin America. The PT is still present in the markets of Morocco and Botswana. A reorganization of the company made ??in 1999 led to their defined several areas of intervention: the landline network, mobile telephone network, cable television and multimedia, business, international, innovation and information systems.

Geographically, it focuses on Portugal (55%) and Brazil (40%). Within the mobile phone industry, has the marks TMN in Portugal (with 7 million customers) and I live in Brazil (33 million customers). PT Multimedia, which was born after the reorganization of 1999, operates in the areas of multimedia, interactive and Internet services. The company has about 90 percent of the market for television by subscription, either by cable or satellite , which provides access to over 50 channels via the so-called TV Cabo. In terms of content, the association of social media companies such as SIC , the Lusomundo and Globo , Brazil, ensured an average level of quality of content.

The largest Internet portal Portuguese www.sapo.pt also belongs to PT Multimedia, which in terms of Internet introduced other products that have had some success, as is the case of NETPAC, rechargeable prepaid cards that facilitate the connection Internet with no monthly fee and 30 hours of sailing. For those who do not have computer , Internet access is provided through a service called "netby TV", where network access is via television. However, the PT Group, through Marconi, which participates in 36 international submarine cables, disponibilizó an international network of telephone service, data transmission, TV and Internet. The Marconi still has access to satellite systems, Intelsat , Inmarsat and Eutelsat. Within the PT group, there are still the PT Prime - Soluções Empresariais, which aims to market and large corporate customers. The aim is to provide integrated solutions for telecommunications and information systems. There is also a PT Inovação, whose function is to create new services and solutions. The idea is to contribute to increased competitiveness and leadership of the group ...