Based on the current marketing strategy, should the company’s promotion mix focus be on personal selling or on advertising? You are a consultant for an international management strategy consulting firm. Your firm has been approached by Herr (Mr.) Hans Wursching, CEO of TransSprech, A.G., a newly formed cellular phone service and phone provider, based in Stuttgart, Germany. Trans-

Sprech has a satellite GSM network with complete coverage in Europe and the United States, as well as throughout most countries in the world. The company has established some semblance of a marketing and management strategy, and you have been asked to review the current strategy and help the company go to the next level by growing Its sales.

You recently conducted the initial information gathering meeting with Herr Wursching, and received the following mass of information:

TransSprech maintains corporate offices in numerous cities around the world. However, its customer service outlets and retail sales are conducted through the company website, as well as through licensed electronics retailers. It does not maintain its own customer service or retail locations.

Its target markets are both companies and individuals wanting cellular phone service with worldwide coverage and who are willing to pay a premium to get it. It already has about 3,000 customers worldwide and is hoping to grow to 10,000 by year-end.

Corporate customers are more valuable customers because they are buying in larger volumes. Establishing a customer base is very important as this company attempts to establish itself.