New Leadership: The Directory Assistance Project

Executive Summary Precise Telecommunications has an opportunity to develop an operator services offering which will position it as a leading provider of Directory Assistance with Call Completion (DACC) information services. The strategic plan is to build this market leadership in stages by first improving the scope and/or quality of directory listings including call completion. In addition, Precise Telecommunications would continue to build its position of market strength by pursuing other wireless services and enhancements. This product will bring Precise a leading position in the marketplace in terms of quality and service. Introduction Harry Brown, one of the field sales managers of Precise Telecommunications, was promoted to his first headquarters assignment as a product manager for a group of products. Harry was not familiar with these products. Shortly after he undertook this new assignment, one of the company's vice presidents, Jack Smith, called a meeting of product managers and other staff managers to plan marketing strategies. Jack Smith started the meeting off by stating, "I want to make a few things clear to you all. Your job is to make sure that people like myself don't make stupid decisions. Obviously we (upper management) think you are qualified for your job or we would not have brought you here. Realizing that it takes time to learn any job, three months from now I expect you to know the answers to any questions about your products. Until then," he said, thrusting out his hand for the product manager to shake, "you have my complete confidence." Product Description The directory assistance product is a customer branded DACC product targeted to wireless carriers on a wholesales basis. This product will allow the end-user to call an operator, receive the requested phone number and have the operator to complete the for them. Wireless carriers will resell the product to their end users. DA will use the Regional Bell Operating Company (RBOC). All of the data will be accessible from any of Precise's operating centers. Call completion will provide the customer with an automated connection for all Precise provisioned events. Carriers can choose to have all calls automatically connected or prompt the caller to complete the call for an additional charge. Strengths and Weaknesses Strengths. As a national telecommunications provider of diverse services, Precise has the geographical experience and knowledge to operate this product in all targeted markets. By using geographically proficient DA and information service vendors, Precise can respond to regional variations. As opportunities broaden to new markets, Precise will need to expand its expertise in those new markets. A major review of plans ad strategies were undertaken by the vice president, Jack Smith. This assessment of the company revealed strengths, weaknesses, opportunities, and threats. As stated earlier, Jack felt that he had sufficient talent in the organization to address any weaknesses revealed through this assessment. As the product manager, Harry Brown knew the market positioning would be crucial for his wireless product. Weaknesses included: (1) Precise had no identifiable image in the wireless industry, (2) and the marketing organization in which Harry had to rely on, lacked selling skills in wireless services. Several threats were present: (1) the increasing presence of wireless companies, and (2) The wireless companies reducing prices for DACC to gain market. There were also several opportunities identified: (1) customers are demanding the service at a quality level, (2) and the request for professionalism of operators are high. The wireless carriers perceive their end-users to have higher expectations than wireline end-users. Wireless end-users incur additional air-time charges and have the difficulty/inconvenience associated with placing calls in a moving vehicle. …