The 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.
Lamyin M.; Bertini, Marco; Nueno Iniesta, José Luis; wrote this case published in IESE Publishing, June 01st, 2001
Go to case
