(A) study on the case of KTF DRAMA penetrating the women market and an analysis using customer relationship value framework

Abstract

The object of this study case consists in inquiring into a case of DRAMA brand in KTF that obtained good result by developing women target market strategies for the first time in the mobile telecommunication service market in late 2002. KTF needed to develop a new product as a leading brand because of the market trend which had been shifting product-oriented competition from price-oriented competition. Consequently, KTF paid attention to women market from 2001, penetrated into the market with women’s lifestyle successfully, and began to have a new management paradigm in mobile telecommunication market. In the last part of this case study, the present writer used the customer relationship value framework, which was proposed by Robert E. Wayland and Paul M. Cole in 1997, in order to observe DRAMA’s current customer relationship value and hereafter direction.