"case": The Gte Manufacturing Company

In the case, the author briefly introduces the development of GTE , a telecom equipment manufacturer with more than 40 years history, as well as its massive business operation and development in IC card payphone industry in the recent years. The focus is to describe the difficulties and challenges faced by GTE in its product planning, sales and marketing, internal restructuring. In the case study, first the author analyzes the whole telecom industry environment, competitive situation in IC card payphones; then, discusses GTE's current situation and reasonability of its management structure, meanwhile, analyzes the service, sales and marketing (7P ' s) and main rivals of its main product (1C card payphones). Through analysis, the author makes judgment and conclusion regarding GTE's SWOT and operation problems, particularly marketing problems.Finally, the author gives improvement suggestion for GTE's management structure, industry structure and R&D mechanism; as well as GTE's marketing strategy, sales strategy for both GTE and its affiliate corporation.