The present study dealt with the mobile telephony market of Armenia and specifically with the value-added services of one of the major players, Armentel. The study examined the internal and external environment of the company in order to set the frame within which the company operates and offers its services. Moreover, the study aimed at tracing the reasons for the moderate acceptance of the above mentioned services by the Armenian customers, using tools such as market research and personal interviews of executives. The study concluded with the creation of a complete Marketing Plan for the re-launch of Armentel’s value-added services.
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