British Telecommunications (BT) free essay sample

Analyzes the specific marketing, advertising, promotion campaigns for the most important products of BT from 1996 through 1997. Assesses the impact of its bid for MCI the consequences if that bid fails. Introduction The present world of telecommunications is fast-moving, amorphous and unpredictable. British Telecommunications (BT) had recognized the importance of developing an aggressive, world-wide marketing strategy in such an environment when it contemplated a purchase of MCI. BT bought a 20% stake in MCI in 1993. In November of 1996, BT attempted to consummate the relationship with a $24 billion bid for the 80% of MCI it did not own. This bid was reduced to $19 billion in July of 1997 when MCI revealed large losses in the U.S. local telephone market. When the BT-MCI union was first proposed, it was suggested by many analysts that while BT might be a touch staid and slow-moving, MCI, as the maverick among phone companies, was just the..