T IncATamp.T will be aiming to capture around 8-9 percent of the market share by the end of the second year and only then will it introduce itself as an internet service provider. Initially, it will only serve the major cities of Brazil like São Paulo, Rio de Janerio, Salvador, Brasilia, Fortaleza, Belo Horizonte, Curitiba and Manaus and the adjoining areas with its mobile telephone and fixed-line connections. With a retail price of 100 Brazilian real, ATamp.T will present itself as youthful, energetic, and full of life, bubbly, fresh and innovative. Promotional activities will include TV and radio advertisements, billboards, banners, public relations activities in educational activities and others.ATamp.T would initially spend 20 percent of its revenue for Ramp.D, especially during the first couple of years of its operations. A conservative analysis of ATamp.T’s revenue and costs in the first three years reveals that if ATamp.T remains successful at around 2.5 million connections then it would break even within the first three years. However, it would then invest to expand its activities to other major cities in Brazil.ATamp.T’s expansion is indispensable for several reasons. Firstly, the recession has hit the economy of the United States as a nightmare. Secondly, ATamp.T can smell that its local market is getting closer and closer towards the point of saturation (Organisation for Economic Co-operation and Development, pp. 21-28, 2008).
International Marketing AT&