GenMax is a large package delivery service company. While the company was once an industry leader
with more than 30% market share, you now see that lead declining to 27% and continuing to slide.
Your nearest competitor has gained ground and is now at 25% market share. The CEA has asked you
to develop a strategy to regain market share and industry leadership. You have decided on the
strategy of installing a real-time tracking system on the trucks, so that drivers can report the exact
moment when a package is picked up and delivered. This information can then be made available to
end-users through the website. The GenMax IT department has already selected the application that
will be used for this project. The application is called ALLTRACK and is provided by an outside third-
party supplier. Your team will pick a wireless transport technology and a wireless carrier to run the
As telecommunications manager, your group is responsible for picking and implementing all wireless
communications systems for GenMax. Your job for this project is to lead a team that will recommend
to management a wireless data solution for implementing the ALLTRACK system. Your team will
develop the budget, design the system, and put together an implementation plan for the solution. In
your position, you must ensure that all departments agree with the solution. Since your group is also
responsible for implementing the solution picked, your group will also have to make sure that all
groups that are going to use the solution are comfortable with it and have no problems using it. You
are the key player. You are the liaison to upper management. The ALLTRACK vendor says that their
application will run on either GSM or CDMA. Since you also want a national wireless carrier, you will
only consider Sprint/Nextel, Verizon Wireless, Cingular, and T-Mobile.
Your first assignment will be to decide if you want to use GSM or CDMA. After you make this decision,
you will decide which data transport technology to use. Once you have picked the data transport
technology, you will have to pick a national wireless carrier. Following these discussions, you will need
to lay out an implementation plan. Finally, you will put together a report for the CEA covering the
above challenges and recommend how you will meet the threat of declining market share.