Chapter 4: The Marketing Environment

                    Sprint's main target market at one point were business men & women, however, in 2010 CEO Dan Hesse told students at Notre Dame that their target has now switched to college students.

                    

                    “It is very important for us as a company to reach out to students,” Hesse said. “By serving on the board at the Mendoza College of Business and lecturing a couple of times per year, it is clear [to me] who our target customers are.”

                    Sprint is committed to plans that offer unlimited texting, voice and data at different levels. Hesse said that these plans reflect the needs of college students.

  

Chapter 2: Strategic Planning for Competitive Advantage

                    Sprint's biggest competitive advantages are their partnerships with major sports leagues, such as the NBA, as well as their sponsorship of well-known athletes & events.
                    Sprint Nextel has also launched several growth initiatives, including a joint cable venture in 2007 and 4G Broadband; they once vowed to bring their costumers exclusive coverage and "truly unlimited data."

Chapter 1: History & Mission Statement

• History:

                    Sprint Nextel Corporation is a telecommunications company based in Overland Park, Kansas. The company owns and operates the third largest wireless telecommunications network in United States, with 48 million customers, behind Verizon Wireless and AT&T Mobility. The company was created in 2005 by the purchase of Nextel Communications by Sprint Corporation. On December 15, 2004, Sprint and NEXTEL announced they would merge to form Sprint Nextel Corporation. The former logo used by Nextel was re-branded with slight changes after the merge. 

                     Based in Kansas, "SPRINT" is an acronym for Southern Pacific Railroad Internal Network Telecommunications.

• Mission Statement:

                    "Sprint's vision to be a world class company, the standard by which others are measured, includes a commitment to developing a world class supplier base that is reflective of the communities we serve.

                     Over the past decade, Sprint has shown significant gains in purchases from women, minority, disabled veteran and small businesses. It is imperative we continue to identify and utilize a variety of quality suppliers who are able to meet our business needs. These mutually beneficial relationships help diverse businesses succeed and Sprint gain a competitive supplier base and access to broader markets.

                     In order for Sprint to remain a leader in the integrated telecommunications industry, it is the responsibility of each Sprint Employee to be inclusive in their daily business decisions when selecting the best suppliers for our company."