Abstract: Well-developed strategic marketing planning is the essential
prerequisite for establishment of the right and unique competitive
advantage. Typical market, however, is a heterogeneous
and decentralized structure with natural involvement of individual
or group subjectivity and irrationality. These features cannot be
fully expressed with one-shot rigorous formal models based on,
e.g. mathematics, statistics or empirical formulas. We present an
innovative solution, extending the domain of agent based computational
economics towards the concept of hybrid modeling in service
provider and consumer market such as telecommunications. The
behavior of the market is described by two classes of agents -
consumer and service provider agents - whose internal dynamics
are fundamentally different. Customers are rather free multi-state
structures, adjusting behavior and preferences quickly in accordance
with time and changing environment. Producers, on the contrary,
are traditionally structured companies with comparable internal processes
and specific managerial policies. Their business momentum is
higher and immediate reaction possibilities limited. This limitation
underlines importance of proper strategic planning as the main
process advising managers in time whether to continue with more
or less the same business or whether to consider the need for future
structural changes that would ensure retention of existing customers
or acquisition of new ones.