In recent years, mobile service usage increase rapidly following the emerging use of smartphone technology by the mobile users. The increase use of mobile service poses challenge for actors in mobile ecosystem to constantly meet the dynamic change of needs and requirement of mobile users. In the current competitive business scenario, the market is organic in nature and continuously evolves over a period of time. To stay in sync with the ever evolving market, companies should adopt effective and advanced marketing strategies. Through market segmentation, actors such as network operator, handset manufacturer, and application provider are able to distinguish behavior usage or preferences on mobile services for each market segment and use this information to design or offer specific product that meet the behavior or preferences of the user in each market segment. This report focuses on Orange- which with collaboration with France-Telecom has become the leading mobile network provider in UK. The current market scenario, including internal (SWOT) and External (PESTLE) is discussed in later sections. Effective marketing strategies to enhance the service quality and retain customers have been recommended in this report. This study also recommends marketing mix (7P’s) that should be improved to maintain a good customer base.
Introduction
Over the years, the traditional face of marketing has changed. Whilst organizations recognize that they can no longer take their customers’ loyalty for granted, and need to adopt ongoing marketing strategies to stay ahead of their competitors, the design and content of their strategies continue to evolve.
Majority of the organisations have realised that having a marketing perspective is more benef...
... middle of paper ...
... process of penetrating the foreign market.
Increasing the quality of human resources
In order to increase the competitive capacity, Viettel should concentrate on enhancing the quality of human resource in order to improve the productivity, gain more profit. Orange must have special attention for different methods to manage the employees as following:
• The labors need to be trained to adjusting to the new environment, technology. In the training period, it is necessary to increase the opportunities for the employees to practice more with new equipments. In this case, the labor standard is considered to base on the efficiency of the labors and productivity.
• Managing employees is always an important activity for each enterprise. Orange should focus on devolving manager, using the ideas from all staff level, having clear policies to develop the business activities.
In today’s telecommunication market there is a lot of competition by industry giants such as Sprint, MCI, and AOL, but simultaneously the very high cost involved with entering and competing in this industry also makes it very unattractive for new entrants. These are just some of the big names who are planning to and are presently providing parts of the pipe dream that AT&T seems to seek. In this industry it is very important to have customer awareness of the line of products you carry. Most of the public hears the name AT&T or Sprint or MCI and they think telephone bills but many consumers do not realize that these companies have expanded their field of services from cellular phones to wireless web services. The reason mainly being the lack of marketing, and direct consumer advertising provided by these firms on the other line of p...
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
The principal conclusions of this report show that the iPhone is a successful product that combines interesting features: iPod, internet browser and mobile phone, which satisfy the customer’s needs moreover it is also exceeding their expectations thanks to its fashionable design. However the UK current mobile market is very competitive, so Apple will have to deal with tough competition against established mobile phone manufacturers. The report finally comes up with some recommendations that can help improving Apple’s performance and the marketing environment for the iPhone, these are mainly:
Moreover, the company has placed great significance on open and honest communications with the employees on many levels. Even more, leadership expected a plan that would utilize all human assets in a way that would support the organization’s attitude in servicing customers and employees. As such, they found it important to centralize the staffing initiative in order to maintain the unique corporate culture created in the beginning. Every one of these strategies would be focused on centralizing staffing, brining in the best possible employees, and retaining each on a high
Compared with the rate of many decades before, the rate of mobile usage is zooming these days. The developments of general economy and technology revolute peoples’ life styles and bring mobile business into a new page. Nowadays, business trends could still make a huge difference in those mobile companies.
Superior customer value: strategies for winning and retaining customers (3rd ed.). Boca Raton, FL: CRC Press.
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
The following report presents an Integrated Marketing Plan for Nokia in the UK. The plan deals with media planning, segmentation, strategic and tactic planning of IMC, evaluation and such. The main aim of this plan is to expand Nokia’s consumer base, establish Nokia’s brand values and position it among the target audience, and also communicate the brand values with customers effectively, while simultaneously influencing sales to grow. This plan is created to ensure maximum effectiveness in Nokia’s marketing approach. The main aim of this plan is to assist Nokia in their IMC activities in the UK.
Numerous styles of management exist that the executive can adopt in leading the organization, such as autocratic, participative, as well as democratic. The management should adopt a style that incorporates the views and values of its workforce within the organization. The staff in an organization is the best assets that an organization can have. It is not enough for an organization to have the most qualified, experienced and professional workers in the field, rather it requires a dedicated team of workers willing to sacrifice and give their all to the success of the organization. The skills that an organization has, such as its corporate strengths, help in shaping its values and cultures, as well as boosting the esteem of its workers to enable them become more productive. Lastly, the organization needs to cherish the shared values within its midst. These elements bind the workforce and management of a company
Cell phone manufacturers and service providers are at the core of the cell phone industry. These corporations are integral from their research and development endeavors to interactions with the consumer and the marketing of new products. The companies that control such factors of cellular phones are very numerous, so it is difficult to address all the cell phone manufacturers and service providers. However, we have focused largely on only the most significant cellular companies namely in the U.S. marketplace, although many have global ties. Collectively, companies around the world have the same goals in mind – to create desirable cutting-edge technology and to increase consumer satisfaction with hopes of generating sales, and thus profits.
There is a slowdown in sales of mobile handsets, in some markets like the UK, as the mature part of the product lifecycle is reached. Customers are exposed to a barrage of different images and messages by mobile phone companies, as the competition gets tougher. Vodafone appeals to new customers and aims to keep its existing ones by emphasising the uniqueness of the brand.
"While practically everybody today is a potential mobile phone customer, everybody is simultaneously different in terms of usage, needs, lifestyles, and individual preferences," explains Nokia's Media Relations Manager, Keith Nowak. Understanding those differences requires that Nokia conduct ongoing research among different consumer groups throughout the world. The approach is reflected in the company's business strategy:
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
As a result of the above they were giving less importance to customer satisfaction and customer relationship building. This form of strategy conformed to short term business motives. In a globalised and highly competitive world, modern marketing is about concentrating ...
Vodafone 3G has started its operations for 3G services in Bijapur. A study is being conducted for Vodafone to analysis the consumer characteristics, consumer behaviour, preferences and an analysis of competitors in this segment. The study will help Vodafone to understand the changes to be incorporated in the plans and schemes currently being offered by the company. The characteristics and features offered presently have to be transitioned or enhanced to improve the sales for the 3G services of Vodafone since currently Docomo and Airtel are a major competitor and on comparative basis it is important to adopt changes and increase the opportunity or market potential of Vodafone 3G