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Market Entry Analysis - Coursework Example

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This work called "Market Entry Analysis" focuses on the communication and internet industry, the needs and demands of the market, and the consumer. The author takes into account, analysis of potential markets, the position of various countries, and their strategies. …
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Market Entry Analysis
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Download file to see previous pages iiNet is Australia’s third-largest Internet Service Provider (ISP), has retained a significant market share across the country, despite competition from larger providers like Telstra BigPond and Optus, and smaller ones like Dodo Internet (iiNet Limited, 2010). It remains dominant in the internet consumer market by offering services that are ‘value for money’, as well as technologically advanced to meet the demands the needs of the customers.
Having been established in Australia over a decade ago, "iiNet" has managed to overcome various hurdles in offering dependable and consistent internet service to home and business users (iiNet Limited, 2010). The technology has developed over time from the initial dial-up service over the phone lines to the faster broadband service using fiber cabling. At each stage, "iiNet" has ensured that its product is able to offer consistent quality and service to the user, with back-up facilities in the event of any network downtime.
Its early inception required it to offer competitive pricing in the market, but that was not the only selling point (iiNet Limited, 2010). For iiNet, quality and relationships with its users were more important. This required significant investment into customer services and processes that highlighted the company’s trust in its product and service, and the value it held for the users. As a large portion of the internet users is between the ages of 15 – 35, iiNet devised packages that were built around the needs of this consumer base. This includes unlimited downloading quotas, as well as cheaper packages for students.
One of the key brand images for iiNet has been its freedom to allow users and unrestricted access to the internet, without applying any filters or tracking usage of the consumers (iiNet Limited, 2010). The one key factor for this has been the pressure from film groups for ISPs to share customer details about those users who may be using the internet to illegally download resources using various torrent systems. iiNet’s refusal to this act and subsequent legal victory has enhanced its image in the market as a trustworthy supplier of internet services.
Furthermore, research and deployment of faster broadband services in line with those available across many countries of the world, has made "iiNet" gain further ground in capturing market share from its main competitors, and an effective customer service and support line have allowed it to retain its own position. ...Download file to see next pagesRead More
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