Marketing Strategy of T-Mobile Telecom Supplier - Report Example

Marketing strategy Table of Contents Summary 4 Introduction 5 2. Company profile 5 3. situational analysis (SWOT)(PESTLE) 6 3.1 SWOT 6 3.2 PESTLE 9 4. DIFFERENTIAL ADVANTAGE/COMPETITIVE EDGE (usp) 15 5. SEGMENTATION TARGETING AND POSTIONING (STP) 16 6. MARKETING OBJECTIVES AND GOALS (SMART) 16 7. mARKETING STRATEGIES AND PROGRAMMES (7P’S) 21 8. IMPLEMENTATION 22 9. CONCLUSION 22 10. BIBILIOGRAPHY 23 Summary T-mobile, which is a mobile service provider brand offering its high ranking mobile network services to consumers in various parts of Europe including the UK and the USA. The firm has achieved remarkable success all through its past, nonetheless during the latest past as the competition in the marketplace has increased and the environmental factors have been going through much more changes, and the market share of the firm is under persistent attacks from diverse competitors. Recognizing the significance of sound and objective marketing strategy for the firm, the paper brings to the fore a marketing plan for the firm. The paper first brings to the fore a detailed circumstance analysis that is trailed by a detail marketing strategy with the ability to help the organization to better place itself in the UK, Europe and the USA market of mobile phone network. 1.0 Introduction 1.1 Background information T-Mobile is German mobile telecom suppliers belonging to the Deutsche telecom. It operates a number of GSM network across Europe and the United State. Moreover, it has financial stake in mobile operators across east and central Europe. Globally, T mobile has over 150 million subscribers. This makes it the world’s seventh largest company by subscribers in mobile phones service provides. At the same time, it is the biggest international company in the United Kingdom. Outside Germany, the T mobile operates in ten additional European countries, Austria, Czech, republic, Croatia, Hungary, Macedonia, the Netherland, Montenegro, Slovakia, Poland and the United Kingdom and in the United States as well (Allaboutmobile.org, 2008). In March 2005 Deutsche telecom tried to get hold of the competing mobile network operator (Allaboutmobile.org, 2008). As a result, in March 2008 the company announced they intended to purchase Siemens wireless modules as splitting up of the TOMA association. It managed to tune of Siemens wireless modules to criterion wireless modules on May 1 2008. T mobile’s home market is Germany. T mobile is the largest mobile phone in Germany. The T mobile phone operator, by January 2013, registered circa 40 million subscribers in Germany. The greatly advantageous GMS network in Germany is scheduled to be supplemented and finally replaced by UMTS for which T mobile spent European 8.2 Billion in August 2000 to get one of the Germany six licenses. In 1989, July, 1 Deutsche bundspost was updated as the West Germany is state-owned postal cartel, with telecommunications combined in new Deutsche bundespost telecom division this was renamed ‘Deutsche telecom’ in 1995. After the consolidation, the company started to be privatized in 1996. The Deutsche bundespost telecom started to activate Germany is initial GSM network alongside with the coned, as Supplementary of its De-Te Mobil. D-Nets were used to refer to the frequency band 900 MHZ and service D1 is identified by the telecom name. In 1996 Deutsche telecom began brand naming its subsidiaries using the T-Prefex, Date mobile become T-mobile and this network was referred to as T-D1. Realizing the potential growth in the mobile phone network market in the UK, Europe and the USA, it becomes important to conduct an analysis of the marketing strategy of T-mobile. This paper analyses the current situation of market strategy of T-mobile and offers recommendations for better performance in the market place. It does this through different sections including introduction, company profile, and SWOT and PEST analysis, marketing strategy, strategy objectives, implementation and conclusion. 2.0 Company profile T-mobile is a subsidiary of Deutsche telecom and is a member of the free move trade association. After the Vodafone, T-mobile is the second largest Global wireless brands working in several European markets and the USA. This is the team of mobile phone corporation contributories that function UMTS and GSM network in the United States and Europe. T-mobile is the biggest incoming centre with Deutsche telecom via the last part of 2005. In 2009 there were signs that the set was starting to think about a decrease of its footstep to think of more advantageous markets. An important expansion was conformity to join T-mobile presence in the UK with that rival Orange to make the constrained marketplace organization by customers. 3.0 Situational analysis (SWOT) (PESTLE) 3.1 SWOT of Analysis This involves looking at the Strengths, Weaknesses, Opportunities, and Threats that the firm is faced with in the marketplace (Bertilsson & Hult, 2013). The firm can have control over these factors. a. Strengths T mobile has strong variety recognition and equity. It is progressively increasing its buyer base. It has alliances with business chief companies in mobile service and technologies. It purchases examination survey on elevated position. It recognized in terms of quality and high technology as well as worldwide roaming (Wilson & Gilligan, 2005). It also provides stable forwarding connections and mobile technology with internet connecting. b. Weaknesses It is steadily begs to be exempt in normal income or profit distort. There is no attendance in going into promising markets. It has high price in comparison with competitors. It also has too much confidence. Moreover, it has unsuitable reactions to the rival strategies. Nonetheless, this does not eliminate opportunities available to T-Mobile. c. Opportunities T-Mobile opportunities include: new technology; complicated team; chance of extension due to change; superior management; escalating t-mobile network coverage; third generation technology; free move agreement; and mobile internet increase (Korttler, 2005). d. Threats T-mobile’s threats include threats of elevated prices within the business. These threats also involve the existing and promising opportunities, new substitutes, market policy of competitors, increasing struggle and consolidation, high expectations from the high rank management, financial slowdown in European Union and it regulation on cross border cell phone custom by customers (Kotler, Armstrong, Wong, & Saunders, 2008). 3.2 PESTLE Analysis PEST Analysis involves the evaluation of the external settings of a business. These factors are unmanageable by the firm. They include: Political, Economical, Social, Technological, legal and environmental factors. a. Political factors These include the political circumstance of the country, government laws, and taxes and legislations. Currently the political situation in Germany, United Kingdom, The USA, and other most of the European countries is stable with no predictable threat of war in the near future. However, this does not preclude other political threats such as propaganda that could arise in future because political situations are unpredictable at times. Therefore, T-mobile should look out for any indications of political instability. b. Economic Factors These include inflation, income distribution, and consumer spending patterns. Inflation is one the major problems affecting the mobile phone service providers market (Bruce, 2010, p. 64). Differences in the income levels of individuals and groups of consumers means that affordability is a major factor that goes hand in hand with accessibility. c. Social-cultural factors These factors include culture of the country, Environmental issues, and Latest trends and fashion styles (Chandra, Shibin, & Shajid, 2011). These factors influence both the purchase decisions and consumption behavior of customers. d. Technological factors These factors include constant research and development, and new technologies. T-mobile should position itself in terms of these factors, and create competitive advantage. e. Legal factors This includes factors such as prevailing legal and regulatory environment of the country. This may refer to trade laws and other laws that promote or limit trading activities. f. Environmental factors This refers to the prevailing environment that depends on the operation of the social cultural factors, economic factors and political factors mentioned above. This may promote or discourage some activities. 4.0 Differential advantage/ Competitive edge (USP) Since 1993 T-mobile has remained one of the leading network service providers in the UK. Following its merger with Orange in 2009, T-mobile has adopted the marketing slogan ‘T-mobile brought to you by EE (Contact Numbers UK, 2014)’. Focusing almost only on providing mobile coverage to clients despite diversification from a number of its competitors (e.g. O2, Orange and Vodafone), the T-mobile brand is presently in the process of being phased out all over Britain. Initially beginning out as One2One prior to a sequence of name changes, its merger with Orange produced Everything Everywhere (EE), a business with a marketplace-leading 37 percent share of the UK’s mobile business. Even though initially intended to kill off the two initial brands, both T-mobile and Orange are branded and promoted differently at the 3G data market, whereas the current parent EE brand focuses on the emerging 4G market. Therefore, T-mobile competitive advantage lies in product differentiation and market focus. It produces customized products of high quality, enhanced through its constant innovativeness (Market Watch, 2014). 5.0 Segmentation Targeting & Positioning (STP) 5.1Target market After this analysis of t-mobile circumstance and strengths, weaknesses, opportunities, and threats, this paper can observe the t-mobile’s target market at current and in the upcoming plan in the following section (Dziomkina & Jipp, 2013). The partners in the venture will be functioning intimately join on sales and marketing in their market of focus and preparation to jointly augment machine to machine services and products in the upcoming time. The T-mobile is pursuing a scheme that includes offering or submission its clients the top level of quality, long term solutions complete, and individual buyer support. T mobile has to develop the positions of partners in the augmenting market for machine to machine solution internationally, and including the consistency and generalization of products sales and marketing. It is upon T-mobile corporations’ arrangement to identify relevant target market in the course-plotting, telemeters nevy management, remote dealing machine as well as safety segment. 6.0 Marketing objectives and goals (SMART) Marketing objectives that T-mobile can follow are many. First, increase brand consciousness and broaden the number of potential buyers that know concerning you, the numeral of news story, buyer diversity remember of the marketing, tick although out charge on a web-site, promoting verity and progress. Second, generate leads, personality new foretell, in these objects, the individual who is interested, qualified, people to market to in the future time (Macharoensak, 2012). Third, get new clients, to make initial dealing from the first time clients oblige first time attendance to transfer to trade store. Fourth, increase profits and revenues from getting clients base that is products duplicate purchase from consumers both for getting and new crop at sustainable revenue/profit levels. Fourth, improve getting buyer activity and faithfulness through adding to faithfully point salvation, reviving words of month activity increase buyer contribution in programs drive attendance to an event, online, stole among others (Nicholls & Opal, 2001). Fifth, improve resolution time for the entire buyers inquire complaints by making persons better off by addressing their issue, questions and difficulties in a cost-effective, low stress timely way. Lastly, stimulate word of mouth which involves the audience taking. 7.0 Marketing strategies and programmes (7P’s) (Kotteler and Armstrong, 2009, p. 33) 7.1Product strategy T-mobile is the very well-known mobile network in Europe and the USA amongst other countries. In the introduction phase T-mobile product by Deutsche corporation in Germany in that time the t-mobile production strategy has great quality products, variety size of mobile phone, i phone and countless more kit to show up the competed markets (Peter & Donnelly, 2002). 7.1.1 Brand name T-mobile belongs to the Deutsche telecom that functions or operates two other t sub-brand; t-systems and t home. T-mobile network one to one plan to drop its brand name supportive of its parent T-mobile, a publicity movement has progress a gradual change of radio Mobil pagers brand of Czech Republic to T-mobile (Mussa, 2011). 7.1.2 Packaging The T-mobile pay as you go phone carries new packaging that will cut plastic utilization by 45 percent, which also compares to a 40 percent decrease in transport materials. 7.2 Pricing strategy The call cost at mobile is not the cheapest in comparison with the other two provides. On the contrary, it is the only supplier, from which a buyer can purchase a phone as well as not pay a forint for it, nonetheless has the opportunity to pay for it monthly although one year. a buyer has an opportunity at standard GSM to purchase a phone on credit, nonetheless you have to be off some money at the beginning unlike at T-mobile. It is the same episode as in standard GSM at vodaphone with the dissimilarity that it is the most plush to purchase a phone at vodaphone amongst the hierarchy providers. On the contrary, it is the cheapest in terms of making calls from a vodaphone network as well as the plushest to do the same from the network of T-mobile (Laryea, 2009). All the three providers have the pre-paid scratch cards accessible for the customers. The pricing reason applied for T-mobile can be at most described as marketing skim. The highest price is forecast given its relative reimbursement against the obtainable product. Appropriately, the T-mobile’s pricing point, as scores of subscribers watching for leader and quality. T-mobile will also examine on how to develop effectual pricing strategic for centering novel buyers, how to price for privation and loyalty and utilize the potential of you getting buyer base and describe pricing strategic for rooming service (Madden, 1999). 7.3 Place (Distribution) A number of products do not sell services or products straight to buyer and instead utilize marketing intermediaries to complete a variety of necessary functions to obtain the products to the ultimate user (Kottler, 2004, p. 42). These mediators, including distributors, middle men (retailers, wholesalers, brokers, and agents), or financial intermediaries, characteristically go into longer-term commitment desire the creator and frame what is known as the channel of distribution or the marketing channel manufacture utilize raw materials to product refined product, which consecutively may be sent to the retailer or a smaller amount always to the consumer. Give ‘the correct product at the correct time’ is the main goal and objective of sharing rules applied at T-mobile (Aldridge, 2004). Thus, notice has been salaried to selecting the correct mediators. A sole level distribution channel is applied at T-mobile. It involves a Deutsche telecom and sundries retailers, supermarkets, stores and foods stuff stores. 7.4 Promotion strategy There is the buyer approval where market research should be utilized to find whether buyer’s prospect is being attained by the current product. There is the buyer’s perception which is best on the imagers’ buyers’ form of the association as well as its products this can be based on: products quality, value for money, dependability and style (Jalassi & Ender, 2009). The other aspect is the buyer wants and prospects which is anticipated prospect trends and predicting for upcoming sale. This is very significant to any association if they wish to stay their whole latest market split and develop further (MacDonald, 1999). There is the aspect of generating incomes or profit which is a principle that clearly states that they want of associations is to be profitable enough to make income for growth as well as satisfaction of stakeholders. The stakeholders in the industry are also very important. Even though pleasing the buyer is a huge segment of a corporation’s plan they also desire to get an explanation of their own need, for instance, marketing acceptable progress. In this context, associations want to create into an explanation for their product rising alongside the marketplace, if a given product is rising well then profits should increase, if not then the marketing plan must be revised. Finally, there is need to beware of the surrounding. This implies that an association should often know what is happening within their chosen market, if it is changing diffusion, rapidly growing, technological advance, being up to date on this is essential for corporation to survive (123HelpMe.Com, 2014). 7.5 People This means having the right people in place to drive the marketing agenda of the company (Peck, Christopher, Payne, & Clark, 1999). This can be accomplished through strong experience and talent team that T-mobile has attracted. . 7.6 Physical Evidences This refers to what the customers can tangibly see in the products and services of a mobile service provider. T-mobile provides solutions such as the 3G internet and other business services that consumers can tangibly experience and compare to other services (Lancaster & Reynolds, 2005). 8.0 Implementation This market strategy’s implementation should be reviewed periodically and monthly to ensure that the marketing strategy is properly supported out as agenda. The agenda of implementation is an alternative to follow. A T-mobile site level information collection scheme has been implemented for supporting work using the wireless procedure. The schemes employed by dedicated pile managers and the work force, permits for concurrent time information collection and storage space into a site-based service, employing a mobile wireless local area network (WLAN). The utilization of a WLAN permits for simple entry and treatment of well-timed construction information to assist in the running of the projects, decorative data run all through the site, plunging remedial expense and humanizing contract presentation (Anton, 2011). This document discusses the WLAN implementation on to building sites, problems encountered, reimbursement and recommendations for more works, jointly with subscriber point of view. A cost-benefit-analysis shows a considerable decrease on corrective work can be achieved with the introduction of site based information imprison (Smith, 2009). 9.0 Conclusion T-mobile is the well-known mobile network in Europe and other several additional countries. In that time the operating a hardly competitive surrounded, the superior path of Deutsche Telecom Corporation to productively open the T-mobile is a fairly new mobile network in Europe as well as other country is to augment a superior marketing plan (Massoud & Gupta, 2003). The T-mobile’s growth strategy is to grow brand consciousness alongside subscribers and rising sales. Its major benefit/profit is that the marketing strategy of t-mobile is lots of additional sales in the market and to attain the benefit (Grant, 2005). Jointly with an appropriate functioning and management, the marketing strategy is anticipated to be useful for DEUTSCHE Telecom Corporation to increase its spirited edges as well as rising market split and a definite circumstance in the Germany and other European T-mobile market country. T-mobile is the very well-known mobile network nonetheless the mobile corporation didn’t provide the free services for instance, T to T called message and free also. In that period the corporation to provide the service and other facility, the mobile user and subscriber are attractive and sell. Bibliography Kotteler, P. 2004. Marketing Management, 11th Edition, New Delhi Press. Pp. 42-45 Kotteler, P. and Armstrong, G. 2009. Principles of Marketing, 11th Edition. John Wiley & Sons. Pp. 33-37 Bruce R. Jewell, 2010. An integrated approach to Business Studies, third edition, Longman Services Marketing, Dr Simone Pettigrew, Edith Cowan University. P. 64 Grant, R. M., 2005. 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