Marketing Plan and Strategy
1.0 Executive Summary
The proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.
Our intention is to achieve the already given targets and also prepare BT for an opening to new horizons. In addition, in order to face the fast changing environment we have to introduce within the companies activities like cross selling and e-marketing.
A new era is at about to start, where BT will become one of the leaders within the global telecommunications industry starting from its dominance in the UK.
2.0 Preface of our Potential Marketing Plan Strategy
Marketing is considered to be the most visible functional activity of profit-seeking organisations . However, for the appliance of a new Marketing Strategy, many changes have to be done as far as it concerns the complete infrastructure of an organisation, as well as the corporational beliefs and values.
Our suggested strategy emphasizes on our effort to launch BT as a potential ¡¥active member¡¦ in the economical and social life of the country, in contradiction to the characterisation of the past as a ¡¥public enemy¡¦ from the press. Our planning is based on an analysis of the customer¡¦s future requirements, as well as the current needs in comparison to the past. Major role at this planning plays the succession process from one time sector to the other. The philosophy of our strategic business plans is to bridge the gaps between past, present and future, having as a result a limitation of available time to our competitors to attack to our market share while we remain idle. Our proposals include a ¡¥bouquet¡¦ of changes, improvements and alternative solutions (segmentation planning, direct marketing campaigns), targeting in the creation of a competitive advantage through Relationship Marketing and flexible Marketing Strategy with the wide use of Direct Marketing techniques, in order to attribute to the loyalty strategy of BT and also create some barriers which will protect the BT¡¦s market share and leading positions ...
... middle of paper ...
...d Branson Way. 10 Secrets of the World¡¦s Greatest Brand-builder¡¦. 2nd Edition. Capstone, 2001.
Gates, Bill. 1996. Business @ the Speed of Thought. Using a Digital Nervous System PENGUIN Books.
Heller, Robert. 1995. The Naked Manager for the Nineties, Heller Arts Ltd.
Johnson G. ¡V Scholes K. 2002 Exploring Corporate Strategy, Prentice Hall.
Kotler, Phillip. 2000. Marketing Management, Tenth Edition, Prentice Hall
Krugman, Paul. 1994. The age of diminished expectations. U.S. Economic Policy in the 1990s. The Washington Post Company
Mackay, Harvey B. 1998 Swim with the sharks without being eaten alive, William Morrow and Co. Inc.
Mc Cornish, Bruce. 2001. Antilogy, Why Business Fail While Individuals Succeed, John Wiley & Sons Inc.
MacEwan T. Managing values and Beliefs in Organisations, 2001, Prentice Hall.
Payne, A., Christopher, M., Peck, H. Relationship Marketing for Competitive Advantage , 1995, Butterworth
Porter, Michael. 1980. Competitive Strategy, Free Press
Stone, M. et al. ¡¥Direct Hit. Direct Direct marketing with a Winning Edge¡¦. 1st Edition. Pitman, 1995
Tapp, A. ¡¥Principles of Direct and Database Direct marketing¡¦. 2nd Edition. Prentice Hall, 2001
In a competitive environment where market is changing instantly, organizations are in a fix to design a strategy that could market their products enticing the consumers to buy their products and services. Market is the arena for business gladiators who fight out for maximum share and profitability and this is possible only through effective marketing strategy. Competing in present economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms (Ferrell and Hartline, 2010). The intensity of competition has increased after the introduction of media and internet where the companies present their product in the best way through advertisements, product reviews, blog entries, etc. With the advancement in technological innovations, companies have found various ways of providing services to the consumers in a cheaper and effective way and this has resulted in communication revolution in late 1990’s as the cellular technology was unfold in most of the regions. Singtel Optus Pty Limited (Optus) is one such company that has evolved during this period as a leader in integrated communications and this paper is assumed to make an analysis of the company’s marketing strategy and its financial position in the market industry.
This paper will analyse Blackberry’s current strategy and the challenges facing the company and will conclude with a recommended guideline for a new Strategy. The approach will follow the path highlighted on the Strategic Management Process depicted below (Adopted from http://www.planning-strategy.com/):
The following report will analyse Vodafone and their current position in the international market. This report will cover the competitive strategy of Vodafone and their influence of products and services in relation to the demand of the market.
For example Safaricom has definied their business broadly by not only being in the telecommunication industry but also in the banking industry. They have continued to reinvent themselves according to their customers’ demands. As they introduced mobile money Mpesa, a need arose for consumers to be able to pay for services and products using their mobile phones and Safaricom then introduced Lipa na Mpesa and then the customers needed somewhere they could save and borrow money and introduced M- shwari. The following strategies should be adopted by marketing professionals to adopt and avoid being
RadioShack successfully executed a transactional plan for many years, conservatively defending its territory from competitors and using lean initiatives to make small incremental year-over-year growth, however as its ecosystem evolved and technology disrupted the market, it found itself as a sea squirt swimming amongst sharks. Today, incremental planning and thinking will limit the position to grow in the years ahead, and will likely position a Company into decling year over year results. To revive itself, RadioShack must consider transformational planning, where proactive and anticipatory competencies are deeply rooted in its core behavior. It starts with forecasting the future and identifying hard trends that become the user story for each product developed. This will truly allow the organization to move from an "as is" state to a "to be"
13. Shimp, T., and Andrews, C., (2013), Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th Edn.), Cengage Learning: Mason.
The major objective of any company is to make profits. Marketing is responsible for identifying a company’s customers anticipating their needs and wants, satisfying theses needs while keeping the its major goal which maximizing profits
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
This strategy is very much about the business which is carried out as usual. In this strategy the marketer is focusing on both the product and the market opportunity.
For a marketing orientated business, the findings from any research will be put to use primarily to aid the business in satisfying the needs and wants of its customers; this type of business has become more popular since 1970, where prior to this business’ were production orientated (until the 1950’s) where the business was concerned with improving its distribution methods, and product orientated (until the 1960’s) where the business’ main concern was the product rather than the satisfaction of the customer. The idea of a marketing orientated business has been explored by Fahy and Jobber (2012) who concurred that a market orientated business is one that considers its customers and the external environment to be an intricate part of the business; This type of business will explore the different aspects of the external environment, and take from its observations ways in which it can continue to trade in an effective, profitable way. A marketing orientated business will also use its findings to help it take advantage of any opportunities in a market and to lessen any threats that could be...
Bluetooth, the technology that is a hot topic among wireless developers. Was designed to allow low bandwidth wireless connections to make it simple for users to use, that they integrate into user’s daily lif. Updating the phone directory on mobile phones is a simple example of this Bluetooth application. With Bluetooth, without any user involvement can make the phone comes within range of the PC. With Bluetooth, you can also share your pictures, songs, files, memos, and many more! This Bluetooth is lead by its five company founders and there’s also four new member companies who were added. This makes it nine companies. All this nine companies has form the Promoter Group of this Bluetooth:
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
We intend to exploit our leadership role by continuing to target and enter segments of the communications market that we believe will experience rapid growth or grow faster than the industry as a whole....
The objectives of this report will examine how different industries’ implement plans to achieve the goal, and suggests the examinations of marketing strategy such as business goal and target market segments in different industries, and this report will discuss the marketing strategies for restaurant operators (McDonald), education provider (Taylor) and technology giant (Apple).
Hammer, M., and Champy, J., Reengineering the Corporation: A Manifesto for Business Revolution, Harper Business, 1993.