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.
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 beneficial than a selling mind-set. For years Marketing has been taken to be a privy of the Sales department. However with the integration of business processes with the needs of the customer it is indeed necessary to understand the new business scenario. Marketing is more of a mind-set than a department or function.
The impact of new technology
A key factor in the changing marketing landscape is the emergence of IT. As IT continues to develop, consumer demands and priorities change. The emergence of the Internet, and a wide variety of on-line tools, has vastly increased the extensive portfolio of marketing and communication tools available for organizations to reach their target audiences. A key change that new IT and the growth of the Internet has brought is that many companies have moved away from quality, features and services as key competitive differentiators, and are now driven by price.
This report focuses and discusses about the marketing strategies of mobile network provider in UK. The case organization taken for the study is Orange mobile network provider. Orange was launched in the United Kingdom in 1994 and has been at the forefront of mobile innovation. Orange UK’s network is one of the United Kingdom’s...