Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Introduction 1.0
Statement of Research Problem 2.0
Aim 2.1
Objectives 2.2
Rationale/Literature Review 3.0
Purpose of Literature review 3.0.1
Sequence of Review 3.0.2
History of Mobile Telephone 3.1.1
Mobile Telecommunications Industry Progression 3.1.2
Industry Key Players 3.2.0
Key Offering 3.2.1
Marketing 3.3.0
Marketing Mix 3.3.1
Product 3.3.1.1
Price 3.3.1.2
Promotion 3.3.1.3
Place 3.3.1.4
People 3.3.1.5
Process 3.3.1.6
Physical Evidence 3.3.1.7
Competitive Nature of the Industry 3.4.0
Industry Future Trend 3.5.0
Question for further Research 3.5.1
Research Method and Methodology 4.0
Research Questions 4.1.1
Justification of Method 4.1.2
Secondary Data 4.2.0
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Technique for Data Collection 4.3.0
Observation 4.3.1
Personal Interview 4.3.2
Telephone Interview 4.3.3
Data Analysis Techniques 4.4.0
Cost 4.4.1
Limitations 4.4.2
Ethical Consideration 4.5.0
Resources Requirements 5.0
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Contemporary Marketing Mix in UK Mobile Telecommunications
1.0 Introduction
(Keynote 2006). This proposal shall focuses more on the market forces
the world. This indicates that many network operators have entered
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Different organisations pursue different marketing objectives, some
the firm’s marketing strategies has cope with the market forces in an
2.1 Aim: Identify the key driving forces in the industry and match the
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2.2 Research Objectives
The importance of marketing in our day to day activity can not be over
driving forces of the market. Also, this review will examine the
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3.0.2 Sequence of review
the UK then discuss the progression to the 21st century and the market
forces. Next is identify major player of the industry and the key
offering of the market, also discuss the business environment and the
of the industry in another five year and what the market forces will be
then.
Mobile phones were originally used in the 1940s after the II world war
in vehicles such as taxi cab radios, two way radios in police cruisers;
Agar (2003) claimed that the success of this car radio telephony and
AT & T highway service between New York and Boston in 1947 was the
passenger train (Wikimedia 2007). But it was just in 1995 the mobile
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telecommunication became low cost, rich in features, and the mode of
compared to the early and proprietary network. Following this was the
and Cellnet (now Telefonica 02), the market was then categorised as
duopoly market structure until two other network operators were also
licensed in the early 1993 (Cave & Williamson 2006). Despite the
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entrance of these two network operators, Vodafone and Cellnet still
maintain 40% each of the total market share and were considered to
have strong market power (Valletti & Cave 1996) which also was one
different marketing strategies from the existing operators and the new
Europe.
population 1993-2002
Public payphones 2 2
2002
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The industry is well regulated but however, in an attempt to figure out
industry over the past decade has been reshaped by commercial forces
shall also anticipate five years future market trend and weather or not
Though there are five network providers in the UK, but there are
the UK but Vodafone will be the case study for this dissertation.
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Vodafone Group, a UK own company became the largest mobile
02, Orange and T-mobile have 87% of the market share (Mintel 2005).
Since then, there have been new entrants like Mobile World of
Carphone Warehouse
Online TV), check weather forecast and download data from the
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3.3.0 Marketing
customers can get whatever service they want and when they want it.
Various attempts have been made to find a perfect definition for the
they need and want through creating and exchanging products and
value with others (Kotler & Armstrong 1999). Another useful definition
(AMA, 1985). Authors like Brassington & Pettitt (1997) are of the
opinion that the AMA definition is ambiguous and does not make
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which indicate that marketing activity is not all about providing
expands more and more organisations strive for larger market share
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target customer group. Booms & Bitner (1981) added people, process
coverage (i.e. its Product/Service). While what charge for it is the price
advertisement.
3.3.1.1 Product
from the use of analog system in the 1980s to the GSM in the 1990s,
DJ, live TV, MMS, video call to mention a few (Tom Farley 2005).
3.3.1.2 Price
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From an organisations perspective, price is a flexible element of
industry has forced down the prices of calls and other services since T-
mobile and Orange has entered the market in 1992, and now there are
3.3.1.3 Promotion
This basically means the activity that communicates the merit of the
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and internet advertising are common in the mobile
3.3.1.4 Place
phones and issue bills (Keynote 2006). This has since been abolished
3.3.1.5 People
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products good product and services to the customers vies visa (CIM
relation.
3.3.1.6 Process
include the after sales support, customer service and quick response to
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official cars (CIM 2004). A network operator like Vodafone, posses’
radios, staffs etc. This can be seen as tangible evidences that makes
is faced with stiff competition as more and more network operator are
the UK office of fair trading in its goal ‘to make market work well for
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analog and 2G GSM, now the 2.5G and the 3G have allowed people to
activities’’
A qualitative methodology will be used for this research work. This will
industry in the UK and forecast the industry forces in the next decade.
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4.1.2 Justification of method
solutions
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4.2.0 Secondary Data
Secondary research method will also be used for this study in other to
and also build credibility for the research work. This implies that
All this secondary sources of data will be used to write the literature
review.
A multi source form of data collection will be adopted for this research
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about contemporary marketing mix and the marketing mix that is
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interviewing with the executive in respect of business issues such as
same responses are required of the interviewee but only that this is
done over the phone and no one-on-one contact with the interviewee
geography
• No visual contact
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4.4.0 Data Analysis Technique
The data analysis techniques that are adopted for this research work
gathered and creating a flow chart if required. Responses from all the
suggested to them.
associated with huge cost. Also, the secondary data cost little or
nothing to gather
speak with major executives of Vodafone Group Plc and some other
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4.5.0 Ethical Considerations
interviewees
compare how competitive both markets are and point out what the
dissertation.
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BBC News (2006) Vodafone joins broadband brigade [online] London
Pitman Publishing.
Leicester
from: http://www.keynote.co.uk/kn2k1/CnIsapi.dll?
nuni=60093&usr=11802srv=02&alias=kn2k1&uni=1168295355&fld=K
Kotler P. & Armstrong, G., (1999) Principles of Marketing 8th ed. New
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Mintel Group (2005) Mobile Phones and Network Providers [Online] – UK,
Available from:
http://academic.mintel.com/sinatra/academic/my_reports/display/id=114641&anc
Publishing
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