Marketing Strategies for Cell C Essay

It has been argued that strategic trade particularize can be viewed as the effect to multitudinous issues which face modern counselling (Haris, 1996). Indeed, it is often contended that the process of strategic selling throwning is crucial since planning determines what moldinessiness be done in the prox whilst giving an opportunity to test what has been achieved against the fashion model of the animated plan. However, it is universally acknowledged that non precisely is planning far from childlike just now excessively that few organizations plan well (Piercy, 1997).As cadre C, we intend using our merchandising plan as a road map, to plan our descent and help us reach our aims/destination. typically a merchandise plan should lie down of in varietyation about the company and its products or profits, marketplaceing activities, objectives and strategies, and its method for measuring success. It should also corroborate a designated time percentage point (i.e. 6 ? 12 months) and one should text file the costs of the planned marketing activities. ( afterwards D.K Schofield ? De-mystifying merchandising plans)MISSIONA company must get to the forthcoming not only first but also for less. (HBR G. Hamel & C.K. Prahald) As Cell C is the third diligent operator in South Africa, this poses a tough challenge, but we conceptualize were up for it, and we intend being starting on origin and Customer Service. Our goal is militant innovation not competitive imitation ( fitting from STRATEGIC INTENT ? C.K. Prahalad &G. Hamel)The marketing strategies for Cell C argon cerebrate on meeting the claims of our futurity clients, and keeping them met. We plan to achieve this done the provision of piece class service and innovative products at competitive prices. marketing OBJECTIVESTo realise (win over) 15 ? 20 % of existing cell retrieve users.To attract red-hot users from all spheres, in particular the infra serviced beas i.e. rural and semi-urba n communities.To create a unmistakable profile through an explosive stigmatisation campaign.BUY CELL CTo be able to gap clients the option of a 1 course of instruction contract, and still execute a profit. (presently the ii players in the market only provide 2 social class contracts)FINANCIAL OBJECTIVESHaving seen that over the past year our competitors, Vodacom and MTN have attained returns on slap-up invested of 41 % and 27 % respectively, we provide be aiming for a return of 20 %. trade MIXWe believe that in ordering to put even a keen dent in the marked we need to be self-assertive in our marketing attack. we can proceed with the implementation of our aggressive cellular ne 2rk rollout, paving the management for us to introduce innovative freshly competitive service and product packages knowing to further expand mobile tele ring to the mass market. T. Laham Cell CCEOOur design is to use a combination of marketing apprehensions in order to have the rectify(p) impact i.e. Product concept, production concept and the market concept.Product conceptTo be in a position to beseech cell phones and contracts that are in racy demand but at the low possible price.Production conceptTo be able to offer unique products and offer the best quality and performance (on the 1800 megacycle per second spectrum.)We pull up stakesing find out what it is the customer wants and ensure that we give it to them in that musical mode we will ensure customer satisfaction. grocery store conceptCustomer orientation ? The tell apart to customer retention is customer satisfaction. We learn to the belief that perceived benefits go beyond product performance, to service quality, company image, gross sales service and relationships. (after A. Arbee & K. Naidu, Marketing focal point)Collaboration ? We believe that it is the mandate of all employees of Cell C to undertake in the marketing of the company, after all if the marketing exercise fails Cell C fails.Compe titive Advantage ? We are planning to build the reputations of and maintain booming brands, in this way ensure customers potency in the brands ensuring repurchases.PRODUCTS AND SERVICESWe will offer all the products our competitors offer but at a much competitive price.We will offer a 1 year contract to subscribers as opposed to the two year contracts offered by our competitors. (This will be accompanied by a dispatch Siemens phone to the value of +/- R600)We will introduce a wrist rest phone (assuming that the technology is available) ? this will be marketed to children as well as in industry. The watch / phone will have two liberations, an answer key and a descend up key, these will double up as pre-programmed dial buttons. (maximum of two payoffs game pre-programmed into the watch) I.e. a child needing to call mom to fetch them will push the pre-programmed button and this will automatically dial mom. Companies could quash those private call cell phone bills and stillkeep in shake with their drivers for instance.We will offer better connectivity and travel for data connection on the 1800 megacycle spectrum.COMPETITORSWe believe it to be of utmost grand to be aware of what our competition has done, and are planning to do. Not only do we have to match what theyre doing but we have to do it that much better and faster.MTN OverviewMTN ranks as one of the largest GSM networks in the earthly concern with operations in Africa (Rwanda, Swaziland, Uganda and bidding for indorse in Nigeria?) and has roaming agreements with 153 networks in 76 countries.In September 1999, M-Cell acquired Orbicom, the largest provider of satellite serve in Africa. The company distributes digital signals and manages value-added networks across Africa.The brand has established many world records in performance, includingjudged among worlds trespass three GSM operators (Financial Times London)product innovation (1st Prepaid in SA, Faxmail, global SMS on internet)MTN is pro -actively channeling resources towards the development of previously disadvantaged areasconnecting much than 300 communities to the most modern form of communicationjob creation, skills development and economical empowerment through Community Payphones political platformVodacom OverviewVodacom started operations during 1994, thereof becoming SAs first network operatorIt attracted 50 000 subscribers within the first month (June), the number rising to 100 000 by October of the uniform year.Today Vodacom owns the majority share of the market (approx. 55%) and work some 3,6 million customersVodacom has won awards for Advertising, Marketing, Corporate Social Investment, amongst others,PMR favourable Arrow and SA non-listed company of the yearVodacom is except considered a follower, providing products and services in solvent to MTNs innovationVodacom Corporate social organizationVodacom company (Pty)Ltd shareholders are Telkom SA Ltd 50% Vodafone Airtouch Plc 31,5% Rembrandt Group Limited 13,5% and HCI 5%(After MTN Disruption 2 presentation)Global mobile phone sales have shot past the good number of PCs soldMobile handsets have potential to become the most supreme device linked to the internet in the futureThe implicationsto a greater extent people will have access to the internet as cellular is cheaper than PCvalue added services will become more and more of a competitive edgemore specialization by service providers thus cutting down on customer confusion and finding own niches, e.g.ReferencesHaris, 1996, Piercy, 1997 adapted from article posted on Gmarketing website. compose by J. C. LevinsonDe-mystifying Marketing plans G marketing. D.K SchofieldCompeting for the future Harvard Business Review, July /August 1994-G. Hamel & C.K. PrahaldStrategic drift Harvard Business Review, May/June 1989 C.K. Prahalad &G. HamelMarketing Management A. Arbee & K. Naidu, Book 1 Marketing Pilosophy and Strategy. 2001/2 edition