Sample Marketing Plan
Introduction
Purpose
Xenus Consultancy is being engaged to provide a professional diagnostic of the current marketing strategy on Celcom's mobile broadband services in line with their expansion and to enhance sales and compete with the current market share competition of large and up-and-coming mobile broadband service providers with better and different technology and marketing strategies. Xenus is also to provide qualified opinions and practical recommendations to improve on the current marketing strategy for Celcom mobile broadband services.
Situation Analysis
Marketing Environment (PESTLE)
[1] Economic and Social factors With the competitive market of mobile broadband packages available by three dominant telecommunication companies in Malaysia (Celcom, Maxis and DIGI), consumers are spoilt for choice. Factors like purchasing power, time constraint, ease of usage and installation, the need for download speed (a random oral survey was performed at a local IT fair recently with 80% of participants complaining of slow bandwidth and lack of coverage), along with work and play mobility, it even intensify the need to compete with these companies for subscriber market share with better and more attractive mobile broadband plans in terms of higher bandwidth, quota, pricing, etc. For Celcom, pricing is comparable with the other competitors but other factors require improvement. In addition, the local ideology has always been "getting the best service offered with the lowest price possible". Economically, Celcom has set aside RM3billion (approximately 40%) for capital expenditure (capex) until 2012 to expand their hi-speed Internet, data operations and broadband capacity. This includes expanding of network coverage and capacity (bandwidth) as well as investing more in network infrastructure, (The Edge Malaysia, 2010). SWOT Analysis of Current Marketing Strategy
Porter's Five Forces Analysis
This is a powerful
Purpose
Xenus Consultancy is being engaged to provide a professional diagnostic of the current marketing strategy on Celcom's mobile broadband services in line with their expansion and to enhance sales and compete with the current market share competition of large and up-and-coming mobile broadband service providers with better and different technology and marketing strategies. Xenus is also to provide qualified opinions and practical recommendations to improve on the current marketing strategy for Celcom mobile broadband services.
Situation Analysis
Marketing Environment (PESTLE)
[1] Economic and Social factors With the competitive market of mobile broadband packages available by three dominant telecommunication companies in Malaysia (Celcom, Maxis and DIGI), consumers are spoilt for choice. Factors like purchasing power, time constraint, ease of usage and installation, the need for download speed (a random oral survey was performed at a local IT fair recently with 80% of participants complaining of slow bandwidth and lack of coverage), along with work and play mobility, it even intensify the need to compete with these companies for subscriber market share with better and more attractive mobile broadband plans in terms of higher bandwidth, quota, pricing, etc. For Celcom, pricing is comparable with the other competitors but other factors require improvement. In addition, the local ideology has always been "getting the best service offered with the lowest price possible". Economically, Celcom has set aside RM3billion (approximately 40%) for capital expenditure (capex) until 2012 to expand their hi-speed Internet, data operations and broadband capacity. This includes expanding of network coverage and capacity (bandwidth) as well as investing more in network infrastructure, (The Edge Malaysia, 2010). SWOT Analysis of Current Marketing Strategy
Porter's Five Forces Analysis
This is a powerful