Marketing Management

Marketing Management

Introduction

The telecom industry of United Kingdom is one of the largest markets in Europe. Telecom industry is also the largest industry in terms of the value addition. The industry is characterized by intense competition and between the broadband and mobile sectors. The roots of the telecommunication sector of United Kingdom can be traced back to the time when the first telephone exchange was developed in the country. The growth of the telecom industry started in the 1990s. Privatization and deregulation in the succeeding years also added to the development and growth of the industry in the UK. The telecom sector of United Kingdom faces fierce competition which has forced all the companies in the sector to focus on factors other than the price of their product. This calls for a marketing strategy which helps the company in attracting the maximum number of customers.

Marketing environment

Marketing environment includes all the forces and factors, internal and external, which affect the ability of a firm to maintain and build strong and successful relations with customers. The business market is divided into three levels which affect the business and customer relationship. These levels are the micro environment, the Meso environment and the macro environment. The micro environment is the internal environment of the company. These are the forces within the company which affect the ability of the firm to serve its customers. The Meso environment of a company is the environment of the industry in which the company operates. Macro environment of a company is the national environment of the country. These are the societal forces which affect the micro environment of any company.

Changing Marketing environment of the telecom industry

The marketing environment of the telecom industry has changed evidently in the past five to ten years. The providers of the telecom services not only face the worry of delivering the most reliable services of to the valued customers, but also face a number of new pressures and demands. These changes are not confined to the internal environment of the company only, the macro environment of the industries has also changed, so have the customer demands and expectations.

The demands of the customers have changed a lot in the past decade. The customers now demand content rich and personalized services from the telecom industry and the service providers. They started demanding connections which provided instant connectivity. This demand for instant connectivity was not limited to a single device. The customers wanted instant connectivity anywhere, anytime and with any kind of device that they had. Another change that the industry saw was the entry of a number of new firms in the industry. These new entrants, as well as, the established players started introducing a number of new technologies in the industry. The introduction of modern technology also forced the service providers to re-evaluate the high cost environments and switch to systems with lower costs, higher speed and higher scope of innovations.

Political factors

The political conditions of the country now promote an environment which is suitable for ...