Marketing Plan

Marketing plan

Contents

Title: Re-launching the broadband connectivity with premium services and speed of light4

Background of the Issue4

About the company5

Literature review and critical analysis5

Project proposal and Objectives7

Subject and purpose7

The problem definition8

Immediate background8

Need for solution8

Benefits expected from the solution8

Objective8

Research Plan and Methodology9

Research objective9

Research background9

Research perspective9

Research design10

Literature review10

Survey research10

Validity, reliability and transferability10

Data collection methods11

Sampling strategy11

Empirical facts and findings12

Compiling the findings14

Analysis and discussion14

The internal environment assessment15

Porter's Five Force Analysis15

Bargaining Power of Customers16

Bargaining Power of Suppliers16

Threat of Substitutes16

Threat of New Entrants16

Competition17

Gap Analysis17

The current standing of the company17

Where the company wants to be?17

How the company gets there?17

Conclusion18

Budgeting18

Strategic implementation18

Wrap up; the overview19

References20

Marketing plan

Title: Re-launching the broadband connectivity with premium services and speed of light

Sub-Title: Menatelecom is facing brand identity crises, due to excessive competition and customer is indifferent of the service he is using, therefore, it needs a re-launch.

Problem Statement: the case deals with re-launching of Menatelecom within the region of Bahrain. The company is facing shrinking market share due to intensive competition. The company has to create a 'unique proposition' that reaches masses in an effective manner. The company has to merged with O2, the British Brand for Broadband and internet connectivity for premium broadband features and services, it order to, provide the market with premium quality services and additional features that reaches all Bahrain areas , as well as, suburbs and towns.

Background of the Issue

The problem pertains to a local internet telecom network that has been facing shrinking market share, as well as, vanishing customer base. As a result, the firm has thought to go for re-launching of the broadband services under trademark of O2. This is because of their higher brand equity, as well as, premium broadband and internet solution services. Te broadband market of Bahrain is intensively competitive market, and therefore, firm needs sound branding strategies and resources to combat with the competition.

The broadband and internet services market of Bahrain makes it difficult to compete without aggressive strategies, and a well-built competitive edge. The Broadband market of Bahrain has various customer bases belonging to particular needs and wants. The current target market of the company lies with medium-end users who could afford relatively lower rates for Broadband services, so that; they could obtain no additional features. These additional features include providence of broadband services, superior customer services, free minutes, value added services and other offers. However; the firm could not sustain the providence of additional services, against the price sensitivity of the Bahraini market. Soon after, the competitive market begun to offer the consumers much advanced offerings with relatively cheaper rates. In the first year, market share of the company dropped down by 5%, and later by 7%. After three years of competitive combating, firm ended up with a market share of 9%. The huge drop is due to unsustainable competitive edge and insignificant brand identity.

Telecom and broadband industry of Bahrain is an extremely attractive sector. It is such a wide market with immense potential of expansion and success. However, the branding in industry is still not saturated and there are ...