Etisalat Marketing Plan for Egypt

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MKTG302 MAGED ABAZA

Submitted By: Moataz Said Nagy: Ali El Gendy: Ahmed Abd El Gawad: Moataz Hamouda:

900030101 900021955 900011681 900010148

Index

2 1.0 Executive Summary……………………………………………………………...3 2.0Situation Analysis………………………………………………………………...5 2.1 Industry and Our Competitors…………………………………………...5 2.2 Six Forces: Business Environment………………………………………6 2.2.1 Political and Legal Environment………………………………7 2.2.2 Economic Environment………………………………………..8 2.2.3 Socio-cultural Environment……………………………………9 2.2.4 Technological Environment……………………………………10 2.3 Market Segmentation…………………………………………………….11 2.3.1 Demographic Segmentation……………………………………11 2.3.1.1 Age…………………………………………………...11 2.3.1.2 Gender………………………………………………..11 2.3.1.3 Income………………………………………………..12 2.3.2 Geographic Segmentation……………………………………...12 2.3.2.1 People Living in Cities……………………………….12 2.3.2.2 People Living in Upper Egypt and Urban Areas…….. 12 2.3.2.3 People Living or Working in Remote Areas…………13 2.3.3 Behavioural Segmentation……………………………………..13 2.3.3.1 Companies and Business Organizations………..……13 2.3.3.2 Businessmen…………………………………………13 2.3.3.3 Youth………………………………………………………....14 2.4 Targeting…………………………………………………………………14 2.5 The Positioning Table……………………………………………………15 2.5.1 Comment on Table……………………………………………..15 2.5.2 Positioning Statement……………………………………….....17 2.6 SWOT Positioning Statement…………………………………………...17 2.6.1 Strengths and Weaknesses………………………………….....17 2.6.1.1 Strengths…………………………………………….17 2.6.1.2 Weaknesses………………………………………….17 2.6.2 Opportunities and Threats……………………………………..18 2.6.2.1 Opportunities………………………………………...18 2.6.2.2 Threats……………………………………………….18 3.0 Objectives………………………………………………………………………..19 4.0 Strategy…………………………………………………………………………..19 4.1 Market Penetration Strategy……………………………………………..19 4.2 Diversification Strategy (Secondary Party) ……………………………..20 5.0 Action Program…………………………………………………………………..21 6.0 Financial Statements……………………………………………………………..22 6.1 Marketing Expenses……………………………………………………...22 6.2 Income Statement………………………………………………………...22 7.0 Control…………………………………………………………………………… 23 7.1 Actual Implementation and Expenditure vs. Achievement of Objectives.23 7.2 Actual Expenditure vs. Budget…………………………………………... 24 Refrences……………………………………………………………………………..26

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1.0 Executive summary
Our newly established company, ETIASALT found the way paved to start it giant investment in Egypt in the field of mobile services and satellite communication. The market is expected to be segmented with respect to geographic locations as follows as people living in the cities like Cairo, Alexandria, and Giza where the greatest percentage of customers can be found. People living or working in remote areas such as, oil fields, mobile phones are very vital as it is the only way of communication that exists there. The second segmentation is Behavioural one in which B2B is probably the most important segment that uses mobile phones. Companies use mobile services in business to create a continuous network between its employees. Usually business organizations are looking towards the quality of the service. Based on the segmentation process, it was decided that the best strategy to be used for targeting would be a custom marketing strategy, where different services are introduced addressing the unique needs of each customer. Our assumption in the positioning table illustrate that B2B would give the service of coverage in different places 40% importance. The satellite service would work on filling this unsatisfied need of very high demand for businessmen and engineers in Egypt. It is also assumed that businessmen do not have a priority considering the Premium Price and Regular Payment which have 18% and 17%, respectively. This is because work in detached areas or outside Egypt is usually for high-income people. That would guarantee the success of the satellite mobile service. Our strengths will be high capital investment: the high capital investment will help the company...
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