MARKETING PLAN OF LEBARA
The Lebara Group was founded in 2001. Lebara generates annual sales in excess of Ä371 million operating as a provider of international wholesale minutes and as a virtual mobile operator (MVNO). In May 2010 it acquired the ëChippieí brand and customer base in the Netherlands. In a press release Lebara said it would retain the Chippie name in the Netherlands, which is designed to address migrant communities with friends and family in North and South America, the Caribbean, the Middle East and Asia. Like the groups own Dutch MVNO Lebara Mobile, Chippie piggybacks its services on KPNís network. The following industry recognitions have been awarded to Lebara: Innovative Service in the 2009 Mobile News Awards, for t
he international SIM card product. The Fast Track 100 listing produced by the Sunday Times in 2006, ranked Lebara as the fourth fastest-growing private company in Great Britain. In 2007, Real Business Magazine placed Lebara in both its Hot 100 and Top 50 to Watch in Mobile listings In 2008, Real Business Magazine placed Lebara in their Hot 100 listing for the second year running The judges in the 2008 Mobile Awards voted Lebara Mobile Best Newcomer to the UK market.
I. Background Situation
I.I Company Analysis
I.II Customer Analysis
I.III Competitor Analysis
I.IV Partnerships and Agreement
I.V Marketing strategy
* II. PESTEL Analysis
III. Impact of Technology and new media
Labara’s marketing plan outline on recharge facility through text messaging or calling customer care in the UK.
Increase customer retention by 20% by the end of 2011 by introducing additional top up services.
I. Background Situation
I.I Company analysis:
The company’s focus is on one goal, which is to be a 1 billion euro company by the end of 2011. According to the company statistics Lebara boosted its sales from £946,000 in 2002 to £49.5 million in 2007 when it made a profit of £203,000. In 2007, it went into partnership with Vodafone and launched in the UK. The annual revenue of Lebara for the following year was £159,421,250.71 (181 million Euro), which grew by 105% in 2009 reaching £326,726,407.76 (371 million Euro), exceeding forecast by 7%. In 2010, the company’s budget was £584,778,400.21 (664million Euro). These strong financial results maintain Lebara’s position as one of the fastest growing mobile companies.
The companies business operations are based on Mobile Virtual Network Operator business model. Due to its partnership with Vodafone, Lebara receives 98.9% of its network coverage, leaving it at an advantage of joint venture with an already well-established network within the UK.
The ‘Fast Track 100 listings’, produced by the Sunday times in 2006 ranked Lebara as the fourth fastest-growing private company in Great Britain. In 2007, Real Business Magazine placed Lebara in both its Hot 100 and Top 50 to Watch in Mobile listings. Lebara has won several awards at the Mobile News Awards ever since its entry into the MVNO market in the UK in 2007 (http://uk.linkedin.com/company/lebara-mobile): -In 2008, Lebara was awarded the Best Newcomer to the UK market. -In 2009, Lebara was the winner of the Most Innovative Service. -In 2010, Lebara won the best MVNO Award
-In 2011, Lebara won awards for the Best Customer Service and the Best MVNO of the year.
These awards have given Lebara a major edge to be one of the UK highly recognisable MVNOs.
I.II Customer Analysis:
Lebara aspires to be the leader in providing high quality, low cost international mobile services. Ethnic minority population in the UK is approximatley10 million (http://www.getmemedia.com/DB/audience-insight/ethnic-and-diversity-marketing.html), off which Lebara has a customer base of 2million (internal...
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