Market Analysis and Strategic Recommendation
Market Analysis and Strategic Recommendation
As a Marketing Consultant, my client, which operates in the Mobile phone and Network providers sector of the market and the organisation trades under the name of O2 has asked me to generate a report, including a full market analysis and a set of strategic recommendations. This is to help secure their short (1-3 years), medium (3-5 years) and long term (5 + years) future. I will be using relevant marketing theory and also recent market data to help complete this report. The report will include an organisation profile, outlining O2’s history, position in the market and many other factors, including product range. The report will then go on to market analysis, where it will concentrate on the impact that the market is having on the organisation. The two main elements of this component will be discussing both the ‘macro’ and ‘micro’ factors. The next stage will be using market intelligence to shape strategic decision making. This will be done using marketing models and frameworks from the data collected about O2. It will include the construction of a ‘SWOT’ diagram. The last component before the conclusion will be the strategic recommendations. Here, as the consultant, I will be offering O2 my opinion as to how they should proceed, firstly with the factors that need to be addressed immediately and then factors to concentrate on in the future. My recommendations will be based upon the analysis undertaken throughout the whole report.
O2 was formed in 2001, following the demerger from British Telecom of its former mobile business; it is a provider of mobile communications services in Europe and also has a leading mobile Internet portal business. The company operates in the UK, Germany, Ireland and the Isle of Man, employing 25,000 people.
It is headquartered in Berkshire, UK. The company recorded revenues of £6683 million during the fiscal year ended March 2005, an increase of 17.4% over 2004. The operating profit of the
As a Marketing Consultant, my client, which operates in the Mobile phone and Network providers sector of the market and the organisation trades under the name of O2 has asked me to generate a report, including a full market analysis and a set of strategic recommendations. This is to help secure their short (1-3 years), medium (3-5 years) and long term (5 + years) future. I will be using relevant marketing theory and also recent market data to help complete this report. The report will include an organisation profile, outlining O2’s history, position in the market and many other factors, including product range. The report will then go on to market analysis, where it will concentrate on the impact that the market is having on the organisation. The two main elements of this component will be discussing both the ‘macro’ and ‘micro’ factors. The next stage will be using market intelligence to shape strategic decision making. This will be done using marketing models and frameworks from the data collected about O2. It will include the construction of a ‘SWOT’ diagram. The last component before the conclusion will be the strategic recommendations. Here, as the consultant, I will be offering O2 my opinion as to how they should proceed, firstly with the factors that need to be addressed immediately and then factors to concentrate on in the future. My recommendations will be based upon the analysis undertaken throughout the whole report.
O2 was formed in 2001, following the demerger from British Telecom of its former mobile business; it is a provider of mobile communications services in Europe and also has a leading mobile Internet portal business. The company operates in the UK, Germany, Ireland and the Isle of Man, employing 25,000 people.
It is headquartered in Berkshire, UK. The company recorded revenues of £6683 million during the fiscal year ended March 2005, an increase of 17.4% over 2004. The operating profit of the
References: Decision making:an organisational behaviour approach JM Pennings 1986 The basics of Benchmarking 1995 R.Damelio www.o2.com www.datamonitor .com http://www.e-benchmarking.org/graphics/steps.gif www.mintel.com