Etisalat Marketing Plan for Egypt

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Topics: Mobile phone
1

MKTG302 MAGED ABAZA

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

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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



References: 26 "The world Fact book" https://www.cia.gov/cia/publications/factbook/geos/eg.html "Mobinil" http://www.mobinil.com/roamers/travel/awards.aspx http://www.aucegypt.edu/src/wsite1/background/nationalprofile/Population%20in%2 0Egypt.htm

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