Evaluate current market strategies, Marketing Management

Virgin Mobile (VMA) Australia is a leading consumer focused mobile network with its headquarters based in Sydney. VMA has official retail stores located in the following Australian cities Sydney, Brisbane & Melbourne and further 4000 retail outlets located around Australia stock their products.  Following a successful launch in October 2000, Virgin Mobile Australia has continued to achieve strong growth and was recently acquired by the Optus Group.  Virgin Mobile Australia has more than 400,000 customers and is one of the most recognized brands globally, representing strong customer focus and good value for money.

Virgin Mobile's declared mission is to right the wrongs of the mobile phone industry and provide a simple and fair deal that offers freedom, flexibility and value for money without compromising on quality of service. Founder Mr. Richard Branson stated that achieving VMA goals is all about "finding spaces where we can make a difference - then making it."

Virgin Mobile Australia's main objective is to increase its customer base by 10% in the first quarter (Jan, Feb, March) of 2011. Virgin Mobile Australia Pty Ltd (VMA) was purchased by Optus in 2006, Optus now holds 100% market share for VMA.

More information is available on the common share folder.

Your task:

To assist Virgin Mobile Australia (VMA) in increasing their current customer and business base by formulating innovative marketing strategies that will allow them sustainable competitive advantage in the highly competitive Australian telecommunications market. The marketing strategies that you will formulate are scheduled to be implemented in the first quarter of 2011. VMA senior management has allocated a $500,000 budget for implementing your chosen marketing strategies. Senior Management at VMA has asked that you remember the key component when devising these marketing strategies "their customers."

 Key elements to include in your report for VMA Senior Management are:

1. An introduction about Virgin Mobile Australia (Company profile).

2. Identify and evaluate current (minimum of 5) marketing strategies being used by Virgin Mobile Australia.

3. What are the direct impacts of Virgin Mobile Australiamarketing mix on its current marketing strategies on their customer and business base?

HINT: It may help to answer this question in tabulated form.

Strategy              

e.g. Dialing Under the Influence

Impact on Customer/ Business Base

Increases customer interaction with the brand, it clearly aligns with the organisations image of being fresh and innovative and encouraging a sense of fun. It gives the organisation an opportunity to interact with its customers unobtrusively in their social lives, which is not offered by competitors.

4. Discuss the levels of customer service provided by Virgin Mobile Australia (Post sales services)

5. List Virgin Mobile Australia's current products / services offered along with its respective cost / prices list

6. List the ways in Virgin Mobile Australia's current products / services are promoted and distributed to its customers

7. Does Virgin Mobile Australia's offer any additional products / services through its parent or subsidiaries?

8. Propose 3 NEW marketing strategies that Virgin Mobile Australia could implement to improve its current market offerings and attract new customers / market share.

HINT: It may help to answer this question in tabulated form.

Strategy               Estimated Cost Risk        Opportunity       Ranking

E.G. Form a strategic alliance and locate the next big technological invention       $150,000

($75,000each if costs are shared)              •             Financial

  • Trust in the Alliance
  • Time constraints First to market
  • Increasein customer base due to new innovation 2/3

9. Based on your proposed 3 new marketing strategies (as per point 8) how do you intend to monitor the success of the strategies.

10. Return on Investment (ROI) and Cost Benefit Analysis (CBA)

A) Discuss the ROI and CBA for the three marketing strategies that you have selected.

B) Rank your proposed marketing strategies in ascending order, starting from the highest and most preferred strategy.

Posted Date: 2/25/2013 2:04:55 AM | Location : United States







Related Discussions:- Evaluate current market strategies, Assignment Help, Ask Question on Evaluate current market strategies, Get Answer, Expert's Help, Evaluate current market strategies Discussions

Write discussion on Evaluate current market strategies
Your posts are moderated
Related Questions
What is life style in the consumer behaviour? Life Style: This is a pattern in that people live and spend their time and money. These are depends on consumer’s learning,

What are the Credibility factors Public relations scores heavily on credibility factors. This is as receivers perceive the third party as unbiased and to be endorsing the offe

(a)   Since APPL and MSFT account for the entire large cap technology component of S&P 500 and their proportion of index is based on their weights, this large cap technology sector

Explain about the selling in the function of the marketing. Selling in marketing: This is a significant aspect of marketing under that ownership of goods is transferred b

(a) How can a firm's security policies contribute and relate to the six main business objectives? Give examples. (b) Define and discuss the use of cross-functional business pr

To equip future accountants with the knowledge of integrating the information system of an organization.   Outcome: At the completion of the assignment, students should be able

I have done a part 1 of my business plan but clueless of how to do the business plan 2 part that i need done. If i send my part 1 of the business plan is it anyway that you can do

Competitive prices everyday The competitive prices everyday philosophy states consumers that they will gave products at a competitive price, or same as the price of other busi

Math problem help

A planning in which a business expands its activities to include allocation or lines of business related to the selling of its core products.