The objective of this report is to evaluate market conditions that can assist in developing customer loyalty in order to gain values for business to deliver appropriate customer experience to market segment.
- Discuss the industry, market positioning and USP of Melita.
- Conduct a market audit that can assist in analyzing market attractiveness and potential of market growth for Melita.
- Determine competitor analysis and three key players of the industry.
- Provide an application of marketing mix in order to reduce gap between organisation current strategy and market conditions of Melita.
MARKETING MANAGEMENT
In the process of marketing management, the organisation tries to increase their position in the market and develop their brand image as well. This report deals about the various condition through which the loyalty of the customers can be built and sustained as well. The organisation with context to which this assignment will be conducted is Melita which is a telecommunication company and provides services to people such as mobile, television broadband etc. Various kinds of strategies will also be implemented so as to reduce the cost of goods and services. Through this, cost of goods and services is also reduced and productivity is increased.
INTRODUCTION
Marketing can be defined as a process through which goods and services are being sold to the customers at a particular price. It is considered as a very effective process in every company because through this they can reach their customers in an effective manner and develop their sales as well. Therefore, marketing management can be defined as a process in which strategies being implemented and various kinds of planning is also fine in relation to goods, promotions, advertisings, sales etc. It is also required to be considered in every company that their focus should be on managing and controlling all the activities which are being conducted in the marketing department so that the firm should reach to its customers and try to fulfil their needs and demands. Through this, they will be able to make a good image of the company ion the market and do a strong positioning as well (Alvarez, Casielles and Martín, 2010). The company which will be referred in the current research process is Melita business firm which are doing their transactions in mobile and cable television, fixed-line telephone and broadband services. They are also considered as the largest telecommunication firm in MALTA. This report will discuss about the positioning and USP of Melita and formulation of new marketing mix is also conducted so as to minimize the gap between the existing strategy of marketing and external environment of company as well.
MAIN BODY
Marketing is a process in which various kinds of activities are being carried out so as to sell the goods and services effectively in the market. The activities are like planning, directing, organising, coordinating and also controlling. Its scope can be very well determined from its size and the kind of activities they do in the market. Here, various kinds of ideas are also being exchanged through which they target the customers and try to know their needs so that they can produce goods and services accordingly (Beverland and Lindgreen, 2010). But if a company wants to manage their activities in the market so they first need to ensure that the customers are loyal towards them because then only they will be able to sustain in the market for longer period of time. There are some basic goals of marketing which each and every company is required to follow and they are:
Increase the level of profit
Satisfying the needs and demands of customers
Developing the productivity and sales of company.
Background of firm, its market positioning and present unique selling proposition
In the current business environment, there are several types of telecommunication companies which are operating in the market place (Chan and et. al., 2012). The organisation Melita is doing their operations i telecommunication sector since 1992. They are also considered as the first company who is providing high definition in Malta along with the help of its Melita net box. The company is providing mobile telephone, cable television, broadband services, etc. They are also operating and controlling an undersea optical fibre cable. They are a big chain of companies and the companies which are operating under this are Melita Mobile Ltd., Melita Infrastructure Ltd., Melita Plc, Melita Capital plc etc.
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