Marketing Management: Analysis and Strategies for GO plc

Marketing Management

EXECUTIVE SUMMARY
This report has explained about marketing-audit by identify various threats and
opportunities that will help in adaptation of various changes in the industry. This report has
conducted a market analysation of company in which it operates its business. It analysis and
evaluate various internal and external factor of environment for growth and success of the
company. This report thus has identified a new product that has unique selling proposition in
order to differentiate it with other competitor products in the market. It has also formulates
various plans for marketing of product by using various marketing mix tools thus enable to
effectively marketing its product in domestic and global market.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. BACKGROUND STATEMENT.............................................................................................1
Marketing Audit ..........................................................................................................................4
4 Principle of marketing...............................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is the discipline which focusses on the decision-making,
planning, directing and controlling the marketing aspects of the organization. These activities are
involved in order to determine which product or services are of customer's interest and strategy
to be used in its sales and distribution. In this report, Go plc, a telecommunication company is
taken as an organization. The company was established in the year 1997 and headquartered in
Marsa. It's the company to launch first quad play offer in Malta. The company provides mobile,
internet, fixed line and TV services to more than 500,000 customers. It is the only company in
the market that obtained rights to broadcast big sports competition. This report covers the
industry and company background, current market positioning, company's unique selling
proposition. It also includes environmental analysis for identifying potential market growth and a
detailed business plan for introducing new product or service in the market.
MAIN BODY
1. BACKGROUND STATEMENT
INDUSTRY BACKGROUND
Malta's telecommunication sector is the most advanced in Southern Europe as it has high
mobile and broadband penetration rates. The sector has designed its regulation in such a way that
it will help in reducing price for consumers and increase competition. The merger of Vodafone
Malta and Melita will pose a challenge for Go to retain in market. The broadband market is
mainly dominated by Go, which is close to monopoly in DSL and fibre segment, and Melita,
which is enjoying monopoly in cable services (Malta Telecoms, Mobile and Broadband 2019-
2023. 2019). The mobile market is controlled and dominated by Go Mobile, Melita Mobile and
Vodafone Malta. Regulators are putting efforts to encourage national broadband network which
will attract investors (The 1-GIG Opportunity. 2019). Go mobile and Vodafone together has 80%
market as of June 2017. Go company is the dominant operator with 65% market share.
COMPANY BACKGROUND
Go plc is the leading telecommunication service provider in Malta. Apart from quad play
offers, it also provides cloud services, data networking solutions, managed services, roaming hub
services and business IP services to customers. The company has put in heavy amount in its fibre
powered infrastructure. Its strategy aimed at delivering best services in relation to infrastructure
and customer service. It is the first 4.5G network provider in Malta.
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