Marketing Management of Melita
Added on 2021-02-20
18 Pages6554 Words70 Views
MARKETINGMANAGEMENT
Table of ContentsExecutive summary.........................................................................................................................3INTRODUCTION...........................................................................................................................4MAIN BODY..................................................................................................................................41. Background..............................................................................................................................42. Marketing audit and market attractiveness and potential for market growth..........................73. New Marketing Mix Actions to identify gaps between the company present marketingstrategy and external environment.............................................................................................13CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................17
Executive summaryMelita telecommunication has been focused achieving the high-speed internet connectivity tobuild the customer loyalty and provide better customers experience for the services provided bythe company. The company has been adopted different technological innovations in the fields ofmobile networks to be sustained in the market for longer time. Here the report has discussedsome of the different marketing audit tools which help Melita in looking for its strengths andweaknesses and the external opportunities and threats which are underlying within the externalmarket. Marketing mix is mainly conducted by business in form of business tactics which theyuse to promote their products and services at global level. This had been helped to business forfuture and further growth. Sometimes competitors use this procedure to attract the interest ofcustomer in local market. This strategy is implemented in case of having large number ofcompetitors in market. In case of Melita they can use this marketing mix techniques to enhancesthe interest of customer for longer time period.
INTRODUCTIONMarketing Management focuses on practical application of the market orientation. It isprocess of planning, pricing, promotion, execution of the concept, distribution of services andproducts, distribution of ideas, etc. (Jerez and et.al.,2018) which helps the organisation toachieve the objective of the company with the help of exchange, creation and satisfy theindividualist and company goals. In this report, the chosen firm is Melita company which dealsin telecommunication industry. The products of the firm are mobile phones and ancillaryproducts. Melita was founded in 1992, headquarters are in Gasan Centre Imriehel By Pass,Birkirkara, Malta Malta. The present report will study about the background of the industry andmarket positioning as present unique selling proposition of the firm. The study will be based onmarket auditing of organisation with the help of externals and internals business analysis whichwill help to outline the market attractiveness and assess the growth potentials of the company inthe market. Lastly, the report will analysis the gap between company present marketingstrategies and external environment for the firm which will further help to determine the gap anddefended with the help of new marketing mix to achieve the objectives of the company. MAIN BODY1. Background The telecommunication sector is providing safe and effective communication services tocustomers. This made up of the all telecommunication companies and internet services providerand plays the curial role in the evaluation of the mobile communication and the informationsociety. This sector is consisting with the three sub sectors telecom equipment and telecomservices. Melita was established in 1992 as in telecommunication industry (Di Benedetto andLindgreen, 2018). The head office of melita is in Gasan Centre Imriehel By Pass, Birkirkara,Birkirkara, Malta. As Melita operates the number of retail outlets which offer the numbers ofcustomers service. The products that Melita provides are cable television, broadband internet,mobile telephone, fixed line services etc.(Boscagli,2019). Melita company was first to offerhigh definition television with Melita net box that is digital set-top box which was introduced in2010. In 2000 Melita launches internet services under the brand Onvol. Melita cables initiatedigital cable TV. In 2006 fixed telephony services were initiated under the name of brand Hello(History of Melita, 2019). in 2007 Melita was purchased from UPC and Gasan group by comingin the venture capital the main aim of the companies were to focus on telecommunication,
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