Etisalat Marketing Plan

Running Head: MARKETING 0
MARKETING
Student name
1-24-2019

MARKETING 1
Contents
Etisalat marketing plan.................................................................................................................2
I. Company overview...................................................................................................................2
II. Business mission......................................................................................................................2
III. Situation analysis..................................................................................................................3
Industry analysis..........................................................................................................................3
Trends......................................................................................................................................3
Competitors..............................................................................................................................4
Consumer Profile.....................................................................................................................4
Technology..............................................................................................................................4
SWOT Analysis...........................................................................................................................5
Strength....................................................................................................................................5
Weakness.................................................................................................................................5
Opportunity..............................................................................................................................6
Threat.......................................................................................................................................6
IV. Marketing objective..............................................................................................................7
V. Marketing strategy...................................................................................................................8
Target market strategy.................................................................................................................8
Marketing mix strategy................................................................................................................9
Product strategy.......................................................................................................................9
Price strategy...........................................................................................................................9
Place strategy.........................................................................................................................10
Promotion strategy.................................................................................................................10
VI. Implementation, evaluation and control.............................................................................11
Organizational Structure and Plan.............................................................................................11
Financial Projections.................................................................................................................12
Implementation Timetable.........................................................................................................13
VII. Summary / Conclusion.......................................................................................................13
References......................................................................................................................................15

MARKETING 2
Etisalat marketing plan
I. Company overview
Etisalat Corporation is the largest UAE based public company of telecommunication
industry. The company was founded in 1976, and recently the company is serving more than
11.6 million consumers and targeted medium-large and small business enterprises and
government consumers over 3000 in UAE. The company has majorly deployed in various
innovative services and technologies to gain a competitive advantage. Moreover, the company is
involved in building the network, and recently the company has introduced the nation with the
widest coverage of 4G and 3G technologies for mobile phones (etisalat.ae, 2019).
Considering the products of the company, it includes various network options and electronic
devices to offer to the customers. Some of the plans included internet services, eLife which
includes internet plus telephone plus television plans, home telephone services. The major
products for the company include the mobile plans for prepaid and post-paid networks and data
and add on plans and Wi-Fi services. The devices product range of the company includes
smartphones, tablets, and home devices like gaming, routers and smart living. Moreover, in
devices, the major exclusivity is provided to MI devices and Apple devices. Nevertheless, the
company provides a place or platform for consumers and for people interested in doing business,
this is due to the company’s belief in open competition and organizations are invited to trade.
The company network is reaching out to more than 735 networks internationally in more than
200 nations. For this organization, the report will further focus on developing a marketing plan.
For this purpose, the company mission, statement, major analysis of environment and
accordingly the marketing plan will be created (etisalat.ae, 2019).
The company has introduces the 4G+LTE network range in 2011, to sustain in the market
and adapting the change in environment, where the company was able to provide higher speed to
the mobile data users and through the WI-FI facilities.

MARKETING 3
II. Business mission
According to the annual report 2017 of Etisalat, the company’s vision statement include
“drive the digital future to empower societies.” Moreover considering the mission, for the
achievement of the strategy, the company created the TARGET strategy, which the company
will be trying to accomplishing in upcoming tears to achieve the mission. According to this
strategy, the company is willing to generate value rapidly through digitalization and innovation,
development of talent across the company and raise the capabilities, growth of digital and B2B
commerce across the societies. Moreover, the companies wish to expand their portfolio in
knowledge economies and MENA, and lastly, the transformation of the company operating into
strongholds is part of its mission as well (etisalat, 2019).
III. Situation analysis
Industry analysis
It is important for the company to analyse the industry in which the company is running
and is conducting business. The reason being the effect of industry are the forces that influence a
company to create their strategy and decision making and vice versa. For analysing the
telecommunication industry, the following aspects will be considered to discuss
Trends
The trends are the changes that occur with time and change in demand and customer
needs. The telecommunication industry changes very rapidly, the reason, for instance, is a
change in technology and a change in customer needs regarding internet use. With the economic
change, the use of internet has been increased to a large extent. Moreover, the introduction of
smart devices, not only in the form of the mobile phone of laptops, but different smart devices
include smart home devices. Every individual and business require an internet connection and
that to be high speed and without disturbances. Majority of business in today’s world is doing e-
commerce, that is doing business online, which require a high amount of the internet and
electronic devices (Adam & Kotler, 2014) (Ryan, 2016)
In such a changing scenario or trends, Etisalat Corporation being providing such
network-related service has to change and innovate according to the trend and environmental