Strategic Marketing Management for Ooredoo Maldives Mobile Company

Strategic Marketing Management

EXECUTIVE SUMMARY
Strategic marketing management affects products as well as services in the business with
the implementation of suitable tactics. However, the companies need to be focused on the
effective marketing strategies to achieve the business objectives and missions. The study has
been carried out in context of strategic marketing management, the Ooredoo Maldives Mobile
company has been selected. Currently, the company is dealing with the cyber issues and it was
suggested for the business to resolve the issues related to cyber-attack by increasing the security
aspect.

Table of Contents
1 INTRODUCTION........................................................................................................................1
1.1 Introduction of the Ooredoo company...................................................................................1
2 PRODUCT PORTFOLIO.............................................................................................................2
2.1 Market segments and portfolio analysis................................................................................2
2.1.1 Segments/ services/positioning for existing customers..................................................2
2.1.2 Boston Consultancy Group (BCG) Matrix- Portfolio analysis.......................................3
2.1.3 Identifying issues and opportunities..........................................................................5
2.1.4 Recommending actions for sustainability of the business.........................................5
2.2 In-depth analysis for business consumers segment...............................................................6
2.2.1 Analyzing the business customers buying behavior.......................................................6
2.1.5 Identify the environmental factors that affect the customer’s behavior....................7
2.2 Marketing strategy to know about customer buying behavior..........................................9
2.3.1 Relationship marketing strategy.....................................................................................9
3 INNOVATION FOR BUSINESS..............................................................................................10
3.1 Identifying the life cycle of the product/service..................................................................10
Introduction............................................................................................................................10
Growth...................................................................................................................................11
Maturity.................................................................................................................................11
Decline...................................................................................................................................11

3.2 Discussing the innovations to achieve business growth......................................................12
Innovations and strategy........................................................................................................12
4 CUSTOMER RETENTION AND LOYALTY..........................................................................13
4.1 Reviewing the customer retention and loyalty programs....................................................13
4.2 Proposing a retention strategy for customers.......................................................................14
Give loyal customers a head start..........................................................................................14
Know your customers............................................................................................................14
5 RECOMMENDATIONS AND OUTCOMES...........................................................................15
5.1 Fixing the issues..................................................................................................................15
5.2 Recommendations for issues...............................................................................................15
High-speed data.....................................................................................................................15
High security..........................................................................................................................16
5.3 Desired results for the recommendations............................................................................16
6 CONCLUSION...........................................................................................................................16
7 REFERENCES...........................................................................................................................18
8 APPENDIX.................................................................................................................................24
1 PESTLE analysis for Maldives...............................................................................................24
2 SWOT Analysis......................................................................................................................24

List of figures
Figure 1: BCG Matrix......................................................................................................................4
Figure 2: Product/Service life cycle..............................................................................................12
List of tables
Table 1: PESTLE Analysis............................................................................................................22
Table 2: SWOT analysis................................................................................................................22

1 INTRODUCTION
Strategic marketing management is the process to implement the company’s mission and
achieve better from the existing marketing plan with the help of the specific techniques (Wilson,
& Gilligan, 2012; Chernev, 2018). In this way, the strategic marketing management is beneficial
to increase the profitability of the business (Cravens & Piercy, 2006). In this context, the current
report is based on the marketing management of the Ooredoo Maldives company that deals in the
various telecom services such as fixed and broadband internet services, 3G/4G data connectivity
and wireless services to the business and domestic customers. Apart from this, the company is
emphasizing on the innovations of virtual goods, robots, 5G services, mobile banking and e-
commerce services etc. for the growth of the business. Moreover, a product portfolio has been
prepared to assess the products/services along with Boston Consultancy Group (BCG) and
service lifecycle has been used to know about the effectiveness of the services. Specific
marketing strategy “Relationship marketing” has been adopted to retain the existing and generate
the new consumers for the Ooredoo Maldives. The analysis is supported by the external
environmental analysis of Maldives and other related information of the country.
1.1 Introduction of the Ooredoo company
Ooredoo Maldives is a mobile operator and telecommunication company and it is owned
by the international Ooredoo group and it was founded in 1st August, 2005 as a member of
Ooredoo group. It has two headquarters in Male and Maldives and it is one of the largest mobile
company among all telecommunications companies. It provides the services related to mobile,
wireline, content, fixed and broadband internet as well as wireless etc. (Ooredoo, 2018). It offers
the services to the domestic as well as businesses consumers. and Ooredoo has a broad market in
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