Comprehensive Marketing Report: Melita Telecommunication Strategies

This report provides a detailed analysis of Melita, a telecommunications company, focusing on its marketing strategies and market position. The report begins with an executive summary and introduction, outlining Melita's services and the importance of marketing management in enhancing brand image and market position. The main body of the report delves into Melita's background, unique selling proposition, and marketing mix. It also includes a marketing audit, evaluating Melita's internal and external factors. The report uses PESTLE, SWOT, and Porter's Five Forces analyses to assess the company's strengths, weaknesses, opportunities, and threats, and to understand the competitive landscape. The report emphasizes Melita's efforts to expand its market share, enhance customer experience, and maintain a competitive edge in the telecommunications sector. The report also mentions the importance of communication plans and target market segmentation. Finally, the report summarizes the findings and provides conclusions based on the analyses. The report highlights how Melita uses marketing to reach customers and increase sales.

MARKETING MANAGEMENT

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

EXECUTIVE SUMMARY
Marketing is a process by which the products are services are move from the seller to
buyer in exchange of money. With the help of marketing firm can reach to its customers and
increasing sales. Marketing management helps in rising the market position along with the brand
image of an organisation. Melita is a telecommunication organisation and gives many services to
people like mobile, television broad band etc. Marketing strategies are helpful in minimising the
cost of goods and services and also increasing the production level to development of company
in a more effective manner. It is necessary that marketing strategies should effective and
beneficial for business.
1

INTRODUCTION
Marketing management refers to a procedure of formulating new strategies and also
planning for services and goods, promotions, advertising and sales in order to reach at the target
consumers. Main motive of marketing is to satisfy the needs and demands of customers in an
effective manner. In this, every business firm has to focus on managing as well as controlling all
the marketing related activities so that firm can reach to its consumers and fulfil their needs.
Marketing management helps in improving the image along with market positioning of a brand
of an organisation. This present report is based on Melita business firm which deals in providing
mobile and cable television, fixed-line telephone and broadband services (Alvarez, Casielles and
Martín, 2010). It is the largest telecommunication firm which offers the high- definition
television in Malta country. In this given report, market positioning and unique selling
proposition of Melita firm are mentioned. The new marketing mix is formulated in order to
minimize gaps among current marketing strategy and also external environment of a company
will be discussed in this mention business report. Apart from that, in addition to conduct market
auditing \, managers of firm do PESTLE, SWOT and also model of Porter's five forces analysis.
MAIN BODY
Marketing refers to the process of planning, directing, organising, coordinating and also
controlling of different activities of company. The scope of marketing management business is
based on the business size and in which firm operates its business. It involves development and
also exchange of various ideas which motive is to target the groups and satisfying their demands
as well as needs in an effective or proper way (Beverland and Lindgreen, 2010). Marketing is the
main part of management and it is concerned with meaning activities and tasks by which
company can easily attain its goals and aims with in a specific time period. In context to this,
each business firm has three main and common goals of marketing and these are:
 Enhancing the profit level
 Fulfilling the wants and demands of consumers Increasing the productivity and sales of firm
1) Background of firm
In the modern scenario, there are different telecommunication business firms in market
place. Malita deals in telecommunication sector and it was established in the year 1992. Melita is
2

the first business firm which offers high-definition television in country of Malta with the help
of its Melita Net box. This firm provides mobile telephone, cable television, broadband services,
etc. This firm operates and controls an undersea optical fibre cable. In the Melita Group of
organisations involve Melita Mobile Ltd., Melita Infrastructure Ltd., Melita Plc, Melita Capital
plc etc. This telecommunication firm is established in the year 1992. It provides better quality
telecommunication to people so that they can get connected with each other (Chan and et. al.,
2012). Melita firm deals in Malta. Cited company gives better broadband or internet services to
the people.
Melita telecommunication organisation operated its organisation in order to focus on
giving telecommunication as well as media services through its HFC (Hybrid-Fibre-Coax)
network to the business units along with households in Malta. Main motive of this firm is to
differentiate its business from other strong competitors through supply an effective and also
leading network. In the year 2009, this company is the fastest developing mobile voice along
with the data operator in Malta. It is based on the state of art 3G UMTS technology. It also
provides advanced wireless services and also attractive tariff framework which has been
concerned through EU. An Information Technology (IT) department of Melita maintain
capabilities, online resources, data centres and also billing services. This business organisation
invest money in the sector of mobile telecommunication in order to provide advantages to
business or customers.
The mission of this firm is to expand its business to other countries and cities. On the
other hand, vision of this organisation is to be a leading firm in telecommunication sector in all
over world (Chernev, 2014). To complete vision of Melita, main focus is on delivering many
advanced broadbill and some other services or products to its consumers so that it can retain at
market place for long period of time.
 The offices of Melita organisation connects with the mobile as well as broadband
services which are developed in order to satisfying demands and needs of consumers in a
proper or systematic manner.
 The broadband as well as cable services of Melita are faster in comparison to its other
competitors.
 Melita business firm is concerned with the communication along with television
solutions.
3

 Melita telecommunication broadband services give a secured access to the households as
well as systems of business and that are emails, internet, corporate applications and
company intranet to its target market group.
 This business firm provides TV services and also NexTV with additional and advanced
specifications to people.
 It has increased bar for consumers services with the help of introducing the four different
consumer services promised.
This company also regularly works on enhancing its services as well as experience of
customers in order to provide them attractive as well as satisfactory services (Cova and White,
2010). This company works on enhancing its market share as well as the growth rate in order to
retain at competitive market of Malta country. It also expands its business in some other
countries as well as target more market to enhance sales and the profit level in an effective
manner.
Malta is the main source of development of Melita and it generates revenue of 40m dollar
for an economy of country. In order to increase market, this firm tries to enter in the other
emerging markets through more contribution in the market portfolio. Government of Malta
emphasises on the investment in telecommunication industry in order to maintain through many
legal authorities. It also working on introducing as well as providing many other services to
people.
This telecommunication business firm is developing with its formulated plan and also
generate €65m revenue. This business firm has enhanced its consumer service experience. Melita
organisation regularly invest in its accelerate and also networks the development of its
consumers base specially in the B2B and mobile. The manager of this company provides training
to its staff members about the value of new brand in a line with its set objective (Hanna and
Rowley, 2011). With the helps of training they will more focus on goals and objective of an
organisation and their working efficiency will also be enhanced. In order to sustain in
competitive market for long time period, it is necessary to Melita to focus on target the more
consumer groups. In this present time period, mostly young people use more mobile phones so it
is necessary that firm should target the young people.
Unique Selling Proposition of Melita Telecommunication company
 Increase business in to the new emerging markets.
4

 To provide better quality of data as well as television services to customers in an
effective manner.
 Increase performance level of firm through maximising the consumers values and also
minimization of cost.
 Enhance profit level of business.
The present financial position of the Melita telecommunication organisation displays that
transaction of €80m in context to approval for its competition authorities.
2) Marketing audit of Vodafone Malta
In this changing working environment, it is necessary for the business associations for
conducts an effective marketing audit in context to evaluate the present making conditions and
also recent trends of market (Henneberg, Naudé and Mouzas, 2012). The marketing audit is a
main part of process of marketing planning. It is not only at starting of process but its also at
point of series at execution of plan in an effective manner. The marketing audit can be related to
internal as well as external business in context to see effectiveness of business in an effective or
proper manner. It is helpful for a business firm to identify wants and demands of consumers and
also helpful in achieving the more competitive advantage at market place. The marketing audit is
developed in context to examine all marketing related activities or operating for know about the
marketing situation. In context to thus, the marketing audit capture al the internal as well as
external circumstances which are faced through firm and can take review with the help of
making effective marketing strategies, goals and also processes. Melita business firm conducts
an audit in addition to know about its internal and external factors which impacts on its business
performance. During conducting an audit related to marketing, there are some stages which are
necessary to follow in a proper manner:
Overview of firm- As Melita is a telecommunication firm and it provides the broadband,
television and many other service to the people of Malta. This company continuously works on
enhancing its market share and expand its business in all over the world (Hollensen, 2015). The
main purpose of Melita business firm is top give effective and beneficial communication,
networking and also television services to consumers.
Marketing goals and objectives- Mission of Melita business firm is to expand business in
to other countries for increasing sales or profit. It has a good network with some other firms. On
5

the other hand, vision of this firm is to to be leading firm in the sector of telecommunication by
providing better quality of products and services to customers (Hutt and Speh, 2012).
Target market segmentation -
Demographics Age (10 to 75)
Income level (low, medium and high level)
Areas (Rural, Urban and also Semi- Urban areas)
Targeting strategy of Melita
organisation
To target the households, children and also youngsters. These
people more uses the mobile phones services, internet services
and also see televisions.
Competitors analysis – In telecommunication sector of Malta, there are More than the 15 players
at market place. T-Mobile, Orange and GO capture 75% market share.
There is a list of main competitors of Melita business firm are given below as above:
Vodafone 18.6%
Go 23.58%
T-Mobile 15.4%
Orange 7.505
Melita 8.06%
Prepare Communication plan- Communication plays a necessary role in each and every
business. It helps in exchange of ideas, thoughts with each other (Kumar and Meenakshi, 2011).
Before an implement a marketing audit, it is necessary to firm to formulate an effective
marketing plan. In context to thus, there is a need to Melita business firm to acquire various
strategies as well a techniques which will help company to analyse an external and also internal
factors. It will be beneficial in future. There are various marketing technique given below as
above:
 PESTLE Analysis
 SWOT Analysis
 Porter's 5 forces
6

The SWOT Analysis of Melita given below as above:
STRENGTHS
 This business firm, has a skilled and
capable workforce.
 It produces more innovative and
beneficial services for consumers.
 Melita business organisation provides
wide range of television and broad band
services to customers.
 Its has more presence in domestic
market (Leonidou and Leonidou, 2011).
 The revenue as well as profitability of
this firm is high.
WEAKNESSES
 Under this sector, loan rates are very
high.
 More investment in the research and
development of products.
 Tax rate is high.
 Its main weakness is that, the presence
of this company is only in Malta.
OPPORTUNITIES
 IT has an opportunity to introduce new
goods and services at market place.
 It can increase its business in to other
cities and countries.
 It can presence its business at global
markets.
 This firm can enhance its more
demands.
THREATS
 The main threat is government rules
and regulations.
 Technology related issues (Lancaster
and Massingham, 2010).
PESTLE analysis of Melita company in Malta
Pestle analysis refers to a tool which helps to analysis an external and factor to identify
different types of problem faced by company. It gives structure and framework to monitor the
political, economical, social, environmental and legal threat of a business company. Melita is a
diversified and advance quadruple- play cable operate offering converge telecommunication
service provider (Leonidou and Leonidou, 2011). It provides IP based digital cable ,TV intern
rate broadband, fixed line telephony and mobile voice and data services.
7

Political- Political analysis examine an influence of some government rules and
regulations on company. It can be argued by various issue such as labour law, taxation policy,
trade restriction issued by Malta government (Ling-Yee, 2011). Government imposes some
extent of rules and regulation state member of EU frame a rule for healthy competitive market
these competition based on call rates, provide better quality of the service of the internet
facilities provided by the Malta group of company. Malta group innovates the price of cable and
decrease the roaming rates, after EU commission implemented new roaming rate.
Economic factor- This factor shows how Melita takes part in the growth of an economy
of Malta country . Malta takes part in growth of the GDP of the country. This business
organisation continuousness applying his efforts to provide better facilities to customer so that
customer bound to use the service of this company . During financial crisis globally it decrease
the value of money and company revenue get decrease. But Melita have significance that it had
lots of fund by which it deprive from the recession. It slightly hike the price of plans of mobile
and data offer and providing more data and more talking plans. Which boost the revenue of
Malta during the recession time because company change itself slightly hike the price and giving
commitment of good service Malta also explore the business in other fields to boost up the
revenue of the company. It started explore the business in the rural area.
Social factor- It deals with the external factor social point of view. The most appropriate
factor which relevant for Malta is development of rural area providing service in these areas
which increase in number of customers. Population growth is also plays an important growth of
Melita because use of intern rate increasing day by day (Marshall and LaMotte, 2011). Melita
provide cheap and better quality of service which increase the customer in rural area helping this
company in earning more revenue. Malta focus on that area where intern rate facilities are not
available it started to explore the intern ate and voice service.
Technological factor- Due to technological advancement Melita provide better facilities
in the urban area as well as rural area. It started to upgrade its service by implementation of
innovative technologies which help in growth of business and also create lots of employment due
to advancement in technologies. It also increase the quality of work and help in growth of the
8

business Government allows some stipulated budget for research and development activities
which helps to enhance the service quality provided by the Melita.
Legal factor- Melita maintained some extent of legal boundaries under which employee
of the company have to follow those rules. Government have implement some laws which are
same as the other company has because these laws are not made by the company, it is by the
government of Malta which protect the rights of the employee working in the company .Malta
have some legal factor like customer law, discrimination law, health and safety law,employment
law, fraud law. These laws protect the laws and rights of the employee (Mentzer and Gundlach,
2010).
Environmental factor- Melita have very upgraded and dynamic working environment in
which employee works easily. Environment is updated with latest technology which realise the
workers that they are working in the most advance environment of Melita company. An
individual can easily become apart of company because company cares a lot of the employee
working in it. Two environmental factors plays an important role in company's success first is
external factor second internal factor which plays the role in company growth and development.
Due to rise of globalisation people become more ethical and ethic oriented. The customer want
always some new and innovative product and services from the brand.
Porter's 5 forces of Melita
It refers to an effective tools for measuring the competition of business. It is very
necessary tool for understanding about those forces which give the shape to competition. It is
also helpful in identify the strengths and weaknesses of company. Under this, five forces are
included which are as following:
Bargaining power of buyers- An intensity of affect of buyers is examined under this
components of five forces. Consumers can develop impact on the profit level, business value and
also revenue of an organisation. Buyers are primary factor which are liable for developments in
the telecommunication industry. In this present time period, there are many television as well as
internet subscribers in order to developing economies (Merrilees, Rundle-Thiele and Lye, 2011).
If Melita company will increase its services and products then it develop positive impacts on
customers and business.
9

Threats of new entrants- From globalisation, there are some new competitors which are
enter in telecommunication sector. In context to Malta country, the telecommunication sector is
more preserves and also regulated through barriers. So, from this operators need to pay more or
high cost. There are some barriers which can be arise in new entry:
 Economies of scale
 Switching cost.
 Capital needs
 Legal and governmental barriers.
Bargaining power of suppliers- These can be influenced the telecommunication sectors
and it can impact on maximising cost as well as the quality of products. The suppliers of Melita
business organisation is in the Malta country because this company deals in this country not
globally presence (Miquel-Romero, Caplliure-Giner and Adame-Sánchez, 2014). So, in context
to this firm has to increase business globally and also introduce mobiles to gain a competitive
advantage. Under supplier power includes:
 Concentration of Supplier.
 Significance of supplier volume.
 Should knowledge about the telecommunication industry.
10
Illustration 1: Porter's five forces
(Source: Jurevicius, 2017 )