Strategic Marketing Management and Analysis of Ooredoo Maldives

This report provides a strategic marketing management analysis of Ooredoo Maldives, a telecommunications company offering various services. It covers the company's product portfolio, market segments, and positioning, utilizing the Boston Consulting Group (BCG) matrix for portfolio analysis. The report identifies issues such as cyber-attacks affecting internet services and opportunities like investing in 5G networks. It recommends actions for business sustainability, including improving connectivity and settling denial-of-service attacks. An in-depth analysis of business customer buying behavior and the environmental factors influencing it is presented, along with a proposed relationship marketing strategy. The report also discusses product/service lifecycle and innovations for business growth, reviews customer retention and loyalty programs, and proposes a customer retention strategy. Recommendations are made to address issues like high-speed data and security, with desired results outlined. Desklib offers a range of study tools, including past papers and solved assignments, to support students in their academic endeavors.

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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South Asia, the Middle East and North America. It has the vision to enhance the lifestyle of the
consumers by providing the effective telecommunication services (Ooredoo, 2017). Its market
areas spread all over the countries such as Iraq, Myanmar, Indonesia, Palestine etc. Moreover, it
is the superior company in the telecommunication industry and it has been awarded by the ‘Best
mobile operator of the year' in 2013 (Ooredoo, 2017).
2 PRODUCT PORTFOLIO
The product portfolio comprises all products and services offered by the company to a
target market (Lindstedt, Liesio & Salo, 2008). The product portfolio of Ooredoo Maldives
includes the bunch of telecommunication services related to wireless and fixed internet to
customers (Ooredoo Maldives, 2018).
2.1 Market segments and portfolio analysis
2.1.1 Segments/ services/positioning for existing customers
Customer segments
Ooredoo's customers are globally divided into the business and residential consumers. Its
market is not specifically constrained to a particular segment for the customers. Moreover, it has
more than 114 million global base customers worldwide. On the basis of analysis of Ooredoo
group 2016, the overall number of customers increases to 138 million at the yearend (PriMetrica,
Inc, 2017).
Products/Services
The company offers several mobile products and internet services to its target customers
and the main motive is to improve the standard of the people by offering advanced telecom
services. Currently, Ooredoo Maldives renders the high-speed mobile data roaming and 3G/4G
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services to its residential and business customers (Ooredoo, 2018). Further, it also facilitates a
couple of services for the overall customers with pre-paid and post-paid plans.
Positioning
It has a strong market position in the 10 counties of the Asia Pacific regions including
Maldives, Qatar, Kuwait and Oman etc. It has global data leading position in the growth market
of South and middle east and North America of the telecom industry. Currently, it is focusing to
build a key market position as per the leading-edge technologies and communication solutions to
the valued customers (Ooredoo Maldives, 2018). Recently, it is emphasizing on the 5G to create
an innovative and leading position in the market trends (PriMetrica, Inc, 2018).
2.1.2 Boston Consultancy Group (BCG) Matrix- Portfolio analysis
BCG Matrix is a growth share matrix which is used to analyze the products as per the
growth and market share of the company (Ioana, Mirea & Balescu, 2009). On the basis of the
BCG model, the company can assess the cash flows, growth rate, investment criteria etc. for the
current as well as future. Matrix consist of main four elements such as question mark, stars, cash
cows and dogs which provides the better analysis of products on the basis of market share and
growth rate of the business segment (David, 2011).
According to BCG matrix, Stars reflects that high market share as well as growth rate
whereas Question mark shows the position as high growth rate but low market share of the
products. Moreover, Cash cows relates to the high market share but low growth rate, however,
Dogs represent the situation of low growth rate as well as market share of the products (Ioana,
Mirea & Balescu, 2009). In this context, BCG Matric has been applied to analyze the growth rate
and market share of telecom products of the Ooredoo Maldives company
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According to BCG model, the Ooredoo Maldives is come under the Stars category
because this has high relative market share and growth rate in the telecommunication products.
The company has well-established products such as broadband, fixed internet and 3G/4G
network which is consistently used by business as well as domestic customers (Ooredoo, 2018).
On the basis of high growth rate and market share, the company is focusing on to launch the
high-speed network facilities like 5G, digital products etc. to attain the customer satisfaction and
increase the number of consumers (PriMetrica, Inc, 2018). Further, due to increment in sales and
growth rate of the telecom products of Ooredoo Maldives leads to high market share of all
established products.
Figure 1: BCG Matrix
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(Source: Business News Daily, 2018)
2.1.3 Identifying issues and opportunities
Issues
The Ooredoo has internet issues in Maldives region due to global cyber-attack and the
internet services were affected randomly by the cyber-crimes. Ooredoo Maldives dealing with
the problem related to the dismission of internet services by the DDOS (Distributed denial of
service) attack (Sun media group, 2018). Moreover, this kind of issues arise through the
excessive use of those sites that have junk traffic on the internet by overwhelming service
providers. Internet connectivity goes slowdown at any time and it arises problems for the users
while they have an important task with internet and increases the ways for the cyber-crime in the
country (Tehrani, Manap & Taji, 2013, Refer appendix 2). Although, the latency issues faced by
the business are being addressed with the application of suitable strategies and improving the
experience of users (Chendi, 2015).
Opportunities
The Ooredoo has an opportunity to invest in the new networks such as 5G in Maldives,
research and development sectors to create the knowledge-based economy. As per the issues, it
has been found that the company is facing the problem related to connectivity of networks. In
this regard, Ooredoo has a deep opportunity to bring the 5G network for the business as well as
domestic customers. With this step, the company will be able to stay with the current technology
innovative ideas for the business to retain the consumers. Further, Ooredoo has an opportunity to
increase the chances of employment for the young people in the field of innovative applications
(Ooredoo, 2017, Refer appendix 2).
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2.1.4 Recommending actions for sustainability of the business
Improve the connectivity problems
On the basis of analysis of market segment, customer demands and issues of the Ooredoo
it has been recommended that the company should emphasis on the major issues relating to the
internet connectivity. In this context, the company can focus on the speed of the mobile network
to mitigate the connectivity issues.
Settlement of denial of service attacks
Although a company is already pointing out the innovations in the mobile products and
internet services for the business and individual customers to provide the effective services. For
the regularity of the services, it has been suggested that the company can settle the cyber issues
by fixing up the connectivity problems. It may be helpful in reducing the cyber-crimes for the
telecom industry.
2.2 In-depth analysis for business consumers segment
There are two major segments of the customers such as business and domestic customers.
The business customers have been selected for the analysis of customer buying behavior of the
Ooredoo company.
2.2.1 Analyzing the business customers buying behavior
It is necessary to know about the buying behavior of the customers because today's world
is the buyers' market instead of sellers' market (Bennett, Härtel & McColl-Kennedy, 2005). In
this regard, for the Ooredoo company business customers are selected to know about the market
trends and buyer’s behavior regarding those trends. Business customers use the products for
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business activities and always have a desire to grab the new opportunity from the market and
apply in the business. Further, business customers buy the services to provide them to final user
of the telecom services.
Moreover, business customers of telecommunication industry have a motive to avail the
new and innovative network services to the others. Furthermore, business consumers have an
intention to increase the number of customers for their business and maximize the profitability of
the business (Ioanăs & Stoica, 2014). For instance, Business to Business (B2B) telecom market
comes under the business consumers because they produce the services and products to increase
their business in the market of telecommunication. Like, mobile network companies do
innovations in the connectivity and speed of data and it will have an impact on the mobile
handset companies because handset companies might produce the phones as per the network
adaptability.
In this context, the network companies specify the criteria that this kind of network such
as 3G/4G/5G will work in the particular cell phones (Sen & et al., 2010). It reveals that business
buying behavior needed strong consumer-supplier relationships because adaptability of buyers
depends on the availability of suppliers. Further, business buyers of the telecom industry affected
by the economic factors of the company from which the buyer wants to avail the services for the
business (Waverman, Meschi & Fuss, 2005).
2.1.5 Identify the environmental factors that affect the customer’s behavior
Political factors
Maldives is a South Asian island country and it is a small in context of size of population.
Maldives is politically unstable and it frequently change the policies and regulations for the
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