To evaluate the present marketing mix of the mobile phone company T-Mobile and make recommendations for future development of the marketing mix.
I am going to go about this by first of all finding out as much as I can about T-Mobile’s activities through primary and secondary research then with that information create a survey to gain responses from the public. The results from the survey will be sent to the exam board and analysed along with about 6000 other surveys from students doing this coursework.These results will be compiled into one big database then it will be sent to every school for the students to use. Because lots of people have taken part in this survey the results should be more accurate than if fewer people did it. From the results of the overall database I will make recommendations to T-Mobile for the future development of their product range, pricing strategies, positioning around the country and their promotional activities.Background ofT-Mobile is a mobile phone company. It is the UK network of T-mobile international. The group Deutsche Telekom AG owns it.
It is one of four strategic divisions within the group. Over 96 million people throughout Europe and the USA use services provided by companies in which T-Mobile or Deutsche Telekom hold a stake. It is one of the largest Mobile phone companies in the world. T-Mobile was established in 1992 in Germany as a network operator.
It grew and set itself up in Austria and the Czech Republic in 1996. Then the UK network in 1999, the US in 2001 and the Netherlands a year later in 2002. By February 2003 they were all operating under the T-Mobile brand name.
T-Mobile has one group-wide common technology platform, based on GSM, the world’s most successful digital wireless standard. This also makes T-Mobile the only mobile communications provider with a seamless transatlantic network.The group has six UMTS or ‘3G’ licences covering most of its major markets including Germany, the UK, Austria and the Netherlands, establishing the platform from which to offer some of the best and fastest data services on an international scale.Long-term AimIn September 2001, T-Mobile and mm02 announced a UMTS network partnership in the UK and Germany.
In April 2003, the company joined forces with Telefonica Moviles and TIM to create joint services in roaming, voice, data and mobile Internet as well as handset development and procurement. The alliance was further strengthened in June 2003 when Orange announced its participation. T-Mobile also teamed up with Vodafone, Orange and Telefonica Moviles to form Simpay, allowing people to buy low-cost items via their mobile phone account.
This collaborative approach has helped T-Mobile establish the world’s largest GPRS roaming footprint covering 27 countries and puts it firmly on track to achieving its strategic aim of being among the top three players worldwide.In the UK, one of the most competitive markets in mobile telecommunications, T-Mobile has over 12.5 million subscribers from the 10.75 million it had when the company re-branded in 2002.The Present Marketing Mix ofWhat is the Marketing Mix?The marketing mix is the four things that together decide what market a company gets. These four things are product, price, place and promotion. Depending on what the company does within these four things will determine their target market.
The company will aim to get positive responses by mixing these together.It’s ProductsThe product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of that offer. T-Mobiles main product is its network service.
Its customers pay for the use of their network to communicate with each other. Although this is their main product it does have others such as selling phones and phone accessories. T-Mobile does not make these products but buys them from other companies such as Nokia or Siemens. They are then sold in the T-Mobile shops so they count as a product.
Other types of products are the WAP service that T-Mobile supplies. This is where you can download ring tones, games, information and backgrounds to your phone. The final type of product that T-Mobile offers is customer service. This can cover anything from talking to a shop assistant about a phone or calling a customer help line.
An example of a product is the Siemens MC60. This is a picture of it and a table of its features. T-Mobile is currently selling it.Product nameSiemens MC60 (T-Mobile)PricesBest priceï¿½59.90Number of retailers14 retailersDisplayColour screenYesNumber of colours4096Touch screenNoConnectivityBluetoothNoIrDANoCameraCameraYes, IntegratedResolution352x288 pixelsCamcorderNoDesignAlarmYesAvailable colours, fasciasAquamarine, Titanium and GrenadineFeaturesDisplay size101x80 pixelsRingtones (fixed + variable)16Polyphonic ringtonesYesModemYesFax/DataYesVoice diallingYesVibrate alertYesGamesYesRadioNoPredictive text (T9)YesE-mailYesNetwork featuresEMSYesMMSYesGPRSYesWAPYesWAP version/security1.2.
1Power sourceBatteryli-ionStandby time250 hoursTalk time6.0 hoursMeasuresWeight86 gramsVolume105.0 cm3Dimensions109x46x21 mmThe Product Life CycleThis graph shows the time a product has been out to the amount of sales that product has made. As time goes on the product passes through 7 stages. The red dot signifies where the Siemens MC60 is in its life.
As you can see from the graph this product is moving out of the maturity stage and into the saturation stage. Generally phones have a short life cycle because they are a fasion item and fasions change quickly. Music CDs are similar to phones their life cycle is short because new CDs are released and people become bored of the old music.