...payment of credit card bills. It should also allow users to take benefit of mobile banking service regardless of being online user. Instead of concentrating on binding people to use both mobile and online banking they should concentrate more on customer satisfaction. Mobile banking is a very convenient channel to interact with clients as compared to other channels, as it is fast and can be accessed at any time from any place around the globe. BOA might have an adverse effect on its market share as compared to its peers/ competitors who are dominating the mobile banking market by providing more features/ functionality to the mobile applications. BOA can reduce operational and transaction costs in long run by providing more functionality in its mobile application and promoting its unique features. Moreover the cost of development of the application is very expensive. Second, it should classify its market segments based on Exhibit 3b (Global Consumer and Small Business Banking, Global Corporate and Investment Banking, Global Wealth and Investment Management) then designs a specialized application based on the needs of the target market. The advantage is that it would step ahead of its competitors in providing customized solution for each market listed above. In turn, it will increase customer satisfaction and that would lead to expand its current market in each segment. This will result in increasing mobile banking by integrating BOA’s business line spreading its platform to increase...
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...Case Analysis of Bank of America: Mobile Banking Marcus J. Durr Professor Trittipo AMBA 650 Section 9047 January 31, 2012 Abstract During the tough time for the banking industry when many banks have gone into bankruptcy or have began add numerous fees to their service in order to stay afloat; Bank of American (BoA) has also experienced some of the effects of the financial crisis. In an effort to weather the storm BoA began to incorporate mobile banking. While its competitors were implementing their own mobile banking through mobile apps, mobile web, and short message system (SMS), BoA focused on the mobile app and mobile web only. This case analysis takes a look at some of the major strategic issues and problems, such as BoA leaving out a portion of their target market by opting out of using SMS, which left a portion of their market base outside in the cold. However there are some positives, that BoA realized and took swift action to capitalize on the fast emerging market of mobile banking. In the conclusion, recommendations are given on what BoA can do to keep a stable position in the future, as mobile banking will have a huge impact on the banking industry. Case Analysis of Bank of America: Mobile Banking In the banking industry Bank of America has grown to become a household name and evidence of their marketing efforts through all channels can be seen just about everywhere you go. Over the past few years the banking industry has surly gone through some turbulent...
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...Momaya, Gupta AN EXPLORATORY INVESTIGATION OF CUSTOMER LOYALTY AND RETENTION IN CELLULAR MOBILE COMMUNICATION Anita Seth Kiran Momaya H.M. Gupta Cellular mobile industry has undergone rapid changes as a result of liberalization and globalization. In such a ever changing scenario, expansion and maintaining the loyal customer base seems to be a great challenge for the mobile service providers. As a result of increased competition, customer loyalty and retention have become important goals for mobile service operators. Reacting to the pressures, most of the cellular mobile service providers are trying to attract subscribers by not only reducing their tariff rates but also giving attention to the quality of services delivered. In this context the present paper focuses on the customer loyalty and retention in cellular mobile communication. Literature review was carried out covering the theoretical and empirical work on the subject and exploring the relations with service quality. Exploratory interviews were conducted in order to gain practical insights of the subject. Based on the literature review and findings from the interviews, this paper presents a rich research agenda for further research. 1.0 INTRODUCTION T he forces of liberalization and globalization of telecommunication market have pressurized the companies to maintain their market share by focusing on retaining their current customers. They are being increasingly confronted with challenges to attract their subscribers...
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...1 | P a g e State of the Mobile Nation Switching Attitudes and Behaviours of Mobile Phone Service Providers in Australia Final Report Dr David Gray Dr Steven D’Alessandro Dr Leanne Carter Macquarie University Department of Marketing and Management. March, 20122 | P a g e Table of Contents Executive Summary...........................................................................................6 (i) Introduction ..........................................................................................6 (ii) Objectives of the research ....................................................................6 (iii) Methodology ........................................................................................6 (iv) Key findings .........................................................................................6 (a) The performance of the mobile phone services market..........6 (b) Switching behaviour and savings achieved.............................7 (c) Consumer satisfaction with mobile carriers .............................7 (d) Major reasons for switching carriers.........................................7 (e) Switching costs..........................................................................8 (f) The role of inertia in limiting switching......................................8 (g) The reasons for not switching...................................................8 (h) Bill shock....................................................................
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...Why Not Now Smart Device & Mobile App Store Boise’s Best Cell Phone Store-Final Draft Alicia Young Keller Graduate School of Management Marketing Management-Section 61681 December 15, 2013 Table of Contents 1.0 Executive Summary………………………………………………………………………....3 2.0 Situational Analysis Overview……………………………………………………………...3 2.1 Market Summary……………………………………………………………………………5 2.2 SWOT Analysis……………………………………………………………………………...6 2.3 Competition………………………………………………………………………………….7 2.4 Product Service Offering……………………………………………………………………8 2.5 Keys to Success………………………………………………………………………………9 2.6 Critical Issues……………………………………………………………………………….10 3.0 Marketing Strategy Overview……………………………………………………………..10 3.1 Mission………………………………………………………………………………………13 3.2 Marketing Objectives………………………………………………………………………13 3.3 Financial Objectives………………………………………………………………………..15 3.4 Target Markets……………………………………………………………………………..17 3.5 Positioning…………………………………………………………………………………..18 3.6 Pricing Strategies…………………………………………………………………………...19 3.7 Market Attack Strategy……………………………………………………………………22 3.8 Marketing Research………………………………………………………………………..24 4.0 Controls……………………………………………………………………………………..27 4.1 Progress Milestones………………………………………………………………………...27 4.2 Market Organization………………………………………………………………………28 4.3 Contingency Planning……………………………………………………………………...28 5.0 Conclusion…………………………………………………………………………………..29 References………………………………………………………………………………………30 1.0 Executive...
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...needs and sourcing to create solutions that match these needs.This paper aims to explore the changing roles of middlemen.The analytical framework takes its point of departure in the Industrial Network Approach. The study of roles focuses on operations and skills with regard to the activity and resource layers. For the actor layer significant issues concern the nature of the middleman’s relationship with other actors and its position in the network. These aspects are central for the value-generating capacity of the middleman. The paper relies on a case study of an actor (a middleman), Mobile Inc., involved in providing ‘Wireless equipment’ with a focus on mobile phone solutions.The main conclusion of the empirical study is that numerous opportunities are open for identification of roles for middlemen in the current distribution landscape. From being a typical ‘traditional’ middleman, Mobile Inc. evolved into a multidimensional actor featuring quite diverse conditions in relation to its business partners. These roles are: assortment provider, logistics service provider, purchasing coordinator, end-customer interface, marketing organizer, and product developer. Each of them requires its particular capabilities and skills. With regard to the network layers, it is clear that...
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...Marketing plan Each business, product or brand needs a detailed marketing plan. What does a marketing plan look like? Our discussion focuses on product or brand plans. With a detail plan, any business will be better prepared to launch a new product or build sales for existing products. The purpose and content of a marketing plan A marketing plan serves to document how the organizations strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It also linked to the plans of other departments within the organization The role of research To develop successful strategies and action programs, marketers need up to date information about the environment, the competition and the marketers segments to be served. Often analysis of internal data is the starting point for assessing the current marketing situation, supplemented by marketing intelligence and research investigating the overall market, the competition, key issues and threats and opportunities issues. The role of relationships The marketing plan shows how the company will establish and maintain profitable customer relationships. In the process, however, it also shapes a number of internal and external relationships. From marketing plan to marketing action Companies generally create yearly marketing plans, although some plans cover a longer period. Marketers start planning well in advance of the implementation date to allow time for marketing...
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...Scan 2 External Environment 2 Internal Environment 2 Company Assets 3 Physical 3 Intellectual 3 Current Life Cycle 3 Ethics 3 References 3 Job Description The Marketing Manager’s job description includes being responsible for creating and implementing Google’s marketing strategies to successfully represent the company’s goals and main objective. The responsibilities and duties of the marketing manager includes but is not limited to: * Identifying potential markets * Oversee new product introductions * Develop pricing strategies * Supervising marketing department Organizational Chart Board of Advisors Board of Advisors Board of Directors Board of Directors Marketing department Marketing department Business Development Business Development Marketing and Resource Manager Marketing and Resource Manager Management and Administration Management and Administration Plan Development It is expected that the sales of Google are to grow by 10% in the next year. The plan that is going to be implemented is to promote the potential for more mobile options into the current products offered. Instead of offering certain types of phones, like LG, Samsung etc. there will be a full Google Mobile Application (App) that can work will all mobile smartphones. This would in turn increase Google’s power over the mobile market and in internet advertising. The job of the marketing department is to ensure the new App is up to date for all smartphones. Reason for Plan Some may...
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... | |Response to Task A: TeraTech will increase company profits and maximize shareholder wealth by, utilizing strategies to optimize | |customer services and their business processes while engaging the support of vital stakeholders. | |Topic A: Entellium Ltd.- Sharena Barriga | |Response to Topic A: | |Entellium Ltd. is a Malaysian firm and new hosted CRM service provider. The firm formally announced their intentions to tap into | |the North American market for hosted sales, marketing and customer service applications. Entellium’s target includes small and | |midsized businesses and departments of larger organizations. Like TeraTech, the firm’s problem lies in the fact that the hosted CRM| |market is already crowded and is concerned with the ability to keep up with there competitors. Entellium is a small company in | |comparison with to their competitors with just 100 customer and 3,000 users mostly in the Asian Pacific Region (Callaghan, 2004). | |In order to successfully compete in such a competitive market, Entellium will continue to develop their product in Malaysia while | |only moving their headquarters to Seattle. This will enable the firm to reduce their prices significantly charging $59 per month...
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...Managing Digital Enterprises Mobile Phone Online Marketing – Current Retail Environment, E-Value chain Analysis & Improvement Areas Jinu Joseph (B00573500) Master of Business Administration - FT Ulster Business School, University of Ulster Submitted on 22-Oct-2010 Contents 1. INTRODUCTION 3 2. MOBILE PHONE SALES INDUSTRY 4 2.1 CURRENT SCENARIO 5 3. RETAIL SALES ENVIRONMENT – OFFLINE AND ONLINE 5 4. VALUE CHAIN ANALYSIS 6 5. VALUE CREATION IN ONLINE MARKETING OF MOBILE PHONES 7 5.1 ADVANTAGES OF ONLINE MARKETING OF MOBILE PHONES 8 6. THREE SIGNIFICANT IMPROVEMENTS – ONLINE MARKETING MODEL 9 6.1 CUSTOMER SERVICE 9 6.2 TECHNOLOGY ENHANCEMENTS 9 6.3 PUBLIC RELATIONSHIPS 10 7. CONCLUSION 10 8. REFERENCES 10 TABLES AND FIGURES Figure 1:- Estimated Annual Retail Sales – World Telecommunication [] 5 Table 1:- E-value chain in Mobile Phone Industry 6 1. INTRODUCTION IT development has helped Organisations to market their products and services to World markets. This has promoted Production environment, Supply of the products to a more competitive world market. Organisation’s focus changed into more effective and value added customer service by understanding customer needs. Information technology tools like Internet, Mobile phones, Email and other kind of Visual Medias has helped to overcome the international boundaries to consider world as a ‘Local Market’ [3]. This paper analyse e-business methodology to show...
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...HTC Posted on June 16, 2012 by John Dudovskiy HTC Corporation (formerly known as High Tech Computer Corp.) is a Taiwan-based smartphone manufacturing company engaged in design, development, manufacturing and sales of mobile computers, personal digital assistant phones, touch phones and smart phones and offers its products in Europe, Asia pacific, North and Latin America, Africa and Middle East (Bloomberg, 2010). The company has gained a reputation in terms of innovation related to the features of their products as well as their design The Evolution of HTC HTC was founded in 1997 by three business people and technology enthusiasts Cher Wang, HT Cho and Peter Chou. The founders took the roles of Chairwoman, Director of Board and Chairman of HTC Foundation, and President and CEO respectively. At the initial period of business HTC was mainly involved in partnerships with companies like Compaq, Dell and HP designing and building PDAs (personal digital assistants) for them. The most innovative and acclaimed products of these brands HTC was closely involved in include Compaq iPAQ, Treo 650, O2 XDA, and Orange SPV (Hi, we’re HTC, 2010) The company was introduced to the public as an independent brand starting from June 2006, and manufactured its first own brand product HTC Touch, which is claimed to be by the company a first finger-friendly touch-screen smartphone in June 2007. Today HTC boasts with its popular products as Touch Diamond, Hero, HD2, HD Legend, and Desire, and...
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...Marketing Strategy for Products Creating marketing strategy for products is critical in the success rate not only for a newly opened business but to all businesses that intends to remain competitive in the industry. Marketing strategy for products describes the actions taken in creating, selling, and marketing the product offered by the company. Product strategy is perhaps the most crucial of the functions in the company, as it evaluates various gruesome issues associated with it (Fédération des Equipes Bull, 2007). This section of the paper discusses the marketing strategies for mobile news games that is being offered by the company. This section specifically describes the type of product the company will offer, and identifies the primary descriptions of the mobile news games. Also, product branding decisions and strategies as well as the product breadth, and depth are also discussed in this section. 1. Discuss the type of product the company will offer and identify its primary characteristics. Mobile News Games will provide product which is categorize as educational, and entertaining. The need for additional benefits in a mobile phone is the inspiration behind the creation of this kind of service offering. Almost all people possesses a mobile phone and because of this selling mobile news games provide a higher, and bigger market opportunities than selling ordinary educational and entertaining contents. While newspapers, and TV news are the traditional ways to get the latest...
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...Marketing Plan Sony Ericsson Mobile Communication | | | | | | | Table of Contents 1. Executive Summary 3 2. Current Marketing Situation 4 2.1 Market Summary 4 2.2 Competition 6 2.3 Product Offering 7 2.4 SWOT Analysis 9 2.5 Critical Issues 10 3. Market Strategy 10 3.1 Misson 10 3.2 Marketing Objectives 13 3.3 Financial Objectives 13 3.4 Target Market 13 3.5 Positioning 15 3.6 Marketing Mix 15 4. Fiancials 18 4.1 Sales Forecast 18 4.2 Expense Forecast 20 5. Controls 21 5.1 Implementations 21 5.2 Contingency Plan 22 6. Conclusion 23 7. References 24 8. Appendixes 30 1. Executive Summary In the following report, we are presenting the marketing strategy of Sony Ericsson Mobile Communication. Sony Ericsson, a limited liability joint venture between Sony Corporation and Telefonakiebolaget LM Ericsson, established in 2001 (Sony Ericsson 2010) and headquarter in London, United Kingdom. It is a global well-known top mobile phones manufacturer and has been in the industry for the past 10 years, offering a wide range of products and their main market emphasizes on mobile phones. It identify its targeted market through different segmentation such as demographic, psychographic and behavioral of its consumers and thus it manufactured series of mobile phones with unique designs and technology features that provide quality camera, music player, web application and entertainment functions (Global Data 2011)...
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...INTERNAL ENVIRONMENT Current Marketing Objectives, Strategy and Performance Gannett Company chief executive officer Craig Dubow’s goal for USA Today and commitment to the customer is “getting news and information into the hands of consumers faster than ever before.” This commitment is one that matches the current marketing goal for USA Today which is to be more innovative in order to differentiate its product from competitors. USA Today showed consistency with this goal by showing innovation in the marketing program. USA Today’s marketing program includes online publications, on-demand news and information, and brand extensions and partnerships. These goals are also consistent with customer demand for digital options as technological advances and mobile access increase. Within the national newspaper industry, USA Today still has the largest print circulation and highest volume of newsstand sales in the industry even though the newspaper’s print circulation has declined. However, its digital subscriptions fall significantly behind its major competitors and USA Today is no longer the most widely read newspaper. In regards to printed newspaper circulation, the industry as a whole is experiencing a decline in performance. This is due to decreased revenues, decreased sales and increased costs. Advertising revenues have declined by 51 percent since 2005. Part of a cultural trend, sales of printed newspapers have also decreased as the customer obtains news from other...
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...Problem Statement Bank of America is struggling to position their mobile banking service in the continuously changing industry. The bank already has a mobile application but is evaluating if they should add more features to this app and how this will affect their clients. Situation Analysis Company • Bank of America is the largest U.S. bank holding company; it was founded in 1904 and expanded with several acquisitions. • By the end of 2009 BoA was the leader in the market, serving 82% of the US population (over 53 M customers) and positioned number one in online and mobile banking. • Very strong and best-managed banks before the crisis which brought losses and a very strong drop in stock price. • Mobile banking was launched in 2007 and in less than 3 years they have 4 million customers using the service. Customers • Chose their bank based on low account minimums, competitive rates and convenient locations. • In 2009 10 million consumers used mobile banking and this was expected to grow to 37 million by 2014. • Customers willing to use mobile banking are not the same as online users. • Security issues, low value and cost of data access were the primary reasons why customers would not use mobile banking. • Debit card holders were the most active users because of the convenience of checking their account balances at any time. • They are reluctant to try a new banking service if it represented an extra cost and were also afraid of losing control of their finances...
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