Marketing Plan of Etisalat

Company Introduction

Etisalat is the largest telecommunications company in the UAE. Etisalat is a service provider company which provides newest technology in terms of eye catching offers on all its products and services like phone lines and cellular phones at very attractive and focused prices. As it is related to technology so the company required high initial investment and thus initial costs of the company remains very high. If we compare costs and revenues then also initially the costs would be higher but later on it adjusts its value.

Statement of the Marketing Goal

Etisalat Company is basically focusing over expansion strategies these days and thus all its strategies are focused on such strategies. For expansion company is focusing over brand awareness marketing techniques and for that they have tried to manage the company marketing strategies in a new and innovative manner.

SWOT Analysis

Strengths

• The company is facilitated by the huge capital investment as it provides the latest technology similar to the satellite service.

• The clients were allowed by Satellite technology to utilize their services anywhere. This particular attribute will be extremely constructive to users which may be oil engineers who basically travel towards separated areas for the sake of work and secondly the businessmen who makes tour outside the country.

• It basically offered enhanced customer service whose aim is to inform customer about his system as well as it also provide the customer with those services which was desirable by him.

• Installments and periodical payment options allow the clients to get cheaper services.

Weaknesses

• High initial expenses.

• Employees working in Egypt might not have enough know-how about the new technology.

• Non-awareness of telecommunication technology in the environment.

Opportunities

• Growing businesses let the coverage of networks to increase in far area.

• Low waged employees are available so company can utilize that.

• The significance of cellular phones to Egyptians socio-culturally.

• The comparatively high political constancy in Egypt allows the institution and persistence of international businesses.

Threats
• Low purchasing powers of clients.

• Competitor’s strategies.

• Economic recessions happening in the world.

Who are competitors?

Major competitors of Etisalat are as follows:
• Vodafone

• MobiNil

Both these competitors are working well and thus they are to be considered while designing any marketing campaign. MobiNil is a national company, whereas Vodafone is a multinational company.

Marketing Objectives for the Project

At present Etisalat is considering product innovation because of the fact that client don’t have much time today, while using electronic media for promotion.

Overall Objective

• To be the company with the highest market share in cellular phone network coverage business in target market segments within next five years.

• To accomplish a revenue of 500 million pounds after a period of 5 years.

Strategic Objectives for Every Primary Objective

Strategically company’s is focusing over expansion and for that company might go for mergers acquisitions and such other things. So organizational point of view, expansion is main focus as it is expanding its services all through different countries of the world.

Target Market Segments

Basically the target segments which Etisalat targeted were segmented into several different groups. For example in demographics the things which were considered included gender, literacy, custom & traditions, income and all those people who had enough purchasing power along with the product knowledge were targeted by Etisalat. While in geographic segmentation people living in cities, people living in urban areas, people working in remote areas all were targeted and different products were offered to them.

Marketing Mix

Product

Etisalat has several different product categories which it is offering to its clients, list is given below.