New Zealands Newest Mobile Company Marketing Essay

Published Date: 23 Mar 2015

2degree is the newly launch mobile telecommunications company in New Zealand. Firstly, it's provided only prepaid services but now a day's 2degrees also provides postpaid services. In this assignment, I am going to discuss about the internal environment such as complimentary assets like marketing facilities, distribution and sales channels etc and also the external environment of the 2degrees company such as political, economic, social, technology and legal and also the porter's 5 forces model of 2degrees Company. After that, I will be defined some learning outcome views of SWOT analysis, such as segmentation target strategies.

Two degrees mobile limited company is New Zealand's newest mobile company. Its main headquarter in Auckland New Zealand. The 23 percent population of New Zealand uses two degree services. 2degrees provides both prepaid and postpaid services. 2degrees Company founded in 5 august 2009. To build his network in New Zealand 2degrees has spent more than 250 million NZD. 2degrees provides his mobile network all over the New Zealand like in Auckland, Christchurch, Dunedin, Hastings, Hamilton and many other small cities and towns. 2degrees Company began his planning to launch mobile network in 2000. The name of the CEO of 2degrees Company is Eric Hertz. He is an American guy with 30 years of experience in telecommunications industry. Eric Hertz also gave their services to Western Wireless company, AT&T Wireless, McCaw Cellular and Bell South Ecuador.

Eric's is always supported by a management team of keen seniors . Eric's also have done job in iphone and blackberry company. He have a great experience in telecommunication industry.

2 degrees receives financial backing from its share holders Trilogy International Partners, Communication Venture Partners, the Hitachi Trust and KLR Hong Kong Limited.

Internal environment of the 2degrees company

Internal environment of the company includes basically marketing facilities, distribution and sales channels.etc. Firstly I would like to talk about the marketing structure of the company. Marketing Plan basically includes that two degrees is the new mobile company launched in the market three years ago and trying to tackle the problems with Telecom and Vodafone. It offers the customers texts and call price half of the Vodafone and Telecom.

DISTRIBUTION CHANNEL

2degrees announces nationwide network of channel distribution partners.

In the lead up to its launch in August, 2degrees has announced the full extent of its retail distribution partners across the country who will sell 2 degrees mobile phones and sim cards.

2degrees have thousands of distributors all over the New Zealand who providing proper guidance about the network to the customers.

2degrees is the latest mobile company which giving the customers better telecommunication faculties rather than any other network in New Zealand now. They are increasing their sales day by day through different channels. They are giving offers to their customers. They are providing cheaper rates and flexible network to their customers.2 degrees is the only mobile company who thinks about their customers behalf first.

Marketing strategies of 2degrees

Easily available to customers: - 2degrees provides better services to customers. Customers can top up their sim cards through the company website with the help of credit card. Customers can also buy the 2degree GSM mobiles by visiting the company website. 2degrees do home delivery of their products without any charges.

Nationwide availability: - there are about 3200 stores of 2degrees which provides their services to the customers. Customers can buy any company product and top-up their mobiles over there.

Other offers or services: - 2degress company employees go to the colleges and universities and give free sim cards to the students. 2degrees can also offers the lowest call rate price from any mobile to mobile network. 2degrees also give the free internet data to their customers.

In this way, company trying to attract the customers.

External environment of the 2degrees company

External environment of the company includes the political factors, economical factors, and social

POLITICAL FACTORS

Tax policy, employment laws, environmental regulations and political stability are the factors affecting external political situation.

ECONOMICAL FACTORS

Economic growth, interest rates, exchange rates, inflation rate are the factors affecting the external economic situation.

SOCIAL FACTORS

Health Consciousness, Population growth rate, age distribution, career attitudes and emphasis on safety are the factors which affect the social external situation of the organization

TECHNOLOGICAL FACTORS

R&D activity, automation, technological incentives, rate of technological change is the factors affecting the organization.

5 PORTER'S FORCES MODEL

The Porter's 5 Forces tool and strategy is the simple but plays a most vital part in the powerful business situation.

Supplier powers

If the 2degrees company wants to give postpaid services throughout the New Zealand then the company needs to much financially capable, so they can first make investment for their customer services and attract the more number of customers. In New Zealand Vodafone and telecom is also the two another supplier of telecommunication industry which always tries to attract the customers.

Substitutes

In the telecommunication industry Vodafone, telecom is the main substitutes of 2degrees. Telecom is also a New Zealand based company which provides mobile and broadband connections and Vodafone is the international brand of telecommunication industry. 2degrees needs to provide better customer service and mobile plan in less prices from their substitutes so they can grow their market in the country.

Potential entrants

There are few threats which acts like the barriers for the new company which tries to enter in telecommunication industry. These are as following:-

High cost to launch new company.

Government permission or restrictions.

Customer's attraction to existing company products.

Offers or services used by previous buyers.

Sling shot and hutch are the new entrants in the telecommunication industry in the New Zealand. Hutch buys the Telstra Company which is the small company in the telecommunication sector. O these are new potential entrants for 2degrees. Sling shot give the great competition to the Vodafone and 2degree company in Auckland.

SEGMENTATION

The main purpose of the segmentation is to focus on the main topic of the likely to do that by making different sub-groups. If it will done properly this will help to insure the highest return for your marketing and sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments.

2degrees segment their market in the following categories which are as following:-

Different age of customers groups.

Family plans.

Special services for business companies.

Clients according to geographical areas.

Target customers

From these segments the 2degrees company mainly focused on adult age customers group, family plans and for business companies. In today world, adult generation mainly uses the texts. Family members always want to connect each other so they want some cheaper mobile plan and in business sector companies calls to each other for their business purposes. So, the 2degrees mainly targeted on these specific segments.

SWOT ANALYSIS

SWOT analysis is helping tool by which we can auditing an organization and the environment of the company. Every organization have must requirement of SWOT analysis because it will defined the all brief explanation of company all aspects, which have certain major values are reflecting towards strengths, weakness, opportunities, threats.

Firstly I want to talk about strength of the company

Strength: Company has always reflected by its strength manner. It has large capital than any other telecommunication network company in the market .company has strong strategies for launching their product and giving proper reliable customer services.

Weakness: Every coin has two faces. Every organization has good and bad points also. 2degrees provides postpaid services also in limited cities. This is the weak part of the company. Some plans of the 2degree company are very complicated and expensive from Vodafone and telecom which are not understandable properly by the customers.

Opportunity: This organization gives heaps of opportunities to their customers. 2degrees trying to give postpaid services to their customers all over the New Zealand. The company also trying to creates a great brand image upon the mind of the people. It also gives lots of employment facilities to desire and capable young boys & girls. Thousands of people are working in this organization. This organization also has very promotional plans for their employees.

Threats: A threat is an unfavorable situation in the organization environment that is potential damaging to its strategy. A threat may be any cause or injury or external cause which can harm the internal environment of the organization. The international companies in the telecommunications sectors are the real threat in the way of 2degrees like Vodafone.

Conclusion:

I think that success of the product is only depends upon the proper strategy and market plan of the product. It should include all the steps that make a proper product for sell. A product has all their qualitative and quantitative research for their final output.2 degrees mobile company has all the features suitable for their market plan.