Student Name: Zhen Liu
Student ID: A7474
Completion date: Feb 4th 2015
INDEX
Serial
Content
Page Number
Remark
1
Executive summary
3
Situation Analysis
4-9
2
- market summary
4
3
-market trends
5
4
-macroenvironment analysis
5
5
-competitor’s analysis
7
6
SWOT analysis
9
Marketing Strategy
10-12
7
-marketing objectives
10
8
-target market segments
10
9
-marketing strategy
11
Marketing Mix Decisions
10
Marketing mix
13
Implementation
11
-Implementation plan
14
12
-Internal communication plan
15
13
-External communication plan
15
Control
14
-control Plan
16
15
-Contigency
16
16
Reference
17
Executive Summary:
This paper is going to present a marketing planning process for a company named 2 degree. 2degree is a NZ mobile phone network provide, established in 2009. Though the detailed analysis on macro and micro environment, we get to know the market situation and strength/ weakness/ opportunity/ threats of 2 degree, also there is an analysis for 2degree’s main competitor: Vodafone.
Based on situation analysis, there is a clear market objective and market segmentation. Following, there is 2degree strategy, on company level/ business unit level/ marketing strategy.
Marketing mix is the core content in the whole planning process. In this section, I made detailed description for 2degree products, price types, promotion ways, and places of distribution.
Finally, there comes out a complete implementation plan and control plan, specifying activities, responsibilities, accountabilities, time lines, priorities and financial budget needed.
1. Situation analysis
1.1Market Summary
2degrees (styled 2°) is a mobile phone network provider operating in New Zealand. The network launched on 4 August 2009 after 9 years of planning. 2degrees currently offers prepay and pay monthly mobile services. 2degrees has spent over $250 million NZD building its network which now covers main cities in New Zealand. Their network works with GSM-900, UMTS-900 and UMTS-2100 mobiles, similar to the competing Vodafone network. In areas without 2degrees coverage handsets roam on Vodafone NZ's GSM and UMTS network. Areas where 2degrees has their own 3G coverage are known as mobile broadband zones. 2degrees is U.S., British and New Zealand owned.
New Zealand has three mobile network operators: Spark, Vodafone, and 2degrees. The first two have been operating in New Zealand since the 1990s, while 2degrees started only in 2009.On 8 August 2014, Telecom New Zealand changed its name to Spark New Zealand.
Vodafone and 2degrees operate 2G GSM networks, and all three mobile providers operates 3G UMTS networks that allow mobile broadband to be provided in addition to voice and text messages. Vodafone and Telecom started rolling out 4G networks in 2013, and 2degree is expected to follow later in 2014. 4G can provide much higher data speeds to customers, similar to what can be achieved with fixed-line copper connections
Vodafone and Telecom’s mobile networks are both nationwide, reaching around 97% of the population. 2degrees now has its own infrastructure in most major towns and cities, reaching around 88% of the population. It relies on a national roaming agreement with Vodafone to provide coverage outside those areas.
The three mobile network operators in New Zealand are also the only significant mobile retailers. While there is a handful of mobile virtual network operators (MVNOs), who rely on reselling services purchased from the mobile network operators, none have a significant number of customers.
Just under two-thirds of mobile subscribers in New Zealand use prepay plans. This puts New Zealanders among the higher users of prepay plans in the OECD(Organisation for Economic Co- operation and Development). In 2011, the percentage of mobile prepay subscribers in OECD countries ranged from 1% to 85%, while the average was 41% and New Zealand had 66%.
