Business Marketing Plan

Company ProfileSWOT AnaliysisCorporate Marketing Strategy (Ansoff’s Grid)BGC MatrixBusinesss Marketing Strategy (competitive Advantage Matrix)Strategic Marketing

Segmentation TargetingPositioning

Tactical MarketingProduct price Place

promotionSummary / Recommendations

Company Profile

Leading shipSince its inception in May 1998, Mobinil has thrived to maintain its position as the leading Mobile service operator in Egypt.Honoring the trust of over 6.5 million customers, Mobinil is committed to be the leading Mobile service provider in Egypt, providing the best quality service and best value for money for the maximum number of customers.

• Our Shareholders, Orange and Orascom Telecom are international leaders in the realm of telecommunication.

• Mobinil has benefited from years of experience in an international context to become the largest wireless service provider in the Middle East.

Innovation

• Whether in the personal or business segments, our innovation extends to products and services that are carefully tailor-made to suit customers’ diverse needs.

• Our philosophy of tailoring tariff plans and personalized offers to cater to the changing needs of our customers with different lifestyles in Egypt is reflected in the diversity of our services.

• Mobinil keeps expanding new services, proving once more its creativity and customer-driven culture.

Mission

To be the leading mobile service provider in Egypt,

providing the best quality service for our customers,

the best working environment for our employees,

and top value for our shareholders, and proudly

contributing to the development of our community

SWOT Analysis

Weaknesses

Strengths

• Mobinil has a

problem in its

technical

support,and its

network faild

sometime.

•They are the first telecommunication

net work in Egypt since 1998.

• Mobinil is the First leading mobile

service provider in Egypt

• Awarnace demade of thier client.

•Customer service solve any problem

affect thier client.

• Mobinil was the first telecom company

to acquire ISO 14001 certificate in Egypt

and the Middle East

Opportunities

• Mobinil Shareholders,

Orange and Orascom

Telecom are international

leaders in the realm of

telecommunication

Threats

• Presence of a big competitor in the same field Vodafone.

• Entrance of new

company.

Corporate Marketing Strategy

Ansoff’s Grid

Current Products New Products

CurrentMarkets

New Markets

?

Question mark

star( Al-Sahry)-

(Tourist Line)

DOG

Cash Cow( Alo cart- Primo

Control-

bussniss)

Relative Market share

Market Growth Rate

BCG Matrix

Outstanding

Success. (But no big

differantion in cost

between Mobinil and

vodafone.)

Maintain Specialty

Maintain cost

advantage

Hope for

market growth

Degree Of Differentiation

Relative Cost

Segmentation

Geographic Demographic Psychographic Behavioral

- Deal with - Age - Personality - User status

country as - Income - Life style - Usage Rate

whole - Occupation - Attitude

market - Social class toward

with no product

bounderies.

Full Market

Coverage

• The company serves all

customer group with all

the services in mobile

telecommunication might

they need.

M1 M2 M3

P1

P2

P3

Targeting

Personnel• CompetenceThe employees are well trained.

• Credibillity• ResponsivenessThey respond quickly to request & problems

• CommunicationThey make an effort to understand customers & communicate clearty.

Channel• Coverage

All our customers benefit from Mobinil's widest coverage area: Coverage extends to

more than 91.1% of Egypt .

• Performanceproviding the best quality service and best value for money for the maximum

number of customers

Product Mix width

Postpaid Prepaid Business services

Primo Alo Business Mobinil Business Mobinil Life

Alo Magic Mobinil B. Control 8000

Alo original Access card

Alo per second C.U.G

Alo take more

Alo validity

Product

• Pricing Strategy:

> Max. Market Share Low price for

& Max. Sales Growth market penetration

> Revenue max. Will lead to higher profits& market share

growth.

> higher sales volume wil lead to lower unit cost &higher long

run profit.

Pricing

Pull Strategy

Company

Wholesaler

Retailer

Customer

Push Strategy

Company

Wholesaler

Retailer

Customer

Place :DistributionPush / Pull Strategy

Marketing communication Mix:

• Advertising:- Paid form of presentation and promotion of ideas, goods, and services by sponsor.

• Sales promotion:-Variety of short term incentives to encourage trial or purchase.

• Public relations:- programs to promote or protect company's image or its products.

• Personal selling: - Face –To-Face interaction with purchasers.

• Direct marketing:- Use of direct channels as tel., e-mail , etc to communicate with customers.

Promotion: commmunication

• Our target market is all segments in Egyptian socity & Tourists.

• They need the best quality service and the best value for money.

• They need more techenical support in its network.

Product : Mobinil keeps expanding new services, proving once more its creativity and customer-driven culture.

Price: Mobinil presents the best value for money for

the maximum number of customers.

Summary / Recommendations