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You will prepare a portfolio pitch and brief to your advertising agency. You are to use choose their own firm and apply theoretical knowledge of models and concepts to the 7 Ps and apply them to your chosen service firm. Refer to weekly contents in order to choose and find the models and theories.

1. Offer the firm description, target market and service positioning
2. Use service theories to analyse your current position for each of the 7 Ps
3. Offer a specific marketing strategy, objective and action
4. Brief the Ad agency on what they are trying to achieve for your firm and make recommendations for an integrated services marketing and branding plan to the agency
5. Be creative, use tables, figures, mock-ups
6. Each page will refer to one of the 7 Ps and include the analysis, the objectives and the recommended actions
7. The portfolio will also include the brief to the agency and the Integrated service marketing plan
8. Finally, you are to include a self-reflection on the service marketing elements and practices that has been learnt.

Implementation of 7 Ps of Marketing Mix Strategy

Service marketing is an essential factor undertaken by business organisations and companies in order to market the services provided by them. Appropriate marketing of the service is crucial as this allows the firms to create a unique image in the eye of the potential customers. Moreover, this provides an opportunity for the service provider organisation to have a competitive advantage and sustain in the competitive market. Marketing appropriately incurs profit and increase the customer base for the respective company.

This report includes the 7 Ps of marketing mix strategy of an easy service provider company in Adelaide named Agile Communications. The company provides wholesale broadband data service in Adelaide providing a variety of hardware platforms along with delivering cost-effective, innovative and easy to use services of data (Agile.com.au, 2017).

As commented by Khan (2014), 7 Ps of marketing mix strategy includes product, price, place, promotion, people, processes and physical evidence. Evaluating the above- mentioned features will allow Agile Communications to market the service accordingly and launch their service with a competitive advantage. Therefore, 7 Ps of marketing mix strategy is implemented by Agile Communications in Adelaide for the benefits.

The primary aim of Agile Communications is to provide cost-effective, innovative and easy to use data service to the customers of Adelaide. As commented by Gordon (2012), the service launched by the organisation needs to be attractive and solving the issues currently faced by the customers. Keeping in mind the current requirement of the customers of Adelaide, Agile Communications is launching wireless DSL service. This will enable the customers to access the internet according to their convenience. According to the manufacturing design of traditional DSL router, the modem consisted of a jack that was connected to the telephone connection followed by cables that connected the modem to the computer. As a result, it was not possible to move according to convenience. This new wireless DSL looks like a chip and can be inserted into the laptop for use from any place. Moreover, the product will allow the users to use internet facility without electricity and access to internet facility in areas outside Wi-Fi coverage area.

As commented by Anitsal, Girard and Anitsal (2012), the price of the product plays a significant role in determining the sales of the product according to the economy of the target customers. For example, if premium pricing is imposed for middle-income target customers, the sale of the product will be negative. The target customers of Agile Communications are the students, adults and young adults. Therefore, the pricing strategy according to the targeted customers of the company is penetration pricing strategy. As mentioned by Sije and Oloko (2013), penetration strategy allows the organisations to set comparatively low price for a newly launched product or service. Therefore, initially, the pricing strategy helps in attracting more customers from the competitors. Penetration pricing strategy will provide an opportunity for Agile Communications to set comparatively low price for their wireless DSL to attract the customers to use their internet or broadband facility. However, in spite of setting a comparatively low price for their new product, the company has maintained basic profit.

Product

The internet and broadband facility provided by Agile Communications is present throughout Australia including Adelaide, Perth, Hobart, Sydney, Canberra, Melbourne and Brisbane (About Internode, 2017). The company has successfully offered their service throughout these places over the years. However, Agile Communications is firstly launching their wireless DSL in Adelaide. This is because of present emerging opportunities in Adelaide. As mentioned by Jain (2013), the place of launching a product is determined by the availability of growth for the business. Adelaide is having a huge marketing place for Agile Communications because of huge international students in the city for studies. The international students look for innovative and easy to use internet services for their extensive use for study purpose. The wireless DSL of Agile Communications is the most suitable and cost-effective product for the students as they will be able to carry and access internet access according to their convenience. Apart from the student, the product also costs convenient for the young adults.

As asserted by Aliata et al. (2012), promotion is one of the most significant steps in the marketing mix strategy as this enlightens and spreads awareness about the newly launched product. Promotional strategies help in creating a unique image in the eye of the potential customers by spreading necessary awareness. The promotional strategies undertaken by Agile Communications include providing a free one-month trial of the wireless DSL for the potential customers. The customers had to pay a minimum price for purchasing the internet chip. However, the internet usage was free of cost. As a result, the target customers readily and willingly bought the wireless DSL with a minimum price. This provided an opportunity for the company to demonstrate the high- speed property of the product along with easy access to the product thereby, building trust on the product. The customers were also able to verify the properties mentioned about the product during the one-month trial. Moreover, penetration pricing strategy is another promotional strategy that allowed the customers to pay fairly less price for the new product.

As mentioned by Kooij et al. (2013), the people of the company determine the overall success of the company. Therefore, if the employees of the company are valued and empowered, the level of customer satisfaction is also higher. The company values the employees and has provided authorization to take decisions without consultation. For example, the employee of the company is authorised to certain decisions according to the demand of the customer. This shows the customers that their requirement is of utmost significance rather than prior consultation with the management. Moreover, the company also knows that valuing and acknowledging the technologically skilled and experienced employees is important. This will provide a competitive edge to the company and serve better to the targeted customers.

Price

As mentioned by Mucai, Mbaeh and Noor (2013), the service industry includes offering satisfactory services to the target customers. In order to do so, Agile Communications offers delightful and cost-effective services to the targeted customers. These delightful services include before and after service, cost-effective offers and 24/7 customer service. As the product is new for the customers, they may encounter difficulties while using it. Therefore, for the convenience of the customers, Agile Communications has 24/7 customer service both through phone and through a visit. Moreover, considering the feedbacks about the product will allow the company to rectify their faults and develop the product for future. Apart from valuing the employees, Agile Communications also values their potential customer base. For example, the company offered the first 100 customers of the wireless DSL 50% discount on the internet usage charge from the 2nd month onwards until six months.  

According to Yu-Jia (2012), the first impression is the last impression in the service industry. Therefore, Agile Communications needs to project themselves in an attractive way in front of their potential customers. The physical pieces of evidence include increased speed of the internet facility, lucrative offers, resolving the customer queries instantly and compensating them accordingly. This will help Agile Communications in creating customers for life rather than just selling their product to earn the profit. Moreover, the services provided by the company in terms of the offers will the customers to bond with the company instantly. For example, the customer care of Agile Communications can call their targeted customers and make them aware of the recent offers helpful for them. Therefore, this will make the targeted customers valued thereby, creating a long-term association.

According to Lee, Kozlenkova and Palmatier (2015), it is important for a company to have clear marketing objectives, as this will allow the employees to achieve the objectives more strategically.

The marketing objectives of Agile Communications are:

  • To deliver cost-effective, innovative and easy to use data services
  • Launch wireless DSL
  • Implement packet switching internet technology for achieving price based performance points

In order to achieve the objectives, Agile Communications need to implement appropriate marketing strategy. Therefore, business-to-customer marketing strategy will be the most appropriate strategy for Agile Communications as the product and associated data services are solely for the convenience of the targeted customers.

The required actions for marketing the new product are implementing the penetrating pricing strategy. This will allow the organisation to set comparatively low price for the product along with maintaining minimum profit. Moreover, the initial discounts for the students such as free one-month trial and 50% discount on data service usage are the promotional actions required to be undertaken by the company.

Place

The primary aim of the advertising agency is to create a unique image in the eye of the potential customers. Agile Communications in Adelaide wants to launch wireless DSL for the students, adults and young adults. For example, Agile Communications can offer free one-month trail to their customers. This will attract more target customers in order to use their product. According to the report, I have learned that service marketing is an important aspect for service providers. This will allow Agile Communications to create a unique image in the eye of the potential customers. Implementing integrated service marketing helped in proper segmentation, targeting and positioning of the customers in the market. According to me, communication through integrated service marketing helped in promotion and advertisement of the wireless DSL effectively.

Conclusion

In this report, it can be concluded that Agile Communications in Adelaide is emphasising on launching cost-effective, innovative and easy to use data services. The company launched wireless DSL, an internet service that can be used by inserting the chip in the laptops. Agile Communications used 7 Ps of marketing mix strategy to decide the most effective way of launching their product. The objectives for Agile Communications are set clearly based on which marketing strategy and the company undertakes actions.

References

About Internode. (2017). Internode. [online] Available at: https://www.internode.on.net/about/our_network/ [Accessed 3 Jun. 2017].

Agile.com.au. (2017). Agile Communications - Broadband Data and Voice Telephony Services. [online] Available at: https://www.agile.com.au/ [Accessed 3 Jun. 2017].

Aliata, V.L., Odondo, A.J., Aila, F.O., Ojera, P.B., Abong’o, B.E. and Odera, O., 2012. Influence of promotional strategies on banks performance. International Journal of Business, Humanities and Technology, 2(5), pp.169-178.

Anitsal, I., Girard, T. and Anitsal, M.M., 2012. An Application of Services Marketing Mix Framework: How do Retailers Communicate Information on Their Sales Receipts?,„. Business Studies Journal, 4(2), pp.77-90.

Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal (AMJ), 20(2), pp.122-126.

Jain, M.K., 2013. An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary Studies, 1(4).

Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review paper). International journal of information, business and management, 6(2), p.95.

Kooij, D.T., Guest, D.E., Clinton, M., Knight, T., Jansen, P.G. and Dikkers, J.S., 2013. How the impact of HR practices on employee well?being and performance changes with age. Human Resource Management Journal, 23(1), pp.18-35.

Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: using organizational structure to achieve marketing objectives. Journal of the Academy of Marketing Science, 43(1), pp.73-99.

Mucai, G.P., Mbaeh, E.K. and Noor, A.I., 2013. Extended Marketing Mix and Customer's Satisfaction in Classified Non-Star Hotels in Meru Municipality Kenya. International Review of Management and Business Research, 2(3), p.691.

Sije, A. and Oloko, M., 2013. Penetration pricing strategy and performance of small and medium enterprises in kenya. European Journal of Business and Social Sciences, 2(9), pp.114-123.

Yu-Jia, H., 2012. The moderating effect of brand equity and the mediating effect of marketing mix strategy on the relationship between service quality and customer loyalty: The case of retail chain stores in Taiwan. International Journal of Organizational Innovation (Online), 5(1), p.155.

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