The environment of any business has an influence on it success and it determines the performance of operation of such business organisation. The complexity of business environment be it business enterprises, corporate entities or even manufacturing industries are all struggling for survival especially those that are highly competitive like in the telecommunication face an uphill task in their quest to survive business competition with their rivals most especially when it has to do with the sales and marketing of their goods, services or brand.
In other to give them self a competitive edge and advantage over the rival company/ companies. Telecommunication industries have their share in peculiarity of environment like their counterparts aside its capital intensive factor, other factors such as economic, political, socio cultural and others which are uncontrollable by the organisation cannot be over emphasised. The marketing environment also poses a lot of threat to the survival of organisation in terms competitors, price ranges, and promotion abilities and so on. It is worthy of note that these factors are not constant they keep changing over time.
Hence for a Telecommunication company to use strategic marketing effectively in other to win customers’ brand loyalty, it must in addition to having the cognizance of these factors and be able to adapt to the changes. Haven the cognizance of this makes a company to adopt strategic marketing techniques; newsletter, email, podcasts etc for their product with the view of increasing their general turnover; using brand loyalty as a performance measurement knowing full well that variables such as customer satisfaction, high rate of demand etc can also be used.
Venturing into new business and market frontiers like Malaysia requires extensive understanding of the environment in terms of the political establishment, business potential, legal and regulatory framework, and availability of resources, socio-cultural aspects and to an extent geographical position and infrastructural development of the country. The research and analysis of these key and crucial ...
Consequently upon this fine, a meeting was held between the commission and the listed companies where a new set of KPI targets were agreed upon and a glide path towards further improving the KPI’s were agreed via a Memorandum of Understanding(MOU) in June 2012. However, December, 2012 was set as the date where KPI measurements will be taken to ascertain operators’ compliance to the terms as set out in the new KPI targets.
However, cases have shown that a strategic marketing and a well applied strategic advertising idea will almost certain help to boost the brand loyalty and invariably corporate turnover of any firm. Therefore, in the light of the above set of statements, this study wants to find out customers’ reactions to certain qualities of services rendered by the telecommunication companies of which a careful comparative analysis and study of Glo Mobile and MTN respectively is chosen out of the four companies hitherto outlined.
Conceptualize what strategic marketing policies is * Demystify what brand loyalty is * Determine if there is a correlation between strategic marketing and brand loyalty * Know the various modern/ current strategic marketing * Learn why company must carry out strategic marketing plan * Learn how strategic marketing works towards customers’ brand loyalty * Suggest other strategies such as E- support, promotional e-mails and e- postcards and moderated chat (as usage of text messaging is becoming disturbing and obsolete by the day.