T-Mobile US Marketing Plan
Executive Summary
T-Mobile is a leader in the U.S. prepaid market. The main competitive advantages of the company include the developed 4G LTE network and Un-carrier offer which is thoughtfully tailored to the customer needs. Basing on the results of internal and external analysis, the following marketing objectives were proposed: increasing sales of Un-carrier, continue positioning as the fastest LTE provider, retain leadership in the postpaid segment, continue investments in the network development and technological advancements, continue altering the offers with data-services, decrease the loyalty of the postpaid segment, decrease relying on third-party providers, and avoid price-led competition by offering value-added service.
T-Mobile US Marketing Plan
T-Mobile US Company Profile
T-Mobile US provides wireless communications services such as voice, messaging, and data to over 55 million of customers in the postpaid, prepaid, and wholesale segments (T-Mobile, 2014). The company also offers wireless devices and accessories. (T-Mobile, 2014)As for 2015, T-Mobile demonstrated the fastest customer growth among the U.S. mobile providers. The most profitable offering of the company is Un-carrier which is meant to listen to the customers, address their pain points, bring innovation to the industry, and improve the wireless experience (T-Mobile, 2014). T-Mobile US focuses on providing qualitative services on a nationwide 4G LTE network and simple affordable plans, free from unnecessary restrictions. T-Mobile’s most significant expenses consist of acquiring and retaining high-quality customers, compensating employees, and operating and expanding the network (T-Mobile, 2014).
Industry and Competitors Analysis
As for 2015, there are approximately 340 million of subscribers in the U.S. (Lancaster, 2015). The mobile market is highly penetrated with high rates of mobile data use. America’s takeup of smartphones is one of the highest in the world and constitutes approximately 80% (Lancaster, 2015). The LTE network is also one of the most developed in the world. Data revenue in the industry has significantly exceeded revenues from voice services (Lancaster, 2015).
T-Mobile is the fourth American mobile operator, considering market share in the postpaid segment (T-Mobile, 2014). AT&T, Verizon, and Sprint are the leaders in this segment. In the prepaid segment, T-Mobile is the first (T-Mobile, 2014). Competitive factors within the industry include pricing, market saturation, service and product offerings, customer experience, network investment and quality, development and deployment of technologies, availability of additional spectrum licenses, and regulatory changes (T-Mobile, 2014). T-Mobile’s competitors impose price-led competition.PESTLE AnalysisPolitical Factors:Any changes in the regulatory environment, including increases in restrictions on the ability to operate the company’s networks, may negatively influence its performance;changes in tax laws, regulations, and existing standards may increase the operating costs and decrease revenues.
Economical Factors:
Increasing competition for wireless customers can adversely affect operating results of T-Mobile. The company has multiple wireless competitors in each of its service areas. Some of them possess greater resources and better competitive capabilities in service/device offerings, pricing, call quality, data use experiences, coverage area, and customer services;changes in general economic conditions such as interest rates, consumer credit …
