The research problem addressed in this study was to develop a marketing plan consisting of selected elements that would give a cellular company like Vodacom a competitive advantage over competitors and to capture a significant market share when marketing mobile data services like 3G. To achieve this object, a literature study to determine the key components of a marketing plan was undertaken and a theoretical model was selected to develop a marketing plan of selected components In addition to the literature study, an empirical study was conducted to identify core concepts critical to the development of a selected element marketing plan to market 3G and re-launch mobile data services. The results of the literature study were combined with the empirical study and a marketing plan based on McDonald was developed. Michael Porter’s five forces model was used as a reference to discuss the competitor analysis, a marketing strategy was compiled with specific referencing to the four P’s of marketing and marketing controls formed the basis of this research. This study concludes with recommendations applicable for the implementation of the marketing plan and options for further research.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:10924 |
| Date | January 2005 |
| Creators | Jones, Frank Harold |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Management |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MBA |
| Format | vii, 148 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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