MARKETING PLAN OF LEBARA
Executive summary
The Lebara Group was founded in 2001. Lebara generates annual sales in excess of Ä371 million operating as a provider of international wholesale minutes and as a virtual mobile operator (MVNO).
In May 2010 it acquired the ëChippieí brand and customer base in the Netherlands. In a press release Lebara said it would retain the Chippie name in the Netherlands, which is designed to address migrant communities with friends and family in North and South America, the Caribbean, the Middle East and Asia. Like the groups own Dutch MVNO Lebara Mobile, Chippie piggybacks its services on KPNís network.
The following industry recognitions have been awarded to Lebara:
Innovative Service in the 2009
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The purpose is to “stay closer to the customers so they can stay closer to their loved ones.” Of the ethnic minority groups, (according to the UK 2001 census), even though there are more Asians (4%) than Africans (2%), Chinese (0.4%) and other ethnic groups (0.4%) (http://www.statistics.gov.uk/cci/nugget.asp?id=455), in the UK, the company’s predominant customers are Africans-primarily calling Nigeria, Ghana and Zimbabwe and Indians.
Lebara is the only mobile company that offers cheap international roaming calls. This leaves the hassle of buying another sim cards and changing numbers every time a person sets foot abroad. For these reasons, the company’s other target audience is business class world travelers. Although, there are drawbacks to this service which are not directly linked but affect the customer’s usage of the sim directly.
I.III Competitor Analysis:
Having won several awards at the Mobile News Awards, specially this year, it has left Lebara as one of the top 5 networks in the UK (internal sources). In spite of its impressive rates and services, the company’s retention value is relatively low. Lebara’s major competitors are Vodafone, O2, Three mobile, Vectone and Lyca.
Customers porting in on a weekly basis (internal sources):
Lyca-32%
Vectone-6%
GlobalCell-46%
Three mobile-3%
T-Mobile-12%
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This report is to provide a marketing plan and analysis of entering in uk market for lush cosmetic’s products over the next three years.
Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.
The mainstream gamer enjoys games but may not finish every game they buy and doesn't have time for long MMO (Massive Multiplayer Online) quests. The mainstream gamer represents approx. 15% of the gaming market.
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This group will most likely be living alone in an apartment or single family home in the low income section of town that is situated close to strip mall type of shopping center, which may or may not have a major anchor store.
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Target Corporation is the fourth main retailer in the United States, functioning 1,556 stores in 47 states. Previously Dayton Hudson Corporation, Target has three chief retail sections: Target Stores, Mervyn 's, in addition Marshall Field 's. Target Stores is the number two markdown store in the nation, trailing only Wal-Mart Stores, Inc., and has eminent itself from its contestants through contribution expensive, fashion-conscious products at reasonable prices. The 1,225 Target stores, which are situated in 47 states, produced 84 percent of Target 's financial 2002 profits. Encompassed in this store total are Target Greatland units, which are much bigger than the distinctive Target, be around 145,000 square feet against 126,000 square feet; as well as SuperTarget outlets, which are collective concession/grocery stores, be more or less 175,000 square feet. Producing 9 percent of 2002 incomes were Mervyn 's 267 stores placed in 14 states, mainly in the West, Southwest, and Midwest (exactly Minnesota also Michigan). Based in the San Francisco Bay area, Mervyn 's places itself as a cable of temperately assessed, family friendly, district subdivision materials. Target Corporation 's full-service section store section, sponsor of 6 percent of sales, is today united below the Marshall Field 's banner. The 62 Marshall Field 's stores are sited in eight states in the upper Midwest, with the majority originate inside three urban zones: Minneapolis, Chicago, and Detroit. Target
active in France since 1999.” (Marketline, 2012). By offering mobile phone service at a lower
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The proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.