Marketing Analysis of Telecel Zimbabwe Telecommunication Company

Question: Discuss about theMarketing Analysis of Telecel Zimbabwe Telecommunication Company. Answer: Introduction Telecel communications is one of the largest and leading mobile network companies in Zimbabwe. It enjoys a customer base of about 2 million active subscribers. The company was formed to be able to provide mobile related solutions to its customers at affordable rates. Over the years the company has strived and expanded to regions previously lacking network coverage. The company performance both externally and internally has led it to be the second leading communication company in Zimbabwe. Company Characteristics Telecel Zimbabwe, company characteristics and strategies has made it to be the most innovative and pioneering company in Zimbabwe. Any look on its product and service characteristics will explain Telecel Zimbabwe position in the market in meeting its customer needs. The company characteristics include: product differential, market segmentation, competitive advantage, product mix, commoditization, and sustainability. The analysis of the characteristics will enable to identify the performance and pattern of the organization in the market. Product Differentiation Product differentiation is a process in marketing in which companies showcase differences between their products (Andaleeb Hasan, 2016). Telecel Zimbabwe product differential ranges from a ray of products it is offering to its customers. It offers: Telecel broadband plus a solution to browsing needs, SMS bundles for subscribers wanting unbeatable value to messaging needs, Telecare a mobile insurance initiative, Telecash a money solution service to its customers. Customers from all background setting are able to enjoy product offered to them. Product differential goes hand in hand with different tariff prices set for different customer needs. Competitive Advantage Competitive advantage is what makes the company to supersede its rivals in the market (Agrawal Zeng, 2015). To be able to understand Telecel Zimbabwe competitive advantage in the market will use Michael porters two ways in which a company can take advantage over its competitors that is cost and differentiation. Telecel Zimbabwe costs of products are affordable to its customers, majority of customers have opted to the company over other service providers because of its affordable pricing. The company ensures that the price is affordable to its customers. Telecel Zimbabwe as invested on differentiating the product and making it unique over the other products. Availability of agents and distributors across the country the company ensures that the products are accessible to its customers. Branding Branding was one of the contributing factors of performance of the company. The company was awarded and honored as the best leading mobile company which as differentiated its product through branding in October 2016 during marketing Association awards. The award explained the simplicity and uniqueness of the company products over the other competitors. Through branding and rebranding of the product customer awareness is created that is through promotion (Lehdonviita, 2014). But majorly the company as focused on mixing price and product in its strategies. This is reflected on its mission which states that the aim to establish the most affordable and customer centric communication business in the country of unmatched and superior quality. Commoditization Solutions Commoditization and company operations, defines how the Telecel Zimbabwe products have economic value, and uniqueness of the product in the market (Hofacker et al, 2016). The visual rebranding of red and white as part of their corporate colors, and a simple logo as brought uniqueness, energy and strength of a promising modern company. The customers are able to identify Telecel Zimbabwe products from others in the market. The rebranding and reputation has enabled the customers to attract and retain its customer base (Bauer et al, 2005). Zimbabwe market is characterized with customers who would wish to buy products that are of high quality and at affordable price. Each customer base will be classified into a class of tariff suiting is buying needs (Tadesse Bahiigwa, 2015). Solutions approach is a technique employed by companies to solve any emerging problems and challenges in the market (Chitungo, S.K. Munongo, 2013). Solutions related to network service connection agreements, packages fair usage, agents terms conditions, and Telecash customer terms conditions are found in the website where relevant parties can read and submit any problem facing them (Bauer et al, 2005). The company strategies are based on strong foundation that meets Telecel corporate values for ensuring growth and sustainability. Conclusion In conclusion the company has been identified to provide diverse communication needs of required international standards to its customers. That was possible because of its unique product and service provision in the market. That is by employing better marketing strategies that have propelled it over its competitors. The company is focused on growth and continuation delivering and maintaining high level customer service and experience effectively. Expansion and investment of the business and development of infrastructure to wider regions in Zimbabwe is a good indicator of the company to operate for a longer period. Sustainability can be explained by growth of revenues over the previous years. Reference Lists Agrawal, R. Zeng, P,. 2015. Introduction to wireless and mobile systems, Chicago: Cengage learning Andaleeb, S.S. and Hasan, K., 2016. Marketing Research. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 111-160). Emerald Group Publishing Limited. Bauer, H.H., Reichardt, T., Barnes, S.J. Neumann, M.M., 2005. Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of electronic commerce research, 6(3), p.181 Chitungo, S.K. and Munongo, S., 2013. Extending the technology acceptance model to mobile banking adoption in rural Zimbabwe. Journal of Business Administration and Education, 3(1), p.51. 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