A Marketing strategy is a process that can allow an
organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Its a written plan which combines product development, promotion, distribution, and pricing approach, identifies the firm's marketing goals, and explains how they will be achieved within a stated timeframe. Marketing strategy determines the choice of target market segment, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena.
+ To make a comparative study of the major
players in Indian Service Provider.
+ To know the customer perception, choice and preference regarding various services provider. + To know about the awareness level of consumers regarding their mobile connections service provider + To ascertain the services that consumer prefer in selecting a particular mobile connection service provider.
+ Marketing strategy has been a salient focus of academic inquiry since
the 1980s, according to (Mavondo 2000).There are numerous
definitions of marketing strategy in the literature and such definitions reflect different perspectives (Li et al 2000). A traditional definition of marketing strategy is a plan for pursuing the firms objectives or how the company is going to obtain its marketing goals with a specific market segment (Orville and Walker 2008; Theodosio, Leonidus, 2003; Kotler, Armstrong, 2009) while Brodrechtova (2008) explains that marketing strategy is a roadmap of how a firm assigns its resource and relates to its environment and achieves corporate objective in order to generate economic value and keep the firm ahead of its competitors. In laymen terms it is to determine the nature, strength, direction, and interaction between the marketing mix-elements and the environmental factors in a particular situation(Li et al 2000). According to Levie(2006), the aim of the development of an organizations marketing strategy development is to establish, build, defend and maintain its competitive advantage. A thorough analysis of the newest scientific articles on strategic management and organisational behaviour indicates that 71% of them analyse company performance as a dependent variable, 12% of them analyse it as an independent variable while 11% of the studies analyse performance as a dependent as well as an independent variable (March and Sutton 1997).
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Research Design- Descriptive Research
Data Collection Tools Primary Data Source Questionnaire & Personal Interview Secondary Data Source - Newspaper & magazines
+ POPULATION + The aggregate of all the elements, sharing some common set
of characteristics that comprises the universe for the purpose of
the research problem + In this project all the Customers of Airtel, Lucknow has been taken, in the population. + Sample: A subgroup of the elements of the population selected for participation in the study .In this project sample size is 100 employees + Sampling Unit: Airtel Lucknow
This is an information era; significance of information cannot be over emphasized. This
study attempts to find out the satisfaction of consumer regarding mobile connection by different service providers. This decade, most of the people are using cell phones. So, service providers are increasing in more levels. So service provider should over come one anothers competition. So, it leads to adding new features, schemes, periodical offers to their services. So, the consumers get maximum benefit from their service providers. Detailed information regarding the customer in a market will provide the basic platform for all marketing decisions. Marketing decision maker needs descriptive information about the total potential and sales in each segment. Perhaps the most important one is that a seller needs to be aware of the relevant objectives and needs of consumers and how their objectives might best be served by their products. The following study of the consumer perception about mobile connection will lead to provide a lot of very important informations about consumers preferences & satisfaction. After the study we will come to know about various important aspects of consumer behaviour about mobile connectivity. We will know that what are the motivating factors behind the consumer choice, what they need, what they want, their satisfaction level, what they expect more from the service providers. All the above information can be of immense importance for a cell phone service provider. He can use these informations for their policy making, strategy formulation & decision making process.