University of People

Marketing Management written assignment unit 1

Introduction

The American Marketing Association defines marketing as “the activity, set of institutions, and

processes for creating, communicating, delivering, and exchanging offerings/ services that have

value for customers, clients, partners, and society. (Principles of marketing, 2015)

The short definition of marketing is ‘Availing the right product/ offerings in the right place,

time, and price which the customer can use. Even though this seems an easy proposition, a lot of

hard work and research is needed for effective marketing. Moreover, if even one element is off

the mark, a good product or service can fail completely, costing the company badly.

Using the marketing mix strategy is an excellent way to help ensure that ‘putting the right

Product in the right place. The marketing mix strategy is a crucial tool to help in marketing

(Martin Luenendonk, 2022). The marketing mix is executed through the 4 Ps: Price, Product,

Promotion, and place.

When a company Uses the 4 Ps of Marketing to Sell its Product, clearly identify which Product

or service should have realized that needs researching or analyzing how the Product meets the

customers' needs. Also, it is critical to know and understand the conducive places where the

target audience shops access the products. It is also beneficial to analyze the willingness and

ability of the custmers to buy the products that appropriate pricing that requires pricing for your

Product. Marketing also needs promotion/advertising to deliver messages to intended users is

essential to promote the Product. For this discussion, Let us take the scenario of Ethio Telecom

company.
What is the Product and service of Ethio Telecom

Ethio Telecom (Ethio Telecom) is the only company that provides telecommunication services in

Ethiopia. It offers services such as hybrid sim account, VSAT, mobile broadband, VPN service,

business mobile and internet, M2M business, fax, fixed wireless CDMA, fixed-line service,

domain name service, Mobile Internet, EVDO, ADSL, Roaming, and mobile services.

Through research and analysis, Ethio Telecom company continuously identifies its target market

and uses all the 4ps of marketing mix elements in the marketing strategies to reach its customer

and exchange the services/ offerings.

The EthioTelecom company’s price products; analyeze the consumer’s ability and communicate

the services accessible to customers considering the affordability of the price; make

arrangements and continuously research services whether services are understood and used by

customers. Moreover, its product and service availability and accessibility are communicated

with the direct and indirect channels of distribution strategy practices. The research identified

that the company’s market segmentation practice is enterprise customers only. Research

conducted identified the weaknesses of promotions activities of the company, lack of brand

promotion, and lack of employee know-how in introducing the company’s Product and service.

(Abeselom Damtew Tadesse,2013)

The research identified significant problems that the company faced while implementing the

marketing strategies due to ineffective communication, structure problem in the marketing

division, lack of coordination and network quality problems that were found to be a weakness in

the marketing strategies of the company.

Conclusion

Based on the research, it is recommended that Ethio telecom investigate its marketing strategy in

light of the market mixture effective delivery of the services for customers, revisit its current

performance against the problem, and strive for future marketing using a mix of the marketing

strategies.

References

1. Principles of marketing. (2015). University of Minnesota Libraries

Publishing. https://doi.org/10.24926/8668.1901 (Original work published 2010)

2. Martin Luenendonk Last updated on January 20, 2022 Understanding the Marketing Mix

Concept – 4Ps.

3. Abeselom Damtew Tadesse (2013); Assessment of marketing strategy practices in ethio

telecom: from the company perspectives