CASE STUDY Daatsi Telecom has taken over ownership of Maabre Telecom which has been the leading telecommunications operator in the country over the past 20 years. Unfortunately, due to the current economic crisis, customer usage for voice, data, and SMS has been dropping as some customers have completely abandoned their mobile numbers. Others have resorted to the use of WhatsApp calls and chat only when they get connected to a free WiFi. Daatsi Telecom is however determined to reverse this dwindling fortune and make the leading operator profitable again in the next 5 years. Its current goal however is to get the churned customers reactivated onto the network and to grow usage of its voice and data packages. Unfortunately, before the team could roll out its planned initiatives, they woke up to see a new campaign from the market challenger (Yenda Telecom) offering free 60mins of talk time, 60gig of data, and 60 free SMS to all new customers and churned customers who reactivate their SIM cards on Yenda Telecom. This offer, they claim, is available for a whole year. This forced the Daatsi Telecom management team into an emergency crisis meeting resulting in a complete change in Daatsi Telecom's strategic business plan and operations. Hence, instead of providing voice, data, and SMs services, to all mobile users in Ghana, Daatsi Telecom has decided to differentiate itself by providing only quality, fast, and reliable data services to premium customers. Vision To become the leading provider data service provider in Ghana Mission To provide fast, reliable, and quality data services to individuals, homes, and business in Ghana Business Goals To acquire 5k data customers by the end of 2023 • To increase individual customer data usage from Imbps a month to 2mpbs • To grow revenue from Ghs5m to Ghs10m by the end of 2023 Marketing Budget Daatsi Telecom has allocated a budget of GHs3 5m for its marketing campaign for this year
CASE STUDY Daatsi Telecom has taken over ownership of Maabre Telecom which has been the leading telecommunications operator in the country over the past 20 years. Unfortunately, due to the current economic crisis, customer usage for voice, data, and SMS has been dropping as some customers have completely abandoned their mobile numbers. Others have resorted to the use of WhatsApp calls and chat only when they get connected to a free WiFi. Daatsi Telecom is however determined to reverse this dwindling fortune and make the leading operator profitable again in the next 5 years. Its current goal however is to get the churned customers reactivated onto the network and to grow usage of its voice and data packages. Unfortunately, before the team could roll out its planned initiatives, they woke up to see a new campaign from the market challenger (Yenda Telecom) offering free 60mins of talk time, 60gig of data, and 60 free SMS to all new customers and churned customers who reactivate their SIM cards on Yenda Telecom. This offer, they claim, is available for a whole year. This forced the Daatsi Telecom management team into an emergency crisis meeting resulting in a complete change in Daatsi Telecom's strategic business plan and operations. Hence, instead of providing voice, data, and SMs services, to all mobile users in Ghana, Daatsi Telecom has decided to differentiate itself by providing only quality, fast, and reliable data services to premium customers. Vision To become the leading provider data service provider in Ghana Mission To provide fast, reliable, and quality data services to individuals, homes, and business in Ghana Business Goals To acquire 5k data customers by the end of 2023 • To increase individual customer data usage from Imbps a month to 2mpbs • To grow revenue from Ghs5m to Ghs10m by the end of 2023 Marketing Budget Daatsi Telecom has allocated a budget of GHs3 5m for its marketing campaign for this year
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
Transcribed Image Text:Question 1
As a marketing consultant, you have been approached by Daatsi Telecom to help them position
Daatsi Telecom as a top-quality, fast, and reliable data services provider in Ghana. Using
the marketing mix elements, advise the company on what decisions to make to ensure that
Daatsi Telecom achieves the market positioning intended.
Transcribed Image Text:CASE STUDY
Daatsi Telecom has taken over ownership of Maabre Telecom which has been the leading
telecommunications operator in the country over the past 20 years. Unfortunately, due to the
current economic crisis, customer usage for voice, data, and SMS has been dropping as some
customers have completely abandoned their mobile numbers. Others have resorted to the use of
WhatsApp calls and chat only when they get connected to a free WiFi.
Daatsi Telecom is however determined to reverse this dwindling fortune and make the leading
operator profitable again in the next 5 years. Its current goal however is to get the churned
customers reactivated onto the network and to grow usage of its voice and data packages.
Unfortunately, before the team could roll out its planned initiatives, they woke up to see a new
campaign from the market challenger (Yenda Telecom) offering free 60mins of talk time, 60gig
of data, and 60 free SMS to all new customers and churned customers who reactivate their SIM
cards on Yenda Telecom. This offer, they claim, is available for a whole year.
This forced the Daatsi Telecom management team into an emergency crisis meeting resulting in a
complete change in Daatsi Telecom's strategic business plan and operations. Hence, instead of
providing voice, data, and SMs services, to all mobile users in Ghana, Daatsi Telecom has decided
to differentiate itself by providing only quality, fast, and reliable data services to premium
customers.
Vision
To become the leading provider data service provider in Ghana
Mission
To provide fast, reliable, and quality data services to individuals, homes, and business in Ghana
Business Goals
• To acquire 5k data customers by the end of 2023
• To increase individual customer data usage from Imbps a month to 2mpbs
• To grow revenue from Ghs5m to Ghs10m by the end of 2023
Marketing Budget
Daatsi Telecom has allocated a budget of GHs3.5m for its marketing campaign for this year.
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