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Essay / Research Paper Abstract
A 10 page paper providing a marketing strategy for Verizon Wireless. One of the leading cellular service providers in the United States, Verizon Wireless seeks to build on its current situation and add market share. Competition within the industry is its greatest nemesis; the purpose here to do develop a marketing plan that can yield concrete results in increased sales and therefore revenues. The paper suggests several new products and services. Includes a strategic groups diagram. Bibliography lists 8 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KSmktgStratVeriz.rtf
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Unformatted sample text from the term paper:
one of the leading cellular service providers in the United States, seeks to build on its current situation and add market share. Competition within the industry is its greatest
nemesis; the purpose here to do develop a marketing plan that can yield concrete results in increased sales and therefore revenues. Current Situation
Market penetration in the US is lower than in any other developed market in the world. In 2001, Europe led the world in "mobile penetration at 40%, followed by
North America (30%)" (Wireless Users to Reach 1.1b in 2004, 2001, p. PG). Though overall market penetration in Asia was only 4 percent by the end of 2000, that
4 percent total included 40 percent market penetration in Japan (Wireless Users to Reach 1.1b in 2004, 2001). In those regions where market penetration is highest (i.e., Europe and
Japan), competitors are likely to have interest in alliances and be operating with an eye toward globalization. Being first to market with innovations is important in Japan but is
of less concern in Europe and the US (Saran, 2002), though one study concludes that European mobile operators could be generating ?16 billion from wireless data revenues by 2007.
If they "start to introduce next-generation services in 2003, GPRS and UMTS non-voice revenue will increase dramatically" (Study predicts data revenues, 2002; p. PG). Of note in Japans market,
more than 60 percent of the population uses some version of the "handyphone," (PHS) which can be either a cell phone with Internet capabilities or a PDA with telephone capabilities
(Japans cell phone, PHS diffusion rate tops 60%, 2002). Confirming once more Porters warnings about the dire consequences of competing on price alone
...