Role of Strategic Marketing in Every Business

Overview

Satellite telephones are a simple type of mobile phone that connects orbiting satellites only. This type of product is helpful too to provide the same functions that a normal cell phone provides, such as voice calls, SMS, Internet, and many other functions. The connectivity of such a digital transformation is quite good and helps to provide the exact message. The mobile equipment also varies from state to state, and every satellite phone has its own size and weight as compared to an early time when most phones were introduced. It has been critically evaluated that most of the satellite phones are similar in size as compared to normal smartphones (Chernev, 2018). Only some of them differ from each other. Some satellite phones are popular in remote areas in which terrestrial phones are not available. These types of phones help to connect the external antennas that have been installed in vehicles as well as buildings. Moreover, some satellite phones are used in geostationary orbits because they are used to remain in a fixed position.

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There are so many countries that are restricted from using such satellite phones because of their own rules and regulations. So that this type of country does not use but sells the product in the market. For this report, the chosen target market is Africa. As per the satellite telephone market, they want tremendous growth on account of raising awareness and also accepting the user sector so that there is an increasing demand in the market of Africa from power outages, terrorist attacks, and some areas that are affected by natural disasters. Hence, it has been analyzed that global satellite telephones are used where the market is vast and they have their end user. Moreover, some companies have also planned to integrate new cellular phones as well as satellite handset models in recent years so that many customers do not use the network without switching the device (Tomczak, Reinecke, and Kuss, 2018). Therefore, the same need also arises in Africa, and these hybrid and satellite phones are also expected to come with new functions in their upcoming trend for the global satellite telephone market too.

There is a wide need for satellite phones in the market because these types of phones do not require any connectivity, as they even work when land-based communication networks are also failing. Even when traveling in remote areas, only this type of phone gets better coverage as compared to other phones. Hence, people mostly prefer to use these phones because it has been analyzed that cellular networks cover 10 percent of the network of the earth's surface, and on the other side, satellite phones have a wide range of a global network that covers almost all areas. Moreover, satellite phones are also useful and allow roaming across the network and also make data more reliable or efficient to transfer in any area. This extra feature makes satellite phones different from cellular phones and also helps even in remote areas where the lanes are not.

Critical Analysis of Market

Key Market Trends:

The market trend of satellite phones is huge and diverse, such that even many companies are also exploited. According to Varadarajan (2018), with East Africa, and Nigeria, becoming the leaders in ongoing infrastructure development projects, and South Africa, there is a chance to grow the market related to introducing new satellite phones. Therefore, the key market trend for satellite phones in Africa is Nigeria because the country is related to developing new infrastructure products that are helpful for their customers as well as helping to grow the economy of a country. It has been critically evaluated that almost 88 percent of the crew members use new and different technologies to develop their new country and make them more trained related to their work.

Hence, many of them are quite unaware of the products that are offered to their customers, and Africa has the largest economy on the continent (McCamley and Gilmore, 2018). Moreover, many countries across the region have the potential growth on the other side; they also believe that it depends upon the appetite of the operators to invest more and also have a sustainable model. The companies in Africa are also hoping to make themselves more successful, whereas other companies have failed.

Competitors:

If satellite phones are introduced in Africa, then there will be many competitors, which may create some problems related to their profit. In the same case, while introducing a new product into a new country, the competitive analysis should be there so that it will be helpful to analyze the exact position. A satellite phone also has many rivals, and they are positioned in a good manner such that global satellites are positioned at the global level, enhancing operating units worldwide (Abratt and Bendixen, 2018). This rival company offers its best services to its customers and can affect the product when it is introduced in the market. In addition to this, Dish Network is another rival company, which also creates some problems for satellite phones. Even the satellite phone company is also trying to position its new services to new markets and hence to collaborate with global mobile personal communication by satellite service so that it operates its service to a new level or at a worldwide level. However, with regards to satellite phones, it has been critically evaluated that if this type of product is offered in Africa, then it will enhance the position and also make their customers attracted towards it to buy such.

Current Customer Attitude:

It has been evaluated that for the last many years, the purchasing power of customers regarding the cellphones has increased. Hence, many operators are also introducing new phones which possess advanced features as compared to old ones. Even satellite phones have also become increasingly permeant and critical. But after some time, the range of customer trends is completely different regarding this new technique. Moreover, it has been evaluated that 25 percent of the sales increase because of introducing new functions with the latest products. Even many of the customers are also relaxed regarding the safety and security of their data in these phones because the phones are used to connect many people without having a network. Hence, the current purchasing power of the customers is also affecting the industry at a wider level (Adhikari, 2018).

For the customers, security, and safety remain the foremost priorities, and they always remain concerned that the new products they buy should also have such types of features, and this affects their buying power adversely. Recently, there have been many advanced technologies that also affect the purchasing power of the customers.

Opportunities:

Regarding some social as well as ethical issues, there are many growth opportunities for satellite phones in Africa, such as Nigeria, which is considered the most developed related to infrastructure, and if the same is introduced in Africa, then it will be more beneficial for the country. The rival company, i.e., Globalstar, also focuses on reaching the global level and expanding its business in Africa too so that it will help to maximize the profit and also help to sustain its brand image in the market (West, Ford, and Ibrahim, 2015). Many systems are also replaced by others, and hence, in Africa, if satellite phones are introduced, then it will help to fulfill the demand of their customers. But on the other side, if the service targets those users who use slow bandwidth, they have to use small antennas as well to receive the signals. Therefore, this shows that there is a wide opportunity for satellite phones to expand their business at the global level and provide the best services through their phones so that it will allow their customers quite efficiently and effectively use the service at a higher level.

Therefore, though satellite phones have many rival companies, still more opportunities can be used because the most important advantage of using these phones is that they even run without having a network, which will be beneficial for their customers (Proctor, 2014). Hence, it shows that the people who belong to the remote area are much needed for this product, and this shows that there is a wide opportunity to expand their products at the world level.

Segmentation, Targeting, and Positioning

Segmentation, targeting, and positioning are processes that help create the link between the overall market and how the company is choosing the best product to sell to a market. It is the process that is helpful to identify the exact market situation. It is further divided into many parts, such as:

Segmentation:

It is the process of splitting a market into many smaller groups so that the market can identify the characteristics to select the appropriate target market. In the case of a satellite phone, the target market is Africa, which can be segmented into smaller groups that are further based on the satellite type, the end user, and the region. Some satellite phones also use satellites even in geostationary orbit, and they can remain in a fixed position. If this product is introduced into the market in Africa, then it will help to provide the best profit level as compared to other companies. The first segment is satellite type, which is further divided into geosynchronous and low-earth orbit so that it will help many people use this service in their routine lives (McDONALD, 2016.). In addition to this, the end users of satellite phones are government, aviation, energy, and management of tourism and disasters, etc. Further, based on region segmentation, the market wants to introduce its new product into the market of Africa so that it will be helpful for them to maximize their brand image in the market. Through a strategic marketing system, the product also reaches many end users.

While segmentation, before introducing a new product into a new market, a survey or interview should be done so that it will let them know about the need for that product, such that in Africa people want to get the benefit of such product, and hence, satellite phones are introduced for the people whose age is between 25 and 50.

Targeting:

It means that a company is a proactive selection for the suitable market segments and also has the focus on the company's marketing offers and the activities for the groups that are related to those products. The target market for satellite phones is Africa, in which Nigeria is most suitable for introducing such phones because this is considered one of the most developed infrastructures (Sargeant and MACQUILLIN, 2016). That is why introducing the product into such a market will be beneficial and while targeting the market the foremost thing is to choose whether the introduced product will help to maximize the profit or not. Moreover, the market size is also large in Africa and hence, it has been critically evaluated that each segment is divided into segments and they are also able to receive the exact products whicthat introduced. The target market also helped a satellite phone to produce more profit as well as maximize sales as compared to other companies.

Positioning:

As the satellite phones'' position in other markets is also good, there are chances to introduce them into a new market so that it will help to let people use this product in the market. It refers to the target market position and their people should have their preferences such as whether the new product is helpful to maximize the products or not, whether their new offers are related to their rival companies or not, etc. If this is fulfilled by the new product, the brand position of the company is helpful to maximize the good market value as well as help to produce more profit (Kim, Shin, and Min, 2016). Hence, in the case of satellite phones, it also has benefits in another country where the product exists, and when the product is introduced in Africa, people analyze different benefits so that it will be helpful for them to get the best position in the market.

Recommendation Extended Marketing Mix.

The marketing mix is a total of some factors that are further controlled by a company because that may influence the purchasing power of their customer's product. It is the combination of 7 factors, which are mentioned below:

Product:

It includes the product, which is satellite phones, which are introduced in the market of Africa, and there are many countries where the product already exists. The product also includes branding and packaging and provides the best service to the customers, which is why the demand for this product also increases (Josephson, Johnson, and Mariadoss, 2016). Satellite phones also provide all the services that a cellular phone already exists, but the biggest advantage of using them is that they also operate their functions even if there is no network or coverage, which no other phones allow.

Price:

When any new product is introduced into a market, it should have the lowest pricing strategy to attract a wide range of customers. Moreover, if the prices of the company are the lowest and follow the competitive pricing strategy, then it will be more beneficial for the firm too to maximize the profit. In addition to this, the pricing strategy will directly affect the customer buying power, and hence, it has been analyzed that if the prices of the offered products are low, then it will directly attract a wide range of customers towards them.

Promotion:

It is the technique that directly draws the attention of many customers towards them. For promoting products, it uses digital media, which is encoded in machine-readable formats (Hamzah and Sutanto, 2016). This type of promotional tool is used on social media too to let people know about new offers. The Internet can be another important promotional tool that a satellite phone can use so it will help generate profit for a company. On the other side, digital media is considered one of the most advanced technologies that is helpful for a product to promote itself.

Channel or Distribution Strategy:

For satellite phones, the place for introduction is Africa, because the product has a unique and potential impact on those countries where the product already exists. Therefore, if the distribution and channel strategy is good and diverse, then it will reach a wide range of customers. The channel and distribution strategy will directly affect the company's overall brand image in the market. Hence, in Africa, the channel and distribution are well structured, and while promoting the product into the market, a company must have such a wide and diverse distribution channel so that it will be helpful for them to maximize the profit and sales (Fan, Lau, and Zhao, 2015).

People:

It includes all this person who has an important role in introducing the product into a market. These are the customers to create the value creation process and even the employees who help to make a better relationship with their customers. Staff members are also considered as people for introducing a new product in the market, and to face the challenges of marketing, the marketing department of the company is also taken into account. The biggest role of customers also involves the people who are helping to build a better relationship with employees, and through this, it will help to maximize merit and raise the company's overall structure.

Physical Evidence:

It includes all the evidence that is helpful to promote the products into a market. This further involves all service caps that create a direct impact on the physical environment in which all service processes take place (Pavlou and Stewart, 2015). Therefore, this physical evidence also helps to raise the production level of the company, and as a result, it also includes all essential peripheral evidence such as marketing and the product itself; hence, for satellite products, the physical evidence is their product and the brochures in which the promotional tool is used.

Process:

The process of the satellite phones is unique such that in Africa, the distribution and selling process is also diversified in addition to this, more sales are to be involved such that increasing the staff members in the working area will be more helpful for the company if the process of delivering the product on right time. In addition to this, if the process of the product is good then it will be helpful for the company to enhance their current profit margin.

Implementation Issues

Whenever any company wants to introduce a new product into a market then it will further face some issues related to its product introduction as mentioned below:

Co-ordination Between Different Departments:

To manage the entire work related to their management system will be quite difficult when a company introducing a new product into a market. Such that for a manager, it will be a more difficult task to assign duties to every department and if this is not completed on time then it will create conflicts among them, and as a result, the production level a decline. Hence, the foremost issue that may be faced when a company introduces a new product into a market (Chernev, 2018). Hence, it has been analyzed that whenever the company introduces a new product into the market, there is a need to manage the system between the different departments, and proper coordination between each department will help to attain the goals as well as objectives of the company.

Internal Marketing:

It is the promotion strategy in which the company's objective is attained by the employees to attain all objectives through differentiation. It is another problem for the company because to keep engaging the employees in the working area is quite necessary because they all help to enjoy the services and complete the task in a defined time. Hence, it is another implementing issue that a company faces during the introduction of the product into the market. If the marketing of the product is not up to the mark and then as a result the people do not realize that the product is introduced in a market then it affects the overall position of the company and hence, the profit of the company also declines.

Resource and Capabilities Requirements:

Resources and other basic requirement of the company are also may affect the company's overall performance (Abratt and Bendixen, 2018). Such that if the company does not get enough resources to implement a new product into a market then it creates some problems regarding the implementation of the products. Hence, it is also considered another issue for the company, and on the other side, the labor shortage has also advised another problem. If the company has enough resources to introduce the new product in a market then it will be beneficial for the firm to let people know about a new product in

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