Manchester Metropolitan University
A International Marketing Plan
for Telefonica O2 Internet Services
in South Africa
Terms of reference (page 1)
Introduction (page 1)
Question 1 (pages 2,3): Where are we now?
Question 2 (pages 4-9): Where do we want to go?
Question 3 (page 10): How are we getting there?
References (page 11)
Terms of Reference
This is a report based on the information available to me for my second year as a BA (Honors) student of Business Management of a strategic marketing plan for the company Telefonica known in England as O2 and the internet services they want to provide in South Africa.
Cateora and Graham defined International Marketing as “the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.” A marketing plan consists of three major subjects easily described and fitted in three questions. First “Where are we now?” second “Where do we want to go?” and third “How are we getting there?”
This report will run through a strategic marketing plan covering the following topics:
-Vision/Mission/Brand Values (2.1)
-Marketing Mix (7 P’s) (2.4)
-Implementation, evaluation and control (3.0)
In this report it is also found a small summary of the findings from the first assignment, which covered thoroughly the first question, which is the reason why Current situation is not one of the topics that will be outlined.
Where are we now?
In the first assignment a complete and accurate analysis was conducted both for South Africa and Telefonica in order to understand whether or not our proposal for affordable, wireless Internet service for mobile and smart phones would be both viable and feasible. In order for us to answer the first question...