Metro Pcs Marketing Case Study Report

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MK 4200 – 020 Marketing Research Marketing Group Project Report Case Study Marketing Research Report: MetroPCS Introduction MetroPCS Communications, Inc. (MetroPCS) is a wireless and network communication provider that offers unlimited telephone, text and data usage plans, at a low, monthly flat rate, with no contracts or credit checks – this differs from major competing companies such as AT&T & Verizon. SWOT Analysis Research Problem Although MetroPCS has shown a 42% growth rate in its target demographic of densely populated urban locations (mainly New York City, Philadelphia, Seattle, San Diego, Boston, and Portland), the company retains a low 1.7% of the overall market share (wikiinvest). In addition to facing network improvement infrastructure challenges, the company faces challenges in brand identification and brand image, both within and outside of their target demographic. A recent merger with the broader and faster service competitor, T-Mobile, is working to expand infrastructure challenges, however, there does not appear to be much focus on brand identification or image. Metro PCS’ poor brand identification is largely due to their marketing focus on a very narrow demographic. In 2012, Metro PCS released plans to broaden their marketing focus outside of their norm of young urbanites to families, expanding their family plans, which is a good start to gain more brand identification. However, their ads have been touted as “ethnic stereotypes…that perpetuate negative images of any community of people” (adage.com). Although the additional marketing has perhaps turned a few new heads in their direction, but the classless marketing style has just perpetuated their most profound dilemma: brand image. A partnership with Rhapsody has given appeal with a wide variety of tunes available for popular

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