The company prides in having its customers being able to both shop in about 6000 retail outlets in the UK and purchase the company’s services through the internet and cell phones. The company has already penetrated the Australian and American markets and plans are underway to get into Canada. In addition, its aim is to provide full fledged services at affordable prices.
Virgin Mobile allows its customers to only pay for the actual use of their services and does not provide them with subscription services. It does not only focus on wider markets, but is also customer oriented.
Rather than introducing new services in the market, the company aims at improving on what is already being provided. With such strategies in place, the company has managed to reach millions of subscribers in the UK apart from being the fastest growing mobile provider globally.
A strategy that is keep the company in the changing and ever growing market is outsourcing business processes that can well handled by partners and outside suppliers. Presence of numerous contractors enables the company to respond accordingly to changes in market and hence enabling it to locate and hire required employees.
It is headquartered at Trowbridge and has its marketing departments in London. Between 2003 and 2006, the company was ranked the best provider of both prepaid and customer care services. Orange, Vodafone, 02 and T- Mobile are Virgin Mobile Australia’s key rivals (Virgin Mobile Australia, 2010).
Virgin Mobile Australia’s Marketing Strategies In a study by Jaray (2006), Virgin Mobile Australia has devised the following marketing tactics for its products:
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Through this strategy, the company is able to put a list of its available services on brochures. Explanations of how those services operate are made in an elaborate and simple manner. This enables customers to read them on their own at their own time. Through this, they can be reminded of the products, make choices and change where necessary.
Virgin Mobile Australia engages in different forms of advertising such as through both print and electronic media to either remind customers of the existing services or to introduce a new service.
Given that most of its customers are up keeping with the advancement in technology, the company uses the website to reach out to both potential and existing clients to keep them informed about the features of its services and any changes.
In a study by Informa Healthcare (2005), Virgin Mobile has launched the following additional strategies to increase marketability of its services:
Virgin Mobile’s success in the US has been attributed to its simplistic approach. The company begins by taking note of areas of customer strain as outlined by the operator. The company then realizes that simplicity is the only marketing strategy that can make it distinctive. Simplicity has been implemented through the prepaid service where an easy non-contract one-rate charging option has been adopted together with a narrow choice of handsets.
Customer Relationship Management (CRM) strategy
Its elaborate customer experience is one of the aspects that have placed the company above its rivals. This is one of the approaches that have been very successful with studies showing that a bigger percentage of the United States customers will tell a friend about Virgin Mobile due to provision of its high quality customer related services.
3 G strategy
This is a high investment plan required in provision of services such as content and operator partnerships, and network infrastructure. Through 3 G, the company provides a mobile television service that has a provision for program recording that can then be watched later on, making it an effective marketing aspect.
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To penetrate most of its markets, Virgin Mobile’s services have based on texts, wallpapers and ringtons. After an agreement with T-Mobiles, the company introduced another content service under its brand virgin extras. Through this, the company’s brand strength was boosted through enabling its clients download digital music.
Use of Incentives
In a study by Beulen et al (2006), Virgin Mobile has employed the use of incentives in an effort to retain its customers. First there is the use of 3p texts between virgin to virgin. Secondly, the company has introduced lowest denomination airtime vouchers (£ 5). Thirdly, there is the glue incentive where customers are rewarded with some airtime for every person they connect. Additionally, there is the flash it incentive where clients are awarded some airtime for the much they spent at the Virgin Megastores.
Impacts of marketing strategies on customer and business base In a study by Manning, Salter and Tuinzing (2005), the marketing mix is used to ascertain the blend of product, price, place and promotion to be used together with the marketing strategy.
Strategy Impact on customer / business base 1. Brochures Saves time and costs that would have been used by the company to explain to customers. Is a reminder to the customer and can reach more customers at reduced costs. 2. Advertising Reaches a wide audience at reduced costs thus increasing the company’s market share. 3. Website Encourages feedback from customers hence giving information on relevant service modifications. Also increases customer interaction with the brand. 4. Simplicity Increases usability of the service among customers resulting to more revenue. 5. CRM strategy Company is able to track individual customers’ performance, monitor and retain them. Enhances good customer relations that increases usability hence more revenue for the company. 6. Content strategy Increased usability among clients. Boosts the company’s brand making it distinct from its rivals. Use of incentives Retains customers by encouraging them to stick to one network. Airtime awards encourage usage and maximize profits. Customer network grows 3 G strategy High technology improves product quality, attracts many customers leading to increased sales. Levels of customer services provided by Virgin Mobile Australia In a book by Grant and Neupert (2003), first, the company offers flat call rates to its customers. Unlike other mobile providers, it has no peak rate calls. Secondly, the company offers its customers a simple call tariff that enables them to pay less after the first five minutes of each day. Additionally, the company has daily discounting rates and provides phones with integrated mp3 tones.
As listed in virgin mobile, at the time, the following are products and their respective prices:
Pre – paid and post – paid plans
Product Price ($) Details Pre paid internet data: 19 5 MB 29
Concepts of International Relations Theories: Realism and Liberalism Essay
Nursing Assignment Help Table of Contents Introduction
Introduction Nobody knows why many policymakers and practitioners are so much involved in the erudite study of international dealings. Majority of policymakers dismiss academic theorists of course terming their own reasons. Nevertheless, largely, these policymakers agree that there is an inexorable connection the world of theory and that of policy. Theories are imperative to the blizzard of information that affects people’s lives. Although some theories may appear futile in policymaking, some of them are fundamental to the policymaking process.
To some extent, the two are interdependent in that good policies emanate form theoretical principles, while good theories come after understanding the real world. However, theories do not incarcerate the policymaking process. Instead, they offer an array of ideas on how to develop foreign policies from the theoretical orthodoxies.
Starting from the end of the Second World War, many policymakers have continued to fault international relations as a subject. This prompted scholars to develop several theories, which have since met criticisms between analysts and policymakers. The two main contentious theories are realism and liberalism (Stephen, 1998, p.1).
Realism During the Cold War, realism was the dominant theory in explaining international affairs. Although elucidatory on the ways of eliminating conflict and war, many policymakers found it faulty in its approaches towards imperialism, international cooperation and competition.
Many policymakers believe that this theory ignored human nature and instead focuses on the international structure alone. Thus, employing this theory into practice means that the world will become unsafe through increased wars because every great power is seeking to control other nations (Wally, 1995. pp.13-21).
This theory makes assumptions that nations resemble each other even when there are rich countries and poor countries. Therefore, nations must look for modalities of amassing resources in order to determine the level of their powers. This perception can lead to security dilemma hence making many policymakers to pin down some of the theories of international relations. This theory makes nations appear individualistic, as the main aim is to protect self-interests for survival (Forde, 1995, pp. 141-160).
Liberalism Liberalism is another theory of international relations that has met criticism from many policymakers. Just like realism, the theory assumes that all nations are equal economically and military. Many policymakers argue that economic interdependence of states will babysit other nations from developing their own economy using the available resources. Additionally, the theory principally selects few transnational actors for example, multinational corporations from rich countries to control the world’s economy.
Get your 100% original paper on any topic done in as little as 3 hours Learn More This is disadvantageous to other smaller corporations especially in underdeveloped countries as they will not grow faster to reach the international standards. Through this theory, there is increased poverty around the world. Although this theory asserts that nations should strive to achieve economic dependence, it presents egoistic ideas under anarchical conditions.
The other problem with this theory as depicted out by many policymakers is that it assumes all people irrespective of their background are hungry for political, economic and military supremacy. From this assumption, it is hard to establish a policy that will cater for the needs of the whole people (Copeland, 1996, pp. 5-12).
Conclusion The main reason why many theories of international relations are of no use to policymakers is that these theories are mainly assumptions and take all human beings and nations are unitary. In reality, this is not the case. Each region or country in the world has its own resources. These resources are the one that sets the foundation of building the economy of the citizenry.
Many of these theories assert that every human being should strive egoistically to achieve personal success. Whenever this fails to happen, the have-nots will turn to those who have and finally conflict and war ensues. Nevertheless, we cannot discard these theories as they give us the glimpse of our future. In the same case, the practical world of policymaking should dictate human beings to develop theories consistent with real life.
References Copeland, D., 1996. Economic Interdependence and War: A Theory of Trade Expectations. International Security, 20(4), 5-12.
Forde, S., 1995. International Realism and the Science of Politics: Thucydides, Machiavelli and Neorealism. International Studies Quarterly, 39(2), 141-160.
Stephen, M., 1998. International relations: One world, many theories. Web.
We will write a custom Essay on Concepts of International Relations Theories: Realism and Liberalism specifically for you! Get your first paper with 15% OFF Learn More Wally, Z., 1995. International Relations and the Process of Ending the Cold War. Web.