A proposed marketing plan for Globe G-Cash

Date of Publication

2005

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Chua L. Delayco

Defense Panel Chair

Milette L. Zamora

Abstract/Summary

The Telecommunications industry has three major players, namely Globe Telecom, Smart Telecom, Sun Cellular. Globe and Smart have been around for quite some time, while Sun Cellular started only a few years back. New and state-of-the-art technologies are being introduced almost every second.

Globe Telecom's G-Cash has about 37% market share. While as a whole, Globe Telecom has about 13 million subscribers, 1 million of which are Globe G-cash users.

Globe G-cash reach its customer through different features. This paper aims to explain in detail those features evaluate strategy to assess proposed future plans of action.

This marketing plan has an overview of the industry, the strengths and weakness of the company and the comparison with direct and indirect competitors. It also includes proposed marketing strategies that may help the company, may it be promotion, advertising of public relations. The aforementioned strategies are geared toward an increase in subscriber rate, at the same time in Globe G-cash consumer awareness to about 76%, This paper also presents data gathered and formulated to make the most efficient strategy possible, for the company relies on such numbers that contribute to their position in the industry.

The percentage change in sales per subscriber will be measured through acquisition of new subscribers, which will amount to 2.75 million from the current 1 million by the end of 2006. In this nature, this will yield a subscriber rate of 21% in relation to the 13 million total Globe subscribers.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16205

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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