14:11, Thursday, May 29, 2025

Cellphone Shop Marketing Plan

Table of contents

EXECUTIVE SUMMARY 1
1 OVERVIEW OF THE COMPANY 2
1.1 INTRODUCTION 2
1.2 THE MISSION STATEMENT 2
1.3 MARKETING GOALS AND OBJECTIVES 2
1.4 CURRENT SITUATION 3
1.5 KEY SUCCESS FACTORS 4
1.6 MACRO ENVIRONMENT 4
2 MARKET DEFINITION 8
2.1 COMPETITORS 8
2.2 SIZE 9
2.3 GROWTH 10
2.4 PROFITABILITY 11
2.5 DISTRIBUTION AND MARKETING COMMUNICATION PRACTICES IN THE INDUSTRY 12
2.6 MARKETING COMMUNICATION 13
2.7 TRENDS IN THE INDUSTRY 13
2.8 COMPETITOR ANALYSIS 14
3 CELL POWER SWOT ANALYSIS 15
4 MARKETING STRATEGY 17
4.1 SEGMENTATION 17
4.2 TARGET MARKET 19
4.3 TARGET MARKET CHARACTERISTICS 20
4.4 POSITIONING 20
4.5 MARKET RESEARCH 21
5 MARKETING MIX 23
5.1 PRODUCT 23
5.2 DISTRIBUTION / PLACE 24
5.3 MARKETING COMMUNICATIONS STRATEGY 25
6 FORECASTS AND BUDGETS 27
7 IMPLEMENTATION AND CONTROL 31
7.1 CONTROL 31
7.2 IMPLEMENTATION 32
7.3 CONTINGENCY PLANNING 32
7.4 BREAK-EVEN ANALYSIS 33



List of tables
TABLE 1 MOBILE TELEPHONE NUMBERS IN SOUTH AFRICA BY YEAR 11
TABLE 2 CELL POWER SWOT ANALYSIS 16
TABLE 3 SEGMENTATION PREPAID AND STARTER PACKS MARKET 17
TABLE 4 SEGMENTATION CONTRACT MARKET 18
TABLE 5 TARGET MARKET SEGMENTATION 19
TABLE 6 BUDGETED INCOME STATEMENT 28
TABLE 7 AREAS TO MONITOR PERFORMANCE 31
TABLE 8 IMPLEMENTATION MILESTONES 32



List of figures
FIGURE 1 CELL PHONE PENETRATION WITHIN SU-LSM 3
FIGURE 2 SAARF LSM - EASTERN CAPE 4
FIGURE 3 CPIX INFLATION BETWEEN 2000 AND 2008 5
FIGURE 4 POPULATION GROWTH IN SOUTH AFRICA BETWEEN 2000 AND 2008 6
FIGURE 5 LIFE EXPECTANCY AT BIRTH IN SOUTH AFRICA BETWEEN 2000 AND 2008 7
FIGURE 6 MOB ...
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