Market Entry Strategy Essay

4141 Words Jun 11th, 2013 17 Pages
EXECUTIVE SUMMARY
This plan seeks to investigate the viability of establishing Virgin Mobile in Nigeria, then launch upon conviction that the environment is conducive and how we will get our mapped-out target to use our services. For purpose of analysing the business environment, PESTEL and SWOT analysis was used and the focus was basically on the telecommunication industry.
PESTEL demonstrated that the environment is conducive for our company and products though there are a couple social unrests such as bombing but the Nigerian government is doing all it can to stop the situation. Nigeria is a developing country and so to continue to increase the rate of development, the government has removed all stringent restrictions on foreign
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The potential revenue from the investment of about N4 billion in marketing is N11,734,109,400 which satisfies the third objective of this plan.

Contents
EXECUTIVE SUMMARY 1
1.0 SITUATION ANALYSIS 3
1.1 SWOT ANALYSIS 3
1.2 PESTEL Analysis 4
2.0 Objective of the Plan 5
Synopsis of the company/ Market 5
3.0 STRATEGY 5
3.1 SEGMENTATION/TARGETING STRATEGIES 5
3.2 POSITIONING STRATEGY: 6
3.3 GAP ANALYSIS 7
4.0 IMPLIMENTATION 8
4.1 The 7 P’s 8
4.2 Industry Lifecycle 10
5.0 MARKETING BUDGET 11
6.0 Monitor/control 12
6.1 Contingency plan 12
6.2 Balanced Score Card 12
References 13
APPENDICES 17
Definition of Abbreviations 19

1.0 SITUATION ANALYSIS
1.1 SWOT ANALYSIS Figure 1 SWOT ANALYSIS (self-designed)
Virgin mobile has a good financial standing in that we are making profit though it dropped from £71.1 million in 2010 to £55.69 in 2011. The drop is consequent upon “high handset cost not passed to customers in order to reduce rate of chum and attract new customers” (Virgin mobile 2012). The overall finance of the company is consolidated with the profit of Virgin media incorporation. Trade creditors are settled by the parent and the effect of this is that Richard Brandson the CEO, can take money from the Business Unit (Virgin media) for investment in another business which could leave the business in jeopardy just has he

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