Evaluate The Present Marketing Mix Of T-Mobile And Make Recommendations For The Development Of The Marketing Mix In The Future.

        T-Mobile has one group-wide common technology platform, based on GSM, the world’s most successful digital wireless standard. This also makes T-Mobile the only mobile communications provider with a seamless transatlantic network.

        The group has six UMTS or ‘3G’ licences covering most of its major markets including Germany, the UK, Austria and the Netherlands, establishing the platform from which to offer some of the best and fastest data services on an international scale.
 

 Long-term Aim

In September 2001, T-Mobile and mm02 announced a UMTS network partnership in the UK and Germany. In April 2003, the company joined forces with Telefonica Moviles and TIM to create joint services in roaming, voice, data and mobile Internet as well as handset development and procurement. The alliance was further strengthened in June 2003 when Orange announced its participation. T-Mobile also teamed up with Vodafone, Orange and Telefonica Moviles to form Simpay, allowing people to buy low-cost items via their mobile phone account. 

This collaborative approach has helped T-Mobile establish the world’s largest GPRS roaming footprint covering 27 countries and puts it firmly on track to achieving its strategic aim of being among the top three players worldwide.

In the UK, one of the most competitive markets in mobile telecommunications, T-Mobile has over 12.5 million subscribers from the 10.75 million it had when the company re-branded in 2002.

The Present Marketing Mix of

What is the Marketing Mix?

The marketing mix is the four things that together decide what market a company gets. These four things are product, price, place and promotion. Depending on what the company does within these four things will determine their target market. The company will aim to get positive responses by mixing these together.

 It’s Products

The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of that offer. T-Mobiles main product is its network service. Its customers pay for the use of their network to communicate with each other. Although this is their main product it does have others such as selling phones and phone accessories. T-Mobile does not make these products but buys them from other companies such as Nokia or Siemens. They are then sold in the T-Mobile shops so they count as a product. Other types of products are the WAP service that T-Mobile supplies. This is where you can download ring tones, games, information and backgrounds to your phone. The final type of product that T-Mobile offers is customer service. This can cover anything from talking to a shop assistant about a phone or calling a customer help line. An example of a product is the Siemens MC60. This is a picture of it and a table of its features. T-Mobile is currently selling it.      

The Product Life Cycle

This graph shows the time a product has been out to the amount of sales that product has made. As time goes on the product passes through 7 stages. The red dot signifies where the Siemens MC60 is in its life.

 

As you can see from the graph this product is moving out of the maturity stage and into the saturation stage. Generally phones have a short life cycle because they are a fasion item and fasions change quickly. Music CDs are similar to phones their life cycle is short because new CDs are released and people become bored of the old music.