Marketing Strategies Course: Milestone 3 paper will describe the marketing mix for your project, including product, promotion, distribution, and pricing.

Running head: T-MOBILE 1

T-MOBILE 2

T-Mobile

T-Mobile

T-Mobile is a publicly traded company that has a marketing challenge or problem. It engages in the selling of mobile phones as the focus of its business. This is an organization that was once regarded to be insensitive and arrogant to consumer’s frustrations. T-Mobile frustrated consumers with its complex marketing strategies or plans. It is associated with rigid programs to upgrade phones resulting to the gross loss of the then available devices in the market. The issue with this publicly traded company is that it did its things radically different with consulting or hiring marketing experts. For this reason, it took the company a long time to create a functional strategy.

It is important for T-Mobile to base their philosophy to revolve increasingly around specifically what consumers want. There is a need to employ a game changer approach in the existing marketing strategy of this publicly traded company. In particular, this is to do with its brand marketing strategy that the organization was doing wrong taking it a lot of time to realize its potential. There is need to integrate innovation capabilities in the marketing strategy to be developed to ensure that quick upgrades and follows on mobile phones and other related applications and ads help the organization succeed in every aspect. The intention is to ensure consumer wants are readily satisfied.

Modern organizations have taken the initiative to present their existing products in a changed version, in terms of packaging or in such a way that some of its features or qualities are maintained to make the product more attractive to customers. As modern markets continue are defined by emerging technologies, customers have also shifted their preferences in the way that they interact with their favorite brands. This has prompted the organizations to redefine their products to appeal to their existing customers and attract new potential customers. According to Todor (2014), in the modern marketplace, the quality of products or services alone cannot ensure companies success. Therefore, companies are considering rebranding and redefining of products and services as a necessary effort but not an option. Besides, redefining a product or service makes an organization to consider how they develop products and deliver services. Moreover, good branding of a product or a service is often regarded as redefinition.

T-Mobile recently launched a new line of accessories that include all the essentials of the devices that they offer. This allows customers affordable price options for outfitting their phones and tablets. This line of accessories is known as GoTo line and has provided customers with accessories of not only a great price but also exceptional quality products. These accessories include smartphone cases, screen protectors, and chargers. The chargers offered are for not only phones and tablets but also car chargers as well as wireless charging pads. In addition to the smartphone cases, chargers and screen protectors, the company also offers headphones such as Belkin, Tech21 and Case-Mate brands T-Mobile aims at providing its customers with great value from taxes and fees as well as data and texting services. Moreover, the company has its own GoTo wall charger with a 5K battery pack and cases (Richardson, 2020). These accessories cover Samsung Galaxy phones, as well as Apple’s iPhones. The affordable and quality accessories offered by T-Mobile provide its customers with more options and value.

By moving into a new line of product delivery, the company is fulfilling its mission of changing customer experience by focusing on customer needs. Moreover, the company is fulfilling customer needs of providing relatively affordable prices for their products. The company is also providing quality accessories to its customers, thus aligning with its mission ensuring product quality. Besides, all companies should make efforts to reach the optimal level of quality of its products to meet the expectations of their customers (Suchánek et al., 2015). As the company’s aims to ensure efficient product delivery through innovation, the company has driven innovation by providing wireless charging pads and wall chargers in their accessories package. This aligns with the company vision of transforming wireless services. Moreover, the company provides the accessories essentials with affordable prices aligning with its vision of proving affordable product and service delivery.

In a nutshell, the marketing problem identified needs to be addressed. One can consider product redefinition that helps businesses to open doors to market advantage, pricing power and loyalty among its customers. In this modern era of dynamic market environment, there is a need to implement changes and redefine brands to stay relevant in the current market and stage for the future. When redefining a product or service, it is vital to focus on the customer and their preferences. Today, customers often go for high quality and innovation in their product quality preferences. However, customer perception varies based on quality, price and service provider attributes (Paulrajan & Rajkumar, 2011). As T-Mobile has focused on driving innovation with product and service delivery, it has been able to retain its customers while appealing new ones. This, therefore, implies that not only does focusing product redefinition on innovation essential to existing customers but also potential customers.

References

Paulrajan, R., & Rajkumar, H. (2011). Service quality and customers preference of cellular mobile service providers. Journal of technology management & innovation, 6(1), 38-45.

Richardson, D. (2020). T-Mobile Launches GoTo Accessories For Smartphone Essentials. Android Headlines.  https://www.google.com/amp/s/www.androidheadlines.com/2020/01/t-mobile-goto-smartphone-accessories.html/amp.

Suchánek, P., Richter, J., & Králová, M. (2015). Customer satisfaction, product quality, and performance of companies. Review of economic perspectives, 14(4), 329-344.

Todor, R. D. (2014). The importance of branding and rebranding for strategic marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 7(2), 59.