This paper is about Amaysim company, please use the attached ppt presentation.Assessment Title: Written Review and reflectionAssessment DescriptionThis assessment is your opportunity to demonstrate...

This paper is about Amaysim company, please use the attached ppt presentation.Assessment Title: Written Review and reflectionAssessment DescriptionThis assessment is your opportunity to demonstrate your ability to apply and review a current realworld strategic problem. This assessment explores the practice of “Doing” At the same time, you will need to identify the practical implementation of recommendations and reflect on what you have learned about strategy and leadership and your role as an effective manager as a result of the week 6 guest speaker .Your instructions are therefore as follows:1. Attend one of the guest speakers in week 6.2. Identify the strategic problem discussed in the guest speaker’s presentation a. Conduct analysis of the problem and integrate at least 10 quality practical /academic secondary sources into your review3. Develop a set of strategic recommendations arising from the research.







PowerPoint Presentation An Exploration into Deep Customer Insights and the Development of Market Opportunities Case 1. Amaysim and B2C Marketing Case 2. B2B Relationship Health Presented by Associate Professor David Gray An Exploration into Deep Customer Insights and the Development of Market Opportunities Case 1. Amaysim and Macquarie University Issues Imagination The Business Issue Research  Analysis  Synthesis Insight  Re-Imagination  Product Development The Solution The Opportunity  Execution – Key Messages Key Outcomes Remember the basics Identify segmentation variables (needs & behaviour) and divide market into Develop profiles of resulting segments Evaluate the attractiveness of each segment Select the target segments to enter Identify possible positioning concepts for each target segment Select, develop, communicate the chosen positioning concept Market Segmentation Market Targeting Market Positioning What are the Steps in Market Segmentation, Targeting & Positioning? MKTG303 2011 Seminar 6 Semester 1 Seminar 6 - Measuring Market Opportunities - Dr David Gray 3 3 Dr David Gray Seminar 6 MKTG303, Sessioon 1, 2008 amaysim began operations on the 23rd November 2010. It is a new challenger brand in the fiercely competitive $13.2 billon dollar residential Australian mobile phone market (IBIS World J7122 Industry Report May 2012). Its immediate challenge from launch was to quickly grow awareness and market share in a competitive, yet stagnant, market. The founders of amaysim designed the business model based on their previous telco ventures in Europe and locally. The basis of the business model is simple: no lock in contracts, a 100% Australian customer service centre and an easy-to-understand BYO phone policy. Australians love and hate their mobile phones. According to Euromonitor in 2011, there were some 25.54 million mobile phone subscriptions, more than one for each member of the Australian population. Complaints, however received by the received by Telecommunications Industry Ombudsman (TIO) in 2011 were a record 197,682 up 18% on the previous year. Consumers though are quite cynical, with 42, 300 in the same year complaining to the TIO that providers did not meet their promises. Case 1 - The Business Issue 2012 AWARDS FOR MARKETING EXCELLENCE AUSTRALIAN MARKETING INSTITUTE The challenge then for amaysim was how to encourage switching and gain the trust and acceptance of an ambivalent Australian public of their low-cost business model. Amaysim realised that in this early launch stage it needed to very precisely and systematically assess the dynamics of brand switching within the context of the Australian market. Such consumer insights will be a key predictor of the likely success of the company’s market share aspirations and its overall strategy. As a small niche player, the challenge was to achieve this outcome without a large marketing budget and distribution network. In addition, both amaysim and Macquarie University viewed the consumer insights program as an opportunity to provide thought leadership into the removal of market inequalities and associated weaknesses. Such a program could provide independent, evidence-based input into government and regulatory policy making. It would also provide the opportunity to comprehensively illustrate the need for new, nimble operators in the Australian market to break the current state of confusion and complex telco customer relationships. The Business Issue Develop a consumer insights research based marketing and communications program. The objective is to examine why mobile phone service markets are not working well for consumers in Australia, to assist amaysim and public policy makers in the goal of reducing consumer complaints and eliminating the problems of consumer bill-shock. A consumer insight and communications program was agreed in September 2011 between the partners and comprised: 1. A literature review to identify knowledge gaps in the decision-making process; Seven focus groups to begin studying the customer switching process from initial dissatisfaction, through to the decision to switch to a new mobile service provider; An online nationally representative survey of 1600 mobile phone service consumers to investigate various aspects of the consumer switching process. For the first time in Australia the research program aimed to produce a market performance benchmark indicator (MPI) model to measure consumer perceptions of mobile phone carrier market performance. This incorporated consumer perceptions of product comparability, trust, experience of problems & complaints, consumer satisfaction, consumer perceptions of the industry’s ethical stance and perception of how difficulty it was to switch brands; A communications program was to be developed by amaysim’s public relations firm openhaus and amaysim’s public relations manager to inform the media, stakeholders and consumers of the results of the research. The Solution The State of the Mobile Nation Report identified significant potential for amaysim to grow its business and capture market share from its competitors. An estimated 2.5 million people (i.e. 16% of the adult population) switched mobile telco brands during the last 12 months and a further 6.4 million people (41%) seriously thought about switching their carrier. The results showed that consumer perceptions of mobile market performance benchmark indicators (MPI) were in all areas much worse than their comparable European Union counterparts. Table 1, from the Macquarie University State of the Mobile Nation Final Report, demonstrates these findings. The research clearly showed that the amaysim product offer of no lock in contracts, a 100% Australian customer service centre and an easy-to-understand BYO phone policy should resonate with the Australian public as awareness of the company grows. To successfully achieve a break-through strategy in a market dominated by such consumer ambivalence and distrust required effective communication strategies on top of strong above the line marketing. amaysim and its public relations agency openhaus utilised the insights from Macquarie University’s research to build consumer awareness of the benefits of amaysim’s products and drive switching debate. The Opportunity - Business Result The execution plan for the dissemination of the research covered two distinct phases. Phase one - coincided with amaysim’s first anniversary in November 2011. The message would focus on brand switching and the resulting savings consumers could make, themed: Smart Aussies saving more than $600m by shutting the door on mobile Telco hopelessness.” Phase two – released the “Final Report on the State of the Mobile Nation” in March 2012. The message would focus on consumer attitudes towards unexpectedly high phone bills (i.e. ‘bill- shock’), confusing mobile plans and lack of transparency in fee structures and over charging. The theme of the release was: “Macquarie University mobile report shows more than 10 million Aussies are being charged for services they don’t use.” The Execution “ The Execution – Key Messages “ Table 2 shows that 16% of adult Australians with a personal mobile phone account saved an estimated combined total of over $622 million; Overall consumer satisfaction levels are relatively low with only 25% of consumers satisfied with their current provider; The top reasons consumers cited for switching mobile phone carriers were: inadequate coverage (39%), under/over spends on their plan (39%) poor customer service (30%) wanting a new handset (30%) 41% of consumers thought seriously about switching but haven’t switched as yet. The major reasons for not switching during the last 12 months were : that the cost and effort required to switch was too large (37% of respondents) and the fact that their contract made switching difficult (30%). The report identified Gen X as the most likely to switch (53%), closely followed by Gen Y (48%) The top reasons people don’t switch providers are: Contracts make it too difficult (33%), It’s hard to find the cheapest provider (32%), and The cost and effort required (25%) The Execution – Key Messages “ Key messages – Macquarie University Final Report - State of the Mobile Nation Report - 28 March 2012 68% of mobile users (i.e. 10.5 million adults) don’t utilise all of their ‘included value’ in their plan; Table 3 shows that 45% of mobile phone consumers (i.e. 7 million people) experience bill shock; 64.5% of consumers have never approached their carrier about the size of their bill Bill shock cost consumers an estimated $560m per year; Consumers experience bill shock on average twice a year or $80 per person per year; 31% of mobile phone users (i.e. 4.8 million adults) experienced both bill shock and under utilisation of included services; 53% of consumers on 12month caps experience bill shock – the highest degree of overspend More women (53.9%) experience bill shock than men (40%) 36.1% of women use all the value in their plan, compared to 28% of men The Execution – Key Messages “ The Execution- Key Messages – Bill Shock- Make consumers take notice “ Table 3: Size of Bill Shock in the Australian mobile Market Note: Australian Bureau of Statistics (ABS) 31010DO002_201103 Australian Demographic Statistics, Mar 2011. Other estimates based on the Macquarie University Survey data. (7 million experienced bill shock, or 45% of all mobile phone users X median overspend per bill $40 X 2 (median occurrence of bill shock) = $560 million dollars. For each of the two stages to the media communications program the process was executed as follows: Macquarie University completed the report. amaysim’s PR firm openhaus then prepared the media briefing document. openhaus then contacted a range of relevant media organisations to pitch the State of the Mobile Report. The parties agreed that media interviews on the launch day would be conducted jointly with Macquarie University presenting the results of the mobile phone consumer insights research followed by Rolf Hansen, amaysim CEO. The advantage of this approach was that the integrity of the research was guaranteed by the independence of the Macquarie University research team. The Process      The design, completion, publication and dissemination of the results of a landmark study into the brand switching attitudes and behaviours of Australian mobile phone consumers; Inform and empower mobile phone consumers of the benefits of switching mobile phone through a public awareness campaign facilitated through the publication of the research; The development of a benchmark consumer market performance indicator (MPI) from which mobile phone service providers and government regulators are now able to measure the success of service provider customer care programs going forward into the future; The key outcomes that contributed value to the organisation       The State of the Mobile Nation Report provided the opportunity to drive industry debate as to the level of consumer dissatisfaction and how mobile industry marketing practices could be improved to improve consumer dissatisfaction. Its results illustrate the need for new, nimble operators in the Australian market to break the current state of confusion and complex Telco/customer relationships; The State of the Mobile Nation Report has been requested by a number of regulatory agencies including the ACCC, TIO and the NSW Office of Fair Trading. The key outcomes