Marketing

Principles of Marketing

– MKTG1199 Group Assignment

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Next generation nationwide broadband network (MaxInfinity)

Executive summary

This report aims to introduce Starhub’s new technology of internet, MaxInfinity into the Singapore market. MaxInfinity; indicating having unlimited capabilities, surpasses the existing technology in many aspects such as performance, cost and flexibility.

As MaxInfinity will be competing in a new market with its competitors, Starhub wishes to be the leading market share holder this time round while creating more opportunities for MaxInfinity in the future. Hence we set our marketing objective to achieve a convincing 100 000 MaxInfinity users over the next 12 months. The main objective will be broken into 4 quarters as milestones to monitor progress and performance. This is to exercise proper control and keep our marketing program on track.

However, introducing a new product into the market is always challenging as it will face numerous factors. After analyzing our present market situation and macro environment, we have developed the following strategies to help achieve our marketing objectives. With the survey result’s support, our marketing strategies from market segmentation take form to be as competitive as possible. Our primary target markets are households which are highly engaged in internet gaming, or other media activities such as streaming videos. We are going to position MaxInfinity as a high-quality product but maintaining it at an affordable price.

To improve from existing marketing mix strategies, MaxInfinity is packaged with comprehensive features and differentiated advantages over its competitors. The old broadband’s weakness of instability was overcome by MaxInfinity thus giving Starhub more confidence. And to avoid the present deal prone customers, our pricing strategies are maintaining our price level and increasing the value of...