Marketing Plan

Table of Contents

Executive summary 3

Current Market Situation analysis 4

SWOT Analysis 10

Objectives and Issues 12

Marketing Strategy 13

References 17

Executive summary

Du is the second telecommunication company operating in the United Arab Emirates. Du was first launched in 2006, starting with providing mobile services which later developed in providing fixed telephony, broadband connectivity and IPTV services for businesses, individuals and homes. Du also provides carrier services for business and satellite up/downlink services for TV broadcasters. Above all that Du offer value and enhances their services every now and then.

By October 2011 over 5 million people and over 40,000 businesses have chosen to use Du’s services and become their customers.

Du’s objectives are driven and stem from the company’s vision and mission, which are:

Vision: To enhance your life, anytime, anywhere.

Mission: We want to delight our customers, be the employer of choice for the best talent, create optimal value for our shareholders through business excellence and innovation, and proudly contribute to the transformation of our community. We work to deliver our vision by using our talent, skills and energies to connect, inspire and reward all we touch, every day.

1. Market Situation Analysis

Current Marketing situation:

The telecommunication industry has widened with the strong potential, and determined marketing strategy and services that are more effective to attract more customers. Du is a telecommunication industry that was founded in 2006. It offers mobile and fixed telephony, broadband connectivity, and IPTV services to individuals, homes and businesses. Du consist of over 2000 employees, with more than 50% locals in the seniors management teams and customer-facing staff, and have around 4 billion revenue. It has flourished the UAE market by acquiring around 40% mobile market share within five years...