Marketing

BIRAC Analysis

Ramanda Hostler

MKT/571

April 30, 2012

Nan Isaac

BIRAC Analysis

T-Mobile is an American telecommunication service providing company known for consumer focused marketing and business strategies. The company is headquartered in Washington, DC and is the fourth leading wireless network service providers in the region (Rahn & Moritz, 2011). The objective of this paper is to conduct the BIRAC Analysis on T-Mobile and identify a marketing opportunity that would enable the company to attain a yearly 10% increase in its revenue. T-Mobile is a successful company in the telecommunications industry and currently holds a strong consumer base. A BIRAC Analysis would identify areas that can be improved in marketing and improve their position to the number one telecommunication company in the region. (Mac, 2007).

T-Mobile

T-Mobile has its origin roots with the creation of Voice Stream Wireless PCS a part of Western Wireless Corporation in 1994. In 1999, Voice Stream Wireless was spun off by Western Wireless to its shareholders, which created a publicly independent organization named Voice Stream Wireless Corporation. The company changed its name to T-Mobile International AG during 2002, which is a holding company of Deutsche Telekom, a German Telecommunication giant (Mansfield, 2011).

The company currently provides services to regions in the United States along with the U.S. Virgin Islands and Puerto Rico. T-Mobile currently owns more than 33.73 million consumers in the telecommunication sector and has yearly revenue of US$21.35 billion (Rahn & Moritz, 2011).

Identification of the Issues

Current marketing strategies must be analysed, before any marketing opportunities can be suggested to produce an increase of 10% annual revenue. T-Mobile lost a number of consumers about two years ago. The number of consumers lost by T-Mobile in the last quarter of...