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A Marketing Analysis Of The U.S. And Poland Cell Phone Industries. By: Christine Gehringer Andy Mohleuk Melissa Schlosser Maceij Pietrowicz Lina Kasyouhanan Dave Presley. Project Overview. Better understanding of the overall industry and environment in both the U.S. and Poland

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a marketing analysis of the u s and poland cell phone industries

A Marketing Analysis Of The U.S. And Poland Cell Phone Industries


Christine Gehringer

Andy Mohleuk

Melissa Schlosser

Maceij Pietrowicz

Lina Kasyouhanan

Dave Presley

project overview
Project Overview
  • Better understanding of the overall industry and environment in both the U.S. and Poland
    • Market saturation
    • Growth trends and opportunities
    • Environmental factors
    • SWOT analyses
  • Be able to identify the major players in both the U.S. and Poland
project overview3
Project Overview
  • Comparative analysis of U.S. marketing strategies and Poland marketing strategies
    • Who are the target markets in each country?
    • How do the two countries market differently?
  • Understanding the 4 P’s in each country
    • How do product, price, place and promotion differ between the U.S. and Poland?
u s industry analysis
U.S. Industry Analysis

How it all started…

  • 1947 – Researchers investigate the use of small cells with frequency reuse to increase the traffic capacity of mobile phones
  • 1977 – AT&T and Bell Labs constructed a prototype cellular system
  • 1981 – Motorola and American Radio started a 2nd U.S. cellular radio-telephone system
  • 1982 – FCC authorized commercial cellular service
  • 1983 – Ameritech made the first American commercial analog cellular service available
u s industry analysis5
U.S. Industry Analysis


  • Four major mobile telephony operators:
    • AT&T Wireless
    • Sprint PCS
    • Verizon Wireless
    • Cingular Wireless

In 2001 over $65 billion in revenues was generated with a

penetration rate of about 45%

u s industry analysis7
U.S. Industry Analysis


  • 1987 – Cellular telephone subscribers exceed 1 million
  • 1999 – Spending on wireless communications services totaled $45.2 billion
  • 2002 – 268 million people in the U.S. live in counties with access to 3 or more different operators
  • 2003 – Spending projected increase to $75.6 billion
u s industry analysis9
U.S. Industry Analysis


  • 3 major components
    • Antennas
    • Base
    • Towers
  • Semiconductor integrated-circuits & modems also important
  • Valued at $100 billion in 2000
  • Fixed amount of radio frequency or wireless bandwidth
  • Vendors work to increase capacity, coverage, and call quality with these set limitations
u s industry analysis10
U.S. Industry Analysis


  • Digital replacing analog
    • Benefits
      • Improve service reliability
      • Expand capacity of voice systems significantly
      • Lowers maintenance requirements
    • Problems
      • Poor voice quality
      • Difficult conversion for the cellular operators
u s industry analysis11
U.S. Industry Analysis

Threat of New Entrants

-Threat of new entrants

is high

-Moderately unfavorable


power of


Rivalry among existing

industry firms


power of


-Supplier power high

-Moderately unfavorable

-Buyer power low


-Rivalry is low to moderate

-Moderately favorable

Threat of Substitutes

-Threat of substitutes is high

-Moderately unfavorable

major players in u s
Major Players in U.S.
  • AT&T
  • Verizon Wireless
  • Cingular
  • Sprint
  • Competitive monthly fee
  • Best home area coverage
  • Best national coverage
  • Unlimited night and weekend minutes
  • Best rates international calling
  • Good website – compared to Verizon
  • Largest wireless provider
  • Lowest monthly fee
  • Good home area coverage
  • Good national coverage
  • Second best international calling
  • Easy to navigate website/ well organized
  • Second largest wireless supplier
  • Average home area coverage
  • No roaming charges from anywhere
  • Expensive international calling
  • Poor website/not easy to navigate
  • Smallest of four companies
  • Average monthly charges
  • Higher priced phones
  • Minimal home and national coverage
  • Minimal/non-existent international calling
  • Poor website – not easy to navigate and technical problems
major players in u s17
Major Players in U.S.
  • Cellular Service Comparison
competitive advantages summary
Competitive Advantages Summary
  • AT&T - Best coverage, unlimited nights and weekends
  • Verizon – Best monthly charges, good coverage, largest supplier
  • Cingular – No roaming calling from anywhere
  • Sprint- No competitive advantage noted in comparison
u s environmental analysis
U.S. Environmental Analysis
  • The Demographic Environment
    • As of December 2001, 128.5 million subscribers (45% of population)
    • 268 million people (94% of the total population) have three different operators offering mobile phone service
    • 229 million people (80 % of the population) live in countries with five or more mobile operators
    • Nearly 58% of Americans 12 and older own a mobile phone
u s environmental analysis20
U.S. Environmental Analysis
  • The Demographic Environment (cont.)
    • Geographic: Rural Vs. Urban
      • Virtually no difference in price
      • Usage is significantly different
u s environmental analysis21
U.S. Environmental Analysis
  • The Sociocultural Environment
    • “Cutting the Cord”—growing evidence proves more people are canceling service from their home telephone provider
    • Almost one in five mobile phone users regard their wireless phone as their primary phone
    • Even though average pricing has been increasing since 1999, usage has increased to an average of 385 minutes. An increase of 51% from the prior year, during the same month
u s environmental analysis22
U.S. Environmental Analysis
  • The Economic Environment
    • The average cost per plan is $36.70
    • Continued rollout of differentiated plans
    • The Americas (including Latin America) is the fastest-growing region with a compound annual growth rate of 73%
u s environmental analysis23
U.S. Environmental Analysis
  • The Political/Legal Environment
    • Deregulation of the Telecom industry
    • Spectrum licenses: Cellular, Broadband PCS, and SMR
u s environmental analysis24
U.S. Environmental Analysis
  • The Technical Environment
    • The four main digital technologies used in the U.S.: CDMA, GSM, Iden, and TDMA
    • Third Generation (3G): cdmq2000 1xRTT, GPRS, and WCDMA
    • Mobile Satellite Services (MSS) in the U.S.
u s environmental analysis25
U.S. Environmental Analysis
  • The Physical Environment
    • 276 million people, (97% of the total U.S. Population) live in counties where operators offer digital services using CDMA, TDMA/GSM, or IDEN technologies. These counties make up 70% of the total land are of the U.S.
u s swot analysis
U.S. SWOT Analysis
  • Strengths
    • Lows prices/affordability
    • Variety of service providers and calling plans
    • Calling plan benefits
      • free long distance
      • wireless web
      • PDA-like features
    • Easy of use
u s swot analysis27
U.S. SWOT Analysis
  • Weaknesses
    • Customer service
    • Service provider web sites
      • not user friendly
    • Mass marketing strategy
      • Need to market to different segments
      • Need to differentiate from competitors
    • Service contracts
u s swot analysis28
U.S. SWOT Analysis
  • Opportunities
    • Wireless web
    • Bundling
      • Bundle phone with accessories
    • Business to Business market
    • Work on current weaknesses
      • improve customer service
      • practice differentiated marketing
      • improve service provider web sites
u s swot analysis29
U.S. SWOT Analysis
  • Threats
    • Satellite communication
      • Current infrastructure would be rendered obsolete
    • Two-way radios
      • Nextel
    • Government regulations
u s threat matrix

High Impact

Low Impact

High Probability

  • Satellite communication

Low Probability

U.S. Threat Matrix



-Two-way radios

4 p s in the u s
4 P’s in the U.S.
  • Product
  • Price
  • Place
  • Promotion
4ps product
4Ps: Product
  • Voice & data products and services
  • Text Messaging
  • Wireless Internet
  • Family/share plans
  • Mobile-to-mobile
4ps price
4Ps: Price
  • Competitive pricing
    • Dependant upon local or national plans & number of minutes
  • “Options” pricing sets companies apart
4ps place
4Ps: Place
  • Internet sales & service
  • Full service stores for sales & service
  • Retail chains for activation
4ps promotion
4Ps: Promotion
  • TV, Print, Radio, Direct Mailings, and in-store placement
  • Sponsorships of Movies, TV, and events
  • Free services
environmental analysis
Environmental Analysis
  • Population 38 million
  • Europa’s 7th largest market (by population)
  • Geographics
  • Economic situation
  • Political situation
industry analysis39
Industry Analysis
  • Market potential
major players in poland
Major Players in Poland
  • Centertel
  • Polska Telefonia Cyfrowa
  • Polkomtel
polska telefonia cyfrowa sa
Polska Telefonia Cyfrowa SA
  • Financial Structure
  • 4.0 million customers
  • 98% signal coverage
  • Roaming data unavailable
polkomtel sa
Polkomtel SA
  • Financial Structure
  • 3.6 million customers
  • 96% signal coverage
  • Roaming with 227 operators in 113 countries
centertel sa
Centertel SA
  • Financial Structure
  • 2.8 million customers
  • 95% signal coverage
  • Roaming with 220 operators
polska telefonia cyfrowa sa45
Polska Telefonia Cyfrowa SA
  • Products




polkomtel sa46
Polkomtel SA
  • Products



and prepaid

centertel sa47
Centertel SA
  • Products




poland swot analysis
Poland SWOT Analysis
  • Strengths
    • High barriers of entry
    • Financial backing of international companies
    • Newest technology comparable with biggest foreign competitors
poland swot analysis49
Poland SWOT Analysis
  • Weaknesses
    • Small market capitalization
    • Small customer base
    • Undifferentiated marketing
poland swot analysis50
Poland SWOT Analysis
  • Opportunities
    • Low market saturation
    • E-banking and other PDA like applications
    • Direct marketing via cell phone
poland swot analysis51
Poland SWOT Analysis
  • Threats
    • Opening to the EU competition
    • Government deregulation
    • Satellite phone communication
    • Improvements in stationary phone services
4 p s in poland
4 P’s in Poland
  • Product
    • Voice and data transmission, SMS, MMS, news and weather messaging, e-banking
    • Hardware
  • Price
    • careful avoidance of direct price competition
    • prepaid, business and individual (postpaid) pricing
4 p s in poland54
4 P’s in Poland
  • Place
    • Three tiered distribution
    • Internet selling
  • Promotion
    • Three target markets
    • Print, media, event advertising, direct marketing

Biggest national market

Analog switching to digital - 4 technologies

Focus on individual users

“Cutting the cord”


Emerging market

Fully digital networks

1 technology

Focus on business and prepaid users

“getting the phone”


Trying to define niche market

Price competitiveness

Increasing the market share through price differentiation strategy


Three target markets

Avoidance of price comparisons

Service and features differentiation strategy