Anik Telecom Essay Example

Anik Telecom Essay Example Anik Telecom Essay Anik Telecom Essay USB Cable Analysis of the msrket strategies Anik Telecom established in Year 1996 and mainly focus on mobile phone chargers and mobile phone batteries, Inverter, IPS, UPS, AA, AAA Alakaline and Li-Ion Battery, Energy Saving Lamp, Electric Fan, Solar Home System and other Telecommunication Material and Equipment which used for various application, such as Mobile Phone, Household Applications. To establish a successful company Anik Telecom had to set a strong and clear stategy and those marketing strategy can be divided into three sector.They are : 1. Segmentation 2. Targrting 3. Positioning And on this categories Anik Telecom marketing strategy has been explain bellow : Segmentation A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. An ideal market segment meets all of the following criteria: * It is possible to measure. It must be large enough to earn profit. * It must be stable enough that it does not vanish after some time. * It is possible to reach potential customers via the organizations promotion and distribution channel. * It is internally homogeneous (potential customers in the same segment prefer the same product qualities). * It is externally heterogeneous, that is, potential customers from different segments have different quality preferences. * It responds consistently to a given market stimulus. * It can be reached by market intervention in a cost-effective manner. It is useful in deciding on the marketing mix. Bases for Segmenting Consumer Markets are : * Geographic * Demographic ( Age, Gender, Family life cycle ) * Psychographic ( Personality, Motives, Lifestyles, Geo demographics ) * Behavioral ( Occasion, Benefit, User status, Usage rate, Loyalty status ) Geograph ic Segmentation In 1996 the Geographic segmentation of Anik Telecom was different from today. On that time they worked with YAGI Antenna and this type of antennas were using in rural areas of Bangladesh because the signal system of cell phone was not that much good like today.So people had to use YAGI antenna for cell phones. But now the Geographic segmentation of this company has been changed and now their Geographic segmentation is almost same for whole country because signal system has been developed and now people are not using YAGI. Now Anik Telecom basically working with Battery and Travel Charger and the need of these products are same in whole country. Demographic ( Age, Gender, Family life cycle ) Demographic segmentation of Anik Telecom is very general because almost all 18+ people of our country is using cell phone and male and female both are using.So we can say that Anik Telecom sell their product to cell phone users. Psychographic ( Personality, Motives, Lifestyles, Ge o demographics ) In Psychographic segmentation Anik Telecom worked with Lifestyles. They producing changer for all kind of hand sets. Now they also producing charger for cell phone which can be using in car. So people who drives his/her selfs they can charge their cell phone in their car. Behavioral ( Occasion, Benefit, User status, Usage rate, Loyalty status ) In behavioral segmentation Anik Telecom works a lot.Let us introduce this segment through point by point. * Consumers are being benefited by the products of Anik Telecom. Their products are highly potential, long lasting and they give six months warranty. * Price is a big factor keeping this on mind Anik Telecom produced their sell their products according to the income of the people. * The consumption of the products of Anik Telecom vary greatly according to the social class as it is low price product it suits with the people baget.On the other hand because of low income people prefer their products most because of the affor table price. * Because of their quality products and good service customers get satisfied for which next time they buy products from this company. And thus they turn into loyal customers of the company. * Marketers want to reinforce and retain users,attract targeted and reinvigorated non-users. Keepnig this strategy in mind Anik Telecom is producing new quality products and selling them at a low price to attract the non-users and keeping the current users in their hand.