Marketing Audit
...Audit of AT&T Wireless
The data services and youth market represent substantial growth potential. Data services have been a huge success in foreign wireless markets. AT&T Wireless must find innovative ways to entice users to take advantage of these services, so that they can tap into this new market as well. The revenue obtained from data services can help offset the slow industry wide growth. This will enable AT&T Wireless to extract more money from their customers on a monthly basis. The lucrative youth market is more inclined to try text messaging, downloadable ringtones and the wireless web. Increase promotions geared toward the teenage market since they influence their parents purchasing decisions. Teenagers want to be fashionable and stay connected to their friends in ways other than and in addition to voice communication while having entertaining games all on their mobile phones. Exploit their youthfulness and research and modify products to adjust with what they value as they enter the young adult market.
There has been a sharp decline in customer satisfaction over the years. Customer complaints are on the rise especially since the difficulties began with the introduction of LNP (local number portability). In order to decrease churn and improve customer satisfaction AT&T Wireless's brand image must be rebuilt. Emphasize the benefits of the new GSM system on the web, in print and in television ads. Network quality is good but it can be strengthened by partnerships and licenses. This in turn will boost customer satisfaction ratings. Prepaid services are an option for the young market since they do not have enough credit history to acquire a contract. Continue to offer services for customers who fit this profile.
Competition is fierce with six major players in the wireless industry. Verizon Wireless is the largest wireless competitor but...
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