MARKETING RESEARCH PROCESS: OPTUS AS A CASE STUDY

Marketing Research Process: Customers from telecommunication services provides

“Optus as a Case Study”



Table of Contents

Introduction4

Research Objects5

Research Questions6

Brainstorming6

Proactive Problem Solving and Critical Thinking7

Information Needs7

Type of Study8

Qualitative Research8

Research Design9

Qualitative - Instrument 1: Observation9

Quantitative - Instrument 2: Surveys / Questionnaires10

Sampling Technique - Random Sampling10

Main Ethical, Professional, and Reputational Issues10

Exploratory Research - Findings11

Brand Promise12

Brand value13

Brand Differentiation13

The process of IMC14

Customer Experiences15

Customer Dialogue17

Customer segmentation18

Recourse18

Conclusions20

Recommendations20

References23

Appendix - Questionnaire26

Executive Summary

This case involves in researching into what consumers think about the “OPTUS” service providers and the service basically that they provide. Given a prospective gap is identified; the findings suggest how the Optus service providers would like to capitalize on the opportunity and explore the potential gap in the market. The management problem definition is: to identify a potential gap for Optus telecommunication services and how to include improvements in the form of changes within the service arena. Findings to this research will tell us the Quality of services and speed are the two most important traits that a customer sees in a telecommunication service provider. Most respondents feel the lack of new packages being introduced and many believe that the variety in options available should increase. Most respondents also were hence partially satisfied with their current service providers.

This paper starts off with a brief overview of the research topic. It then moves on discussing what the research entails by detailing the research objectives, questions, and approach to management problem and literature review that builds a conceptual framework for the study. This study then progresses with a thorough description of the research method, research design, sampling size and technique and analysis methodology that the researchers plan on undertaking in this research. This research proposal then concludes itself by including the questionnaire under its primary research scope, and also highlights what the research study findings seemed like.

Marketing Research Process: Optus as a Case Study

Introduction

Mobile phones and mobile phone service has become a highly competitive and increasingly mature business around the world. Customers are more and more demanding as mobile phones are turning into commodity, a status symbol and a lifestyle statement. The mobile market is one of the high growth areas in the British telecommunications market. In mid-1999 UK had a mobile telephone penetration rate of around 33 per cent with about 6.5 million mobile customers. It has been estimated that the mobile telephone penetration rate is likely to reach 40 to 45 per cent by the year 2001/2002 (that is, 8 to 9 million customers) which will be shared mainly by Telstra, Vodaphone, Optus, Orange, AAPT and so on(ACCC) (Tom, 2005). Among this crowded market, Optus is a good example of a mobile phone service company that is creating a brand experience by building a brand image combined with brand communications to differentiate itself from other rivals.

Optus is the second largest telecommunication company in UK, and is wholly owned subsidiary of Singapore Telecommunication. The company primarily trades under the Optus Brand, while maintaining several wholly owned subsidiary brands, such as Virgin ...