Strategic Marketing Plan: Marketing Plan Description

Anonymous
timer Asked: Oct 16th, 2018
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Question Description

Write a 1,750- to 2,100-word paper in which you evaluate situational marketing strategies, objectives, and tactics. Verizon Wireless

Analyze the concept of corporate social responsibility and how it relates to new products and objectives that align with your marketing plan.

Analyze the marketing strategies, objectives, and tactics for your product as it relates to the following:

  • Target market
  • Promotional channel
  • Pricing
  • Product

Evaluate the financial objectives for the product.

Format your paper consistent with APA guidelines.

Unformatted Attachment Preview

Verizon Wireless, Inc. Profile 1 Verizon Way Basking Ridge, NJ 07920 United States Phone : +1-908-559-2000 WELCOME Hoover's is the business information resource that delivers a unique combination of up-to-date data, broad coverage, and comprehensive information about companies, decision makers, and industries - along with powerful tools to put this information to work for your business. Hoover's offers everything you need to successfully: * Identify and evaluate potential sales leads, markets, and business partners * Deepen relationships with current customers * Assess competitive risks and eliminate threats * Build presentation-ready reports and customized lists of companies, industries, and decision makers Unlike other business information providers, only Hoover's has a full-time, in-house editorial and research team dedicated wholly to investigating, pinpointing, authenticating, and analyzing data to provide the most comprehensive, up-to-date information available on companies, industries, and executives. HIDDEN TEXT TO MARK THE BEGINNING OF THE TOC 866-541-3770 • HOOVERS.COM Jun 06, 2018 • PAGE i Table of Contents Company Overview 2 Key Information 2 Key Financials 2 Key People 3 Company Description 4 Industry Information 5 People 6 People 7 Biographies 8 Ronan Dunne 9 Frank Boulben 9 Eric Lewis 9 Christina Churchman 10 Robert Melillo 10 Helene Milbert 10 Timothy Orlowski 10 Todd Vandenbrand 10 Mark Bartolomeo 10 Beth Bailey 10 Shamik Basu 10 Jeffrey Black 10 Jim Boxwell 11 Matthew Carr 11 Regina Carroll 11 Michael Francingues 11 Vijay Ganesan 11 Kelly Harrigan 11 Dan Hartman 11 Thomas Hennessy 11 Eugene Hinners 11 Billie Huntley 12 Andrea Kimmet 12 Diane Koskey 12 Abel Leites 12 Rosemary McNally 12 866-541-3770 • HOOVERS.COM Jun 06, 2018 • PAGE i Adams Michael 12 Tamara Mosley 12 Timothy Popp 12 Vikram Rawat 12 Michelle Rhoades 13 Tim Robinson 13 Jill Saad 13 Mike Szukala 13 Zimmerman Tom 13 Melanie Adamitis 13 Michael Adams 13 Theodore Ahmanson 13 Dominick Algeria 13 April Allen 14 Vincent Ansolone 14 Rod Armstrong 14 Michael Aronson 14 Jeffrey Baker 14 Habib Balde 14 Michael Barnhart 14 Paul Battenfield 14 Gregory Baxter 14 Pamela Becker 15 Karen Bellow 15 Competition 15 Competitors List 866-541-3770 • HOOVERS.COM 15 Jun 06, 2018 • PAGE ii Company Overview 1 Verizon Way Basking Ridge, NJ 07920 United States Phone : +1-908-559-2000 Verizon Wireless is the #1 US wireless phone operator in terms of sales and subscribers (ahead of top rival AT&T Mobility). Serving nearly 137 million consumer, business, and government customers nationwide, the company offers both standard post-paid (about 95% of its customers) and prepaid subscription plans. It distributes new and pre-owned phones from manufacturers including Samsung Electronics, BlackBerry, LG, and Apple. The company also offers mobile data services, including text messaging, multimedia content (V CAST), and Web access. Verizon Wireless is wholly owned by Verizon Communications after Verizon bought the part that had been owned by UKbased global communications giant Vodafone in the companies' joint venture. Key Information DUNS Number Location Type Subsidiary Status Manufacturer Company Type Ultimate Parent Ultimate Parent DUNS Plant/Facility Size (sq. ft.) Owns/Rents Foreign Trade Total Employees 1-Year Employee Growth Employees At This Location Year of Founding or Change in Control Primary Industry Primary SIC Code Primary NAICS Code Tradestyle Latitude/Longitude 884638305 Headquarters Yes No Subsidiary Verizon Communications Inc. 107212169 175,000.00 Rents Imports 397 0.00% 12 1995 1594:Wireless Telecommunications Services 48129901:Cellular telephone services 517312:Wireless Telecommunications Carriers (except Verizon 40.725205 / -74.533825 Key Financials Fiscal Year-End 2013 Sales (Actual) December $81,000.00M Prescreen Score High Risk Key People Name Title Mr. Ronan Dunne EVP, Verizon and Group President, Verizon Wireless Mr. Frank Boulben SVP, Strategy and Marketing Mr Eric Lewis Principal Engineer Ms Christina Churchman Client Partner Mobile Solutions Healthcare Wireless Business Group 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 2 Name Title Mr Robert Melillo Client Partner Ms Helene Milbert Mr Timothy Orlowski Client Partner Connected Solutions Wireless Business Group Mr Todd Vandenbrand Client Partner Mobile Solutions Mr Mark Bartolomeo Vice President, Sales Ms Beth Bailey Associate Director Government and Education 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 3 Company Description Operations To support the growth of its mobile services, Verizon was the pioneer among major US carriers in implementing the advanced 4G LTE (long-term evolution) technology. It has LTE deployed in about 500 of its markets, even rural areas, covering about 300 million people. The 4G LTE network carries about 84% of its wireless data traffic. Verizon Wireless is able to deliver faster speeds to customers through LTE and improve its margins through reduced operating costs. Geographic Reach Verizon Wireless operates more than 1,700 retail stores across the US. Sales and Marketing As with other wireless carriers in the US, Verizon spends heavily on advertising across all media -- TV, print, radio, and digital. Financial Performance Overall sales grew some 8% in 2014 to $87 billion. Verizon Wireless makes money from customers' monthly service fees and sales of mobile devices. In 2015 it enjoyed revenue increases from services, up 5%, and equipment, 26% higher. Strategy Parent Verizon Communications continues to build its wireless business as it advances further toward its goal of becoming a more robust telecom services company. The growing wireless business is central to its aspirations and accounts for nearly 70% of Verizon's total revenue. Verizon Wireless is the beneficiary its parent's spending to develop infrastructure, which runs $16 billion to $17 billion a year. Company Background Verizon Wireless became the leading US mobile carrier in 2009 with the $30 billion purchase of Alltel, adding about 13 million subscribers. In order to gain approval for the acquisition, Verizon had to exit about 100 US markets through the divestiture of assets located mainly in rural areas where Alltel had overlapping operations. As part of this restructuring, AT&T paid about $2.4 billion for rural assets in 18 states, taking on about 1.6 million new subscribers as part of the deal. In a similar transaction, Verizon Wireless sold assets in six states to ATN International for about $200 million. Verizon Wireless began operations in 2000 when a former Baby Bell, Bell Atlantic, and Vodafone combined their US wireless assets. The company gained GTE's US wireless operations when Bell Atlantic bought GTE to form Verizon Communications that year. 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 4 Industry Information Hoover's Industries > Media > Telecommunications Services > Wireless Telecommunications Services ( primary ) Primary SIC Code 48129901 : Cellular telephone services Primary NAICS Code 517312 : Wireless Telecommunications Carriers (except Satellite) Denotes In-depth Industry Insight by Hoover's Editorial Staff 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 5 People Employees Title Name EVP, Verizon and Group President, Verizon Wireless SVP, Strategy and Marketing Principal Engineer Client Partner Mobile Solutions Healthcare Wireless Business Group Client Partner Client Partner Client Partner Connected Solutions Wireless Business Group Client Partner Mobile Solutions Vice President, Sales Associate Director Government and Education Director Cloud And Location Services Con Director, Strategic Investments Associate Director Product and Business Development Sales Operations Director Director Associate Director Associate Director Director, National Distribution Director External Communications Associate Director Indirect Operations Cxm Director Cap Li Associate Director Marketing Director, Marketing Associate Director Marketing Director Real Estate Portfolio Management Director Director Data Sales Associate Director Director Re Operations 866-541-3770 • HOOVERS.COM Age Salary Bonus Mr. Ronan Dunne -- -- Mr. Frank Boulben Mr Eric Lewis Ms Christina Churchman ---- ---- Mr Robert Melillo Ms Helene Milbert Mr Timothy Orlowski ---- ---- Mr Todd Vandenbrand Mr Mark Bartolomeo Ms Beth Bailey ---- ---- Mr Shamik Basu -- -- Mr Jeffrey Black Mr Jim Boxwell --- --- Mr Matthew Carr Ms Regina Carroll Mr Michael Francingues Mr Vijay Ganesan Ms Kelly Harrigan Mr Dan Hartman Mr Thomas Hennessy -------- -------- Mr Eugene Hinners Ms Billie Huntley Ms Andrea Kimmet Ms Diane Koskey Mr Abel Leites ------ ------ Ms Rosemary McNally Mr Adams Michael Ms Tamara Mosley Mr Timothy Popp ----- ----- Jun 06, 2018 • Page 6 Title Name Director Network System Performance Associate Director Associate Director of Data Sales Support. Associate Director Open Development Associate Director Marketing Associate Director Government Markets Dispute Manager Dsl Manager Senior Sourcing Manager For Frog Sow Local Manager Manager Business Operations Support Senior Global Account Manager Government Account Manager Strategic Sales Assistant Manager Manager Performance Assurance Government Business Account Manager E1t1h Data Network Manager Manager Solutions Architects Bandwidth Provisioning Manager Assistant Store Manager Manager Network Consultant 866-541-3770 • HOOVERS.COM Age Salary Bonus Mr Vikram Rawat -- -- Ms Michelle Rhoades Mr Tim Robinson --- --- Ms Jill Saad -- -- Mr Mike Szukala Zimmerman Tom --- --- Ms Melanie Adamitis Mr Michael Adams Mr Theodore Ahmanson ---- ---- Mr Dominick Algeria Ms April Allen --- --- Mr Vincent Ansolone Mr Rod Armstrong --- --- Mr Michael Aronson Mr Jeffrey Baker Mr Habib Balde ---- ---- Mr Michael Barnhart Mr Paul Battenfield Mr Gregory Baxter Ms Pamela Becker Ms Karen Bellow ------ ------ Jun 06, 2018 • Page 7 Biographies Ronan Dunne Title held since 2016 : EVP, Verizon and Group President, Verizon Wireless Current Company Titles 2016 - Present : EVP, Verizon and Group President, Verizon Wireless Biography Ronan Dunne is executive vice president and group president of Verizon Wireless, with responsibility for leading and growing the operations of Americas most reliable wireless network, which generated nearly $92 billion in 2015 revenue. Dunne is responsible for all aspects of Verizon Wireless operations, including marketing operations, wireless operations, network operations, customer care and digital operations. Before being named to his current position, effective September 2016, Dunne was chief executive officer of Telefónica UK (O2) for eight years. While leading O2 UK, the second largest wireless operator in the United Kingdom, he significantly improved its growth trajectory through market leadership in brand, customer satisfaction and loyalty. Dunne was a member of Telefónica Europes Executive Committee since January 2008 and a member of the Telefónica SA Executive Committee since 2014. He was previously O2s chief financial officer in the UK, and prior to that he served as head of finance and deputy to the group chief financial officer of O2 from 2001 to 2005. Prior to joining O2 in 2001, he held senior positions in banking with Banque Nationale de Paris and in the corporate sector with Exel plc. and Waste Management International plc. Born in Dublin, Dunne is a fellow and former council member of the Chartered Accountants Ireland (CAI) and a fellow of the Association of Corporate Treasurers (ACT). Source : Company Web Site, 2017 Frank Boulben Title held since 2017 : SVP, Strategy and Marketing Current Company Titles 2017 - Present : SVP, Strategy and Marketing Biography In June 2017 Frank Boulben, who was chief strategy officer at Canadas Rogers Communications for the last three years, announced that he is now a senior vice president of strategy and marketing at Verizon Wireless. Boulben previously served as BlackBerrys chief marketing officer, and before that he was an executive in charge of marketing and sales at LightSquared. Boulbens resume also includes stints at Vodafone, Orange, the GSMA and Vivendi Universal. Source : Company Press Release, June 9, 2017 Eric Lewis Current Company Titles 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 8 Unknown - Present : Principal Engineer Christina Churchman Current Company Titles Unknown - Present : Client Partner Mobile Solutions Healthcare Wireless Business Group Robert Melillo Current Company Titles Unknown - Present : Client Partner Helene Milbert Current Company Titles Unknown - Present : Client Partner Timothy Orlowski Current Company Titles Unknown - Present : Client Partner Connected Solutions Wireless Business Group Todd Vandenbrand Current Company Titles Unknown - Present : Client Partner Mobile Solutions Mark Bartolomeo Current Company Titles Unknown - Present : Vice President, Sales Beth Bailey Current Company Titles Unknown - Present : Associate Director Government and Education Shamik Basu Current Company Titles Unknown - Present : Director Cloud And Location Services Con Jeffrey Black Current Company Titles 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 9 Unknown - Present : Director, Strategic Investments Jim Boxwell Current Company Titles Unknown - Present : Associate Director Product and Business Development Matthew Carr Current Company Titles Unknown - Present : Sales Operations Director Regina Carroll Current Company Titles Unknown - Present : Director Michael Francingues Current Company Titles Unknown - Present : Associate Director Vijay Ganesan Current Company Titles Unknown - Present : Associate Director Kelly Harrigan Current Company Titles Unknown - Present : Director, National Distribution Dan Hartman Current Company Titles Unknown - Present : Director External Communications Thomas Hennessy Current Company Titles Unknown - Present : Associate Director Indirect Operations Eugene Hinners Current Company Titles 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 10 Unknown - Present : Cxm Director Cap Li Billie Huntley Current Company Titles Unknown - Present : Associate Director Marketing Andrea Kimmet Current Company Titles Unknown - Present : Director, Marketing Diane Koskey Current Company Titles Unknown - Present : Associate Director Marketing Abel Leites Current Company Titles Unknown - Present : Director Real Estate Portfolio Management Rosemary McNally Current Company Titles Unknown - Present : Director Adams Michael Current Company Titles Unknown - Present : Director Data Sales Tamara Mosley Current Company Titles Unknown - Present : Associate Director Timothy Popp Current Company Titles Unknown - Present : Director Re Operations Vikram Rawat Current Company Titles 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 11 Unknown - Present : Director Network System Performance Michelle Rhoades Current Company Titles Unknown - Present : Associate Director Tim Robinson Current Company Titles Unknown - Present : Associate Director of Data Sales Support. Jill Saad Current Company Titles Unknown - Present : Associate Director Open Development Mike Szukala Current Company Titles Unknown - Present : Associate Director Marketing Zimmerman Tom Current Company Titles Unknown - Present : Associate Director Government Markets Melanie Adamitis Current Company Titles Unknown - Present : Dispute Manager Dsl Michael Adams Current Company Titles Unknown - Present : Manager Theodore Ahmanson Current Company Titles Unknown - Present : Senior Sourcing Manager For Frog Sow Dominick Algeria Current Company Titles 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 12 Unknown - Present : Local Manager April Allen Current Company Titles Unknown - Present : Manager Business Operations Support Vincent Ansolone Current Company Titles Unknown - Present : Senior Global Account Manager Rod Armstrong Current Company Titles Unknown - Present : Government Account Manager Strategic Sales Michael Aronson Current Company Titles Unknown - Present : Assistant Manager Jeffrey Baker Current Company Titles Unknown - Present : Manager Performance Assurance Habib Balde Current Company Titles Unknown - Present : Government Business Account Manager E1t1h Michael Barnhart Current Company Titles Unknown - Present : Data Network Manager Paul Battenfield Current Company Titles Unknown - Present : Manager Solutions Architects Gregory Baxter Current Company Titles 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 13 Unknown - Present : Bandwidth Provisioning Manager Pamela Becker Current Company Titles Unknown - Present : Assistant Store Manager Karen Bellow Current Company Titles Unknown - Present : Manager Network Consultant 866-541-3770 • HOOVERS.COM Jun 06, 2018 • Page 14 Competitors List Company AT&T Mobility (Top Competitor) CenturyLink Cricket Spok Holdings Sprint Communications (Top Competitor) T-Mobile USA (Top Competitor) U.S. Cellular Virgin Mobile USA 866-541-3770 • HOOVERS.COM Gross Revenue $30,210.04M $17,656.00M $1,172.80M $171.18M $33,347.00M $40,604.00M $3,890.00M $104.77M Net Profit Margin -7.87% -(8.94%) (3.62%) 11.04% 0.31% -- Net Operating Cash Flow -$3,878.00M -$15.56M $4,168.00M $7,962.00M $469.00M -- Jun 06, 2018 • Page 15 Reproduced with permission of copyright owner. Further reproduction prohibited without permission. 1 [OA] Signature Assignment: Strategic Marketing Plan: Marketing Plan Description100 1 1 Content:Corporate Social Responsibility(15%) Does Not Meet Approaches Meets Expectations3 Expectations1 Expectations2 Analyzed the concept of Identified the concept of Explained the concept of corporate social corporate social corporate social responsibility and how it responsibility and how it responsibility and how it relates to new products relates to new products relates to new products and objectives that align and objectives that align and objectives that align with your marketing with your marketing with your marketing plan. plan. plan. 1 2 Content:Marketing Strategy(10%) Does Not Meet Approaches Expectations1 Expectations2 Identified the marketing Explained the marketing strategies, objectives, strategies, objectives, and tactics for your and tactics for your product as it relates to product as it relates to target market. target market. 1 3 Content:Promotional Channel(10%) Does Not Meet Approaches Expectations1 Expectations2 Identified the marketing Explained the marketing strategies, objectives, strategies, objectives, and tactics for your and tactics for your product as it relates to product as it relates to promotional channel. promotional channel. 1 4 Content: Pricing(10%) Does Not Meet Approaches Expectations1 Expectations2 Identified the marketing Explained the marketing strategies, objectives, strategies, objectives, and tactics for your and tactics for your product as it relates to product as it relates to pricing. pricing. 1 5 Content:Product(10%) Does Not Meet Approaches Expectations1 Expectations2 Identified the marketing Explained the marketing strategies, objectives, strategies, objectives, and tactics for your and tactics for your product as it relates to product as it relates to product. product. 1 6 Content:Financial Objectives(15%) Does Not Meet Expectations1 Explained the financial objectives for the product. Approaches Expectations2 Analyzed the financial objectives for the product. Exceeds Expectations4 Evaluated the concept of corporate social responsibility and how it relates to new products and objectives that align with your marketing plan. Meets Expectations3 Analyzed the marketing strategies, objectives, and tactics f ...
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Tutor Answer

paula9
School: UT Austin

Attached.

This what my friends wrote in their part. I have uploaded it for you to relate
In 2014, The Joint Commission approved the new National Patient Safety Goal
NPSG.06.01.01 to improve the safety of clinical alarm systems (The Joint Commission,
2014). The rationale provided for this safety goal revolved around the increasing risk of
patient harm and death due to alarm fatigue. Although alarms are used to alert health care
providers during potential patient complication, these systems are being disabled, missed,
or ignored. Furthermore, healthcare providers are becoming desens...

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Anonymous
awesome work thanks

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