TMNG Global Redefines Marketing Strategy for Newly Transitioned Commercial Entity
Challenge
The client, a large commercial satellite telecommunications carrier, was in a transitional state. Privatization of this former governmental organization was exposing the company to competition for the first time. Proliferation and the low costs of fiber optics were threatening the satellite communications market. New business line segmentation forced the company to target segments not previously addressed by the company’s wholesale business model.
The client sought help from TMNG Global Marketing in three areas:
- Assist strategic marketing in the development of the following year’s marketing plan;
- Isolate the most opportunistic customer target countries for the following year; and
- Develop specific new customer penetration plans for the corporate network service provider business line.
We had the additional challenge of clarifying and refining departmental marketing strategies and integrating individual elements of the plan into a coherent framework, while strengthening the client’s capacity for collaboration.
TMNG Global Solution
The objective of this engagement required the TMNG Global team to produce a comprehensive and integrated marketing plan. The project began by identifying the direction of the marketing strategy and charting the course for developing of the client’s marketing plan for the coming year.
The TMNG Global team created the strategic marketing plan, as well as the new customer acquisition strategy. Our work with individual business line, product, and functional managers helped to refine their thinking about their areas of responsibility and how that related to overall marketing strategy. We then collaborated with the marketing team itself to develop more tactical implementation benchmarks to drive the client’s strategies toward effective execution.
As lead project managers, our team devised a number of marketing frameworks, including some for retention and channel strategy. Competitive, geographical, technical, and product analyses isolated the best opportunities globally. Key geographic markets were targeted, as were key prospects and potential channels. To better define these markets, our team developed geographic profiles based on territory lines of corporate network service providers.
Benefits to the Client
Through this engagement, the TMNG Global Marketing team was able to develop a more implementation-oriented plan for the client. Our efforts also helped to identify recurring issues and gaps that the client would need to address to achieve its goal of becoming a successful commercial, competitive company.
TMNG Global developed a clear and concise marketing ”roadmap” that the client could leverage to succeed in the competitive marketplace. The client also received detailed marketing strategies focused on specific countries, key prospects, and identified channels, distribution, and products. Our involvement helped the marketing team members develop greater clarity of vision regarding what it would take to execute their strategies successfully. TMNG also highlighted key strategic, organizational, and implementation challenges that need to be managed going forward.