The Impact of positioning strategy on marketing performance for mobile phone companies (GSM)‎ in Jordan

العناوين الأخرى

أثر استراتيجيات التموضع على الأداء التسويقي لشركات الاتصالات النقالة في الأردن

مقدم أطروحة جامعية

Barakat, Shahla Walid

مشرف أطروحة جامعية

al-Shaykh Salim, Fuad Abd al-Wahhab

أعضاء اللجنة

al-Misri, Muhammad Isam
al-Tai, Hamid A. Nabi
Rajab, Adil

الجامعة

جامعة عمان العربية

الكلية

كلية الأعمال

القسم الأكاديمي

قسم التسويق

دولة الجامعة

الأردن

الدرجة العلمية

دكتوراه

تاريخ الدرجة العلمية

2009

الملخص الإنجليزي

-In today's highly competitive communications market, a mobile phone company needs to review its positioning strategy and verify its position in customers' minds compared to its competitors.

The main objective of this study is to test the impact of mobile phone companies' positioning strategies on their marketing performance.

Studying such impact will aid the evaluation of the positioning strategies from customers' perspective.

Study population encompasses both mobile phone companies, and all effective mobile phone services subscribers.

The conceptual model was tested using data gathered from customers through a self-administrated questionnaire.

A quota sample of 1071mobile subscribers was stratified according to the declared market share for each company.

In addition, marketing executives of the three main mobile phone companies filled another self-administrated questionnaire to verify companies perspectives regarding their positioning strategies.

The study covers five main positioning factors; positioning by supplementary services, positioning by quality, positioning by brand elements, value positioning or positioning by value for money, and innovation positioning.

Each factor of these contains sub-factor variables.

The impact of these factors and their sub-variables on marketing performance was revealed.

Marketing performance was detected by applying some indicators that demonstrate customers' point of view.

These indicators are; loyalty, price premium, recommendation and engagement.

Analysis was undertaken on aggregate level and according to each company.

In addition to these indicators, companies' performances were analyzed and compared regarding the following marketing metrics: (1) growth/decline rates in subscribers' base, (2) growth/decline rates in market share, (3) growth/decline rates in revenues and (4) growth/decline rates in EBTIDA (Earnings Before Interest, Taxes, depreciation & Amortization).

Study results reveal that all positioning strategy's factors affect marketing performance; some of the sub-factors variables do not show a significant statistical effect on marketing performance.

The strongest factors regarding their effect on marketing performance are – in order – quality, value for money and innovation.

Results according to each company were somehow different, but still the most determinant factors are the same (quality, value for money and innovation).

Differences were in order.

On the company level, some factors do not show to have an impact on marketing performance, for instance; brand elements factor does not affect the marketing performance as for companies A and B, while the supplementary services factor does not show to have an impact on marketing performance according to Company C.

The study examines companies' perspective regarding their positioning strategies, to verify if there are gaps between company's perspective and customers' perception on one hand.

On the other hand, it examines if the most determinant positioning factors of marketing performance are covered from companies' perspective or not.

Results reveal that companies A and B are facing wider gaps than Company C is.

In addition, there was no significant difference between companies A's and B's positioning strategies.

Whereas, the positioning strategy of Company C appeared to be different compared to both companies A and B.

Regarding companies' performance analysis, results reveal that Company A is facing declining rates regarding its market share, revenues and EBTIDA rates, while Company C is experiencing a steady growth, whereas Company C represents the fastest growth rates among the three companies.

In the light of study findings and its implications, the researcher presents some recommendations that can provide guidance for mobile phone companies in Jordan to better position their offerings in the marketplace to enhance their marketing performance.

التخصصات الرئيسية

التسويق

الموضوعات

• التسويق
• الأردن

عدد الصفحات

284

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-533332