Cordless Phone Service Launch Ends In A Tangle Case Study Sample

How could the new service development process have been improved so that the costly failure described above was avoided?

During the beginning stages of mobile phone development within the United Kingdom, mobile phones had been placed as business approaches, intended towards the self-employed, travelling sales experts as well as business executives, amongst others who required being regularly contactable. The positioning taken up by Cellnet and Vodafone had been highly costly and over mentioned for normal leisure users. As a result, for ensuring success the company should have costs should have been kept nominal than overstating it for the users. The conception wasn’t rigorously test marketed. The development was highly product directed with inadequate knowledge about customer behavior and competitive pressures. This could have been the chief reason behind the fall since the company did not conduct sufficient research. For ensuring effectiveness it is highly important for company to carry out sufficient research for understanding consumer preferences, market trends and competitors strategies for long-term sustainability and existence.
All companies compelled by their individual techniques with less time available or inclination for discussing market standards handsets that can ultimately have resulted in the faster growth of the market and permitted the operators to decrease their costs. Instead of deeply examining consumer response towards Telepoint within a small test market, the operators tried developing national coverage overnight. Also, there were predictable issues in getting the tools to operate suitably. Moreover, the nature competition had been judged ineffectively. It can be stated that the company lacked sufficient knowledge and understanding about consumer preferences.
Identify the factors in the marketing environment which affect the new service development process and assess those factors for their profitability
The factors in the marketing environment which affect the new service development process and assess those factors for their profitability include:

Product

Product means products and services that the companies offer their customers (Baker and Hart, 2008). Company needs to place adequate significance to the goods or service along with the other facets related to the good that help catch the attention of customers (Doyle, 2006). The company should always be on the incessant verge of providing its buyers with superior quality and newest products.

Price

Price implies towards the money value of a particular product or service (Doyle, 2006). Price performs a vital fraction in buyer’s buying decision. Moreover, the company should completely recognize the need for fixing realistic price for the provided services and products and puts high efforts to make available superior quality products and services at an extremely practical price and also, at a price lower than its competitors

Place

Place implies towards the distribution networks employed for transferring a firm’s products from the producer till the ultimate customers (Doyle, 2006). The company must make sure that all the products made available by it are accessible at the right place at the right time.

Promotion

For making consumers aware about the wide array of goods and their traits, the company could adopt several promotional techniques. The company could make use of several different techniques for promoting its services and products like television advertisements, bill boards, broachers, radio, newspaper, symbol boards as well as product dummies, placards and product displays (Baker and Hart, 2008).

How would the launch of Telepoint services differ in a less developed country with a less sophisticated telecommunications infrastructure?

The launch of Telepoint services would differ in a less developed country. The company needs to keep the cost of product at nominal level. This is possible only if the company limits the cost spent during the product development process.

References:

Baker, M. J. and Hart, S. (2008). The Marketing Book (6th Ed.). Butterworth Heinemann
Doyle, P. (2006). Marketing Management and Strategy (4th Ed). Phil Stern: books.