Case Study A WORLDWIDE Investment Marketing Essay

Case Study A Global Investment Marketing Essay

A global expenditure is a difficult mission that requires the assessment of different aspects of potential opportunities in various countries. Moreover, needs significant examination and research of success and failing probability. The objective of this paper is to study the technique of Etisalat, the United Arab Emirates (UAE) telecommunication firm in the Saudi Arabia industry as Mobily. Moreover, explanation, cause and aftereffect of that technique will be mentioned at understand Saudi’s economy also to identify the full total investment in the mobile phone sector. In addition, an effort to examine the efficiency of Mobliy and the obstacles it faced was made. A specially, the difficulty it confronted when it started the business in the Saudi marketplace while trying to capture a part of mobile phone market share, managing its business and communicating with its mother enterprise in the UAE. To overcome these obstacles, Mobily made new providers for personal and firms to add value for its subscribers to achieve its strategy concentrate on. To explain its success in Saudi’s market, some business info will be discussed analyzing its strategy.

Table of Contents:

2- Etisalat’s globalstrategy


4-Mobily Ownership Structure

5-Mobily Objectives




9-Effect of macro-environmental and micro-environmental on Mobily’s advertising mix

2- Etisalat’s globalstrategy

Etisalat is the most significant Arab telecommunications firm in the centre East, with 63 million customers and has introduced the most advanced services to the area.(

Etisalat’s strategy is anchored in expanding in international markets and to be able to be one of many top-10 telecom’s service suppliers in the world. To execute this strategy, Etisalat attempts basically to generate the retail of cellular devices around some says in Africa, Asia and the center East as Saudi Arabia and Egypt because these countries possess shown a rise in GDP, great increase in populace and unemployment and Etisalat try to present telecom companies and alternatives which add worth to consumers and surface area formula for a triangular prism facilitates perfect deal with technology.


In 2004, the only mobile operator was Saudi Telecom Enterprise (STC). Concurrently, the mobile penetration charge just simply was 40%,and there have been only 9.2 million customers. When Mobily entered Saudi market in 2005, broke the monopoly. The liberalization of the Saudi Arabian telecommunication sector triggered the penetration rate to go up to 109% in 2007, to assure of 50% for clients growth.

Mobily paid out 3.46 billion USD to really have the second mobile permit in KSA in 2005. Mobily was good in covering the majority of Saudi Arabia’s terrain with the GSM insurance policy coverage 97% of populated areas. It was also the first portable Saudi operator to initiate value-added services such as location-based services (Pounds) and MMS.

5-Mobily Objectives

To be the very best work place in the KSA by looking after their employees.

To be NUMBER 1 at enjoyment their clients.

To sustain leadership in data applications and services


Mobily is prosperous attainment its long term vision: to change from a pure cell operator to a multi-practical telecom operator in KSA. Mobily was granted approval by CITC (Connection and Information Technology Commission) to attained 96% of Zajil International Telecom and 99.9% of Bayanat Al Oula which has a WIMAX license, two data service suppliers in KSA in 2008. Mobily is handling the price of existing businesses when its buy of a 66.6% stake from the Saudi National Fiber Network (SNFN) which substitutes the use of STC’s overseas gateway network. The incomes of the SAR2 billion capital increases are used for financing or upgrading. (

Mobily has built a strong connection with Etisalat of UAE for procurement of source. This connection could possibly be significant for presenting among the finest plan networks on the planet. The revenue of Mobily Company Q2 2010 recorded as 3,972 million showing an increase of 24% over the same quarter this past year. Mobily’s chairman, ENG. Abdulaziz Alsaghyir talk about that the increase of our Q2 earnings is due to the growth in broadband revenues and creating a center of attention extra post-paid consumer, furthermore, Mobily has approved its strategy for five year period know as GED planning expansion, differentiation to supply combined telecom companies constructed about fixed and cellular broadband technologies.


It is anticipated that around 3 million person check out Saudi Arabia through the Hajj pilgrimage season, which is usually reflected in Mobily’s fourth quarter income. Mobily attained highest quarterly earnings through the fourth quarter.

Mobily Quarterly Earnings


Mobily has finished building its own capacity infrastructure to aid itself. Alternatively, when Zain started out their business, has rented transmission ability from both Mobily and STC. This produced yet another flow of cash flow for Mobily and STC depending on Zain’s use capacity. (

9-Effect of macro-environmental and micro-environmental on Mobily’s marketing mix

There are multiple reasons to the macro-environment that may influence the options of the managers of any establishment. New laws, tax adjustments, trade barriers, demographic switch and government policy changes are all instances of macro change. To greatly help analyse these reasons or elements managers can categorise them applying the PESTEL unit. (

Kotler (1998) promises that PEST research is a helpful strategic device for distinguishing market growth or reduction, business location, potential and way for operations.

In examining the macro-environment, it is vital to understand the factors that may in turn affect numerous critical variables that are likely to affect the business’s demand and supply levels (Kotter and Schlesinger, 1991; Johnson and Scholes, 1993).

9.1 Why Saudi Arabia

There are few says to propose secure literary devices in the odyssey materials of inexpensive energy, a geographical starting place to an enormous market and a clients’ requirement to attain the right solution for new experience enterprise or investment. The research has indicated that Saudi Arabia is definitely among the best 20 destinations for abroad direct investment in the globe. Moreover, Saudi Arabia known as the most enterprising nations in the centre East, Saudi’s huge normal strength integration with the long-term impression and strategic planning to make today’s steady, robust economy.

Saudi Arabia is hoping and arranging for numerous regions of future which is even more thorough, expansive, sustainable and put together on both cultural and economic sector. These examples will be increased via Saudi’s experience financing, assessing to determine a nation of regular development. A massive amount of money has been spent by

kingdom of Saudi Arabia to include value proposition to global organization. The government of Saudi has planned goals of varies faceted reform technique that lead Saudi Arabia to be one of the suitable situation in the global to operate business. (

At once, Saudi Arabia is normally spending tens of vast amounts of dollars to start out four economic towns in diverse place of the nation to aid economic improvement.

9.3The distributor environment

Mobily attempts quite often to rely upon several suppliers. Mobliy and its suppliers, both parties rely upon the other because of their successful commercial. Even though, both parties are seeking security and stableness from their relationship, nonetheless they are some factors to the dealer environment are at the mercy of change, such as for example some disputes on a sudden raise in material or maintenance agreements rates which controls by suppliers to improve their prices and this will effect very seriously on the company’ professional operations.

9.4 The distributive environment

Mobily’s management is positioned on marketing intermediaries as brokers and distributors to ensure that their products arrive at the ultimate consumer. To Mobily’s operations, it may appear that the conservative approach to distribution in telecommunication is usually relatively static. For the reason that improvements in the distributive environment happen quietly, and there is a threat of marketing companies failing to aware of the commercial change.

9.5 The competitive environment.

The company should be aware about the potential risk of other players marketing similar and substitute companies whether they are of domestic or foreign origin. . In the telecommunication sector in KSA have got simply just three players a potential competitive threat. Whatever the sort, size and composition of the telecommunication sector, Mobily’s marketing management has a full knowledge of competitive forces. Nevertheless, Mobily Known with this expertise, that may have a greater chance to compete effectively.

The marketing mix


Mobily used some approaches to price something as the purchase price charged for services and products is defined unnaturally down in thought of gain market share. Once this is attained, the purchase price is increased. In addition, charge an acceptable price when has a strong competitive advantage. On the same time, Mobily attentive about competitors. However, almost all of their prices it really is fair and satisfied for most of the customers.


Channel Distribution

Mobily’s distribution technique is driven by three main channels which:

Direct sales: The direct sales channel includes Mobily’s 24 flagship stores and 155 fully branded retailers. The flagship stores are completely owned and employed totally with Mobily personnel, while the fully branded outlets deal with as franchises.

Indirect sales: The Organization depend deeply on its distribution companions to attain wide range distribution at a rapid pace. Mobily has a sign primary distribution agreement with seven major distributors, each which special effects product sales through 149 completely branded, 288 co-branded and 4,000 secondary distributor outlets.

Co-branded: The Company has channelled revenue through ATM and the Internet for top-up of prepaid cards. To be able to focus VIP sector efficiently, the business has begun a separate portion of Corporate and VIP Sales.


Mobily has been obtaining the three levels of product which will be the Core product, the Genuine product, and finally the augmented product. Furthermore, another marketing device for evaluating goods as THE MERCHANDISE Life Cycle (PLC) which based after the biological life routine, and The Customer Life Cycle (CLC) which focuses upon the development of and delivery of lifetime value to the consumers.(

Three Degrees of a Product

Mobily Connect: Connect Al Zaeem, Connect Turbo Router, Connect Turbo, Connect Mini WIFI, Ferrari Connect, Connect Foot Ball, Connect Long Tail, Mini Wi-Fi.

Postpaid : Mobily Minute buntes , Blue Wave Mada, Najma,Deeraty, Raqi, Fallah Mobily Khatty and Khatty Plus.

Prepaid: 7ala, Anees, 7ala As well as, Wafeer, Mabuhay Kababayan, Blue Wave, Visitors Collection ‘Rihal’, fallah, I telephone line.

Smart phones :My spouse and i phone 3Gs, Apple i phone 4 4 , BlackBerry,Nokia N8,Samaung Galaxy Tab, Liquid E Ferrari .

Broadband at home, Mobile internet, Internet Roaming(can only just be used outside the kingdom of Saudi Arabia). (


Mobily is using the promotions mix to provide a distinctive campaign as :

Personal Selling. (Mobily tend to be well trainee for their sales personnel in the approaches and techniques of personal selling to meet up high margin in sales).

Sales Promotion.

Public Relations.

Direct Mail.

Trade Fairs and Exhibitions.

Advertising.( Mobily paid for communication to develop attitudes and create consciousness for folks. Furthermore, Mobily utilize the advertising in media such as newspapers (local, free of charge, trade), mags and journals, tv set (local, national, satellite television), outdoor advertising (such as posters).

Sponsorship (Mobily bought for SR 200 million over the five years to associate their brand with Al-Hilal which is one the top rated and well-noted football clubs, not only in Saudi Arabia however in the Middle East and Asia).(

SWOT Analysis


The improvement and focus on impressive products and value-added services.

The experiences change and indirectly backed from the mother company “Etisalat UAE”.

Mobily have been using an aggressive online marketing strategy that enabled it to secure a 30% market share in under 2 yrs of operation.

To decline the price of operation and improve info revenues flow, Mobily is improving a fresh Saudi fibre optic network.

Mobily has been improving the business brand and status, to attract the organization sector in KSA.

Saudi federal government avoids currency risks.

quickly responded to a new competitor Zain by creating roaming agreements with about 100 operators in 56 countries.

Well improved mobile network coverage with 3G services.


low in the increasing postpaid clients in Mobily’s subscribers

Continuing dependence on high spending for increase the network servers.

High focus of prepaid subscribers, about 90% of buyers signalling lower average earnings for parson.

STC is ranked initial in broadband overall


Due to rising essential oil prices in the world lead to build a strong economy and excessive GDP per person in a region.

A strong population growth, 69% of the population is under the age of 30.

Partnership with parent operator for entering new telecom markets.

Increase market show in mobile broadband.

Saudi government attempts to capture foreign direct investment in the telecommunications organization through improvements in information technology sectors.

Purchase of companies in the value chain.


Intense competition as a result of entrance of MTC recently, as the 3rd mobile player, is resulting in decreases in average earnings.

Due to better for buyers to transfer from one operator to another that lead to improved competition between operators.

Low demand response to different services.

Decline in margins consequently of price wars.

Failure of open public to adapt to changing technology.