Harvard Case - "Do It Show": A New Mobile Communications Service in Korea
""Do It Show": A New Mobile Communications Service in Korea" Harvard business case study is written by Youngchan Kim, Changjo Yoo. It deals with the challenges in the field of Marketing. The case study is 18 page(s) long and it was first published on : Aug 25, 2008
At Fern Fort University, we recommend that Do It Show adopt a multi-pronged approach to launch its new mobile communications service in Korea. This strategy involves a combination of innovative product features, targeted marketing, and strategic partnerships to establish a strong brand presence and capture market share. We believe this approach will enable Do It Show to achieve sustainable growth and become a leading player in the Korean mobile communications market.
2. Background
Do It Show is a new mobile communications service provider in Korea, aiming to disrupt the existing market dominated by established players like SK Telecom, KT, and LG U+. The company's core value proposition is centered around providing a more affordable and feature-rich mobile experience, appealing to a younger, digitally savvy audience. However, Do It Show faces significant challenges in gaining market traction and building brand awareness against entrenched competitors with established customer bases and strong brand recognition.
3. Analysis of the Case Study
To analyze Do It Show's situation, we utilize a framework combining SWOT analysis, Porter's Five Forces, and a PESTEL analysis:
SWOT Analysis:
- Strengths:
- Innovative product features: Do It Show offers unique features like video calling and data-sharing capabilities, appealing to the younger demographic.
- Competitive pricing: Lower pricing compared to established players can attract cost-conscious consumers.
- Focus on digital marketing: Do It Show can leverage digital channels to reach its target audience effectively.
- Weaknesses:
- Lack of brand recognition: Do It Show needs to build brand awareness against established players.
- Limited network infrastructure: Dependence on existing networks might limit service quality and coverage.
- Financial resources: Do It Show might face challenges in competing with established players with greater financial resources.
- Opportunities:
- Growing mobile market: Korea's mobile market is expanding, providing opportunities for new entrants.
- Shifting consumer preferences: Younger consumers are increasingly demanding innovative and affordable mobile services.
- Partnerships: Collaborations with other companies can help Do It Show expand its reach and customer base.
- Threats:
- Competition from established players: Do It Show faces fierce competition from established players with strong brand loyalty.
- Regulatory changes: Government regulations could impact Do It Show's business operations.
- Technological advancements: Rapid technological advancements could render Do It Show's offerings obsolete.
Porter's Five Forces:
- Threat of new entrants: High, due to the relatively low barriers to entry in the mobile communications market.
- Bargaining power of buyers: High, as consumers have numerous choices and can easily switch providers.
- Bargaining power of suppliers: Moderate, as Do It Show relies on existing network infrastructure providers.
- Threat of substitutes: High, as alternative communication technologies like internet-based services are becoming increasingly popular.
- Rivalry among existing competitors: Very high, with established players aggressively competing for market share.
PESTEL Analysis:
- Political: Government regulations and policies regarding telecommunications can impact Do It Show's operations.
- Economic: Economic conditions and consumer spending patterns can influence demand for mobile services.
- Social: Changing consumer preferences and demographics can impact Do It Show's target market.
- Technological: Rapid technological advancements can create opportunities and threats for Do It Show.
- Environmental: Environmental regulations and sustainability concerns can impact Do It Show's operations.
- Legal: Legal frameworks and regulations related to data privacy and security can impact Do It Show's business.
4. Recommendations
To achieve success, Do It Show should implement the following recommendations:
1. Focus on a Clear Value Proposition:
- Target a specific niche: Do It Show should focus on a specific segment of the market, such as young adults or digital natives, with tailored offerings and marketing campaigns.
- Highlight key differentiators: Emphasize unique features like video calling, data-sharing, and affordable pricing to attract target customers.
- Develop a strong brand identity: Create a memorable and engaging brand identity that resonates with the target audience.
2. Implement a Multi-Channel Marketing Strategy:
- Leverage digital channels: Utilize social media, influencer marketing, and online advertising to reach the target audience effectively.
- Explore offline channels: Utilize partnerships with universities, youth organizations, and local events to increase brand awareness.
- Focus on customer engagement: Create interactive content, contests, and loyalty programs to build customer engagement and loyalty.
3. Strategic Partnerships:
- Collaborate with technology companies: Partner with innovative technology companies to develop and integrate new features and services.
- Partner with content providers: Offer exclusive content and services through partnerships with music streaming platforms, gaming companies, and other content providers.
- Explore cross-promotional opportunities: Collaborate with other brands targeting the same demographic to expand reach and create synergistic marketing campaigns.
4. Pricing Strategy:
- Offer competitive pricing: Maintain a competitive pricing strategy while ensuring profitability.
- Consider tiered pricing models: Offer different pricing plans based on data usage and service features to cater to diverse customer needs.
- Implement promotional offers: Utilize introductory discounts, free trial periods, and loyalty programs to attract new customers.
5. Continuous Innovation:
- Invest in research and development: Continuously innovate and develop new features and services to stay ahead of the competition.
- Monitor market trends: Stay abreast of emerging technologies and consumer preferences to adapt product offerings accordingly.
- Embrace a culture of experimentation: Encourage a culture of experimentation and innovation to quickly adapt to changing market dynamics.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Do It Show's core competency lies in its ability to provide innovative and affordable mobile services. The recommendations align with this mission by focusing on product differentiation, targeted marketing, and strategic partnerships.
- External customers and internal clients: The recommendations address the needs of both external customers and internal clients by focusing on customer satisfaction, employee engagement, and sustainable growth.
- Competitors: The recommendations consider the competitive landscape by focusing on differentiation, market penetration, and strategic partnerships.
- Attractiveness ' quantitative measures if applicable: The recommendations are expected to lead to increased market share, revenue growth, and profitability.
- Assumptions: The recommendations assume a favorable regulatory environment, continued growth in the mobile market, and the ability to attract and retain a loyal customer base.
6. Conclusion
By implementing these recommendations, Do It Show can establish a strong brand presence, capture market share, and achieve sustainable growth in the highly competitive Korean mobile communications market. The company's focus on innovation, targeted marketing, and strategic partnerships will enable it to differentiate itself from competitors and attract a loyal customer base.
7. Discussion
Other alternatives not selected include:
- Focusing solely on price competition: This strategy could lead to a price war, eroding profitability and potentially damaging brand perception.
- Ignoring the importance of brand building: This could result in a lack of brand recognition and customer loyalty, making it difficult to compete with established players.
- Over-reliance on digital marketing: This could limit reach and exclude potential customers who prefer traditional marketing channels.
The key risks associated with these recommendations include:
- Failure to attract and retain customers: If Do It Show fails to differentiate itself and meet customer needs, it could struggle to compete.
- Insufficient funding for innovation and marketing: Lack of investment in research and development and marketing could hinder growth and competitiveness.
- Changes in the regulatory environment: Unfavorable regulatory changes could impact Do It Show's operations and profitability.
8. Next Steps
To implement these recommendations, Do It Show should follow these steps:
- Develop a detailed marketing plan: Outline specific marketing campaigns, target audiences, and budget allocations.
- Establish partnerships with key stakeholders: Negotiate and finalize agreements with technology companies, content providers, and other strategic partners.
- Develop a comprehensive product roadmap: Identify new features and services to be developed and launched in the coming months and years.
- Monitor performance and make adjustments: Continuously track key performance indicators and make necessary adjustments to the strategy based on market feedback and results.
By taking these steps, Do It Show can successfully launch its new mobile communications service in Korea and establish itself as a leading player in the market.
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Case Description
This case presents points of contention and issues in the brand launch of a new telecommunication service of KTF, one of Korea's mobile telecommunication companies. As the second-place player in the 2G service market, which offered voice and text-messaging services, KTF decided to be the number one player in the new 3G service market, which offered stable video communication and high-speed data transmission as well as voice and text-messaging services. To do so, KTF developed a new brand, called "SHOW," and implemented various integrated marketing communication (IMC) strategies to attract customers. After only four months since its launch, KTF had successfully attracted more than one million members. Several critical points for successfully launching a new brand in the mobile telecommunication service can be determined from this case. The introduction highlights the success of KTF's new brand launch strategy. Then the mobile telecommunication service market situation in South Korea is summarized. The next section provides a brief explanation of KTF and its new brand launch strategy in the 3G service market, covering topics from the market survey for 3G service to the brand-building processes. This is followed by an examination of how KTF used marketing-integrated communication for its new SHOW 3G service brand. Finally, the competitor's reaction to KTF's successful brand launch is summarized.
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