Talk Talk Plc and its Service Marketing Literature review

Talk Talk Plc and its Service Marketing - Literature review Exampleecided on maintaining market transparency and competition quite than resort to prescriptive regulation to protect consumers interests (Annual Report 2011, p. 11). 2.1.3 The UK government has made it a priority to reenforcement and fund the rollout of superfast broadband networks in rural communities. This should assistance in the development of viable markets in places in the UK which were considered economically unfeasible (Annual Report 2011, p. 9). 2.2 Economic 2.2.1 The protracted recovery in the broad economy and the act economic weakness in the European region will continue to influence the performance of UK business in general, including internet service providers (Annual Report 2011). 2.2.2 rivalry is fierce such that if network services proved unreliable compared to the rival firms, this creates customer churn (turnover). The cost of switching among ISP services is low and therefore customers may easily abandon their service in favour of a rival firm (Annual Report 2011). 2.3 Social 2.3.1 Social networking continues to gain momentum among internet users, off from the growing dependence on the internet as a source of information for work and school. In addition, the continued popularity of television as a political program entertainment medium presents an opportunity for the convergence of television content with ISP services (Annual Report 2011). 2.4 Technological 2.4.1 Data security and integrity is a continuing push in the digital telecommunications industry. Loss of customer data attributable to data protection breaches may damage the firms reputation and cause the deception of fines (Annual Report 2011). 2.4.2 The development in fibre optic technology has begun to push demand for fibre access, precipitating the need for wholesale product development that... This show discusses that TalkTalk is presently making a bid to gain higher quality service and thereby improve the p rofit margins, even at the expense of losing 43,000 or more customers who have chosen the company only on the basis of low prices. By doing so, the firm adopts a bolder strategy that accomplishes the twin purpose of (1) adjusting from weaknesses created by the recent demerger on the one hand, and (2) assuming a better position to address the increasingly competitive environment in the face of a intriguing regulatory and economic environment. PESTEL shows that there are challenges as well as opportunities which face the entire industry. SWOT shows that TalkTalk is equipped with strengths in the form of technological innovations and strategical partnerships, and that its weaknesses are being remedied by adopting a revised strategic outlook and resolving its problems with service quality, customer billing problems, and lacklustre performance. TalkTalk is innovating in its service product, has the emolument of place and time, is rethinking its price strategy, and linking promotional efforts in a meaningful way to peoples economic realities. Process, physical evidence and people are seen to support the innovations being adopted in the product strategy. Finally, the firm is adopting more profitable service strategies as defined by Lovelock and Wirtz in building loyal ties base on quality, adopting greater transparency in handling complaints, and providing enhanced service quality and productivity.