This paper is about Amaysim company, please use the attached ppt presentation.Assessment Title: Written Review and reflectionAssessment DescriptionThis assessment is your opportunity to demonstrate...

7
Student Name:
Course ID:
Assessor Name:
Submission Date:
Table of contents
Introduction------------------------------------------------------------------------------------------3
Strategic Problem & Analysis---------------------------------------------------------------------4
Strategic Recommendations-----------------------------------------------------------------------5
References------------------------------------------------------------------------------------------- 6
Introduction
Strategy and Leadership are the two concepts which drive the real world organisation. The strategy is the concept which defines the way decisions are taken in an organisation and leadership defines the way the organisation is led to a successful path where the employees of the organisation are happy and satisfied with their work and the culture of the organisation.( Islam, M.Z., D’Alessandro, S., Furner, M., Johnson, L., Gray, D. and Carter, L., 2016.)
Strategy plays a very important role in the managerial policies and outcome predictions. The given case scenario is of an Amaysim mobile service operator which has just entered into a fiercely competitive residential Australian mobile phone market worth 13.2 billion dollars!! The
and is a new and a challenger
and.( Competition, A. and Consumer Commission, 2016)
Strategic Problem & Analysis
The problem in this scenario is well defined. The Australian population is cu
ently facing trouble with the cu
ent mobile phone operators. There is approximately 16% of Australian population which changed their services in the previous year and approximately 41% who are on the
ink of changing the service due to multiple issues in the network, contract and bill prices.( Gray, D., D’Alessandro, S. and Carter, L., 2012)
Amaysim is a new entrant into the market and needs to capture the market share. As every marketing student knows, the price of acquiring a new customer is 8-9 times more than retaining an old customer. (Islam, M.Z., D’Alessandro, S., Furner, M., Johnson, L., Gray, D. and Carter, L., 2016.)The strategic problem in this case is to analyse the market and to understand the pain point of the customers. (Nicholls, R., 2017)The customers are unhappy, but for what specific reasons and what would be that reason which will
ing those customers to Amaysim. The strategy of using Macquarie University and its resources to conduct a consumer insights mining program in order to understand the pain-point of the customers.
The Results and Analysis of the Insights Mining are as follows:
· 2.5 million people (i.e. 16% of the adult population) switched mobile telco
ands during the last 12 months and a further 6.4 million people (41%) seriously thought about switching their ca
ier.
· The top reasons consumers cited for switching mobile phone ca
iers were:
Inadequate coverage (39%),
Unde
over spends on their plan (39%)
Poor customer service (30%)
Wanting a new handset (30%)
· Gen X are most likely to switch (53%), closely followed by Gen Y (48%)
· The top reasons people don’t switch providers are:
Contracts make it too difficult (33%),
It’s hard to find the cheapest provider (32%), and
The cost and effort required (25%)( Islam, M.Z., D’Alessandro, S., Furner, M., Johnson, L., Gray, D. and Carter, L., 2016)
The analysis of the strategy for Amaysim has to be the way in which they would enter the market and swoop away the dissatisfied customers from different operators. (Nicholls, R., 2017)The key points in the communication of the strategy was to let the people know that they were paying a lot more for the meagre services. (Tiwari, S., Lane, M. and Alam, K., 2016. )The way to convince them is by giving them an alternate Amaysim service which are bond-less and are not bound by any contract, 100% Australian customer service centre and an easy-to-understand BYO phone policy. (Boylaud, O. and Nicoletti, G., 2000)
·
Strategic Recommendations
The strategic recommendations would be to continue with the analysis and the solutions to the given problem. (Competition, A. and Consumer Commission, 2016)The low cost, contract less mobile network service, 100% Australian customer service centre and an easy-to-understand BYO phone policy would attract the customers and they would feel confident of the service. The offerings of Amaysim should be widespread and should be pushed towards the customers so that they understand the benchmarking of the international standards and what the Australian standard was following.
The execution of the strategy had to be finalised in 2 phases, the first one would focus on the
and switching and in that case, the benefits that the customer would receive from the switch.( Competition, A. and Consumer Commission, 2016) The second phase of the implementation would involve the understanding of the consumer behaviour toward the high amount that the customers pay for their bills. (Gregory, M.A., 2017)The confusing mobile plans and the lack of transparency in the billing structure should be changed. With the implementation of the offers given by Amaysim, the audience would be able to enjoy the hassle free communication and would not be exploited by the telecomm companies. (Hall, C., Hood, C. and Scott, C., 2005)
The next recommendation would be to
ing out better internet services in the sim so that the audience remains engaged with the service provider.( Nicholls, R., 2017.) Tie-ups with different mobile manufacturing companies would enable the audience to be connected to the mobile service.
The last recommendation would be to provide hassle free customer service to the ones who have problems. The better the customer service, better is the customer centricity
Conclusion
Thus we have thoroughly researched on the article and concluded with the analysis and the strategic decisions to be made. The Amaysim service would be launched in a very effective and a strong manner. The possibility of capturing a large chunk of market share is very high with strong base and strong tactics to the strategy. The decision to include Macquarie University’s survey and insights was a very intelligent and important step.
References
Islam, M.Z., D’Alessandro, S., Furner, M., Johnson, L., Gray, D. and Carter, L., 2016. Brand switching pattern discovery by data mining techniques for the telecommunication industry in Australia. Australasian Journal of Information Systems, 20.
Tiwari, S., Lane, M. and Alam, K., 2016. The challenges and opportunities of delivering wireless high speed
oadband services in Rural and Remote Australia: A Case Study of Western Downs Region (WDR). arXiv preprint arXiv:1606.03513.
Gray, D., D’Alessandro, S. and Carter, L., 2012. State of the mobile nation. Macquarie University, Sydney, Australia. Google Scholar.
Competition, A. and Consumer Commission, 2016. Competition in the Australian telecommunications sector: Report to the Minister for Communications.
Gregory, M.A., 2017. Telecommunications performance monitoring and unlimited data. Australian Journal of Telecommunications and the Digital Economy, 5(1), p.ii.
Nicholls, R., 2017. The Australian Telecommunications Regulatory Environment: An overview. Australian Journal of Telecommunications and the Digital Economy, 4(4), pp.196-213.
Ge
and, P., 2014. 160 years of Australian telecommunications!. Australian Journal of Telecommunications and the Digital Economy, 2(2), p.43.
Gregory, M.A., 2018. Telecommunications Consumer Protections Are Vital. Australian Journal of Telecommunications and the Digital Economy, 6(1), pp.ii-iv.
Xavier, P. and Ypsilanti, D., 2008. Switching costs and consumer behaviour: implications for telecommunications regulation. info, 10(4), pp.13-29.
Boylaud, O. and Nicoletti, G., 2000. Regulation, market structure and performance in telecommunications.
Hall, C., Hood, C. and Scott, C., 2005. Telecommunications regulation: culture, chaos and interdependence inside the regulatory process. Routledge.