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Running Head: O2’s Style of Marketing O2’s Style of Marketing [Writer’s Name] [Institute’s Name] Table of Contents Table of Contents 2 Introduction 3 Aims and Objectives 4 Literature Review 5 Research Outcomes 12 Critical Analysis of Research 15 Recommendations with Reference to Effective Marketing Strategies 18 Conclusion 21 Annexure I – Questionnaire 22 References 25 Introduction Twenty first century is an era with the most scientific and technological advancements and telecommunication is one of those major developmental factors that the human race with their immense and mammoth capabilities and potential has endowed the world (Ferrell and Hartline, 2010, pp.
59-71). The historical evidences reveal the fact that O2 is not a very old brand; rather it initiated its operations during the decade of 80s, and was a subsidiary of a joint venture of two leading organizations. However, O2 came to existence in the early years of twenty first century as an outcome of splitting of the joint venture of two organizations (European Telecom, 2003, pp. 18-20). Although a Spanish company acquired and took over O2 and expanded the operations to European telecommunication market as well, O2 retained its origins (headquarter) in UK only. O2 did not only expand its business to other parts of Europe but also focused on extending its functional units within the industry and entered into the financial service industry (Sherwood, 2011). ...
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