Using safaricom and Airtel as a reference point, choose any five environmental variables and describe how each of the two companies have utilised the chosen variables In undertaking marketing?
1. Social Media Usage: Both Airtel and Safaricom have utilized social media as a platform to reach out to their customers and market their products and services. They have established a strong presence on platforms such as Facebook, Twitter, and Instagram, where they engage with customers, offer promotions and updates and respond to customer queries.
2. Customer Demographics: The two companies have utilized customer demographics, such as age, gender, and income level, to tailor their marketing strategies and reach specific target groups. For instance, they may offer different packages or promotions to appeal to different age groups or target their marketing efforts to regions with higher disposable incomes.
3. Customer Behaviors: The companies have also analyzed customer behavior patterns, such as communication habits, purchasing patterns, and product usage, to better understand their target audience and improve their marketing efforts. They have used this information to offer personalized packages and promotions to individual customers.
4. Economic Conditions: The companies have taken into consideration the state of the economy and how this may impact customer behavior when marketing their products and services. For instance, during economic downturns, they may offer more affordable packages or flexible payment options to appeal to customers who are trying to manage their finances.
5. Technological Advancements: Both companies have embraced new technology and utilized it in their marketing efforts. For instance, they have developed mobile apps that allow customers to manage their accounts, purchase packages, and receive promotions, and they have also incorporated artificial intelligence and chatbots to improve customer support and engagement.