This is a marketing essay which enables students to understand key marketing concepts such as market segmentation and how companies in real world contexts are applying it. This will give students key insights for understanding marketing as a course.
Ooredoo Oman SAOG is a telecommunication company registered and established in Oman in
December 2004 and launched its telecommunication services in March 2005 as the competitor
mobile operator in the Sultanate. In the year 2009, this company was awarded their second fixed
license and later, launched its global gateway, corporate broadband and fixed services and
residential broadband and fixed services in the year 2010 (Ooredoo Oman, 2021).
The company is offering internet and landline voices services as well as post and prepaid mobile
phone plans to all its customers i.e., corporates and individual Omanis. It is the first telecom
company in Oman to deploy 3G+ technology and is the first mobile operator in the country to
deploy WiMAX technology (Ooredoo Oman, 2021). The company is currently serving
approximately 3 million customers. On the other hand, its core vision is to enrich digital lives of
people in the country while its core business values include caring, connecting and challenging
(Ooredoo Oman, 2021).
How Ooredoo Oman is currently segmenting its market.
To serve its market better and develop an understanding of its entire market, Ooredoo Oman has
currently segmenting its market. In this regard, therefore, the company has segmented its entire
Omani market based on diverse factors which include; geographical and demographic factors.
Based on the geographical factors i.e., locations, Ooredoo has identified its potential customers
on the basis of the characteristics of the areas and countries where they live in. In this regard,
therefore, apart from Oman, Ooredoo company has strong presence in other countries such as
Iraq, Kuwait, Qatar, Algeria, Myanmar, etc. (Ooredoo Inc., 2020). This clearly shows that the
company is utilizing the geographical factors i.e., countries to segment its market.
Also, Ooredoo Oman is currently segmenting its Omani market on the basis of demographic
features such as the income and age. In terms of income, the company is targeting, the lower-,
middle- and high-class people in the market. For example, their internet packages have been
priced differently on the basis of the amounts of data to cater for the needs of the lower, middle
and the high-income earners in the market. For example, the prices for their internet packages in
Oman are as follows; RO 1 for 300MBs, RO 10 for 12GB and RO 16 for 24GB of data for a
2
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