In recent years, the use of mobile services has increased rapidly following the emerging use of smartphone technology by mobile users. The increasing usage of mobile services poses a challenge to mobile ecosystem players to continuously respond to the dynamically changing needs and requirements of mobile users. In today's competitive business scenario, the market is organic in nature and continually evolves over a period of time. To keep pace with an ever-changing market, businesses need to adopt effective and advanced marketing strategies. Through market segmentation, players such as network operator, handset manufacturer, and application provider are able to distinguish usage behaviors or mobile service preferences for each market segment and use this information to design or offer specific products responsive to user behavior or preferences. in each market segment. This report focuses on Orange, which, together with France-Télécom, has become the leading mobile network provider in the UK. The current market scenario including internal (SWOT) and external (PESTLE) is discussed in the following sections. Effective marketing strategies to improve service quality and retain customers have been recommended in this report. This study also recommends a marketing mix (7Ps) which should be improved to maintain a good customer base.IntroductionOver the years, the traditional face of marketing has changed. As organizations recognize that they can no longer take customer loyalty for granted and must adopt ongoing marketing strategies to stay ahead of their competitors, the design and content of their strategies continue to evolve. 'evolve. The majority of organizations have realized that having a marketing perspective is more advantageous...... middle of paper ...... foreign market penetration process. Increasing the quality of human resources In order to increase competitive ability, Viettel should focus on improving the quality of human resources in order to improve productivity, earn more profit. Orange should pay special attention to different methods of employee management as follows: • Workers should be trained to adapt to the new environment and technology. During the training period, it is necessary to increase opportunities for employees to train more with new equipment. In this case, the labor standard is considered to be based on work efficiency and productivity. • Employee management is always an important activity for every business. Orange should focus on decentralizing managers, using ideas from all levels of staff, and having clear policies to grow business activities..