The main problem with this process is that the “environment” in which businesses operate is constantly changing. So a business must adapt to reflect changes in the environment and make decisions about how to change the marketing mix in order to succeed. This process of adapting and decision-making is known as marketing planning. The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives.
Marketing has a key role to play in strategic planning, because it is the Job of marketing management to understand and manage the links between the business and the “environment”. In our survey we tried to find out the link between different stages of developing a Eng term marketing plan. For our studies we have selected Sir Lankan Telecoms Ltd. Detail analysis of the company and the telecommunication industry situations are given under respective tasks. Sir Lankan Telecoms (SLIT) is the market leader in providing telecommunications services and it is the country’s first Fixed Line Operator.
With the acquisition of Mobile in its entirety in October 2002, SLIT became the country’s only fully integrated telecommunications service provider to offer Voice, Data and Mobile Services. Its principal activities include local and international telecommunications services, Geiger value Broadband and Internet products and services, and communication and IT solutions. In Sir Lankan, SLIT serves over more than one million corporate and residential customers, as well as providing network solutions to other licensed operators.
SLIT vision is “to lead Sir Lankan to become the hub of telecommunications in South Asia” and SLIT mission is “to anticipate and fulfill the communications requirements of all sectors of the nation, in a service oriented work ethic which will provide total customer satisfaction through the most modern telecommunications facilities” Marketing plan for a Telecommunications Company By fishbowls A Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s).
It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years. A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use. A Strategic marketing plan is an outline of the methods and resources required to achieve organizational goals within a specific target market(s).
Strategic planning requires a general marketing orientation rather than a narrow functional orientation. “Describes the direction [an organization] will pursue within its chosen environment and guides the allocation of resources and effort” – Peter Bennett, Dictionary of Marketing Terms, AMA 1988 For our market survey we have selected Sir Lankan Telecoms Ltd. (SLIT). This selection is based on the company’s position in the telecommunication industries. SLIT is only company which can provide total communication solutions to customers.
We have obtained all the information about SLIT through face to face interview with three Sir Lankan Telecoms General Managers namely General Manager Sales, Corporate Strategy and Marketing. In addition to this some information were extracted from SLIT intranet site, internal Journals, year 2005 annual financial statements, Sir Lankan Telecoms corporate web site, some external business Journal, magazines and web sites. Telecommunication industry information also gathered through face to face interview with Mr.. R. D.
Somali, who has more than 20 years of experience in the Tells industry. In addition to this he is a former Telecoms Regulatory Commission’s (TRY) chief. In addition to this we reviewed some recent researches which were done recently about Sir Lankan and South Asia telecommunication industry. Further we referred some business review articles published in the local news papers, web sites etc. We have obtain information from TRY official web sites, other Tells companies web site etc. 4. Task 01 We have selected Sir Lankan Telecoms Limited (SLIT) for our survey purpose.
Based on our review SLIT company analysis and telecommunication industry analysis are given below. 4. Sir Lankan Telecoms Corporate profile S I Lankan Telecoms T) is the market leader in providing telecommunications telecommunications service provider to offer Voice, Data and Mobile Services. Its principal activities include local and international telecommunications services, IT solutions. In Sir Lankan, SLIT serves over 954,000 corporate and residential customers with more than one million exchange lines, as well as providing network solutions to other licensed operators.
Sir Lankan Telecoms (SLIT) is one of the country’s most valuable blue-chip companies with an annual turnover in excess of RSI. 30 billion. Today with NET of Japan as a strategic partner, SLIT provides facilities and services to its customers, which are unmatched in scope. The company was also awarded a AAA (sir) rating by Fitch Ratings Lankan followed by a B international rating by Fitch International and Standard & Poor’s. A. Sir Lankan Telecoms Vision: “To lead Sir Lankan to become the hub of telecommunications in South Asia” b.
SLIT Mission: “To anticipate and fulfill the communications requirements of all sectors of the nation, in a service oriented work ethic which will provide total customer satisfaction through the most modern telecommunications facilities” Slat’s group Strategy is to create value for shareholders through being the best provider of communications services and solutions for everybody in Sir Lankan. C. Sir Lankan Telecoms Ltd. Share holders: Slat’s Major Shareholders are the government of Sir Lankan, NET Corporation Japan and the Public.
After a successful Initial Public Offering (PIP), SLIT became one of the largest listed Companies in the Colombo Stock Exchange. Table: 4. 1 Share holding composition of SLIT shares Share holders Percentage of shares (%) Government of Sir Lankan 49. 50 NET Corporation Japan 35. 20 Employees to S public 12. 00 Source: Sir Lankan Telecoms Corporate web site (wry. Slit. Elk) For operational & administrative purposes, SLIT is divided into 4 regions: Metro, Region I , Region II & Region Ill. 4. 2 Principal Activities a. Voice Services: SLIT has a communication network that spans the entire country & extends to all parts of the globe.
Slat’s major source of revenue is generated by its voice service & in 2005 as much as 68% of the revenue was generated from domestic telephony operations, out of which 60% is from call charges. B. Data services: SLIT provides data services under the brand name Slate. The services provided include national & international leased circuits, frame relay solutions and internet leased circuits. Customers include mobile operators, data service operators, internet providers, software developers, banks & other large corporations. Slat’s data circuits have a capacity of Kbps to 8 Mbps.
At the end of 2005. , there were 5796 data circuits. C. Internet Service Slat’s internet service was launched in 1996 and was re launched in 2000 as Sleet. As part of this re launch, SLIT set up a help desk and lowered its rates. Slat’s Internet marketing strategy is to offer competitive pricing, a high quality of service & high peed access. SLIT has points of presence (Pops) across the country and this allows the subscribers to access the net for the cost of a local call. Slat’s international IP (Internet Protocol) backbone bandwidth is 899 Mbps.
SLIT currently offers Internet Leased Lines at 64 Kbps Upton 2 Mbps, client mail service installation, web & DNS Hosting as well as POP internet service. Internet roaming was introduced in 2000 and this created an interest particularly among those customers who travel frequently. It enables them to use their account while traveling. The roaming service is now available in 150 countries through 15,000 ISP pops. The Web Mail facility now available in Sleet web site so that the Sleet email is accessible all over the world.
Web Hosting, DNS Hosting & Top Level Domain Name Registrations are some to the other services the customers nave access to ADDS will consist of Kbps & Mbps download services along with Kbps & Kbps upload speeds respectively. At the end of 2004, there were 8320 ADDS customers. Revenue composition from above services are given below. Figure: 4. 1 SLIT Revenue composition 4. 3 Sir Lankan Telecoms Market analysis a. SLIT market share as a fixed line operator is given below by way of bar graph. At resent only another two players are compete with Sir Lankan Telecoms Ltd.
They are Sunset and Lankan Bell. Below graph is drawn based on the December 2005 information at Telecommunication Regulatory Commission. This graph clearly shows how the SLIT market share is fluctuated over the period of time. Figure:4. 2 SLIT Market share among Fixed line operators b. Now we would like to show what is the market share if we take all fixed and mobile operators together. Figure: 4. 3 Although SLIT hold the second place in the total Sir Lankan telecommunication industry, it captured 45% of the total market revenue and the market leader dialog old only 29%.