Telenor Project

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Strategic Marketing ProjectTelenor PakistanSyed Ali Ashiq Kirmani M. Qasim Abu Bakar Adnan Amjad Syed Athar Shafiq Husnain Sadiq Saima Imdad Naeem Akhtar Roll # 01 Roll # 54 Roll # 56 Roll # 38 Roll # 46 Roll # 50 Roll # 80

2008

Strategic Marketing Project 2 008

AbstractTelecom Industry is experiencing a fast pace in context of new launchings and introduction of exciting technologies. In this project, we analyzed all components strategically and critically keeping the competitors in the mind and other business environments and also forecast the futuristic approach of Telenor Pakistan. As Telenors strategy is to be a market oriented firm to survive in the market, so they need the regulate and change the policies accordingly. Then, the certain segments through which Telenor is setting its target audience is briefly discussed in terms of demographically, psycho graphically and geographically. Through its effective Research and development in certain areas, its market growth is increasing dramatically as it is effectively targeting customers of all areas. They are also using such packages with efficient pricing and through user friendly glamorous advertisements that attract the customers to increase its over all sales and services. This is all done through effective distribution channels and value chains that creates a sense of easy availability to the customers.

COMSATS Institute of Information Technology, Sahiwal

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Strategic Marketing Project 2 008

Table of ContentsAbstract......................................................................................................... .............2 Corporate Strategy....................................................................................... ..............6 Goal & Vision....................................................................................... ....................6 Strategies: .............................................................................................. ................6 Business Strategy.............................................................................................. .........7 Believe in following strategies:................................................................................8 Social Responsibility................................................................................ .............8 Supply Chain Management.................................................................................. .8 Collaboration....................................................................................... .................9 Training and Research..........................................................................................9 Managing certain Operations...............................................................................9 Business Objectives......................................................................................... ......10 Market Orientation................................................................................................... .11 Market Driven Strategy............................................................................................11 Market Orientation:...............................................................................................11 Customer focus..................................................................................................11 Competitor intelligence......................................................................................12 Cross-functional coordination.............................................................................14 Environmental Influences...................................................................................15 Distinctive Capabilities..........................................................................................15 Superior to the competition.............................................................................. ..15 Difficult to duplicate...........................................................................................16 Applicable to multiple competitive situations.....................................................16 Value and capabilities........................................................................................ .16 Customer values/ Match the capabilities...............................................................16 Superior Performance................................................................................ ............17 Market Segmentation & Targeting ...........................................................................17 COMSATS Institute of Information Technology, Sahiwal Page 3

Strategic Marketing Project 2 008Market Segmentation and Positioning......................................................................17 Market Segmentation & Product Positioning Analysis............................................18 Market Positioning............................................................................. .......................18 Companies positioning against competition..........................................................18 Segmentation Strategy............................................................................................. 19 Which Market to Segment.....................................................................................19 Geographic (Area wise).........................................................................................19 Demographic (Life style).......................................................................................19 Psycho graphically (Personality)............................................................................22 Product strategy..................................................................................... ..................24 Five Product Levels: ................................................................................ ..............24 Add a new product strategy..................................................................................25 Cost reduction strategy.........................................................................................25 Product improvement strategy..............................................................................25 Marketing strategy alteration................................................................................26 Product Elimination strategy :..............................................................................26 Mobile subscriber forecast................................................................................. .26 Product forcasting..............................................................................................27 Cycle (Telecommunication Industry)...................................................................27 Product plan.............................................................................. .........................28 PRODUCT PLANNING..........................................................................................29 Pricing strategy:....................................................................................................... .30 Prepaid tariff comparison of Telenor-UFone-Mobilink (Per mint).........................33 PRICING PLANNING.................................................................................. ..............33 Promotion strategy................................................................................... ................34 Advertising:................................................................................. ..........................35 Sales promotion:...................................................................................................37 Publicity (indirect channel)....................................................................................37 Distribution strategy............................................................................................. ....38 Customer characteristics.............................................................................. .........38 Determinants..................................................................................................... ....38

COMSATS Institute of Information Technology, Sahiwal

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Strategic Marketing Project 2 008Distribution centers of Telenor...............................................................................39 Distribution Structure of the Cellular Sector:.........................................................40 DISTRIBUTION PLANNING...................................................................................42 REPOSITIONING PLANNING.................................................................................42 Conclusion:.................................................................................................. .............43 Works Cited.................................................................................... ..........................43

COMSATS Institute of Information Technology, Sahiwal

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Strategic Marketing Project 2 008

Corporate StrategyGoal & VisionTelenor's primary goal is to create greater value for our shareholders, customers, employees and partners, and for society in general. We strive to be a driving force in creating, simplifying and introducing communication and content solutions to the marketplace.

Strategies:Telenor's corporate strategy is to focus on to increase in number of subscriber through out the world and to increase overall profitability of the firm by combining Group industrialisation with local drive and responsiveness. And also focus to develop our leading position in certain regions with a broad range of communication services (www.telenor.com, 2008) This strategy implies the following focus areas: To strengthen our position as an internation