Assignment with headers - BMMK5103 Executive Summary In this project we choose Celcom as our company and U-verse as the new telecommunication service

Assignment with headers - BMMK5103 Executive Summary In...

This preview shows page 1 - 4 out of 28 pages.

BMMK5103 Executive Summary In this project, we choose Celcom as our company and U-verse as the new telecommunication service which we are going to design a marketing plan for. The marketing plan is designed using Phillip Kottler’s Method. The report will go into detail, about the company, the new products and the marketing strategies to be implemented. This strategies are based on our proper understanding of the marketing mix, cognitive marketing implementation and financial. A SWOT analysis of the company, shows their weakness and threats as well as revealing the opportunities and strengths the company need to take advantage of. The ending section of this report shows how these strategies would be carried out through our controls and implementation. The project was based on essential researches, which was combined to design the informal marketing plan for the above mentioned company. An evaluation of the company’s internal strength and weakness and external threats and opportunities served as the foundation for this strategic marketing plan. The plan focuses on the company’s growth, strategic analysis suggesting ways in which it can build on existing customer relationship and launching of the new product and/ or services targeted to specific customer niche. Our new marketing focus, made explicit in this plan, renews our vision and strategic focus on adding value to our target market segments, the small business and high-end home office users, in our local market. 1
Image of page 1
BMMK5103 Table of Contents Company background…………………………………………………………………………4 Situation analysis……………………………………………………………………………...6 SWOT analysis……………………………………………………………………………….10 Marketing goals and objectives………………………………………………………………16 Segmentation, Targeting and Positioning (STP)……………………………………………..17 Marketing strategies (4P) Product……………………………………………………………………………….19 Price………………………………………………………………………………….20 Distribution channels………………………………………………………………...22 Promotion……………………………………………………………………… .... ….23 Implementation, Evaluation and Control…………………………………………………….25 Summary……………………………………………………………………………………..27 References……………………………………………………………………………………28 2
Image of page 2
BMMK5103 Company Profile Company type Public (privatized) Founded 1988 Headquarters address 82, Jalan Raja Muda Abdul Aziz, 53100 Kuala Lumpur, Malaysia CEO Datuk Seri Shazzalli Ramly Industry Mobile Telecommunication Services Products 3G, 4G and satellite mobile network computer Website 3
Image of page 3
Image of page 4

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture