The suggested Marketing plan for new student ICON package in the ICON department of Banglalink company
Rashel, Md. (2015)
Rashel, Md.
Savonia-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201502192369
https://urn.fi/URN:NBN:fi:amk-201502192369
Tiivistelmä
Banglalink Ltd. is the second largest telecommunication company in Bangladesh after Grameen phone. The ICON department is a telecommunication service department under Banglalink Com-pany. ICON is a successful department which is bringing one fourth of the company profit. Their service is targeted to a very small target group. Therefore, it is high time for them to grab a big target group to gain more profit.
Both quantitative and qualitative research methods were jointly used in this thesis process, which contributes to understand the current market situation and the need of the specific target group. Based on the research results, a suggestion for establishing a new package was given to the ICON department through a marketing plan.
A SWOT analysis as a starting point is introduced for the company to establish the new package. The marketing plan suggestion as the result of the thesis includes market segmentation and targeting, market strategy, marketing communication, pricing strategy, distributing strategy, financial projection and implementation plan. The assessment of the thesis topic and research was done in the end.
Both quantitative and qualitative research methods were jointly used in this thesis process, which contributes to understand the current market situation and the need of the specific target group. Based on the research results, a suggestion for establishing a new package was given to the ICON department through a marketing plan.
A SWOT analysis as a starting point is introduced for the company to establish the new package. The marketing plan suggestion as the result of the thesis includes market segmentation and targeting, market strategy, marketing communication, pricing strategy, distributing strategy, financial projection and implementation plan. The assessment of the thesis topic and research was done in the end.