Marketing Plan Citycell

5776 WordsJul 15, 201324 Pages
Table of contents Executive Summary ii 1. Situation Analysis 1 2. SWOT Analysis for Citycell 5 3. Industry Analysis 8 4. Objectives 11 5. Assessment of Ciycell’s Current State and Future Direction 11 6. Marketing Strategy 14 7. Recommendation 18 Executive Summary Pacific Bangladesh Telecom Limited (PBTL) is the first mobile phone service provider in the Indian subcontinent. In spite of this, PBTL could not be the market leader in the telecom industry, as of now. The growth rate of the company is slow. The subscriber base suggests the company is already in the 5th position among the 6 active mobile operators. There are already 100 million mobile users in…show more content…
1 Situation Analysis Though PBTL was the company which first brought cellular service in this subcontinent, it could not be the market leader in the telecom industry, as of now. The growth rate of the company is slow. The subscriber base might suggest the company is already in the 4th position among the 4 active mobile competitors. From my point of view, it is the technology which is not popular in this part of the world. CDMA technology is the latest technology for mobile communication but maybe too advanced for this market. But apart from the technology if an operator provides quality service (network, customer care, VAS), offers some attractive packages, and takes initiatives for the subscribers, it is possible to be the market leader. It is challenging to be involved in a work from which the company can benefit. Through surveys are conducted to find about the discount service acceptability among respondents, the customer switching pattern and the satisfaction/dissatisfaction criterions among the existing CityCell subscribers. Measurements have been taken on possible avenues on which CityCell can work further to offer attractive benefits to its loyal subscribers. 1.1 Company Pacific Bangladesh Telecom Limited (PBTL) is the first mobile phone service provider in the Indian subcontinent. The address of the Head office is: “Pacific Centre” 14, Mohakhali C/A Dhaka 1212. PBTL was founded by Pacific Group Limited and Hutchison
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