Detailed Marketing Mix Comparison: Dialog Axiata PLC vs. SLT Mobitel

This report provides a comprehensive analysis of the telecommunications industry in Sri Lanka, focusing on the marketing strategies of Dialog Axiata PLC and SLT Mobitel. The report begins with an introduction to the telecommunications sector, followed by a detailed overview of Dialog Axiata PLC and SLT Mobitel, including their vision, mission, values, products, and services. The core of the report centers on a comparative marketing mix analysis of both companies, examining their products, pricing strategies, promotional activities, distribution channels, and customer service approaches. The report further delves into the external and internal environments affecting Dialog, utilizing PESTEL, Porter's Five Forces, and SWOT analyses. It also includes Porter's value chain analysis and a media plan, offering insights into media planning processes and channel selection. The report concludes by highlighting the similarities, differences, and competitive advantages of Dialog and Mobitel, emphasizing the importance of marketing mixes in achieving corporate objectives.

Table of contents
Section B
1. Introduction to the telecommunication industry
2. History of telecommunication
3. Introduction of Dialog Axiata PLC & SLT Mobitel
4. Introduction of Dialog Axiata PLC
- Vision of dialog
- Mission of dialog
- Dialog values
- Products and services of dialog
5. Introduction of Mobitel
- Vision of mobitel
- Mission of mobitel
6. Marketing mix for dialog and Mobitel
7. What is marketing mix
- Products
- Price
- Promotion
- Place
- Peoples
- process
- physical evidence
8. Marketing based on dialog and Mobitel
9. Similarities of dialog and Mobitel, differences between dialog and mobitel,
advantages of Dialog and Mobitel using marketing mix
10.How marketing mixes important to achieve corporate objectives of Dialog
and Mobitel
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Section C
11.Marketing plan for Dialog axiata plc.
12.External and Internal Environment analysis
13.External environment analysis
- PESTEL analysis
- PESTEL analysis users and their advantages
14.Porters five force analysis
- Competition in the industry
- Potential of new entrants into the industry
- Power of supplier
- Power of customers
- Threats of substitute products
15.Internal environment analysis
16.SWOT analysis
17.Importance of SWOT analysis
18.Porters value chain analysis
19.Secondary activities in Porters value chain
Section D
20.Media Plan for Dialog
21.Types of media planning for Dialog
22.Process of media Planning for Dialog
23.Choosing the correct media channel for Dialog
24.Offline Media
25.Online Media
26.References
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Section B
Introduction to the telecommunication industry
Telecommunication is the transmission of data by cable, radio, optical, or other electromagnetic
networks using a variety of methods. It developed from humans' need for communication over a
longer distance than possible with the human voice while maintaining a similar level of
expediency; as a result, slower methods (such as postal mail) are prohibited from the field.
Telecommunications, commonly known as telecom, It includes all sorts, data, and video
transmission. Wired phones, mobile devices, such as cellphones, microwave communications,
fiber optics, satellites, radio and television broadcasts, the internet, and telegraphs are all
examples of this broad phrase.
The telecommunications sector in Sri Lanka is one of the most active in the country,
contributing considerably to investment, employment, productivity, innovation, and overall
economic growth, both directly and indirectly. Five mobile providers serve a population of 22
million people in Sri Lanka's telecommunications sector. Sri Lanka's telecommunications sector
attracts a lot of foreign direct investment. Telecommunications use has grown, with total fixed
line and mobile phone density growing to 142 per 100 people, mainly to an increase in mobile
users. The sector is dominated by mobile phone companies. Telecommunication services are
now available throughout the country thanks to ongoing infrastructure construction. Three fixed-
line operators, five mobile phone operators, and 11 Internet service providers are all in fierce
rivalry.
Sri Lanka is constructing a nationwide fiber optic network that will be connected to many
international cables. Sri Lanka Telecom created and manages this 45,000-kilometer network,
which will act as the backbone for fixed internet and mobile services, including 5G.
The first 5G spectrum auction is scheduled for the end of 2021 by the Telecommunications
Regulatory Commission (TRC). The market is gearing up for the transition from 4G to 5G
mobile services. In 2019, Dialog Axiata and Mobitel performed pre-commercial 5G experiments,
with Dialog repurposing 20% of its LTE antennae for 5G compatibility.
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History of telecommunication
1876: Alexander Graham Bell invented the first telephone. This early type necessitated the use
of a telegrapher or translator on both ends. These were the earliest telephones, which were
intercom systems that connected two phones immediately.
1891. The invention of dial telephones eliminated the need for an operator on each call. Making
phone calls become lot faster and easier as a result of this.
1960: Phones began to migrate from mechanical to electronic switching, allowing services like
voice messaging, fast dialing, and caller ID to become available.
1984: It was created to utilize cellular and personal communications service (PCS) phones,
which provided mobile communications beyond two-way radio use.
2000s and beyond: Mobile phones become more advanced in the first decade of the twenty-
first century. Smartphones were widely used by 2012.
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Introduction of Dialog Axiata PLC & SLT Mobitel
Introduction of Dialog Axiata PLC
With 17.1 million members, Dialog Axiata PLC is one of Sri Lanka's leading
telecommunications service providers and the country's largest mobile network operator, holding
for 57 percent of the country's mobile market. Axiata Group Berhad holds a majority share in
Dialog, while the rest is owned by the general public.
In June 2005, Dialog was listed on the Colombo Stock Exchange. Dialog Axiata is the fifth
largest listed business in Sri Lanka by market value, with a market valuation of LKR 86.3 billion
as of February 2017. Business magazine LMD listed the "Dialog" brand name as the third most
valuable brand in the country in 2015, with a value of LKR 28.6 billion (US $204 million) and in
its annual assessment, business journal LMD identified it as the country's third most valuable
brand. The firm achieved the highest "Platinum" grade in the country's Corporate Accountability
Index for the fourth year in a row.
Dialog was the first mobile operator to cover the Jaffna peninsula in Northern Sri Lanka within
90 days of the ceasefire agreement in 2002, and was the first mobile operator to extend its GSM
network to the areas of the North and East Province where the war was fought again in 2009, and
now has an 80% market share in the region.
 Type - Private limited company
 Industry- Telecommunications
 Founded - 27 August 1993
 Number of employees - 3,500
 Key people - Datuk Azzat Kamaludin (Chairman), Supun Weerasinghe (CEO), Dr. Hans
Wijayasuriya (Non-Executive Director)
Vision of dialog
To be the undisputed leader in the provision of multi-sensory connectivity resulting always,
in the empowerment and enrichment of Sri Lankan lives and enterprises.
Mission of dialog
To lead in the provision of technology enabled connectivity touching multiple human senses and
faculties, through committed adherence to customer-driven, responsive and flexible business
processes, and through the delivery of quality service and leading edge technology unparalleled
by any other, spurred by an empowered set of dedicated individuals who are driven by an
irrepressible desire to work as one towards a common goal in the truest sense of team spirit.
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Dialog Values
 Service from the Heart
 Create the Future
 Champions of Change
 Exceptional Performance
 Uncompromising Integrity
 Responsible Leadership
 One Team
Product and services of Dialog
 Connectivity. Power your communications with dialog
 Collaboration.
 Business Networks
 Physical Security
 Cloud & Co-location.
 Io
 Work From Anywhere with dialog
 Dialog Digital Education.
Introduction of SLT Mobitel
Sri Lanka Telecom's fully-owned subsidiary, LT-Mobitel, is the country's national mobile
service provider. Mobile telephony, high-speed broadband, Enterprise Solutions, IDD Services,
Mobile Money (mCash), and a variety of Value-Added Services are all available through the
company.
SLT-Mobitel was the first in South Asia to establish the first Super-3.5G HSPA network in 2007,
and was the first in the area to trial HSPA+, MIMO (Multiple Input Multiple Output) in 2009. In
2011, Mobitel was the first in the region to test 4G-LTE technology.
As a result, SLT-Mobitel launched its 4G-LTE Network in 2013 to give Sri Lankans with an
unrivaled broadband experience. SLT-Mobitel trialed 4.5G LTE-Advanced Pro Technology with
CA (Carrier Aggregation) of three bands for the first time in South Asia in 2016, continuing its
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tradition of pioneering new technologies. SLT-Mobitel was able to establish the first Sub-1G
Mobile Broadband Network in Sri Lanka in 2017, using 900MHz frequency to give superior
coverage in some rural locations. Mobitel established South Asia's first commercial 4.5G/4G+
mobile network in 2018.
 Type - PLC (owned by the Government of Sri Lanka)
 Industry- Telecommunications
 Founded - 1993
 Number of employees - 4,697
 Key people - Mr Rohan Fernando (Director/Chairman), Mr Lalith Seneviratne, ( Non-
Executive Director), Mr Lawrence Paratz (NE Director)
Our Vision
To lead Sri Lanka towards an info-com and knowledge rich society through our service offerings
Every employee has a role to play in our vision to lead, helping us to focus our efforts and
remain a truly dynamic and successful organization.
Our Mission
To Care, Share & Deliver
These are the 3 key ingredients in our relationship with our Shareholders, Employees, and
Customers. Committing to these 3 principles as an individual and as a team and by regularly
practicing them as an organization, we can truly achieve our vision to lead.
Product and services
Fixedline Telephone services Mobile Telephone services Internet services with dedicated speed
link, ADSL and FTTx IPTV IT services
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Marketing Mix For Dialog axiata and SLT Mobitel.
What is Marketing mix ?
marketing mix may help you focus your strategy and gain a better knowledge of the larger
market as well as your company's internal operations, it's important to remember that it's not a
one-stop-shop. The marketing mix is a strategy that works best when used as a structure for
planning, executing, analyzing, and re-evaluating your marketing operations on a regular or
semi-regular basis.
The marketing mix is reported to have been created by professor and scholar Neil H. Borden,
who expanded on James Culliton's notion of company executives as ingredient mixers. Different
marketing elements and methods are the ingredients. Professor and author Jerome McCarthy
later improved the marketing mix to include four main components: product, place, price, and
promotion. In his book Basic Marketing: A Managerial Approach, published in the 1960s,
McCarthy discussed the "4 Ps." The 4Ps paved the path for two current academics, Booms and
Bitner, who identified three other variables that serve a significant role in 1981: Physical
Evidence, People, and Process. This formed the extended marketing mix that we know today as
the “7 Ps” of the marketing mix.
1. product,
2. price
3. promotion
4. place
5. people
6. Process
7. physical evidence
Product - A physical product, a service, or an experience are all examples of products.
Your product or service will always be at the center of your strategy, influencing every
component of the marketing mix, no matter how you represent yourself as a brand. Consider
elements such as product quality, specialized features, packaging, and the problem that it will
address for your clients while developing your product.
Price - What is the price of your product or service? Everyone has a price, and if you target a
certain market but get the pricing structure incorrect for this group of consumers, you can forget
about getting a good return on your investment.
The price you establish should represent your customer's perception of your product's worth, be
in line with your budget, and guarantee that you make a profit. Pricing has a significant impact
on your business's performance, since it influences your marketing strategy, sales, and product
demand.
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Promotion - Promotion is what we do best as marketers, whether it's direct marketing, public
relations, advertising, content marketing, or in-store pitching.
Promotion is the process of increasing market awareness of a brand, product, or service by
presenting a story to inspire customer interaction. Promotional methods are effective on a
number of levels. They help to boost brand recognition, sales, and income. Why should a
customer choose you over your competitor? How will you help them solve their problem or
improve their quality of life?
Place - What platforms do you use to market your product or service? Businesses can sell in a
variety of places and ways. As a result, the term 'place' does not just relate to a physical location.
It might include selling through a website, catalog, social media, trade exhibitions, and, of
course, physical storefronts. 'Place' refers to any and all distribution channels. Most businesses
can't or won't set up shop in just any location.
First and foremost, a number of things must be examined. When it comes to distribution
methods, your target audience will play an important role.
People - Anyone directly or indirectly involved in the business side of the organization is
referred to as "people" in the marketing mix. That includes anyone involved in selling, creating,
promoting, managing teams, representing customers, recruiting, and training for a product or
service.
Everyone who represents the firm (even chatbots) must be polite, professional, knowledgeable,
and well trained if you want your brand to succeed and your clients to be satisfied. Employees
must be able to address client concerns, thus as a company, you must provide training,
appropriate working conditions, and everything else that will ensure your employees' happiness.
Process - So you have a product and a target market in mind. How will the product be delivered
to the customer? The process is the term for this in-between component.
It includes aspects like as how your company operates, how services are supplied, how products
are packed, how customers progress through the sales funnel, checkout, shipping, and delivery,
and so on. In essence, the process outlines the sequence of events or key elements involved in
delivering a product or service to a consumer.
Physical evidence - The marketing mix must account for everything your consumer encounters
during their relationship with you, from the moment they first become aware of your brand
through the point of sale and beyond.
Physical evidence entails more than simply receipts. Physical proof includes not just this
important aspect, but also the whole existence of your brand. Consider your website, branding,
social media, the logo on your building, the décor in your store, the packaging of your items, and
the thank-you email you send after a sale. All of these factors provide your consumer with the
actual proof they require to be confident in your company's viability, dependability, and
legitimacy.
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Marketing mix based on Dialog and Mobitel
Marketing
mix
Definition Dialog Mobitel Comparison
Product These are the
high quality
products that
introduced to
the market by
Dialog and
Mobitel
 Dialog 4G
routers
 Dialog Video
Surveillance
 Dialog ViU
HUB
 SLT
Broardband
 Peo silver
 SLT peo tv
These two company
has equal customer
demand for these
products. But in
urban areas dialog
internet faster that
mobitel internet.
Price Dialog and
Mobitel
Product
should always
representing
goods value
for the
money.
 Dialog
Prashansa
package for
Rs 249/-
rental.
 Dialog per
day home
broadband.
 Nonstop
lokka data
package just
for Rs 398/-
 RS.369/-
prepaid triple
max package
Dialog target in
many ways, such as
not only focusing on
high-income
consumers, but also
on middle-income
people. Mobitel is
not following these
methods.
Place These are the
places or
platform that
you can buy
any Dialog
and Mobitel
products.
 Dialog
outlets
 Dialog
website
 My Dialog
app
 Mobitel
outlets
 Mobitel
website
 Mobitel
selfcare app
Dialog has more
touch point
comparing to other
networks. Mobitel
selfcare app is easy
to do your
payments.
Promotion These are the
promotion
methods
using by
Dialog and
Mobitel to
attract their
customers.
 Unlimited
Netflix for
one month
On Your
Dialog
Mobile jus
for Rs 1990.
 You may
view any
movies,
sports, or
 Free 5 GB
any time data
for the first
bill payment
& reload
made via
selfcare app.
 Mobitel
enbales you
to work from
home with
Dialog following
current marketing
trend to attract their
customers and
promote their
products like: in
lockdown they
introduced
unlimited Netflix
package for their
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television
programs on
Dialog viu
hub app.
 Dialog mega
wasana prize
competition
more day
time data just
for Rs 1490/-
 Mobitel Cash
bonanza.
customers to watch
movies.
Mobitel conducting
a prize competition
to help their
customers and to
promote their
brand.
People Anyone
directly or
indirectly
involved in
the business
side of the
organization
is referred to
as people.
 Dialog
customer care
agents
 Dialog sales
officer
 Dialog staff
members
 Mobitel
customer
care agents
 Mobitel sales
officer
 Mobitel staff
members
Dialog and Mobitel
Sales officers and
customers care
agents, helps to
attract new
customers and to
increase their sales
Process How Dialog
and Mobitel
company
operates, how
services are
supplied, how
products are
packed, how
customers
progress
through the
sales funnel,
checkout,
shipping, and
delivery, and
so on.
 Dialog tv for
a better
television
experience
and also Free
installation
and
Maintenance
& servicing.
 Providing
Fastest
internet
routers for
any firms.
 SLT PEO
TV gives the
platform for
customers to
enjoy the
best of local
and
international
news and
entertainment
from around
the world at a
click of a
button-
 You can
watch any
program that
you may
have missed,
up to 3 days
later
Mobitel provides
internet routers to
governments
sectors, and Dialog
provides internet
routers for private
sectors to do their
work efficiently.
Physical
evidence
Physical
evidence
entails more
than simply
receipts.
Physical
proof includes
not just this
 Quality and
fastest
internet
routers.
 Lot of
promotion for
customers.
 friendly
 Good
customer
follow up
until
customers
job done.
 Can get
information
For a better Physical
environment
experienced Dialog
and Mobitel
refurbished their
outlets and head
office for current
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important
aspect, but
also the
whole
existence of
your brand.
Consider your
website,
branding,
social media,
the logo on
your building
customer
services.
 Free
installation
and
Maintenance
& servicing.
 Attractive
brand name
and logo.
from mobitel
website
easily.
 24 hours
customer
service and
quick
response.
 `Modern and
attractive
outlets.
trends.
And also For a better
Physical
environment
experienced Dialog
and Mobitel
decorate their
outlets related to
the seasons. Like:
Christmas season
they wearing Santa
hats and decorates
their outlets.
Similarities of Dialog and mobitel, differences between Dialog and mobitel and
advantages of Dialog and Mobitel using marketing mix.
Similarities of Dialog
and Mobitel
Differences between
Dialog and Mobitel
advantages of Dialog
and Mobitel using
marketing mix
Telecommunication industry. Dialog price is bit higher
compare to Mobitel. Mobitel
pricing is reasonable for their
customers.
It helps Dialog and Mobitel
to make use of their strengths
and avoid unnecessary costs.
Providing 4G n 5G systems . Sales teams aggressive in
dialog plc but in mobitel
sales team is non aggressive
It helps dialog and mobitel to
understand what your
product or service can offer
to your customers
Providing Social media and
internet packages
Dialog provide best GSM
coverage and Mobitel GSM
coverage is reasonable but
network is always busy.
IT helps Dialog and Mobitel
to learn when and how to
promote your product or
service to your customers.
Providing broadbands,
telephones and routers
services.
Dialog more into private
sectors, Mobitel more into
government sectors.
Considering above mention
notes dialog has more
advantages due to trend
setters and situational
changing. Dialog is adopting
according to the market
while Mobitel is consider as
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long term planers.
Corporate Objectives of Dialog and Mobitel
Corporate objectives of Dialog Corporate objectives of Mobitel
- Dialog's ultimate objective is to
increase market share. A proper
market plan's can increase market
share.
- Customer preferences and attitudes
change on a regular basis. Mobitel's
growth ambition might be to respond
to those changes.
- Dialog's purpose is to manage a
profitable business and increasing
sales, which usually entails growing
revenue while cutting costs.
- Mobitel's primary goal is to bring in
new consumers. This may be
accomplished through a range of
promotional activities such as targeted
advertising campaigns, special events,
or a social media blitz, among others.
The objective is to reach out to
prospective new clients and provide
them with an incentive to recommend
mobitel.
- Enhance customer relationship.
Customer service and retention are
two of the most important factors in a
company's success. Improved client
interactions is one of the biggest
advantages of Dialog
- Enter new markets on a global or
local level. This will assist Mobitel in
learning a new culture, increasing its
exposure to foreign investment
opportunities, and increasing its ability
to assist more people.
How marketing mix important to achieve corporate objectives of
Dialog and Mobitel.
 Marketing plans are simplified and combined into one, making marketing easier.
 A company may make profitable marketing decisions at every level by identifying and
organizing the parts of its marketing mix.
 It helps in the entire process, from strategy conception through execution.
 Using this framework, a corporation may adjust its marketing operations in response to
client requirements, market conditions, and resource availability.
 New and loyal customers will be attracted to marketing that has been thoroughly studied
and targeted.
 Current and previous consumers' feedback might help discover areas for development.
 Increasing brand recognition.
 Allows the business and the client to have a more personal relationship.
 Market share increased.
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 It enables your company to compete by marketing your brand to the appropriate
audiences.
 Even if you aren't familiar with social media, marketing allows your company to benefit
from it.
 Through a better understanding of your consumers, market research and analytics will
boost sale
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Section C
Marketing Plan for Dialog Axiata PLC
Executive summery
The telecommunications sector utilizes technology to share information over large distances.
Telecommunications encompasses the telephone, Internet, television, and radio, with a focus on
the first two. If you want to appeal to a large enough number of buyers, you must develop a clear
and precise marketing plan if you are beginning a firm in the telecoms industry.
What is marketing Plan?
A marketing plan is an operational document that details an organization's advertising strategy
for promoting products and reaching its target market. A marketing strategy outlines the outreach
and public relations activities that will be implemented over time, as well as how the
organization will assess the impact of these initiatives.
Elements of a Marketing Plan.
The company's marketing objectives
- The goals should be reachable and quantifiable, which are two of the SMART
goals. (Specific, Measurable, Achievable, Meaningful, and Time-bound).
research into the market
- Detailed analysis of current market trends, client demands, industry sales volumes, and
predicted future developments.
Current marketing positioning of the company:
- An examination of the organization's present situation in terms of marketing positioning.
Promotional activities
- A list of all actions related to marketing goals that are planned for the term, as well as the
associated deadlines.
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Corporate Strategy
Vision of Dialog
To be the undisputed leader in the provision of multi-sensory connectivity resulting always,
in the empowerment and enrichment of Sri Lankan lives and enterprises.
Mission of Dialog
To lead in the provision of technology enabled connectivity touching multiple human senses and
faculties, through committed adherence to customer-driven, responsive and flexible business
processes, and through the delivery of quality service and leading edge technology unparalleled
by any other, spurred by an empowered set of dedicated individuals who are driven by an
irrepressible desire to work as one towards a common goal in the truest sense of team spirit.
Objective of Dialog
To be the industry leader in the provision of technology-enabled connectivity touching multiple
human sensors and faculties, through a commitment to customer-driven, responsive, and flexible
business processes, and through the delivery of quality service and cutting-edge technology
unrivaled by any other.
Providing low-cost connection As a member of the United Nations Global Compact network,
Dialog places a high value on attaining the Sustainable Development Goals (SDGs) and has
aligned its business strategies to provide it.
External and Internal Environmental Analysis
External Environmental Analysis
External analysis can assist organizations in adapting to change and reducing existing items to
better meet the demands of their client base. Whether you're a business owner or a financial
professional, doing an external analysis can assist in the growth of your company. However, you
must first comprehend the advantages and requirements of an external review.
External analysis, also known as environmental analysis, is the process by which companies
objectively examine changes in their sector and the larger world that may have an impact on their
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existing operations. Companies use this to guarantee that they can adapt to changes and stay
competitive in their industry.
There are two main external analysis
1- PESTEL analysis
2- Porters five forcers
PESTEL analysis
PESTEL Analysis is a strategy framework that breaks down possibilities and hazards into
Political, Economic, Social, Technological, Environmental, and Legal elements in order to
examine a company's external environment.
PESTEL Analysis is a powerful technique for determining the advantages and risks of a business
strategy in corporate strategy planning. The PESTEL framework is a variation on the PEST
strategic framework that adds a consideration of environmental and legal variables that might
affect a company.
Political factor
When you look at political elements, you're looking at how the government intervenes in the
economy and other elements that might affect a company. The following are some of them:
- Tax policies
- Trade restriction
- bureaucracy
An example based on Dialog: After a new government gets elected on a platform to impose
measures that would negatively affect the Dialog’s core activities, Dialog chooses to relocate its
operations to a different state.
Economic factor
Economic factors consider the numerous areas of the economy and how the forecast in each
sector may affect your company. Central banks and other government agencies are generally the
ones that measure and publish these economic indicators. The following are some of them:
- interest rate
- exchange rates
- inflation
- economy grow rates
- unemployment rates
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An example based on Dialog: Dialog will decide to refinance its debt if interest rate decrease is
announced.
Social factor
PESTEL research also requires consideration social aspects that are linked to societal cultural
and demographic trends. Consumer behavior is heavily influenced by social conventions and
influences. The following are some things to think about:
- Aspects & Perceptions of Culture
- Awareness of Health
- Rates of Population Growth
- Age Distribution
- Career Attitudes
Technology factor
Technological aspects are connected to industry innovation as well as general economic
innovation. Being out of touch with current industry trends may be immensely detrimental to
business operations The following are examples of technological factors:
- Research and Development
- Automation
- Incentives for technological advancement
- The Technological Change Rate
Environment factors
Environmental considerations are concerned with the effects of the environment on business.
Businesses must plan for how to adapt to changing weather conditions as they become more
regular. The following are some of the most important environmental factors:
- Climate Conditions
- Temperature
- Changes in the Climate
- Pollution
- Natural calamities (tsunami, tornadoes, etc.)
Legal Factors
In the context of a PESTEL analysis, sometimes there is misunderstanding about the distinction
between political and legal variables. Any legal factors that determine what a firm may and
cannot do are referred to as legal considerations. The link between business and government is a
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political aspect. When governmental authorities create legislation and regulations that impact
how corporations’ function, political and legal elements might collide.
The following are legal considerations:
- Industry Regulation
- Licenses & Permits
- Labor Laws
- Intellectual Property
PESTEL analysis users and their Advantages
Business planning that is strategic:
When commencing a company planning process, a PESTLE analysis report is a beneficial
document to have on hand. It gives the company's senior management team a wealth of context
information, such as the company's strategy, brand positioning, growth objectives, and areas of
concern that might lead to a fall in performance and development.
Planning for the Workforce:
Workforce planning is a commercial strategy for coordinating business and human resource
initiatives. A PESTLE study assists companies in identifying business model disruptions that
might have a significant influence on the future employment environment. Increased skill gaps,
the emergence of employment categories that did not exist ten years ago, such as the IT
department, and job cutbacks or displacement are all causing major changes in the workforce.
Marketing Planning:
PESTLE research provides important market insights as well as a wealth of information on
external factors. As a result, it might assist in prioritizing corporate operations in order to meet
specified marketing objectives within a given timeframe.
Development of a product:
As previously stated, a PESTLE analysis also provides essential market insights on client
reactions to a product or service. This supports companies in determining whether to enter or exit
a market, how to change an existing product, and when and what to launch as a new offering.
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PESTEL
Factors
Impact Opportunity/Threat Impact
Level
Political Negative Regulation issues come up frequently,
service providers from throttling internet
and data speeds
High
Economical Negative The telecommunications business is
influenced by interest rates, inflation, and
taxation. Building towers and resources in
rural areas is costly.
Medium
Social Negative High competition Medium
Technological Negative Hackers and scammers Medium
Environmental Negative Signal issues , Cable damages High
Legal Negative Imports of mobile phones are banned High
Porters Five Forces
Porter's Five Factors is a concept for analyzing an industry's limitations and strengths by
identifying and analyzing five competitive forces that define every business. A five-forces
analysis is widely used to define company strategy by identifying an industry's structure. Porter's
model may be used to understand the amount of competition within an industry and improve a
company's long-term profitability in any sector of the economy. Michael E. Porter, a Harvard
Business School professor, is the creator of the Five Forces concept.
The five forces are widely used to assess an industry's or market's competitiveness,
attractiveness, and profitability.
Porter's five forces are as follows:
1. Competition in the industry
2. Potential of new entrants into the industry
3. Power of suppliers
4. Power of customers
5. Threat of substitute products
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Competition in the industry
This force investigates the level of competitiveness in the marketplace. It includes the number of
current rivals as well as what each one can provide. When there are just a few enterprises
supplying a product or service, the sector is developing, and consumers may quickly move to a
competitor's offering at little cost, then competition is intense. When there's a lot of competition,
there's a lot of advertising and pricing wars, which can affect a company's bottom line.
Potential of new entrants into the industry
This force analyzes how simple or difficult it is for new competitors to enter the market. The
easier it is for a new competitor to enter, the higher the chance that an established company's
market share would be lost. Barriers to entrance include absolute cost advantages, access to
inputs, economies of scale, and a strong brand identity.
Suppliers Power
The third force model's next aspect considers how quickly suppliers may increase the costs of
production. It is decided by the amount of suppliers of a product's or service's essential inputs,
how unique these inputs are, and how much switching to another source would cost a
corporation. The few suppliers in an industry, the more dependent a business is on them. As a
result, the supplier has greater power and can raise input costs and demand additional trade
advantages. When a corporation has a large number of suppliers or low switching costs between
competitor suppliers, on the other hand, it may keep its input costs low and increase profits.
Power of buyers
Power of buyers exists when the number of customers in a certain industry is low in comparison
to the number of providers. This means they'll likely find it simple to switch to new, lower-cost
businesses, lowering costs in the long run.
Consider how many customers you have. What is the size of their orders? How much would be
switching from your products and services to those of a competitor cost them? Are your
customers powerful enough to impose terms on you?
When you only deal with a few knowledgeable consumers, they have greater power. However, if
you have a large number of consumers and minimal competitors, your power increases
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Threat of substitute products
This refers to the possibility that your consumers will find a better method to do what you do. If
you have a unique software solution that automates a critical function, for example, customers
may choose to execute the task themselves or outsource it instead. A simple and inexpensive
substitute might damage your position and risk on your profits.
Internal Environment analysis
An internal analysis assesses an organization's resources, assets, traits, competences, capabilities,
and competitive advantages by looking at its internal environment. It identifies the strengths and
weaknesses of your company, which may assist management in decision-making, strategy
creation, and implementation. Internal analysis should be the foundation of every planning
process, and we'll teach you how to do one and what tools you have available.
1. SWOT analysis
2. Porters value chain analysis
SWOT analysis
SWOT analysis (strengths, weaknesses, opportunities, and threats) is a framework for
assessing a company's competitive position and developing strategic plans. Internal and external
elements, as well as current and future possibilities, are all analyzed in a SWOT analysis.
A Swot analysis is a technique for taking a realistic, fact-based, data-driven look at an
organization's, initiative's, or company's strengths and weaknesses. The organization must
maintain the accuracy of the study by avoiding presumptions or dark areas and instead focused
on real-world scenarios. It should be used as a recommendation rather than a recommendation by
businesses.
The biggest benefit of performing a SWOT analysis is that it is simple or free – anyone who
understands your organization can do it. When you don't have a lot of time to deal with a
complicated scenario, you might perform a SWOT analysis. This implies you may take efforts to
improve your firm without incurring the costs of hiring an outside consultant or business advisor.
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SWOT analysis examples based on Dialog.
Strengths
An established brand name:
- With a brand worth of Rs. 53.9 billion, Dialog also maintained its AAA brand grade and
the title of 'Most Valuable Telecommunications Brand' for the 14th year in a row,
confirming the brand's concept of empowering and improving Sri Lankan lives and
businesses.
Making High-Quality Products
- Dialog is known for producing high-quality items for their customers. Customers always
prefer their own brand over rivals', and they patiently await new product releases such as
the Dialog 5G release, which has been a long-awaited product in the market.
loyal consumer base:
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- Dialog's ability to maintain customers in a competitive market is a critical strength. You
may expand your product line and even charge premium prices if you have this privilege.
There are several ways to assess Dialog's strength by examining Dialog customers. For
example, a Dialog can look at its subscribers and portray them as a key competitive
advantage.
Weakness
Slow service and poor selling
- Slow service and poor selling are two issues that may harm a Dialog business. Company
weaknesses are errors in the company's competitive position that put it at a disadvantage
in the marketplace. If delayed service persists, for example, unhappy customers will look
for a company that provides better service.
Poor customer service
- Poor customer service usually means fewer customers, which means reduced sales and
profits for your company. This can start a vicious cycle in which a corporation tries to cut
money on employees or customer service training, which leads to even lower service
standards.
Opportunity
New tax incentives
- A tax incentive is a component of a country's tax law meant to encourage or incentivize a
specific economic activity by lowering a company's tax payments. Tax incentives may
affect an economy in both positive and bad ways. However, this a positive thing for
Dialog PLC.
New technologies
- The next great improvement for communications networks and products is 5G
technology. It offers significantly faster internet than earlier cellular broadband network
standards, as well as significantly reduced latency. For cloud gaming and VR content
streaming,
Threats
Fraud companies
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- Companies that manufacture fake telecommunications products also represent a danger to
the development of genuine and quality-assured tele-companies. This problem is very
prevalent in Asian countries.
Increased government regulations
- Only Type Approved Mobile Phones/ Devices are allowed to be imported. Dialog must
get a valid Vendors License granted by TRCSL.
Importance of SWOT analysis
 A SWOT analysis allows businesses to get visibility into their current situation, allowing
them to better understand and analyze overall business performance.
 It allows a company to assess its strengths, which may assist them better penetrate the
market and achieve their goals.
 It allows businesses to see their weaknesses and possible areas for improvement. This
knowledge assists them in anticipating and minimizing potential barriers, guaranteeing
long-term corporate success.
 A company may establish a strategic plan to fulfill its goals and react to changing market
conditions by using its SWOT analysis.
 It enables firms to better understand and recognize internal and external elements, as well
as their positive and negative effects on their operations. This data can assist firms in
becoming more proactive by assisting them in taking suitable steps.
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Porters value chain analysis
Michael Porter established the value chain, often known as Porter's Value Chain Analysis, as a
company management concept. A value chain, according to Michael Porter's book Competitive
Advantage (1985), is a series of operations that a corporation performs to produce value for its
consumers. Value creation adds value to a product or service, resulting in a competitive
advantage through research and development. Inbound logistics, operations, outbound logistics,
marketing and sales, and service are the major functions of Michael Porter's value chain. The
purpose of the five sets of activities is to generate value that is greater than the cost of doing so,
resulting in a bigger profit.
The five primary actions are listed below.
1. Inbound Logistics
2. Operations
3. Outbound logistics
4. Marketing and Sales
5. Service
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Inbound Logistics
Receiving, warehousing, and inventory control of a company's raw materials are all part of
inbound logistics. This also includes all supplier relationships. Inbound logistics, for example,
would involve receiving and storing things from a manufacturer that the online retailing planned
to sell.
Operations
Procedures for transforming raw resources into a final product or service are included in
operations. This comprises transforming all inputs into outputs. To add value to the product in
the e-commerce example above, this may involve adding labels or branding, or packing
numerous goods as a package.
Outbound logistics
Outbound logistics refers to any activities that include distributing a finished product to a
customer. This covers product delivery, as well as storage and distribution systems, which might
be external or internal. This comprises both the storage of items for delivery and the actual
shipping of these products for the e-commerce firm mentioned above.
Marketing and Sales
Marketing and sales strategies, such as advertising, promotion, and price, are used to increase
exposure and target the right customers. Essentially, these are all acts that aid in persuading a
customer to buy a company's product or service. Using the same example as before, an e-
commerce business may run Instagram advertisements or create an email list for email
marketing.
Service
Customer service, maintenance, repair, refund, and exchange are examples of actions that help
maintain products and improve the customer experience. This might cover repairs or
replacements, as well as a warranty for an e-commerce business.
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Secondary Activities in Porter's Value Chain
Procurement
Procurement is the process of acquiring inputs, or resources, for a company. This is how a
business receives raw materials, and it include locating and negotiating rates with vendors and
suppliers. This is closely related to the principal activity of inbound logistics, in which an e-
commerce business looks to acquire materials or items for resale.
Management of Human Resources
Hiring and keeping workers who will assist create, promote, and sell the product, as well as meet
corporate strategy. Overall, managing personnel is beneficial for all key tasks, such as marketing,
logistics, and operations, where people and successful recruiting are required.
Technological Progress
During research and development, technological development might entail creating and
developing manufacturing procedures as well as automation operations. Devices, hardware,
software, processes, and technical expertise are all included.
Infrastructure
Infrastructure refers to a company's support systems as well as the functions that enable it to
operate. All accounting, legal, and administrative tasks are included. All major operations require
a stable infrastructure.
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Section D
Media Plan For Dialog
Media planning is the process of defining how, when, where, and why your company provides
media content to its target audience. The process include determining which material will be
disseminated on which platforms in order to increase reach, engagement, conversions, and ROI,
among other things.
Types of Media planning for Dialog.
To develop a successful media plan for the business, you must first determine which forms of
media will be cost-effective and generate sales. When creating a media plan, there are three main
types of media to consider:
1. Paid Media - Paid media is advertising that is the outcome of a brand's paid placement.
Pay-per-click advertising, display adverts, and branded content are all examples of this.
This is the most typical method for brands to gain visibility and increase sales.
2. Owned Media - Owned media includes blog postings and social media profiles that are
owned by your company(dialog Instagram page, Facebook page). You may expand your
consumer reach and brand recognition by boosting the use of the company's owned
media.
3. Earned Media - Earned media is the publicity a brand receives from sources other than
its own. Customer feedback, media coverage (tournaments and matches), and word-of-
mouth(sponsorship), are all examples of earned media. This type of media is valuable
since it frequently originates from customers. This input can also aid in the improvement
of the product or service you're providing.
Process of Media Planning for Dialog
1. Market research should be done.
When building your media planning strategy, the first step is to do market research. Market
research will help you adjust your content and media plan to your target market and clients.
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2. Define your media planning goal.
Keep a goal (or a few) in mind while you create your media plan to help you navigate the
process more efficiently. Furthermore, goals can assist you in determining which material kinds
and platforms you can reject.
3. Use a template to create your media plan.
Now is the time to create your media strategy, but before we get into the templates, let's define
what a media plan is.
It is not sufficient to simply plan and then assume that everyone else is on the same page. You
should write out your approach in a media plan document so that everyone on your team is on
the same page and everyone is held responsible.
4. Put your media strategy into action.
Ensure that all parties who should be aware of the strategy have the information they need to
help you carry it out. Additionally, include the contact information for your company's media-
planning point person in case anyone has any questions or complaints. If you use a social media
calendar template as part of your media strategy, make sure it's accessible to everyone who will
be working on or providing content for both platforms.
5. Examine your achievements.
Whether your media strategy is based on individual Instagram posts or a month-long company-
wide campaign, make sure to track your progress. "Did this media plan assist us in achieving our
specific goals?" ask yourself and your team. "Did the media planning templates and tools we
utilized offer value to our media creation and publication processes?" and "Did the media
planning templates and tools we used provide value to our media creation and publication
processes?"
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Choosing the Correct Media Channels For Dialog
Offline media
Magazines
Magazines have a long lifespan and are frequently kept in the possession of consumers for 2 to 4
weeks after they have been read. Because people read quicker than they can listen, information
in this medium is more likely to be recalled. According to studies, magazine advertising have a
greater level of trust than other kinds of media (60 percent of readers trusted the advertisements
they saw in magazines).
Newspapers
Using local newspapers to advertise a brand's message is a terrific method to keep it local.
Marketers may choose which area of the newspaper advertisements are put for additional
targeting when using this media. If they want to target those who are interested in fashion, they
may place their ad in that part of the newspaper.
Billboards
Billboards and other out-of-home media are huge and attract attention. Your message may reach
10,000 people in a month if you're in a busy zone. Billboards don't limit what you can do outside
of the home; only your imagination does. Out-of-home advertising is also a very mobile choice.
Television
This form of media is very visual and may be used to showcase items in real-life situations. If
you offer cleaning products, for example, customers can see the benefits of your products and
how they may be used in their homes. The typical people watch almost five hours of television
every day, therefore this medium is immensely popular.
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Online Media
Digital Publication
Many digital publishers provide the option of sending a customized email or newsletter to their
database. They can keep track of open rates and conversion rates for your website or product.
These are frequently specialist magazines that make it simple to reach your target demographic
and are excellent lead creation resources.
Use of Social Media
Social media, on the other hand, is a very cost-effective tool. It's also highly personalized,
allowing advertisers to target customers based on their hobbies, age, marital status, and other
factors. Social platforms are built on the concept of community, allowing your company to
engage with customers on a more personal level. It also increases the probability that your
brand's content will become viral.
Programmatic Advertising
Programmatic advertising is highly targeted, since it use an algorithm to identify and target
specific consumers across several digital channels.
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References
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https://www.toolshero.com/management/value-chain-analysis-porter/.
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9. Dialog.lk. (2019). Dialog Home Page. [online] Available at:
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10.582shares and 11kreads (2021). How to Perform a SWOT Analysis for SEO.
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Chain? [online] Investopedia. Available at:
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activities-michael-porters-value-chain.asp.
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