Marketing Management Report: Sri Lanka Telecom PLC Analysis and Impact

This report analyzes marketing management practices within Sri Lanka Telecom PLC, a telecommunications services provider in Sri Lanka. It begins with an introduction to the company, including its market capitalization and key shareholders. The report then delves into the core concepts of marketing, defining and explaining the production, product, selling, marketing, and societal marketing concepts, along with their relevance to current and future trends. The marketing processes employed by Sri Lanka Telecom PLC are examined, highlighting its strategies for assessing consumer needs, developing competitive product offerings, and utilizing pricing and promotional strategies. The roles and responsibilities of marketing personnel are clarified, emphasizing their focus on consumer evaluation and transparent communication. Finally, the report explores how marketing influences and interrelates with other functional departments within Sri Lanka Telecom PLC, such as production, R&D, and design, demonstrating the integral role of marketing in overall business operations.

Running head: MARKETING MANAGEMENT
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Introduction to Sri Lanka Telecom PLC
Sri Lanka Telecom PLC is a telecommunications services provider in Sri Lanka while
rendering their services to domestic households and the corporate sectors including propositions
like fixed and wireless telephony, Internet access and IT services. The market capitalization of
the concerned venture was recorded to be Rs. 51 billion as on December 2017 (Slt 2019). The
innovativeness and the quality of the propositions has supported the venture in continuing with
the efficacy of the operations aligning with the needs of the consumers. The largest shareholders
of the Sri Lanka Telecom PLC are the government of Sri Lanka holding 49.5% of the capital and
the Global Telecommunication Holdings which held around 44.98% shares (Slt 2019). The
remaining shares of the company were listed in the TSX.
Introduction to the concept of marketing
The concepts of marketing are segregated into five different definitions like the
production concept, product concept, selling concept, marketing concept and societal marketing
concept. The collaborative functioning of the different concepts supports an organization in
improving the propositions aligning with the needs of the consumers. The section will develop
an understanding of the different marketing concepts based on the current and future trends.
 Production concept- The concept is based on the identification of the preferences of the
consumers based on the quality of the proposition and the affordability of the business
while operating in the diverse global economies. O'Donnell (2014) opined that the
enhanced understanding of the preferences of the consumers support an organization in
remodeling the production mechanisms. The current trends that are affecting the
production related operations of a venture are reliant on the changing preferences of the
consumers towards the quality products.
 Product concept: The innovativeness of the pro ducts and the utility that is being
presented by the same supports an organization in drawing the attention of the consumers
towards the offerings. Arnold (2017) opined that the quality of the product offerings and
the innovativeness in the utility supports an organization in improving the target customer
base. On the other hand, the major future trends that are shaping the interests of the

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consumers are reliant on the experience that is gathered by the same through the
utilization of the proposition. The key modifications in the propositions that are created
by the organization supports in improving the marketing prospects.
 Selling concept- The selling concept is based on the delineation of the needs and
preferences of the consumers which is crucial for an organizational operation. The
modification in the line of propositions are made through the evaluation of the needs of
consumers and the changes in the market environment.
 Marketing concept- The marketing goal of an organization is reliant on the effectiveness
of the propositions that are made by the businesses while operating in diverse global
economies. Li, Wang and Yu (2015) opined that the delineation of favorable marketing
goals support an organization in improving the capacitiesof the business while operating
in the diverse global economies.
 Societal marketing concept: The societal marketing concepts support an organization in
improving a positive understanding of the short term wants and the long term welfare of
the consumers. Atanassova and Clark (2015) opined that the delineation of the short and
long term needs of the consumers strengthens the value proposition of the ventures while
operating in the diverse global economies. On the other hand, the improvements in the
line of propositions that are made by the organization supports the same in improving the
operations of the venture while flourishing in the new markets.
Marketing processes in the context Sri Lanka Telecom PLC
The Sri Lanka Telecom PLC followed a lucid standard for the different marketing
processes that are commenced by the same while drawing the attention of the consumers. Sri
Lanka Telecom PLC has taken steps to assess the needs of the consumers while improving their
propositions. Chang, Yu and Lu (2015) opined that a thorough observation of the needs of the
consumers support an organization in improving the capacitiesof the business while operating in
the diverse global economies. The Sri Lanka Telecom PLC developed a competitive range of
product offerings with the objective of continuing with the efficiency of the operations in
adherence to the needs of the consumers. Megaline being one of the most successful offering of
the venture offering fixed communication with an increasing rate of market share by 6.91% in
the year 2018 (Slt 2019). Therefore, the Sri Lanka Telecom PLC aimed at improving the
communicational channels through the utilization of next generation ADSL2 access, fiber-optic
Wi-Fi upgrade and 4G LTE (Slt 2019).

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On the other hand, the improvements in the broadband footprint would also support the
venture in improving the operations of the business while operating in obedience to the needs of
the consumers. The frequent innovations that are made by the venture support the same in
enhancing the rate of market share. The enhanced rate of improvements in the broadband service
propositions supported the venture in strengthening the sustenance related objectives while
operating in Sri Lanka.
The Sri Lanka Telecom PLC aimed at improving the market share through enhancing the
rate of consumer engagement by utilizing the competitive pricing strategy. The competitive
pricing strategy supported the venture in ensuring the profitability of the business aligning with
the subtle levels of fluctuations. The fluctuations in the economic state are me through the
utilization of flexible competitive pricing strategies aligning with the needs of the consumers (Slt
2019). The promotional strategies of an organization support an organization in drawing the
attention of the consumers towards the offerings. The diverse range of promotional activities of
the venture supported the same in continuing with the efficiency of the operations in adherence
to the needs of the consumers.
Explanation of the role and responsibilities of marketing personnel of Sri Lanka Telecom
PLC
The major roles and responsibilities of the marketing personnel of Sri Lanka Telecom
PLC are reliant on the evaluation of the needs of the consumers. Akgün, Keskin and Ayar
(2014) opined that the evaluation of the needs of the consumers support an organization in
improving the propositions. In this relation, the major responsibility of the marketing personnel

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of the organization is reliant on the evaluation of the needs of the consumers and making a note
of the business. On the other hand, the transparency of marketing communication is again a chief
responsibility of the marketing personnel of the venture. The increased rate of marketing
communication support an organization in improving the networking while effectively
interacting with the consumers and thereby identifying their preferences and needs. It would
support Sri Lanka Telecom PLC in improving the marketing propositions while examining the
current changes in the preferences of the consumers.
Explanation on how marketing influences and interrelates with other functional
departments of Sri Lanka Telecom PLC
The marketing operations of an organization supports an organization in identifying
different prospects while positioning the propositions while managing the inventories. On the
other hand, marketing also influences the rate of production that is being commenced by the
considerations. The different modifications in the design of the propositions and the pricing
considerations are reliant on the effective functioning of the marketing activities. It has been
noted that the extensive marketing operations of an organization supported the venture in
strengthening the R&D operations while forging and infusing innovations in the existing line of
product ranges. Therefore, the development of the marketing operations support an organization
in enhancing the rate of operations while contributing to the needs of the consumers.

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References
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Arnold, M., 2017. Fostering sustainability by linking co-creation and relationship management
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Atanassova, I. and Clark, L., 2015. Social media practices in SME marketing activities: A
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Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message
diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-782.
Li, X., Wang, Y. and Yu, Y., 2015. Present and future hotel website marketing activities: Change
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O'Donnell, A., 2014. The contribution of networking to small firm marketing. Journal of Small
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Slt (2019). Sri Lanka Telecom PLC home. [online] www.slt.lk. Available at: https://www.slt.lk/
[Accessed 22 Jun. 2019].