Unit 02 Marketing Essentials: Marketing Plan for Sri Lanka Telecom PLC

This report presents a comprehensive marketing plan for Sri Lanka Telecom PLC, developed as part of a Higher National Diploma (HND) in Business Management course, specifically Unit 02: Marketing Essentials. The assignment begins with a comparative analysis of Sri Lanka Telecom PLC and its main competitor, Dialog, examining their product attributes, branding strategies, pricing, distribution, and promotional activities using the 7Ps marketing mix framework. The report then transitions into the development of a strategic marketing plan for Sri Lanka Telecom PLC. This plan includes a company analysis, situation analysis incorporating market overview, consumer behavior, and competitive analysis, a PEST analysis, and detailed marketing strategies including objectives, segmentation, targeting, and positioning. The core of the plan focuses on the 7Ps marketing mix, with specific strategies for product, price, place, promotion, people, process, and physical evidence, alongside budgeting, implementation, and control measures. The report aims to align marketing mix objectives with organizational strategies to achieve business goals, incorporating a SWOT analysis and action plans to monitor and evaluate progress.

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Higher Nationals
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Programme title HND in Business Management
Assessor Internal Verifier
Unit(s) Unit 02: Marketing Essentials
Assignment title Developing and Evaluating marketing plan by aligning marketing mix objectives with
organizational strategies
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criteria the Assessor has
awarded.
Pass Merit Distinction
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Student Name/ID
Unit Title Unit 02: Marketing Essentials
Assignment Number Assignment 02 Assessor
Submission Date Date Received 1st
submission
Re-submission Date Date Received 2nd
submission
Assessor Feedback:
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business
objectives
Pass, Merit & Distinction
Descripts
P3 M3 D1
LO3 Develop and evaluate a basic marketing plan
Pass, Merit & Distinction
Descripts
P4 M4 D2
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Pearson
Higher Nationals in
Business
Unit 02: Marketing Essentials
Assignment 02
General Guidelines
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1. A Cover page or title page – You should always attach a title page to your assignment. Use
previous page as your cover sheet and make sure all the details are accurately filled .
2. Attach this brief as the first section of your assignment.
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Word Processing Rules
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Page Number on each page. This is useful if individual sheets become detached for any reason.
5. Use word processing application spell check and grammar check function to help editing your
assignment.
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will not be accepted.
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7. Non-submission of work without valid reasons will lead to an automatic RE FERRAL. You will
then be asked to complete an alternative assignment.
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HARVARD referencing system to avoid plagiarism. You have to provide both in-text citation and
a reference list.
9. If you were proven guilty for plagiarism or any academic misconduct, your grade could be
reduced to A REFERRAL or at worst you could be expelled from the course.
Student Declaration
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I hereby, declare that I know what plagiarism entails, namely to use another’s work and to present it as
my own without attributing the sources in the correct way. I further understand what it means to copy
another’s work.
1. I know that plagiarism is a punishable offence because it constitutes theft.
2. I understand the plagiarism and copying policy of the Edexcel UK.
3. I know what the consequences will be if I plagiaries or copy another’s work in any of the
assignments for this program.
4. I declare therefore that all work presented by me for every aspects of my program, will be my
own, and where I have made use of another’s work, I will attribute the source in the correct
way.
5. I acknowledge that the attachment of this document signed or not, constitutes a binding
agreement between myself and Edexcel UK.
6. I understand that my assignment will not be considered as submitted if this document is not
attached to the attached.
Student’s Signature: Date:
(Provide E-mail ID) (Provide Submission Date)
Higher National Certificate/Diploma in Business
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Assignment Brief
Student Name /ID Number
Unit Number and Title Unit 02 : Marketing Essentials
Academic Year 2019/20
Unit Tutor
Assignment Title Developing and Evaluating marketing plan by aligning
marketing mix objectives with organizational strategies
Issue Date
Submission Date
IV Name & Date
Submission format
The submission is should be in the form of an individual written report. This should be written in a
concise, formal business style using single spacing and font size 12. You are required to make use
of headings, paragraphs and subsections as appropriate, and all work must be supported with
research and referenced using the Harvard referencing system.
Part A: The recommended word count is 1,000–1,500 words for the report
Part B: Marketing plan of approximately 2000 words in report format
Unit Learning Outcomes:
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives
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LO3 Develop and evaluate a basic marketing plan
Assignment Brief and Guidance:
Scenario:
Consider Sri Lanka Telecom PLC has appointed you as the Marketing Executive and you have
been asked to conduct a proper marketing research on competitors such as Dialog and similar
products. Based on the findings you require to prepare a marketing plan to be submitted to the
top management of Sri Lanka Telecom PLC
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The strategic marketing plan should consist of two sections:
Part A:
A briefing paper to submit to the marketing team that contains a comparison on how Sri Lanka
Telecom PLC and Dialog use the various elements of 7Ps marketing mix.
Further, the briefing paper will explain how the marketing mix and marketing process is used to
achieve business objectives relating to the two chosen organisations. This research will inform
your situational analysis and enable you to formulate marketing goals and objectives for Sri
Lanka Telecom PLC based on the comparative findings.
Part B:
Produce a marketing plan to meet strategic marketing goals and objectives. The marketing plan
should include all elements of 7Ps marketing mix with an action plan and measures to monitor
and evaluate the progress , meet goals and objectives of the organization.
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Grading Rubric
Grading Criteria Achieved Feedback
P3 Compare the ways in which
different organisations apply the
marketing mix to the marketing
planning process to achieve business
objectives.
P4 Produce and evaluate a basic
marketing plan for
an organisation.
M3 Evaluate different tactics applied
by organisations to demonstrate how
business objectives can be achieved
M4 Produce a detailed, coherent
evidence-based
marketing plan for an organisation.
D2 Design a strategic marketing plan
that tactically applies the use of the
7Ps to achieve overall marketing
objectives.
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Acknowledgement
First of all, I want to thank God. I have done my best to do this mission. However, this
would not have been possible without the kind support and help of many people. I want to
thank them all sincerely.
I am very grateful to Mrs Sharanyah for her advice and constant monitoring, as well as for
providing the necessary information about the mission and for her support in carrying out
the mission.
I want to thank my parents and my family for their kind cooperation and encouragement
that helped me carry out this mission.
My thanks and appreciation also go to the people who helped me directly or indirectly with
this task.
RUZNI BAZAHIR
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Table of Contents
Acknowledgement....................................................................................................................11
Table of figures....................................................................................................................14
Part A........................................................................................................................................15
Comparison between the products of Sri Lanka Telecom PLC and Dialog........................15
Product attributes..............................................................................................................15
Branding...........................................................................................................................15
Branding strategies...........................................................................................................16
Product mix decisions......................................................................................................16
Comparison between the price of Sri Lanka Telecom PLC and Dialog..............................16
Pricing Strategy................................................................................................................16
Comparison between the place of Sri Lanka Telecom PLC and Dialog..............................17
Distribution strategy.........................................................................................................17
Logistics...........................................................................................................................17
Comparison between the promotion of Sri Lanka Telecom PLC and Dialog......................18
Strategy used in promotion...............................................................................................18
comparison between people of Sri Lanka Telecom PLC and Dialog..................................18
Comparison between physical evidence of Sri Lanka Telecom PLC and Dialog................19
Comparison between process of Sri Lanka Telecom PLC and Dialog................................19
Part B........................................................................................................................................20
Executive summary..............................................................................................................20
Company analysis.................................................................................................................20
Company overview...............................................................................................................20
Future orientations............................................................................................................20
vision statement................................................................................................................20
Mission statement.............................................................................................................20
Situation analysis..................................................................................................................21
Market overview...............................................................................................................21
Consumer behavior...........................................................................................................21
Competition......................................................................................................................21
PEST analysis...................................................................................................................24
Marketing strategy................................................................................................................25
Objectives.........................................................................................................................25
Segmentation....................................................................................................................25
Targeting..........................................................................................................................25
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