BTEC HND Marketing Plan: Sri Lanka Telecom Business Analysis

This report provides a comprehensive analysis of Sri Lanka Telecom's marketing strategies, developed as part of a BTEC Higher National Diploma in Business. It begins with an overview of the company, its history, and the evolution of its marketing concept. The report delves into the marketing process at SLT, emphasizing the significance of marketing roles and responsibilities within the organization, including B2C and B2B concepts. It analyzes the interrelationships between the marketing department and other functional units, highlighting their importance in achieving organizational goals. A key focus is the application of the 7Ps marketing mix, comparing SLT's approach with that of its competitor, Dialog. The report includes an examination of key issues, internal and external environmental analyses, and future trends for SLT. It culminates in the development of a strategic marketing plan, incorporating all elements of the 7Ps, along with an action plan and evaluation metrics to meet strategic marketing goals and objectives. The report also includes a detailed comparison of the marketing strategies of SLT and its main rival, Dialog. The report seeks to provide a comprehensive understanding of the marketing landscape within Sri Lanka Telecom and offers insights into effective marketing planning and execution.

Qualification Unit number and title
Pearson BTEC Higher National Diploma in
Business
Unit 2 – Marketing Essentials
Assessor name Student name
Date issued Completion date Submitted on Resubmitted on
Assignment Front Sheet
Assignment title Understanding the importance of Marketing planning
in today’s most competitive business context.
Learning outcome In this assessment you will have the opportunity to
present evidence that shows you are able to
LO1 Explain the role of marketing
and how it interrelates with other
functional units of an organisation
P1 Explain the key roles and responsibilities of the
marketing function.
P2 Explain how roles and responsibilities of marketing
relate to the wider organisational context.
LO2 Compare ways in which
organisations use elements of the
marketing mix (7Ps) to achieve
overall business objectives
P3 Compare the ways in which different organisations apply
the marketing mix to the marketing planning process to
achieve business objectives.
LO3 Develop and evaluate a basic
marketing plan
P4 Produce a detailed, coherent evidence-based marketing
plan for an organisation.
LEARNER DECLARATION
I,………………………………………………………………….hereby confirm that this assignment is my
own work and not copied or plagiarized. All the sources, from which information has been
obtained for this assignment, have been referenced.
Further I confirm that, I have read and understood the IIS City Campus rules and regulations
about plagiarism and copying and agree to be bound by them.
Student’s Signature: …………………………… Date: …………………………………
If the assessor found the work has been plagiarized, Mark the percentage of
plagiarism:
1

Assessor’s signature: …………………………… Date: ………………………..
Assessor signature Date
Internal Verifier signature Date
Lead Internal Verifier signature Date
Assignment brief
Purpose of this assignment
The aim of this assignment is to provide an understanding and importance of marketing and
marketing plan in the present highly competitive business context.
Scenario
You are appointed as a Marketing Analyst of a Sri Lankan based company of your choice. You are
tasked to produce a detailed marketing report to the Board of Directors including the analysis of
the following components.
1. The basic marketing research needs to be taken place on competitors of the chosen
organization.
2. Section giving an overview of different marketing processes explaining the value and
importance of the marketing role in the context of the chosen organization.
3. Explanation of the role and responsibilities of marketing employees in the context of the
selected organisation.
4. Explanation on how marketing influences and interrelates with other functional
departments of the chosen firm.
5. Explain how the marketing mix and marketing process is used to achieve business
objectives relating to the chosen organization and its main rival.
6. 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.
LO1 : Explain the role of marketing and how it interrelates with other functional units
of an organisation.
P1. Explain the key roles and responsibilities of the marketing function.
Theory: Briefly explain what is marketing, and the development of the marketing concept from
production orientation to marketing orientation.
2

Application:- Explain in detail the understanding of an importance and effective implementation
and of Marketing roles and responsibilities including B2C and B2B concepts in the organisation of
your choice.
M1 :- Analyse the roles and responsibilities of marketing in the context of the
marketing environment.
In order to attain M1, you need to further analyse, how your chosen organisation effectively
handle challenges and mitigate risks in Marketing through studying external and internal
environmental factors, which can affect the function of the firm.
P2. Explain how roles and responsibilities of marketing relate to the wider
organisational context.
M2: - Analyse the significance of interrelationships between marketing and other
functional units of an organisation.
Identify what are the functional areas available at the chosen organisation and analyse the
interrelationships between marketing and other functional units, and analyse why these
interrelationships are essential for the business to achieve organisational goals and objectives.
D1 Critically analyse and evaluate the key elements of the marketing function and
how they interrelate with other functional units of an organisation.
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives.
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Application:- You need to compare two different organisations (one should be your chosen
organisation and other one can be the rival organisation) and apply how both the organisations
use or apply 7 Ps in their business.
M3:- Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved.
In order to achieve M3 with the help of annual reports of respective organisations you need
identify what are the different strategies and techniques are in use under each “P” factors
towards achieving business objectives.
LO3 Develop and evaluate a basic marketing plan.
P4 Produce and evaluate a basic marketing plan for an organisation.
3

M4 Produce a detailed, coherent evidence-based marketing plan for an organisation.
D2 (L2 + L3) Design a strategic marketing plan that tactically applies the use of the
7Ps to achieve overall marketing objectives.
In order to achieve D2 you need to formulate certain strategies based of 7Ps, because 7Ps are
the essential factors, give / add value to our product / service. Therefore, you need to develop
Strategic Marketing Plan based on 7Ps. (you can also suggest some improvements or alterations
in existing strategies, which are currently implementing at your chosen organisation)
4

LEARNING OUTCOMES AND ASSESSMENT CRITERIA
PASS PAGE No MERIT PAGE No DISTINCTION PAGE No
LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation
P1 Explain the key roles and
responsibilities of the marketing
function.
M1 Analyse the roles and
responsibilities of marketing in the
context of the marketing
environment.
D1 Critically analyse and
evaluate the key elements of
the marketing function and
how they interrelate with
other functional units of an
organisation.
P2 Explain how roles and
responsibilities of marketing
relate to the wider organisational
context.
M2 Analyse the significance of
interrelationships between
marketing and other functional
units of an organisation.
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives
P3 Compare the ways in which
different organisations apply the
marketing mix to the marketing
planning process to achieve
business objectives.
M3 Evaluate different tactics
applied by organisations to
demonstrate how business
objectives can be achieved.
D2 Design a strategic
marketing plan that tactically
applies the use of the 7Ps to
achieve overall marketing
objectives
5

LO3 Develop and evaluate a basic marketing plan.
P4 Produce and evaluate a basic
marketing plan for an
organisation.
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
Achievement Summary
6

PASS TICK MERIT TICK DISTINCTION PAGE No
LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation
P1 Explain the key roles and
responsibilities of the marketing
function.
M1 Analyse the roles and
responsibilities of marketing in the
context of the marketing
environment.
D1 Critically analyse and
evaluate the key elements of
the marketing function and
how they interrelate with
other functional units of an
organisation.
P2 Explain how roles and
responsibilities of marketing
relate to the wider organisational
context.
M2 Analyse the significance of
interrelationships between
marketing and other functional
units of an organisation.
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives
P3 Compare the ways in which
different organisations apply the
marketing mix to the marketing
planning process to achieve
business objectives.
M3 Evaluate different tactics
applied by organisations to
demonstrate how business
objectives can be achieved.
D2 Design a strategic
marketing plan that tactically
applies the use of the 7Ps to
achieve overall marketing
objectives
LO3 Develop and evaluate a basic marketing plan.
7

P4 Produce and evaluate a basic
marketing plan for an
organisation.
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.
Assignment Feedback (Formative Feedback Action Plan)
Achievement tasks Feedback
P1 Explain the key roles and responsibilities of the
marketing function.
P2 Explain how roles and responsibilities of marketing
relate to the wider organisational context.
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.
M1 Analyse the roles and responsibilities of marketing
in the context of the marketing environment.
8

M2 Analyse the significance of interrelationships
between marketing and other functional units of 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.
D1 Critically analyse and evaluate the key elements of
the marketing function and how they interrelate with
other functional units of an organisation.
D2 Design a strategic marketing plan that tactically
applies the use of the 7Ps to achieve overall marketing
objectives.
9

Strength
Weakness
Opportunities
Assessor Signature Date
Student Signature Date
Summative feedback
10

Table of Content
1. Introduction to the Sri Lanka Telecom PLC.......................................................................................12
2. Marketing Concept of Sri Lanka Telecom.........................................................................................12
3. The Marketing Process at SLT...........................................................................................................13
4. Importance of Marketing at SLT.......................................................................................................14
5. Role and responsibility of marketing department & marketers.......................................................15
6. Marketing roles and responsibilities of marketing related personnel..............................................16
7. Significance of interrelationships between marketing other functional units of an organization.......
8. Marketing mix application at SLT......................................................................................................17
9. Comparison of Marketing Mix of SLT and Dialog..............................................................................18
10. Key Issues of SLT..............................................................................................................................19
11. External and Internal Analysis..........................................................................................................19
12. Future Trends at SLT........................................................................................................................20
13. Internal Analysis for SLT and Dialog.................................................................................................20
14 External Analysis for SLT and DIALOG..............................................................................................20
14. Marketing Objectives.......................................................................................................................21
15. Marketing Strategy..........................................................................................................................22
References................................................................................................................................................23
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1. Introduction to the Sri Lanka Telecom PLC.
Sri Lanka telecom has a history of over 150 years. Having its operations in 1858 with the
establishment of the first telegraphic circuit between Galle and Colombo. In the same year it
established its first international telegraph communication between then called Ceylon, and
India. Since then, Sri Lanka telecom has passed several milestones, including in 1991 Sri
Lanka telecom became a corporation and in 1997 the company was privatized with the
collaboration of Nippon telegraph and telephone corporation and listed in the Colombo stock
exchanges.
The world hit a milestone in 2018 with 3.9 billion people – 51.2% of the world’s population
now using the internet. Growth rates in most indicators associated with the access and usage
of information and communication technologies ICT have moderated for most developed
countries due to penetration rates reaching saturation levels. However, with 45% of
individuals using the internet in developing (SLT Annual Report, 2018).
Strategic planning is a key function of an organizations management that helps to set
priorities, allocate resources, and ensure that everyone is working towards common goals
and objectives. However, for strategic planning to be effective, there are two important tools
that are needed a vision and a mission statement. These serve as a guide for creating
objectives and goals in the organization.
A vision statement is used to describe the future state of the organization, what the
organization hopes to become in the future. It is; therefore, a long-term goal provides
direction for the organization. It also communicates the purpose of the organization to the
employees and other stakeholders and provides them with the inspiration to achieve that
purpose (SLT Annual Report, 2018).
A mission statement describes the current state of an organization and its primary goals or
objectives. It provides detailed information about what the organization does, how it does it,
and who it does it for. Unlike the vision statement, it is short term in nature. However, it is
related to the vision statement in that it outlines the primary goals that will help to achieve
the future the organization desires. Both the vision and mission statements play an important
role in the organization (SLT Annual Report, 2018).
2. Marketing Concept of Sri Lanka Telecom.
The marketing concept holds that achieving organizational goals depends on determining the
needs and wants of target market and delivering the desired satisfaction more effectively and
efficiently than competitors do. Many successful and well-known global companies have
adopted the marketing concept.
When it comes to production concept it’s define that the product should have made under
low cost but at the same time high production efficiency and mass production. Moreover,
product concept is a process of evolving a product from customer. On the other hand, selling
concept define that consumers will not buy enough of company’s product unless mass –scale
promotional and other selling efforts are put through by it. Moreover, when it comes to
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marketing concept it’s defines that consumer’s needs and wants should have analyzed by the
company in order to give the best than competitor. Finally, social marketing concept define
that company should carry out product in such a way that it satisfies the needs and wants of
their target customers, requirements of the company and well-being of the society.
When it comes to current trends Chatbots and video content marketing are well known
among consumers and marketers because of the features of Chatbots and video content
marketing are reliable, cost saving, environmentally friendly and increasing customer
engagements. Moreover, according to market researchers in future the beacons technology
will create a positive impact on marketing (Bhasin, 2019).
In SLT fast changing, technology-driven industry that anticipate emerging trends and
customer needs, and deliver innovative ICT products and services with passion, care and
commitment. (voice-fixed wireless, internet wireless, enterprise data, wholesale, managed
services including cloud services, entertainment IPTV services, networking solutions and
etc.) (SLT Annual Report, 2017)
SLT’s main competitor Dialog marketing emerged in early, companies engaged willing
consumers in an ongoing dialog to create lasting relationships. (based on data, marketers
invite groups of likely consumers to connect with the company, in exchanging for sharing
options, buying patterns, product preferences, etc., consumers receive perks such as
discounts, tips, and free trials as well as appropriate messaging from the company (Essential,
2018).
SLT organization follow the selling concept, which holds that consumers will not buy
enough of the SLT products unless it undertakes a large-scale selling and promotion effort.
The concept is typically practiced with unsought floods-those that buyers do not normally
think of buying, such as funeral plots. Candidates flaws are often hidden from the public
because the aim is to get the sale, not to worry about consumer satisfaction afterwards.
Selling concept based on hard selling carries high risks. It focuses on short-term results –
creating sales transactions – rather than on long term, profitable relationships with
customers. It assumes SLT customer coaxed into buying the product will like it. Or, if they
don’t like it, they may forget their disappointment and buy it again later. These are usually
poor assumptions to make about buyers. So, most times dissatisfied customers do not buy
again.
The marketing concept holds that achieving organizational goals depends on determining the
needs and wants of target markets and delivering the desired satisfactions more effectively
and efficiency than more than SLT competitors do (Dialog, Air tell and etc.). Marketing
concept takes an outside-in perspective. Its starts with a well-defined market, focuses on
customer needs, co-ordinates all the marketing activities affecting customers and makes
profit by creating long-term customer relationships based on customer value and
satisfaction. The many successful companies have making marketing concept. So SLT move
on follow marketing concept that takes a customer- and marketing concept view of its
business (Essential, 2018) (directors, 2018).
3. The Marketing Process at SLT.
Throw market research base on that product must be develop good or service by consuming
that only costume, will be satisfied it will value that will happened to the marketing process.
(Pearson book ME) the first component of the SLT want to analyze the market in order to
13

find the opportunities. the opportunities are related to the needs and wants of SLT customers
that are not properly satisfied by the main competitor dialog. and other thinks selection of
the target market, development of marketing mix, management of marketing efforts.
SLT organization of identifying customer needs, develops products that provide superior
value, distributes and promotes them effectively, these goods and services will sell very
easily (Essential, 2018).
The selling concept production and product concept both focus on production but selling
concept focuses on making an actual sale of the product. Selling concept focuses on making
every possible sale of the product, regardless of the quality of the product or the need of the
customer. The selling concept highlights that customers would buy a company’s products
only if the company were to sell these products aggressively. This philosophy doesn’t
include building relations with the customers. This means that repeated sales are rare, and
customer satisfaction is not great. Sri Lanka telecom PLC Selling concept is to sell what the
company makes rather than making what the market wants. Such aggressive selling program
carries very high risks. E.g. SLT4G, SLT FIBRE
The marketing concept a company that believes in the marketing concept places the
consumer at the center of the organization. All activities are geared towards the consumer. A
business, aims to understand the needs and wants of a customer. It executes the marketing
strategy according to market research beginning from product conception to sales. By
focusing on the needs and wants of a target market, a company can deliver more value than
its competitors. The marketing concept emphasizes the “pull strategy” this means that a
brand is so strong that customers would always prefer your brand to others. Marketing
concept is achieving organizational goals depends on knowing the needs and wants of target
markets and delivering the desired satisfactions better than competitors do (Kotler)E.g.
dialog is following this Broadband, dialog packages (iednote, 2017).
4. Importance of Marketing at SLT
The process that which satisfies customer needs and wants by offering products and services
is known as marketing. Marketing is a crucial aspect in businesses today as well has been
attracted by the business field to greater extent. Without effective marketing, certain
products and services cannot be reached the intended users/customers.
Kotler (1991) defines marketing is ‘a social and managerial process by which individuals
and group obtain what they want and need through creating, offering and exchanging
products of value with others.
Marketing is a business function similar to finance, production, Human resource and etc.
marketing also facilitates towards reaching company goals and profits. The main factor for
success of marketing is the accurate understanding of customer needs and wants and by
satisfying customers.
Attracting and maintaining customers with high customer satisfaction is one main aim of
marketing that is highly crucial for business success. For this reason, marketing is essentially
important for any organization (Hawley, 2019).
Marketing is one of the key factors for the success of businesses. Here is the importance.
Increase awareness by raising awareness through marketing, SLT’s build an audience
potential customer who know who you are, know what you can offer, and know exactly
where to find you when they are ready to purchase SLT products. When SLT start marketing
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of their products and highlights unique selling points of their business, people build trust.
Once their business can establish this trust with their clients, it creates customer loyalty. The
major marketing functions are buying, selling, financing, transport, warehousing, risk
bearing and standardization (Willey, 2018).
5. Role and responsibility of marketing department & marketers.
Market Research: Marketing professionals are responsible for conducting market research
based on their products and services. This research then helps companies determine what
markets to target and how to best reach these markets to maximize sales and profits. Areas
of market research include market information, market segmentation and market trends.
Market information involves studying prices, supply and demand of a product. Market
segmentation entails knowing the different groups of a market as defined by interest and
motivation; and market trends involve the movement of a market over time. Market
researchers study all these areas through surveys, focus groups, and questionnaires and other
available industry data and charts (Verdoy, 2019).
Internal or External Product Development: The marketing department works with
internal or external product development teams to develop new products or improve existing
ones. The department analyses sales of existing products and identifies gaps in the product
range where there may be opportunities for the company. Marketing employees provide
development teams with information on customer needs and preferences to help them
identify the features or improvements to incorporate in new products. Later in the product
development process, the marketing department sets prices and prepares plans to launch the
product (Verdoy, 2019).
Advertising and Promotion: One of the most basic and essential duties of a marketing
professional is to oversee advertising and promotion of a product or service. This involves
the creative element of coming up with ad campaigns, which often include catchy phrases
and powerful images, as well as deciding where and when to place the advertisements.
Marketers must often work within a strict budget when it comes to placing ads, and must
carefully select the mediums, such as print, video, TV and the Internet, as well as the
specific outlets.
Promoting a product also involves going to trade shows and other relevant events to help
spread the word and make connections. Often promotions involve some memorable angle
such as giving away a freebie, doing a survey or holding a contest (Verdoy, 2019).
Sales: Marketing professionals are responsible for generating sales of the product or service
they are involved in marketing. Making sales is a complex process that involves seeking out
potential customers or clients, offering them your product or service and persuading them to
make a purchase or investments. Marketers are often responsible for pitching an item to a
potential customer and familiarizing them with the benefits of the product or service. This
can be done in person, on the phone, over the Internet, via mail or even through a
promotional marketing video (Verdoy, 2019).
Branding: Marketing professionals are often responsible for the branding efforts of the
company they work for. A brand is the identity of a product, service or business and
branding can come in many forms, including names, signs, symbols or slogans. Brands are
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developed over long periods of time, and clients and customers eventually associate a
company's brand with the company itself (Verdoy, 2019).
Public Relations: Marketing professionals are often the face of a business and therefore
must be prepared to deal with public relations duties. This involves dealing with the press
and other media in relation to the product, service or business (Verdoy, 2019).
6. Marketing roles and responsibilities of marketing related personnel.
Trainee marketing assistant is responsible for compiling and distributing financial and
statistical information such as budget spreadsheets. Analyzing questionnaires. Writing
repots, company brochures and similar documents. And other responsible for collects
evidence about what it is that consumers really and customer needs, what they would like
really buy.
The marketing department of any enterprise is responsible for promoting the products, ideas
and mission of the enterprise, finding new customers, and reminding existing customers that
SLT’s business. It organizes all the activities that are concerned with marketing and
promotion. Marketing department is the key to SLT revenue and business activity, it requires
people who have the skills for dealing with people and understanding what they require
(Drucker, 2015; Druker, 2015).
Marketing executives develop and oversee marketing campaigns to promote products and
services. The role of a marketing executive can encompass creative, analytical, digital,
commercial and administrative responsibilities. The details of the role will vary depending
on the type and size of employer, as well as the industry. Executives are likely to work
closely with other employees in areas such as advertising, market research, production, sales
and distribution. Key responsibilities marketing executives oversee many aspects of a
campaign throughout the entire lifespan of a product, service or idea (Charlene, 2017).
7. Significance of interrelationships between marketing and other functional units of
an organization.
Research and Development Department: In most companies marketing and research
development department coexist but seldom cooperate. R & D people are mostly engineers
who believe that "R&D makes and marketing takes." In reality, the two departments cannot
function in isolation. R&D cannot operate without the marketing department's inputs about
buyers' test and preferences, market trends and environmental opportunities, challenges and
threats. Marketing also provides the outlet for testing and commercialization of the product
developed by the R&D department. On the other side, marketing depends heavily on the
R&D to come up with new product ideas that can be marketed profitably (Hawley, 2019).
Production/ Operations Department: Most manufacturing companies have the production
department while service organization all them operation department. The department has
production/ operations specialists who are mostly technical people and who think in terms of
productive utilization of men and machines. The department is not much concerned with the
market needs and trends.
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There are some areas on which the marketing department and the production/ operations
departments mostly disagree. For example, the production department wants least changes
on models due to technical difficulties, while the marketing department insists on frequent
modifications on the product. Similarly, the production department wants to maintain an
average quality of the product, while the marketing department wants very tight quality
control. The production department wants a flexible production schedule while the
marketing department insists on a tight delivery date. Despite these areas of differences
some cooperation and give and take relationship is established between these two key
departments (Hawley, 2019).
Finance and Credit Department: An area of conflict with the finance and credit department
is mainly centred on expenditure, budget and terms of sale. The finance department wants
tight control expenditure, hard and fast budgets, tighter control credit and shorter payment
cycles. On the other side, marketing department is more lavish in expenditure; want flexible
budgets, and a flexible payment cycle. These two departments often disagree on the pricing.
The finance department view that the price should cover all costs, while the marketing
department likes to use the pricing for market development. In order to effectively
coordinate with the finance department, the marketing manager should have a keen sense of
the costs and financial methods adopted by the organization. The marketing department
should also carefully watch the market development expenses of its sales people (Hawley,
2019).
Human Resources Department: The marketing department relies heavily on the HRD for the
supply of component marketing and sales people. The HRD is also responsible for providing
training to the marketing people within the organization. There are fewer areas of conflicts
between the HRD and the marketing department. However, the success of the marketing
department depends heavily on the proper selection, recruitment, training, placement and
motivation of its personnel which are in the domain of the HRD (Hawley, 2019).
8. Marketing mix application at SLT.
Marketing is the operational function of the organization that deals with activities that are
practiced in order to make the people aware about the products and services. A market is the
place that provides platform to the sellers and the buyers. In order to increase the sales,
sellers need to use different advertising and marketing strategies to create awareness about
the product’s existence in the market.
Marketing mix (product, price, place, promotion) is one of the basic, important part of
marketing plan. It includes all the elements are important for an organization from
manufacturing to sale of the product (, service). Many decisions have to be made in order to
generate a marketing plan of the product and service. Marketing mix is tool allows the
marketers to analyze the factors associated with the product in order to make the decisions
so required. Every organization uses this tool to make its plan. Primarily it consists of 4P’s,
but now it is extended to 7P’s of marketing (Locusassignments, 2018).
Product: Product is anything that can be offered to a market to satisfy the desire or need of
a customer. A related concept is that of a sub product, a secondary but useful result of a
production process. (Kotler, 2006)
Price: Quantity of payment or compensation given by one party to another in return for one
unit of goods or services is price. (Press, 2009)
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Place: In the marketing mix the process of moving products from the producer to the
intended user is called place. In other words, it’s how and where your product is bought.
This movement could be through a combination of intermediaries such as distributors,
wholesalers and retailers. (Martin, 2014)
Promotion: A promotion refers to the advancement of an employee’s rank or position in a
hierarchical structure. In marketing, promotion refers to a different sort of advancement. A
sales promotion entails the features-via advertising and/or a discounted price-of a particular
product or service. (Kenton, 2019)
People: People is an American weekly magazine of celebrity and human-interest stories,
published by Meredith Corporation. (Pompeo, 2014)
Process: Sequence of interdependent and linked procedures which, at every stage, consume
one or more resources to convert inputs into outputs. These outputs then serve as inputs for
the next stage until a known goal or end result is reached. (Business Dictionary, 2019)
Physical Evidence: This is specifically used for services. The role of the marketer is to
design and implement such tangible evidence. Physical evidence is the material part of a
service. (Bhasin, 2018)
9. Comparison of Marketing Mix of SLT and Dialog
Product: SLT is mainly providing network services (through 4G, fibre) and their core
product of the SLT is corporate responsibility. The tangible product of the SLT involves
broad band, TV, sim cards. Dialog is providing same products of SLT. (report, 2018) Dialog
is come up with many updates of its products. And it has high quality product & act as the
status symbol for the customer. (report, 2018)
Price: SLT product prices (ADSL router Rs6960, prolink UPS Rs5700). (teltshop, 2019).
Dialog product prices (router Rs3990, 4G wingle Rs4990). (Report, 2019). The buyer
favorable attitude about SLT pricing due to lower call charge. And dialog price is Accepted
by the consumer due to service quality and lager coverage network.
Place: SLT products mostly available in full Sri Lanka and it uses internet catalogues to do
direct marketing and their uses sales staff. Holistic approach of distribution has been used by
the dialog to reach the market. Its products have every place in Sri Lanka.
Promotion: sales promotion is the major promotion in SLT. It helps to SLT in achieving its
increasing sales. And public relation, advertising, personnel selling is also used by the sales.
And dialog have been used by four major strategies are advertising, sales promotion,
personnel selling and public relation.
People: SLT’ s main objective is increasing its sales and profit. The most Important people
that are associated to achieve the objectives. The main objective of the dialog is to increase
its sales and market coverage. The most important reasons behind the innovational of
company are employees.
Process: It’s not only product that fascinates the customers but the process that makes the
product available is also very important for SLT. Dialog believes that simplicity is the
ultimate sophistication. It owns many branches in Sri Lanka and follows a systematic
approach in all the process.
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Physical Evidence: SLT does not make use of the power of physical evidence to attract the
customers. SLT involves the physical evidence is logo. Physical evidence of the dialog is the
logo as well as the pleasant ambience of the branches. It gives a premium experience to the
SLT and dialog customers and helps in maintaining the brand image.
10.Key Issues of SLT
SLT has three main key issues: There are Limited networking service and limited branches
in Sri Lanka. Poor cross functional communication and lack of marketing orientation
throughout the organization. 4. Corporate strategy 4.1 Corporate Mission/Objectives of SLT
SLT’s mission is “your trusted and proven partner for innovative and exciting
communication experiences delivered with passion, quality and commitment". And vision is
"All Sri Lankans seamlessly connected with world-class information, communication and
entertainment services." (report, 2018)
Summary of Overall Position and Corporate Strategy of SLT Improve internal
efficiencies: develop and streamlined the centers of excellence for planning, sales, network
development, regional operations and maintenance and logistics. Strengthening group
synergy. Position SLT group as a digital lifestyle provider and enhance the customer
experience: offer innovative ICT and smart lifestyle solutions to all, anytime and anywhere.
Be ahead of the technological advances and improve network and technology capabilities to
meet the future national demand for data quality and speed: accelerate the roll- out of high-
speed broadband networks with fibre to the home and 4G LTE technologies. Sustainable and
inclusive growth: fortifying SLT role as the national ICT service provider, creating a digital
inclusive Sri Lanka, consolidating ICT for human development. (Report, 2016)
11. External and Internal Analysis
Overview of Market: SLT group released its group and holding company financial
performance results for the 6 months ending on 30th June 2017. The group comprises of 8
subsidiaries, including the mobile arm Mobitel (Pvt) Ltd. During the 6 months ending 30th
June 2017, the group reported Rs. 37.4bn in revenue with a 2% year on year growth, while
maintaining a nominal growth of 1% in operating costs. Group EBITDA (Earnings Before
Interest, Tax, Depreciation and Amortization) was reported at Rs. 11 bn with a 4% increase
compared to the same period last year.
The EBITDA margin remained at 29%. As a result of the continuous expansions, the group
depreciation and amortization were recorded at Rs. 8.2 bn, which is a 20% year on year
increase. This increase was mainly driven by the investments of the SLT on new
technologies and customer base expansion initiatives. The decrease in group profits reflected
the increase in depreciation due high investments in infrastructure. SLT, recorded Rs. 22.1
bn in revenue during the 6 months ending 30th June 2017, with a 4% increase compared to
the same period last year, while managing operating costs at Rs. 16.3 bn, with only a 1%
year on year increase. (slt-group, 2018)
Competitor Analysis SLT’s main competitors are Hutchison, Huawei, MV infra, dialog.
Hutchison is one of Sri Lanka Telecom's top rivals. Hutchison's headquarters is in Colombo,
Other, and was founded in 2004. Like Sri Lanka Telecom, Hutchison also competes in the
Wireless Telecommunication Services industry. Hutchison generates 0.41% of Sri Lanka
Telecom's revenue. Huawei has been one of Sri Lanka Telecom's top competitors. Huawei
was founded in 1987 in Shenzhen, Guangdong Province. Huawei operates in the
Telecommunications Equipment industry. Huawei generates $103.8B more revenue than Sri
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Lanka Telecom. M V Infra Services is one of Sri Lanka Telecom's top competitors. M V
Infra Services was founded in Bangalore, Karnataka} in 2012. M V Infra Services is in the
Telecommunications Equipment industry. Compared to SLT, M V Infra Services generates
$1B less revenue. (members, 2019)
12. Future Trends at SLT
SLT place SLT customer at the entire of everything we do. They provide the reason for our
existence. In SLT fast changing, technology-driven industry we anticipate emerging trends
and customer needs, and deliver innovative ICT products and services with passion, care and
commitment. (voice-fixed wireless, internet wireless, enterprise data, wholesale, managed
services including cloud services, entertainment IPTV services, networking solutions and
etc.) (report, 2017)
SLT’s main competitor Dialog marketing emerged in early, companies engaged willing
consumers in an ongoing dialog to create lasting relationships. (based on data, marketers
invite groups of likely consumers to connect with the company, in exchanging for sharing
options, buying patterns, product preferences, etc., consumers receive perks such as
discounts, tips, and free trials as well as appropriate messaging from the company.
(Essential, 2018)
SLT organization follow the selling concept, the marketing activities affecting customers
and makes profit by creating long-term customer relationships based on customer value and
satisfaction. The many successful companies have making marketing concept. So SLT move
on follow marketing concept that takes a customer- and marketing concept view of its
business. (Essential, 2018) (report, 2018)
13. Internal Analysis for SLT and Dialog
Technique used to determine and define your Strengths, Weaknesses, Opportunities, and
Threats are SWOT. this analysis can be applied to an entire company or organization, or
individual projects within a single department. (Shewan, 2019)
Strengths: SLT has strong infract are and high – performing cable equipment. SLT mega
line has brand loyalty and excellent brand image. Strong financial stability and fixed
investment. Strong public relations over 150 years. Strong island wide distribution network.
Have an excellent management process. Strong corporate leadership. Innovative technology
service (4G connection). DIALOG has strong infrastructure. Reputed brand name and dialog
was the first digital network in south Asia. Intentional services with GSM roaming. Large
customer base and partnership with Vodafone UK. (slt-megaline, 2015) and (Sendanayaka,
2018).
Weakness: SLT, fewer sales team to initiative personal selling. Communication tools
ineffective. Corroded cable lines. Lower sales growth rate. strong finance needs to introduce
or improve the technology. Lower knowledge and training when comparing with
competitive organizations. (slt-megaline, 2015) and (Sendanayaka, 2018)
Opportunities: the external structures are outside the company control that could potentially
benefit the company growth. The government develops technological in fractures. The
competitors do not trust by SLT that in the long run. Outside events that SLT can use to
enhance its existing strengths. Increasing the consumer awareness level. DIALOG has
smartphone penetration is rapidly increasing. Can go for business diversification. (slt-
megaline, 2015) and (Sendanayaka, 2018)
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Threats: SLT consumers most favorable to purchase and use a mobile subscriber identity
module (SIM). Dialog, mobitel promoting roaming package. High inflation in the country.
Rapid changes in law and regulation. (slt-megaline, 2015) and (Sendanayaka, 2018)
14 External Analysis for SLT and DIALOG
PESTELfFramework or tool used to analysis and monitor the macro-environmental factors
that may have a profound impact on an organization’s performance is a pestle analysis.
(Matrix, 2016)
Political: SLT and DIALOG, Sri Lanka identified importance of liberalization early as in
1977, due to political interventions bureaucratic attitudes inherited from colonial reign and
poor governance, the country as a whole and specifically the industry has not grown as it
was foreseen at the time of liberalization. During the past two decades, terrorist activities
have remained constant as well. (frue, 2016) and (axiata, 2017)
Economical: SLT and DIALOG, Unstable macro-economic environment and trade policy
regime has a negative impact on the industry. The fall of the exchange rate over the years
happened on a gradual pace. Since the inception of liberalization policy, it has undergone
massive reforms in this sector. (frue, 2016) and (axiata, 2017)
Social: SLT and DIALOG, Sri Lanka has better social conditions for example literacy rate is
high, infant mortality rate is low and life expectancy is long. The country also has an
educated and trainable work force. Nevertheless, Sri Lankans inherit a bureaucratic attitude
from the colonial administration that results in inefficiencies and discrimination. (frue, 2016)
and (axiata, 2017)
Technological: SLT and DIALOG, Sri Lanka depends on technology transfers from foreign
direct investments. However, TRCSL encourages local research and development. The
country comparatively has not performed well enough to adapt technological changes on a
timely manner. For example, the shift from analogue to digital and the adoption of CDMA
technology materialized in a slow pace. (frue, 2016) and (axiata, 2017)
Legal: SLT and DIALOG, TRCSL the regulatory body takes up multidimensional roles. It
ensures fair enforcement of Govt. policy, hold operators accountable for performance,
address consumer issues, monitor changing industry needs and provide feedback to the
policy making units. (frue, 2016) and (axiata, 2017)
Environmental: SLT and DIALOG, in full Sri Lanka customer, market, stakeholder values.
Dialog and SLT companies have good management style, staff attitudes, organizational
culture. (frue, 2016) (axiata, 2017)
14. Marketing Objectives
Financial Objectives: Total revenue of the SLT Group grew by 7.5% to LKR 81.4 Bn.
during the year, driven by 6.4% revenue growth by SLT and a corresponding 6.5% growth at
SLT Mobitel. In terms of business lines, the fastest growth rates with regards to revenue
were accounted by broadband, enterprise solutions, TV, and for enterprises, households, and
individuals of both fixed and mobile ICT segments. (report, 2018) so, setting the financial
growth 3% in revenue amount of increase 31st march 2021. However, its overall budget
(2019 to 2020) is 40 billion Rupees.
SLT have grown their revenue through increased market penetration, market development,
and expanding their market presence across the island. SLT have improved their coverage
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and capacity through accelerated fibre deployment projects and Long-Term Evolution (LTE)
network expansion projects. In 2020 to 2022, SLT focused their efforts around becoming a
more customer centric organization; customer centricity is now a key driving force for all
activities. their regional operational and sales teams have been developed and empowered to
meet customer requirements in a timely manner. SLT renewed their efforts towards
maximizing customer service excellence to manage churn and win back customers and have
backed their efforts through the introduction of a new customer relationship management
(CRM) system and digital applications aimed at improving customer relations. Improving
SLT performance efficiency to achieve operational excellence is vital to the success of them
strategies. To accomplish this, we have set about automating processes, encourage their
employees to develop solutions to automate processes/reduce process times, and restructured
the organization to increase customer interaction through new Teleshops, outside plant
maintenance centers, regional telecommunications offices, and franchised entities. (report,
2018)
15. Marketing Strategy
Marketing Segmentation
The geographic segment covers the entire area of Sri Lanka but, it has divided into four
areas in the island wide and which is divided according to the total customers and service
facility. For an example the total honored nearly 300 employees for 10 years of service to
the organization, and provided a further 530 employees with permanent employment.in
Colombo district (Metro), Northern, Eastern province (Region3). SLT’s geographic
segmentations are given below. Demographic variable essentially refers to personal statistics
such as income, age, gender, education level, and amount of family members. The
demographic is the traits a human population, demographic segment consists of education
qualification, monthly income level and resistance palaces. Behavioral role is an important
factor of the telecommunication industry. The mega line consumer has following behavioral
attitudes. (report, 2013)
SLT is separated their target audience as individual consumers and corporate consumers.
Also, the target segmentation is positioned by lower price and high quality of services. it was
properly indicated the SLT’s future position in the perceptual map. And Product strategies
are differentiated according to business objectives to capture the more consumers. and
penetration price strategy appropriates to SLT connection, because they attract more
consumer among vast competitions also it enhances the market shares, increase sales
volume, increase revenue, boost competitive advantage to current competitors and etc.
(report, 2013)
Marketing Plan for 7P’S
I have to recommend my product plan is market development. Its target new market and new
areas of SLT existing. for example, rurales in every district for Sri Lanka. Also, the price
and product are following same level strategy. Use different sales promotion (offers,
discounts, free gifts), public relation, media advertising and personnel selling. SLT that
service appear from outsider customers and the market. However, customers tend to rely
physical cues to help them evaluate the product before they buy it. SLT has following some
physical evidence. There are staff uniform, packaging, voice mail internet facilities,
mailboxes, all SLT outlets and vehicles place SLT logo and brochures.
The process changes are consumer can make the online payment and follow up the service
until first bill confirmation. People are important assets for running a business achieving
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SLT goals and objectives. SLT deals with customers employees, government. Authority,
competitors and other organizations. These shareholders different as attitudes, needs and
values.
Implementation
The action plan prepared for SLT connection in End of 31st march 2021. The action plan
and the time periods taken for implementation of different tasks and evaluation are
mentioned below. The responsibility of the marketing department should take an approval
from SLT. they must understand the role and importance of overall effort, assign
responsibilities to making things happen, what need to be done and the feedback. three key
steps to be followed to implement a successful marketing plan in practical implementation.
There are Resource to carrying out planning activities, Lead time, who participate in
execution element and Completely in detail departments and salespersons to implement each
element.
Market Development
New markets, new areas of SLT existing market target. SLT trying to sell more of the same
things to full Sri Lanka for different people. Target different geographical markets at home.
Use different sales channels, such as online or direct sales, if SLT currently selling through
agents or intermediaries. Use Market Segmentation to target different groups of people,
perhaps with different age, gender or demographic profiles from your usual customers. Use
the marketing mix to understand how to reposition your product. (Ansoff, 1957)
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