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Lead Engineer, Transport Planning

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Submitted By yhossain
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Small Business Financial Survey

Course Name: Strategic Marketing
Course no. EMB620 (Sec-01)
Course instructor: Kazi Islam

Prepared by- K.M.Yeer Hossain

Date: 19th November, 2009
NSU, Dhaka
1. How relevant you found today's guest and discussion topics in relation to our class?
Guest lecture is fully relevant to our like class. According to guest statement after analyzing market segments, customer interests, and the purchase process, it's time to create the strategic marketing plan. The strategic marketing plan document usually includes:
 Situational Analysis - Where is the company now?
a. Market Characteristics [Low fixed line penetration due to lack of adequate Telecom Infrastructure]
b. Key Success Factors[Network coverage and Quality, Products, Value Added Services, Innovation, Corporate Social Responsibilities, Distribution and reach]
c. Competition and Product Comparisons[key Competitor’s experience, staying power, market position, strength, predictability and promotion activity]
d. Technology Considerations[Technology Insight, GSM, GPRS, EDGE]
e. Legal Environment [Government and BTRC Rules and Regulation]
f. Social Environment [Village Based]
g. Problems and Opportunities[Unmet demand, Declining prices of handsets and SIM cards]
 Marketing Objectives - Where does management want the company to go?
a. Product Profile [Prepaid, Post Paid, Djuice, Xplore]
b. Target Market [target people all over the country by network coverage]
c. Target Volume in Dollars and/or Units
 Marketing Strategies - What should the company do to achieve its objectives?
a. Product Strategy [Product Segmentation like Djuice, Business Solution and offer additional supplementary services and Product Quality]
b. Pricing Strategy [Products price plan that makes company benefit and also some make up

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