Marketing Plan and Strategy
1.0 Executive Summary
The proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.
Our intention is to achieve the already given targets and also prepare BT for an opening to new horizons. In addition, in order to face the fast changing environment we have to introduce within the companies activities like cross selling and e-marketing.
A new era is at about to start, where BT will become one of the leaders within the global telecommunications industry starting from its dominance in the UK.
2.0 Preface of our Potential Marketing Plan Strategy
Marketing is considered to be the most visible functional activity of profit-seeking organisations . However, for the appliance of a new Marketing Strategy, many changes have to be done as far as it concerns the complete infrastructure of an organisation, as well as the corporational beliefs and values.
Our suggested strategy emphasizes on our effort to launch BT as a potential ¡¥active member¡¦ in the economical and social life of the country, in contradiction to the characterisation of the past as a ¡¥public enemy¡¦ from the press. Our planning is based on an analysis of the customer¡¦s future requirements, as well as the current needs in comparison to the past. Major role at this planning plays the succession process from one time sector to the other. The philosophy of our strategic business plans is to bridge the gaps between past, present and future, having as a result a limitation of available time to our competitors to attack to our market share while we remain idle. Our proposals include a ¡¥bouquet¡¦ of changes, improvements and alternative solutions (segmentation planning, direct marketing campaigns), targeting in the creation of a competitive advantage through Relationship Marketing and flexible Marketing Strategy with the wide use of Direct Marketing techniques, in order to attribute to the loyalty strategy of BT and also create some barriers which will protect the BT¡¦s market share and leading positions ...
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