Marketing Analysis

Topics: Marketing, Strategic management, Marketing plan Pages: 24 (5545 words) Published: September 17, 2014


STRATEGIC AUDIT REPORT FOR DIALOG AXIATA PLC

Marketing Leadership and Planning Assignment

Task: 1

CIM Membership No:

Word Count:

Declaration

‘I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment /project is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or a bibliography is appended. The work that I have submitted has not previously been accepted in substance for any other award and is not concurrently submitted in candidature for any other award.’

Table of Contents

Executive Summary
1.0 Introduction 5
2.0 Findings of Dialog’s existing strategy5-6
2.1 Corporate Mission and Vision5
2.2 Corporate Strategy and Marketing Strategy5-6
2.3 Current Strategic Choice6
2.4 Current Strategy selection 7
3.0 Arguments for redevelopment of Market Oriented strategy7-9 3.1 Recommended Market Oriented Strategy8
3.2.1 Market Penetration 8
3.2.2 Product Development 9
3.2.3 Market Development 9
3.2.4 Marketing Oriented Culture 9
4.0 Impact of implementing the Market oriented strategy on organization and its culture10-11 4.1 Impact on internal resources10-11
4.2 Impact on internal communication11
4.3 Impact on Dialog culture12-13
List of References 14
Appendices………………………………………………………………………..15-20

Appendix A…………………………………………………………………….15-16 Appendix B…………………………………………………………………….17-20

Executive Summary

The purpose of this report is to evaluate the current marketing strategy of the Dialog Telekom Plc and identify the issues or drawbacks of the current strategy and make recommendations to redevelop the marketing strategy.

Accordingly a strategic audit was conducted. As per the findings Dialog has a clear mission which describes the values and beliefs of the company and provides a direction, but Dialog has failed to strategically position Dialog as a high quality affordable brand. Hence there is a gap between corporate objectives and corporate communication strategy. Further current strategy is more outward looking as a result it has neglected the internal dimensions of the company such as direct costs, staff recruitments and extent of deriving funds from Dialog to invest on cost centers such as Dialog TV and Dialog Broadband. The current strategic choice is based on strategic options such as increasing market share, core competencies, values and cost reduction and it has neglected on building a sustainable competitive advantage. Further the acceptability of the current strategy by stakeholders is uncertain due to downsizing of company resources, revenue losses and lack of job security for employees. The current strategy selection revolves around competitive, positioning and product market strategies. Accordingly the current competitive strategy is achieved through product and service differentiation mainly focusing on value added services (VAS). The key weakness of this strategy is that due to lack of communication customers are not aware about the VAS.

Hence in order to overcome the weaknesses of the current strategy this report has recommended to redevelop the existing product market strategy in a way that is more market oriented and operations are more focused on customers by adapting a market oriented culture. The report has evaluated the impact of implementing the market oriented strategy on Dialog and its culture. Accordingly this report has identified the internal resource requirements, limitations and impact on Dialog’s internal communication and culture. As per the findings; in order to create a market oriented Dialog...

References: BH (2007) CIM Course Book: Marketing Planning, Oxford: BH/Elsevier
BPP (2009) Marketing Leadership and Planning Study Text, London: BPP Publishing
David.A. Aaker (2004). Strategic Marketing Management 6th (ed). NY: John Wiley & Sons
Dialog (2010) Value Added Services [on line]
DTL (2005) Dialog Prospectus, Colombo
DTL (2009) Annual Report, Colombo
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