Marketing Strategy of Beeline
Table of Contents INTRODUCTION 2 MAJOR FINDINGS 2 I. Possible alternative strategies for Beeline 2 1. Identify possible strategies. 2 2. Evaluate possible strategies. 8 II. Strategic plan of the most appropriate strategies for Beeline 12 1. Select the final strategies: 12 2. Strategic plan 12 CONCLUSION 14 REFERENCES 15
LIST OF DIAGRAMS Diagram 1. Space matrix of Beeline 7
LIST OF TABLES Table 1. Result of Space matrix 6 Table 2. Strategies evaluation 10 Table 3. Ranking and scoring 11
LIST OF FIGRUES Figure 1. BCG matrix 3 Figure 2. Product life cycle 3
INTRODUCTION
GTEL Corporation and VimpelCom penetrated in Vietnamese telecommunication market in 8th July 2008 under the brand name Beeline VN to provide GSM/EDGE voice and data services to cover all Vietnam with over 86million people. Until now, Beeline wants to select more strategies in order to achieve their objective which is growing their market share to 30% like the three giants: Mobilephone, Vinaphone and Viettel. From the last study, IBD strategic counseling center have identified and analyzed Beeline’s strategy as well as the position of the company in Vietnamese market. Furthermore, some suggestions for improving were also given. This report, hence, will evaluate every possible strategy for Beeline in many aspects as well as propose a plan for the most appropriate future strategies.
MAJOR FINDINGS I. Possible alternative strategies for Beeline 1. Identify possible strategies.
According to the last study, Beeline’s position in the BCG matrix is question mark due to the high growth rate of the industry while the market share of Beeline is relatively low (only 4%). Moreover, in the product life cycle, Beeline has launched and introduced their services not for long. As a result, for three others stages in the product life cycle (growth, mature and decline), Beeline can implement most of the substantive growth, limited growth and retrenchment
LIST OF DIAGRAMS Diagram 1. Space matrix of Beeline 7
LIST OF TABLES Table 1. Result of Space matrix 6 Table 2. Strategies evaluation 10 Table 3. Ranking and scoring 11
LIST OF FIGRUES Figure 1. BCG matrix 3 Figure 2. Product life cycle 3
INTRODUCTION
GTEL Corporation and VimpelCom penetrated in Vietnamese telecommunication market in 8th July 2008 under the brand name Beeline VN to provide GSM/EDGE voice and data services to cover all Vietnam with over 86million people. Until now, Beeline wants to select more strategies in order to achieve their objective which is growing their market share to 30% like the three giants: Mobilephone, Vinaphone and Viettel. From the last study, IBD strategic counseling center have identified and analyzed Beeline’s strategy as well as the position of the company in Vietnamese market. Furthermore, some suggestions for improving were also given. This report, hence, will evaluate every possible strategy for Beeline in many aspects as well as propose a plan for the most appropriate future strategies.
MAJOR FINDINGS I. Possible alternative strategies for Beeline 1. Identify possible strategies.
According to the last study, Beeline’s position in the BCG matrix is question mark due to the high growth rate of the industry while the market share of Beeline is relatively low (only 4%). Moreover, in the product life cycle, Beeline has launched and introduced their services not for long. As a result, for three others stages in the product life cycle (growth, mature and decline), Beeline can implement most of the substantive growth, limited growth and retrenchment
References: * Secondary data: * BPP Professional Education, 2004, Business Strategy, London: BPP Professional Education * BPP Professional Education, 2004, Business Environment, London: BPP Professional Education * Duc, Nguyen Anh (2010), “Marketing research of transmission and recommendations for VIETTEL” NEU’s MBA course. * Tuan, Doan Anh (2010), “Developing the services of Hanoi telecommunication company”, NEU’s MBA course. * General Statistic Office, 2011. Social – economic in 2010 [Online] Available at: http://www.gso.gov.vn/default.aspx?tabid=621&ItemID=10835 [Access: April 11, 2011] * Scribd.com, 2010 * Binh, Vu Quoc (2011) “Báo cáo về tình hình và những vấn đề đặt ra trong phát triển kinh tế xã hội của thủ đô Hà Nội và cả nước những tháng đầu năm 2011; những kiến nghị, giải pháp” Hanoi researching socio-economic development study published. * Cuong, Vu Huy (2011) “Business strategy assignment 1” * Beeline strategies: