TABLE OF CONTENTS
EXECUTIVE SUMMARY………………………………………………………………3
MARKETING PLAN INTRODUCTION………………………………………………..5
INDUSTRY OVERVIEW………………………………………………………………..6
PRODUCT MARKET OVERVIEW……………………………………………………..7
IMPORT/EXPORT TRENDS……………………………………………………………8
PRODUCT ATTRIBUTES……………………………………………...………………11
PRODUCT COMPARISONS………………………………………...…………………12
MARKET and ECONOMIC CONDITIONS…………………………...……………….13
MARKETING OBJECTIVES………………………………………………...…………14
PRICING STRATEGIES………………………………………………………...……...15
PROJECTED ANNUAL SALES………………………………………………...……...15
PROMOTIONAL STRATEGIES……………………………………………...………..17
MEDIA BUDJET…………………………………………………………………...……18
DISTRIBUTION CHANNELS………………………………………………...………..19
ADAPTATION…………………………………………………..……………………...19
IMPLEMENTATION PLAN…………………………………………...……………….20
EVALUATION and CONTROL……………………………………………...…………21
EXECUTIVE SUMMARY
The telecommunications industry was the “ground zero” of the technology business collapse of 2000-2001. No other industry touches as many technology-related business sectors as telecommunications, which by definition includes not only the traditional areas of local and long-distance telephone services but also such advanced technology-based services as wireless communications, including cellular phones, cordless phones, the Internet, fiber optics and satellites. Telecommunications is also deeply intertwined with such fields as cable TV systems. Unfortunately, telecommunications companies had been investing in new technologies, wireless spectrum licenses and acquisitions at a completely unsustainable and unreasonable rate.
The telecom meltdown led to the dismissal of more than 300,000 workers employed directly in the telecommunications business, ...