(IDD Market - Hutchison Page 3)

2. PURPOSE

The aim of this project is to suggest a marketing plan for the IDD service of Hutchison Telecom. In the project, the marketing strategy of Hutchison Telecom about IDD service will be analyzed by different marketing concepts. Then, recommendations, such as how to improve the quality of the service, how to expend market share and how to improve the company’s position and image, will be provided.

3. SCOPE

In this project, only fixed network service will be considered. One of the reasons is that awarded with a Fixed Telecommunication Network Service license in mid-1995, Hutchison Telecom launched its fixed network service in Hong Kong and it is now providing users with customer-oriented and advanced international calling and data transmission services. Another reason is that it is believed that the biggest IDD market is the fixed network service consumed by commercial and household users. As a result, this project will focus on the fixed network IDD service, which is a higher potential  market.

Besides, this project will focus on household users instead of commercial users. As the marketing strategy of Hutchison Telecom for commercial users can be negotiated by agents. Prices and other conditions are negotiable. Thus, the marketing strategies of commercial users and household users are different. Moreover, the market of household users is bigger. Therefore, this project will mainly consider the marketing strategy of household users.  

　Page1  Page2  Page3  Page4  Page5  Page6  Page7  Page8  Page9  Page10