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Project Management and Research Methods - Essay Example

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The report in Part A would explain the marketing plan introduced by the new official for Telkom Kenya, which would help the company reverse its sales within a span of 2 years. It also throws light on the various strategies that can further help the company park more clients in future. Finally, at the end of Part A the report briefs a project plan summarizing the marketing campaign for the company. Part B explains the effectiveness of the market research. It also throws light on the reasons for decline of Telkom Kenya’s business and frame policies with the help of which the firm may expand in future. At the end before concluding with the recommendations, the report emphasises the various facets of the mobile phone industry. Contents Introduction 4 Part A: Marketing Campaign 5 One year Marketing plan of Telkom Kenya 5 Plan for the Marketing Campaign 5 SMART Objectives 6 Segmentation and Targeting 7 Marketing Strategies 8 Positioning 10 Further Improvements 11 12 Project Plan 14 Part 2: Market Research 15 Reasons for Decline of Telkom Kenya’s Business 15 Market Research Effectiveness 17 Alternative strategies for Future 19 Technological Solutions 19 Product Offerings 21 Mobile Phone Industry 23 Conclusions and Recommendations 23 Reference List 25 Bibliography 26 Introduction The report tries to throw light on the communication sector of Kenya, the largest economy in the African continent. The postal services in Kenya from 1948 to 1977 were provided by the organization of East African Posts and Telecommunications Corporation. However, the country launched its own monopolistic communication firm KPTC when the East African Posts and Telecommunications Corporation’s business was ceased. In 1990 the policies of the Kenyan government changed according to the new reforms made by the International Monetary Fund (IMF). One of such reforms required the separation of postal and telecommunication services in Kenya. KPTC was supposed to win over an IMF loan opportunity if its business was privatized. However, IMF did not sanction the loan to KPTC because of the rising amount of corruption in the operations of the Kenyan government. Finally the board of directors were terminated from KPTC by the government in 1999, before IMF officials came over in the country. It was at this juncture that the monopoly privatized company of KPTC in Kenya broken up into three companies. Among these three organizations, Telkom Kenya was the company involving in providing telecommunication services. Postal services were delivered by Postal Corporation of Kenya and Communications Commission in Kenya was a separate nationwide authoritarian body created in the company. The report will primarily discuss about the business issues of Telkom Kenya. This company primarily engaged in providing landline phone services in Kenya. The various internet providers in Kenya operate on the infrastructure created and maintained by the company of Telkom Kenya. The company has invested a sum of $1.5 billion in Kenya recently to expand the infrastructural facilities for mobile telecommunication in Kenya. However, it has become a matter of concern that the market shares of the company is falling over time. The company has accounted a 42.5% fall in its income, till the mid quarter of 2013 from the last year. It was also accounted by the analysts that the companies share in the market of ...Show more


Project Management and Research Methods Abstract The Kenyan public telecommunication firm Telkom Kenya has accounted a 42.5% fall in its income till the mid quarter of 2013 from the last year. It was also estimated by the analysts that the companies share in the market of Kenya was also diminishing with time…
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Project Management and Research Methods
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