SUNDAY communication Essay Example | Topics and Well Written Essays - 2000 words

SUNDAY communication - Essay Example in advance going to the main discussion the study will define the background and business context of the problems set about by to SUNDAY communication theory Ltd in recent times in order to provide uniform background of this consultancy proposal. Background Information & Literature Review Choi, Lee and Wong (2001) presented the case study take ind as sunlight communications ltd A marketing strategy for the wireless future in order to highlight be challenges faced by the telecommunication troupe and challenges regarding future plan of the company. In such context, consideration of the question works of Langlois (2003) reveals the fact that it is very difficult to form identifiable position in a miniature market place which is pretty frequently saturated due to presence of competitors. Same is the condition for sunlight communications ltd which was founded in the year 1994 when the Hong Kong telecom market was already dominated by large telecom players like PCCW-HKT, SmarTone Telecommunication Holdings Ltd, Hutchison Telecom (HK) Ltd, New universe Telephone and Peoples Phone. There is no doubt that sunlight communications ltd was sunrise(prenominal) entrant and none of existing competitors was ready to give free space to the new entrant. . Garbarino and Strahilevitz (2004) and Harris, Jenkins and Glaser (2006) stated that new entrants need to adopt product differentiation strategy in order to establish distinctive brand image in the mind of customers of a small saturated market. Kotler (2000) pointed out that marketers should add-on engagement level of customers while crack low engagement products because customers do no spend much time in making purchase decision for low involvement products like telecom network connections, FMCG goods. Therefore, sunshine communications ltd had two challenges, 1- to establish distinctive brand positioning in the mind of customers of Hong Kong and 2- to contend with existing telecom players in the market with the help of product diversification. Competitive pressure on Sunday communications ltd has further increased after Office of the Telecommunications Authority (OFTA) launched Mobile Number Portability (MNP) during 1999. After unveiling MNP, existing six telecom operators in Hong Kong started competing on price because in newly launched system, subscribers can pound to other network provider without altering the mobile number. Competitors like PCCW-HKT, SmarTone Telecommunication Holdings Ltd, Hutchison Telecom (HK) Ltd, New World Telephone and Peoples Phone not only stopped in reducing the subscription price to attract customers exactly they even started offering handsets at minimal price to customers. There is story behind the brand urinate Sunday which was created by the company in order to portray relaxed and easygoing attitude. Another thing is that the company had the plan to launch the brand internationally therefore they thought that us ing a universal name would help global customers to connect easily (Choi, Lee and Wong, 2001). Sunday communications ltd used product diversification strategy in order to establish distinctive market positioning. Global System for Mobile Communications (GSM) service (through mobile Intelligent Network) was speciality of the company while Sunday communications ltd also started offering services like Wireless Application Protocol (WAP), IDD, ISP & portal etc to customers. The company also used hostile pricing strategy like 24-hour flat subscription rate in order to win the completion. Even, Sunday communications ltd launched SO WAP and ISP (narrow-band dial-up service) which gave users opportunity to access