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Unit 02: Marketing Essentials
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Developing and Evaluating marketing plan by aligning marketing mix
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Unit:02 Marketing Essentials Assignment 02
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Unit:02 Marketing Essentials Assignment 02

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Unit Title Unit 02: Marketing Essentials

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LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives

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LO3 Develop and evaluate a basic marketing plan

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Unit:02 Marketing Essentials Assignment 02

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Unit 02: Marketing Essentials

Unit:02 Marketing Essentials Assignment 02

 Assignment 02

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Unit:02 Marketing Essentials Assignment 02

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Unit:02 Marketing Essentials Assignment 02

 Higher National Certificate/Diploma in Business

Assignment Brief

Student Name /ID Number

Unit Number and Title Unit 02 : Marketing Essentials

Academic Year 2019/20

Unit Tutor

Assignment Title Developing and Evaluating marketing plan by

aligning marketing mix objectives with
organizational strategies

Issue Date

Submission Date

IV Name & Date

Submission format

The submission is should be in the form of an individual written report. This should
be written in a concise, formal business style using single spacing and font size 12.
You are required to make use of headings, paragraphs and subsections as
appropriate, and all work must be supported with research and referenced using
the Harvard referencing system.

Part A: The recommended word count is 1,000–1,500 words for the report
Part B: Marketing plan of approximately 2000 words in report format

Unit Learning Outcomes:

Unit:02 Marketing Essentials Assignment 02

 LO2 Compare ways in which organisations use elements of the marketing mix (7Ps)
to achieve overall business objectives

LO3 Develop and evaluate a basic marketing plan

Assignment Brief and Guidance:

Scenario:

Consider Sri Lanka Telecom PLC has appointed you as the Marketing Executive and
you have been asked to conduct a proper marketing research on competitors such
as Dialog and similar products. Based on the findings you require to prepare a
marketing plan to be submitted to the top management of Sri Lanka Telecom PLC

------------------------------------------------------------------------------------------------------
The strategic marketing plan should consist of two sections:
Part A:
A briefing paper to submit to the marketing team that contains a comparison
on how Sri Lanka Telecom PLC and Dialog use the various elements of 7Ps
marketing mix.

Further, the briefing paper will explain how the marketing mix and marketing
process is used to achieve business objectives relating to the two chosen
organisations. This research will inform your situational analysis and enable
you to formulate marketing goals and objectives for Sri Lanka Telecom PLC
based on the comparative findings.

Part B:
Produce a marketing plan to meet strategic marketing goals and objectives.
The marketing plan should include all elements of 7Ps marketing mix with an
action plan and measures to monitor and evaluate the progress , meet goals
and objectives of the organization.

Unit:02 Marketing Essentials Assignment 02

Grading Rubric

Grading Criteria Achieved Feedback

P3 Compare the ways in which different organizations apply

the marketing mix to the marketing planning process to
achieve business objectives. 1,2,3,4,5,6

P4 Produce and evaluate a basic marketing plan for

an organisation.
7,8,9,10,11,12,13,14,1
5

M3 Evaluate different tactics applied by organisations to

demonstrate how business objectives can be achieved
13

M4 Produce a detailed, coherent evidence-based

marketing plan for an organisation.
7,8,9,10,11,12,13,14,1
5

D2 Design a strategic marketing plan that tactically applies

the use of the 7Ps to achieve overall marketing objectives.

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Unit:02 Marketing Essentials Assignment 02
 TABLE OF CONTENT

TABLE OF CONTENT..................................................................................................i

TABLE OF CHATRTS.................................................................................................ii

TABLE OF FIGURES...................................................................................................ii

PART A - MARKETING MIX..............................................................................1

1.1 Sri Lanka Telecom PLC...................................................................................1

1.2 Marketing Mix of Dialog PLC..........................................................................2
1.3 Marketing process of the companies................................................................4
1.4 Situational Analysis of the companies..............................................................5
1.5 How to derive marketing objectives being aligned with Marketing Mix.........6
PART B - MARKETING PLAN............................................................................7

2.1 Introduction.......................................................................................................7
2.2 Objectives.........................................................................................................7
2.3 Describe the Product and service......................................................................8
2.4 Situation Analysis.............................................................................................9
2.5 SWOT Analysis..............................................................................................11
2.6 Targeting the market audience........................................................................12
2.7 Strategies.........................................................................................................13
2.8 Action Programs.............................................................................................13
2.9 Budgets...........................................................................................................15
2.10 Control..........................................................................................................15
2.11 Conclusion....................................................................................................16
REFERENCES.............................................................................................................17

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Unit:02 Marketing Essentials Assignment 02
 TABLE OF CHATRTS

Figure 1.1 - Marketing Process......................................................................................4

Figure 2.2 - Vision & Mission of SLT...........................................................................7

Figure 2.1 - Ethernet over power system.......................................................................8

TABLE OF FIGURES

Table 2.1 - The breakdown of existing broadband product line sales...........................9

Table 2.2 - Prices for broadband connections..............................................................10

Table 2.3 - Budgets......................................................................................................15

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Unit:02 Marketing Essentials Assignment 02
 1PART A - MARKETING MIX

1.1 Sri Lanka Telecom PLC

1.1.1 Product

Sri Lanka Telecom has varieties of products under the group structure. Sri Lanka
Mobile (Pvt) Ltd provides mobile servicers whilst Sri Lanka Telecom (Servicers) Ltd
provides network systems. E-Channeling provides platform to ICT and healthcare
industry and SLT Digital Info Services (Pvt) Ltd is in charge of creating Rainbow
pages, event management and activation servicers. The Human Capital Solutions
(Pvt) Ltd and Talent fort (Pvt) Ltd provide HR solutions whilst SLTC campus is in
education servicers. SLT Vision Com (Pvt) Ltd provide IPTV and SLT Property
Management is engaged in real estate resources. GSCD (Pvt) Ltd provides cable
depot service and Primary line of products cover ICT operations (Fixed, mobile and
other) and Secondary line of products cover other diversify products (IPTV facilities,
HR solutions, Digital marketing servicers, educational services, Healthcare services,
property and cable). (Annual Report- 2019)

1.1.2 Place

The brand products of Sri Lanka Telecom PLC are well known by the customers as
SLT. High quality and innovative technological products and services are offered by
the company. The products have covered wide network in Sri Lanka and available in
all areas. Further for all their products they offer after sale services.

1.1.3 Price

Main product line prices have arranged after competitive price analysis and with the
main idea of gaining competitive advantages. SLT has end customers as well as
business customers. The business customers are allowed to make their payments
under credit terms. Further for the retail products SLT offers discounts in their
seasonal promotions.

1.1.4 Promotion

Promotions are conducted mainly through creative TV advertisements, social media

advertisements. Further SLT provides sponsorships for the selected events and they
advertise new products through banners and hoardings. Some of these banners and

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Asanka Kularathne Unit:02 Marketing Essentials Assignment 02
hoardings can be seen at Polonaruwa Smart City, Xyntac and Google I/O Extended
Sri Lanka 2019. They also display these banners at SLT Digital Forums, SLT eSports
women’s championship as well.
Apart from that SLT group introduced new technological advance products as SLT
storage, PAY with SLT, SLT self-care App, SLT CCTV, SLT voice and etc…

1.1.5 People

To provide best quality products and services, SLT group recruit skilled employees
from all areas of Sri Lanka. Employees of the SLT have been benefited by proper
salary schemes, on time promotions and other non-financial benefits.

1.1.6 Process

Processes of SLT group are in innovation platforms like fiber technology and cable
connections. The processes are focused to provide solutions to domestic customers,
business customers and international market. Therefore SLT group constantly invest
on research and development advances.

1.1.7 Physical evidence

Company has trained staff and also SLT campus provides employees to get higher
education with good experience. All the products of SLT PLC are connected with
online facilities and services (Annual Report- 2019).

1.2 Marketing Mix of Dialog PLC

1.2.1 Product

Dialog is known as most recognized and valuable consumer brand among

Telecommunication brands in Sri Lanka. Dialog is consist of highly technology
driven featured products and services and connect homes and enterprisers though
global connectivity. Dialog retail hub is a platform which helps to give digital
experience to its customers. The strength of Dialog is on the products such as mobiles,
fixed broadband, international businesses such as voice roaming, Dialog television
and on the Dialog servers. Their strength is mostly on the Speed and high integrated
network. Further Dialog uses Virgin mobile technology to provide its products and
services.

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Unit:02 Marketing Essentials Assignment 02
1.2.2 Price

Dialog transforms digital customer experience to their customers at affordable and

competitive prices better than the competitors. Dialog always consider their
shareholders’ expectations to make a decision on the price.

1.2.3 Promotion

Dialog use integrated marketing communication mix to promote their products to the
customer. Dialog mainly uses television advertisements, social media and
merchandising as promotional activities. Further they do sales promotions at outlets to
introduce new products and they do digital marketing such as direct mailers to the
business customers.

1.2.4 Place

Dialog uses new distribution channels to distribute their products to cater their
targeted customers. Therefore they focus more on opening new business outlets than
other competitors and make necessary partnerships with retail outlets and service
providers. Through this they continually increase the number of channel partners and
make their products and services available at arm’s reach to any of their customers.
Further Dialog Axiata is the official sponsor of Sri Lanka Tuskers, Sports man,
Dialog Ridma Rathriya and Dialog Ridirayak.

1.2.5 People

Dialog Company recruit and employee of highly skilled people with right talent in
appropriate sections. Through this they hope to achieve the best service and best
process within the company to stay ahead of the competition.

1.2.6 Process

They constantly invest on Research and Development and use the findings to update
Dialog digital platforms and day today transaction. Further the R & D are focused to
better integrate SAP, ERP and IT infrastructure servicers in Dialog products.

1.2.7 Physical Evidence

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Unit:02 Marketing Essentials Assignment 02
Dialog ensures new product development and they maintain the control and the
evaluations of the KPI’s of the company. The main objective of this is to maintain the
marketing plan of the company in the correct track. (Dialogue Plc, 2021)

1.3 Marketing process of the companies

Sri Lanka Telecom PLC and Dialog PLC use the marketing processes as follows;

Identify markets place

customer needs and wants

Design marketing strategies

– Customer Driven

Create integrated marketing

plan which derive the values

Build relationship which

derive profits to the company

Capture Value from

customers
Figure 1.1 - Marketing Process

The marketing process of SLT is focused on identifying the customer desires and
adding values to their products and services. They intend to capture more customers
whilst satisfying the existing customers. They consider their core values as customer
care, teamwork, trustworthy, Excellence, innovative, results driven and responsive
and acting promptly. Sri Lanka Telecom PLC use cost leadership marketing strategy
and market penetration strategies to attract the customers to the company products.
Company make integrated marketing plan to derive company marketing objectives.
SLT has design the road map to enable the government to create smart living of
citizens, make safe and sure country. Company finally satisfies customers with best

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Unit:02 Marketing Essentials Assignment 02
products and services and attracts customers. There processes have enabled the
revenue growth of the company is in between 5.5%. -10%. (SLT, 2021)

Dialog PLC attracts customers by adding more value for their products and services,
leading the change in telecommunication industry, exhibiting exceptional
performances as one team. Therefore company has built the name as most valuable
consumer Brand in 2019. With their integrated processes and marketing plans they
have gained a good market share. Dialog has earned revenue growth 10%-7%,
(Dialogue Plc, 2021)

1.4 Situational Analysis of the companies

1.4.1 Product Situation

Sri Lanka Telecom PLC has diversified product range than Dialog PLC. Sri Lanka
Telecom products can be divided to main two parts as IT operations and sub
diversified products. Dialog PLC mainly offers IT related products and service.
Recently they have entered to a new business as Dialog Finance.

1.4.2 Competitive Situation

Sri Lanka Telecom and Dialog PLC are the biggest players in telecommunication
industry in Sri Lanka with the highest market share. Their Competitors are Lanka
Bell, City Link, Airtel, and Hutch. Wide market share has captured by Sri Lanka
Telecom and Dialog Plc.

1.4.3 Distribution Situation

Both companies distributed their products and servicers though their own regional
officers and channel partner outlets. Both players are in the process of expanding their
network to make them more competitive and stronger than other players.

1.4.4 Environment Situation

Environmental changers are common to the both companies in the rapidly changing
Sri Lankan economy. Companies should undergo best practices of reduce carbon
footprint, save energy and save the water usage whilst developing their technology
and infrastructure facilities.

1.4.5 Opportunity and Issues Situation

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Unit:02 Marketing Essentials Assignment 02
SLT has a better reputation due to its involvement with the government as a semi
government organization. They have wider access and finance support for their
technology and infrastructure development. Further they have better word of mouth
communication support to market their new products and services, than their
competitors.
Dialog PLC has gained their reputation as a company who warmly welcome new
innovative products. Most of times they drive the innovation in telecommunication
industry in Sri Lanka and others used to follow them.
Both companies face the challenge of recruiting and keeping highly skilled employees
with technological knowledge. Since there are limited numbers of skilled employees
with technical knowledge both companies face this challenge all the time.

1.5 How to derive marketing objectives being aligned with Marketing Mix

The marketing strategies of SLT and Dialog PLC are focused towards;

 Increase the brand awareness of their products

 Enhance their customer service
 Enhance the network coverage
 Enhance the brand preference
 Enhance customer loyalty and retention
 Increase the network of servicing outlets and offices to enhance the product
sales and services.

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Unit:02 Marketing Essentials Assignment 02
 2PART B - MARKETING PLAN

To : Marketing Director

From : Marketing Executive

Date : 26th August 2021

Subject : Marketing plan to Launch Broadband through power lines

2.1 Introduction

Sri Lanka Telecom PLC is planning to set up Broadband through power lines and this
is a new concept to the broadband market. This new broadband system works through
medium and low voltage of electricity. The Broadband through Power line is speeder
than digital subscriber line and cable modem. This can be used with existing house
hold electrical connection and it is an emerging technology in Sri Lanka. Currently it
has become a most important facility to each customer of Sri Lanka Telecom. (SLT,
2021) .

Vision

All Sri Lankans seamlessly connected with

world-class information, communication
and entertainment services.

Mission

Your trusted and proven partner for

innovative and exciting communication
experiences delivered with passion, quality
and commitment.

Figure 2.2 - Vision & Mission of SLT

2.2 Objectives

 SLT targets to enhance sales volume of Broadband products and growth their
revenue by 30%.
Introducing new variety of Broadband is one of the marketing objectives of
SLT and the company hopes that it will enhanced SLT broadband market

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Unit:02 Marketing Essentials Assignment 02
 share. Providing broadband through power lines provides speed access for
internet use and SLT hope to reach untouched rural markets through this new
product since it is one off the easiest and effective way of accessing the rural
market. Further this strategy provides a solution to access where there are
limited accesses to SLT wireless signals. Use of electrical power lines to
supply internet connections, is also known as Ethernet. (Annual Report- 2019)

 Minimize shortages of current Broadband system and optimize board brand

servicers up to 85% in 2022.

 To facilitate above SLT has to open 05 regional officers mainly in rural areas
before end of 2022.

2.3 Describe the Product and service.

Figure 2.3 - Ethernet over power system

Above picture indicates how the Power lines are used to bring broadband connections
to the individual homes. The main advantage of this method is the widest reach since
the electricity lines have reached every nook and corner of the country. Further this
method Ethernet method is speeder and affordable. Mainly the concept has reduced
the broadband cost across the world and avoids limitations of wireless network.

Broadband over Power lines are planned to position as a quality product with speed
way to access internet. Prices can be decided based on affordability of the customers.
Price can be set to attract customers and achieve market objective. Currently SLT has
gained the reputation as a provider of products and services at an affordable price than

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Unit:02 Marketing Essentials Assignment 02
competitors. This reputation should be maintained when launching the new broadband
product.

2.4 Situation Analysis

2.4.1 Market Description

Sri Lanka Telecom PLC is a nationalized information related service provider and one
of the largest telecommunication companies which is registered under Colombo stock
exchange. SLT is the oldest telecommunication company with over 60 years of
experience in providing broadband infrastructure and facilities in Sri Lanka. Today
the company has expanded its servicers to vast subsidiaries. The main segments of
Broadband product of SLT are Small And Medium Enterprises (SME), households,
corporate customers and the government. Currently as the market leader broadband
category an SLT holds 76% of market share in Sri Lanka. Currently other competitors
are eating into the market share of SLT.Therefore it is very much clear that the
competitors are eating into the share of the SLT and SLT need to introduce new
broadband connection to the market as soon as possible. (Annual Report- 2019)

2.4.2 Product Review

Sri Lanka Telecom provides telecommunication services to various customer

segments of Sri Lanka. The service and the products of SLT include internet
servicers, wire line connection, international data and voice servicers, mobile
servicers and broadband. The main segments are small and medium enterprises
(SME), households, corporate clients and the government. Under the broadband
category they provide new connections, connection packages, buddle of data, and
other related support services. (Annual Report- 2019)

The breakdown of existing broadband product line sales are as follows;

Table 2.1 - The breakdown of existing broadband product line sales

2018 2019
Mega Line 113,869 125,000
Smart Line 6,971 37,821

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Unit:02 Marketing Essentials Assignment 02
 Long term 47,980 96,352
evaluation

Following diagram indicates the prices for Broad band connections charged by SLT;

Table 2.2 - Prices for broadband connections

With the above prices, SLT maintains 76% of market share from broadband product
lines

2.4.3 Competitor Review

The industry inter rivalry in the telecommunication industry is immense. All the
companies have to operate with respect to the government rules and regulations whilst
facing the price war with other players. Companies who have government support
have better access and capability to enhance the new technology to the industry.
However all the players of the industry are trying to increase their market share
through market penetration activities.
Sri Lanka telecom is the first company who introduce broadband services to Sri
Lankan market. Initially Sri Lanka Telecom had a monopoly market for broadband
products. But with the entrance of Dialog Axiata and with the introduction of LTE

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Unit:02 Marketing Essentials Assignment 02
technology by them, SLT lost the monopoly in Sri Lankan market. However SLT uses
fiber and cable connectivity and remains as the market leader.
In addition to the main competitor Dialog, there are other companies who provide
mobile broadband services and wireless products to the market. Among them Mobitel
(Pvt) Ltd is subsidiary of SLT. The other players are Etisalat Lanka (Pvt)Ltd,
Hutchison Telecommunication Lanka (Pvt)Ltd and Airtel Lanka (Pvt) Ltd. (Annual
Report- 2019).

2.4.4 Distribution Review

Sri Lanka Telecom provides its products and services through their regional offices
and their exclusive channel named “Teleshops”. Currently SLT has 40 teleshops,
thirty five regional offices, 24 maintenance centers and 08 contact centers. In their
Teleshops, SLT provides the give customer the opportunity for make payments, get
new connections and sell products. They have employed skilled staff to serve their
customers. The connectivity of dealer channels and international connections are
coordinated by regional offices of SLT. In addition to those recently they introduced
e-teleshop to provide easier to the access of SLT products and to sell most products
and services though online.

2.5 SWOT Analysis

2.5.1 Strengths

 SLT always introduce technologies which have multiple accesses.

 SLT products comply with quality standard and with the new speed
technology requirements.
 SLT has gained the brand reputation for introduction of new technology.
 SLT has island wide network systems, teleshops and channel partners.
 Sri Lanka Telecom drives the changes with respect to the Sri Lankan culture.

2.5.2 Weaknesses

 There are delays in supply of broad band connection (FTTH and LTE)
 In Sri Lanka there are regulatory limits for broadband product range.
 For some products they have poor quality cables in some locations.
 Sri Lanka Telecom faces certain limitation when introducing new product.

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Unit:02 Marketing Essentials Assignment 02
  No enough expertise and skilled staff to provide certain after sales servicers.

2.5.3 Opportunities

 The youth of the country demand new technology and advanced online
services.
 Government has pay attention to enhance infrastructure facilities for
telecommunication industry.
 The younger generation always welcomes smart products and technology.
 COVID 19 enhances the use of technology and people tend to move towards
online technologies.
 Technology developments make rapid changes in telecommunication industry.
 The lives of Sri Lankans are moving towards global context and people use
technology, internet and smart devices more than earlier.

2.5.4 Threats

 There is a possibility of introducing similar or advance products to

telecommunication market by competitors.
 Lack of knowledge of technology, poor network services in some areas to
implement and utilize broadband derivers.
 New acts that may introduce by the government to some restrict areas of
telecommunication industry.
 Possibility of competitors getting cost advantage from new products.
 Possibility of imposing large taxes by the government.

Identification of new opportunities and take actions to mitigate threats and

weaknesses are very much important to enhance company capabilities. It further helps
to maintain the market share of the company and to gain the market share by
introducing new products to un-captured market.

2.6 Targeting the market audience

Sri Lanka Telecom can segment its market based on geographic, demographic,
psychographic and behavioral segments.

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Unit:02 Marketing Essentials Assignment 02
Geographic - Broadband through Power lines, these customers can categorized
region wise considering geographic differences.
Demographic- Broadband product can be categories using age and income, ethnicity,
occupation and family. The Broadband through Power lines can be introduced to
teenagers, adults, and over 50 year people. New product can be introduced as family
plus, family extra and students consider the family size.
Psychographic- SLT can distribute the products among loyal and long term
customers who value of SLT products.
Behavioral pattern – Customers can be categorized based on usage as low and high.
At the same time SLT can use existing segmentations which include households,
small and medium enterprises (SME), corporate and government with differences of
aforementioned categories.
With these strategies Sri Lanka Telecom can capture niche market in rural areas
focusing people or businesses who mostly consider about cost effective systems.

2.7 Strategies

 Segment the markets and identify the target audiences to promote introduce
Broadband through Power lines.
The marketing teams need to work closely with the market analysts using the
updated data. If required we can buy the most updated data from Lanka
Market Research Bureau (LMRB).
 Identify the locations to start the regional offices and teleshops.
Regional Managers and their staff need to identify the best locations in the
areas where there are no close by regional offices or Teleshops. They need to
find office premises and negotiate with land lords. Easy accessibility to the
selected location by large number of customers is the main thing to consider in
selecting locations.
 Identify the most suitable retailers and other channel partners to provide our
products and services to the target audience.
Regional Managers and their staff need to analyses the retailers and shortlist
the best and loyal retailers to appoint as our channel partners. Regional/area
distributors also must be identified in this way.

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Unit:02 Marketing Essentials Assignment 02
2.8 Action Programs

SLT need to introduce Broadband through Power lines, in November 2021. Following
action plan shows how SLT can plan to develop its actions during first five months
after introducing the product to the market to achieve our marketing objectives.
October 2021-
 Finalize the segmentation of customers and develop area wise targets and
operational objectives.
 Finalize the regional office locations and completes signing of agreements
with landlords within first week.
 Complete interior and office layouts before 25th of October 2021.
 Recruit staff required and train them in other existing regional offices.
 Finalize the retailers and other channel partners and sign agreements with
them.
 Conduct a training program for retailers and channel partners in respective
regions by regional managers.
November 2021-
 Appoint individual distributors, retailers and promotional campaigns with
them. They will communicate the product advantages to customers.
 Conduct promotional activities with channel partners and retailers.
 Conduct ATL promotions to introduce and communicate the product.
 Regional Mangers and staff work with the channel partners to achieve their
targets.
 Conduct promotions for the customers (for early adopters)
December 2021-
 Conduct sales promotions for retailers and channel partners.
 Conduct sales promotions for regional sales staffs.
 Continue ATL communication campaigns to gain more customers.
January 2022-
 Mobile advertisement campaign to develop traffic, develop brand awareness.
 Conduct social media campaign with free offers to increase sales traffic.
 Allocate discounts to increase the no of sales. Marketing group is responsible
for conducting these marketing activities.

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Unit:02 Marketing Essentials Assignment 02
February 2022-
 Add new features and motivate the early adopters to purchase the product.
 Conduct promotional activities and reward the winners. Introduce installment
payment schemes to increase sales.
March 2022 –
 Collect outstanding payments from debtors.
 Give sponsorship for events.

The entire marketing team, allocated members of Finance team, HR team and
operations team need to work together to achieve all the above mentioned objectives.
All the functions of SLT must work together to introduce new products, market those
products and provide aftersales services whilst integrating their services through new
technology.

2.9 Budgets

Following is an example based on basic analysis. The finance team and marketing
team need to work together and finalize it for better implementation of the campaign.

Table 2.3 - Budgets

Forecast Revenue Rs.

Selling Broadband through Power line 10,000,000
Marketing Expenses Rs.
Increase speed of Broadband 4,000,000
Free router for new customers 500,000
Distributor Support program 500,000
Raffle draw and gifts 200,000
Sponsorships 1,000,000
Seasonal Offers 500,000
Enhance customer touch points 200,000
Social Media Campaign 200,000
Knowledge sharing forum 300,000
Total 7,400,000

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Unit:02 Marketing Essentials Assignment 02
2.10 Control

SLT need to implement controls to assure that their activities are in place to achieve
the set objectives. They have to review the objectives, strategies, actions plans and
budgets on periodical basis. They must implement controls and standards for every
objective and action plan. Once evaluated, they need to take corrective actions and
determine the new standards.
Periodical evaluations of actual sales Vs. forecasted sales, efficiency of sales
promotions will lead to evaluate the progress of sales.
Evaluation of actual number of channel partners vs. the planned and forecasted
number of channel partners will indicate the gap to reach within the near future.
Periodical meetings should be conducted to evaluate the progresses and responsible
divisions must present their progress (actual planned Vs. achievement)
The top management needs to take corrective actions and allocate resources to the
week areas. Further they must appreciate the best performances as well.
Implementation of these controls will lead the SLT to better implement their new
product and reach the expected objectives as they expected.

2.11 Conclusion

The success of the entire marketing plan will depend on the commitment of all the
functions of SLT. Therefore I would like to request the top management to appoint
best leaders and best team members to work on this new product launch. For further
discussion I hope you will organize a meeting in near future with my team.

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Unit:02 Marketing Essentials Assignment 02
 REFERENCES

Bibliography
Annual Report- 2019. (2019). Retrieved 03 21, 2021, from www.slt.lk:
https://www.slt.lk/en/content/annual-report-2019

www.slt.lk/en/about-us/investors/financial-reports/annual. (2021). Retrieved March 21, 2021,

from SLTMOBITEL the Connection:
https://www.slt.lk/en/about-us/investors/financial-reports/annual

Dialogue Plc. (2021). www.dialog.lk. Retrieved March 21, 2021, from

https://www.dialog.lk/about/index.jsp:
https://www.dialog.lk/browse/aboutPromo.jsp?id=onlinefld70001

SLT. (2021). SLT.LK. Retrieved March 21, 2021, from

https://www.slt.lk/en/about-us/investors/financial-reports/annual:
https://www.slt.lk/en/about-us/investors/financial-reports/annual

SLT Website. (n.d.).

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Unit:02 Marketing Essentials Assignment 02