Marketing Plan Skylarknet a Wireless Mesh Network Service Provider
MARKETING PLAN SkylarkNet
(A WIRELESS MESH NETWORK SERVICE PROVIDER)
Table of Contents
Executive Summery…………………………………………………………………………………………………………………………………. 1 Introduction 1 1.1 Origin of the Study 1 1.2 Objective of the Study 1 1.3 Limitation of the Study 1 2 Situational Analysis 2 2.1 What is WMN (Wireless Mesh Network)? 2 2.2 Wireless Internet Market in Bangladesh 3 2.2.1 Market Competitors: 3 2.3 SWOT Analysis 4 2.3.1 Socio-cultural Factors 4 2.3.2 Market Opportunity Analysis (MOA) 5 2.3.3 Environmental Threat 6 3 Competitive analysis 8 3.1 Analyzing the competitors 9 3.2 Define the market standing 10 3.2.1 Strategy as a Market Challenger 10 4 Marketing Strategy 11 4.1 Segmentation 11 4.2 Market Targeting 12 4.3 Positioning 14 4.4 Service Strategy 14 4.5 Promotional Plan 16 4.5.1 Launching several pilot projects 16 4.5.2 Advertising 16 4.5.3 Sales Promotion 17 4.5.4 Trade Promotion 17 4.5.5 Consumer Promotion 18 4.5.6 Public Relations & Publicity: 18 4.6 Distribution Strategy 19 4.7 Pricing Strategy 19 4.7.1 Generic approach 19 4.7.2 New Market Pricing 20 4.7.3 Price Adaptation 20 4.8 Relationship marketing plan 21 4.8.1 Customer Relationship Management 21 4.8.2 Partner Relationship Marketing 22 5 Financial Projection 23 6 Implementation & Controls 27 6.1 Monitoring Plan 27 6.2 Contingency Plan 30 References 31
Executive Summary
Nearly a million people of Bangladesh are enjoying internet accessibility; most of them are from urban areas. Still uncovered, the suburban customers promise a large potential market for the local ISP dealers. Conventional broadband and dial-up service are of little use in these areas. So, wireless internet is the best suit for such condition. Wireless mesh networking is the latest tech in this field. Internet pro Wireless networks provide unprecedented freedom and mobility for a growing number of
(A WIRELESS MESH NETWORK SERVICE PROVIDER)
Table of Contents
Executive Summery…………………………………………………………………………………………………………………………………. 1 Introduction 1 1.1 Origin of the Study 1 1.2 Objective of the Study 1 1.3 Limitation of the Study 1 2 Situational Analysis 2 2.1 What is WMN (Wireless Mesh Network)? 2 2.2 Wireless Internet Market in Bangladesh 3 2.2.1 Market Competitors: 3 2.3 SWOT Analysis 4 2.3.1 Socio-cultural Factors 4 2.3.2 Market Opportunity Analysis (MOA) 5 2.3.3 Environmental Threat 6 3 Competitive analysis 8 3.1 Analyzing the competitors 9 3.2 Define the market standing 10 3.2.1 Strategy as a Market Challenger 10 4 Marketing Strategy 11 4.1 Segmentation 11 4.2 Market Targeting 12 4.3 Positioning 14 4.4 Service Strategy 14 4.5 Promotional Plan 16 4.5.1 Launching several pilot projects 16 4.5.2 Advertising 16 4.5.3 Sales Promotion 17 4.5.4 Trade Promotion 17 4.5.5 Consumer Promotion 18 4.5.6 Public Relations & Publicity: 18 4.6 Distribution Strategy 19 4.7 Pricing Strategy 19 4.7.1 Generic approach 19 4.7.2 New Market Pricing 20 4.7.3 Price Adaptation 20 4.8 Relationship marketing plan 21 4.8.1 Customer Relationship Management 21 4.8.2 Partner Relationship Marketing 22 5 Financial Projection 23 6 Implementation & Controls 27 6.1 Monitoring Plan 27 6.2 Contingency Plan 30 References 31
Executive Summary
Nearly a million people of Bangladesh are enjoying internet accessibility; most of them are from urban areas. Still uncovered, the suburban customers promise a large potential market for the local ISP dealers. Conventional broadband and dial-up service are of little use in these areas. So, wireless internet is the best suit for such condition. Wireless mesh networking is the latest tech in this field. Internet pro Wireless networks provide unprecedented freedom and mobility for a growing number of
References: 1. George Vasilakis, George Perantinos, Ioannis G. Askoxylakis,. Business Opportunities and Considerations on Wireless Mesh Networks. Forthnet S.A., Research and Development Department. 2. Ioannis G. Askoxylakis, Nicolas Mechin, George Perantinos. Usage Scenarios and Application Requirements for Wireless Mesh Networks. Foundation for Research and Technology-Hellas, Institute of Computer Science. 3. Jonathan Backens, Gregory Mweemba, and Gertjan van Stam. "A Rural Implementation of a 52 Node Mixed Wireless Mesh Network in Macha, Zambia." Old Dominion University, Norfolk VA 23529, USA.