Marketing Strategies of Summit Communication Limited (SComm)

Abstract

Marketing strategy refers to a business's overall game plan for approaching prospective consumers and turning them into customers of their marketing offering. It contains the marketer’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements. Marketing strategy allows the marketer to concentrate its limited resources on the greatest opportunities to boost-up sales and attain a sustainable competitive advantage. The main purpose of the report is to study the marketing strategies of Summit Communication Limited which is based on the STP process (segmentation, target market, and positioning strategy) as well as the application of 4Ps of marketing mix strategy on their business. Summit Communications Limited, the largest IIG in the country, supplies 35% of the total 1,900 Gbps Internet bandwidth demand. As ITC, Summit Communications is providing 450 GBPS service out of a total of 650 GBPS in the country which is 60 percent of the total demand of the country. Besides, they are providing services across the country as an inter-connection exchange. Through public-private level internet connection services, their organization is reducing the suffering of the people by implementing the 'Info-Sarkar' project and contributing to the digital program of the government. With the policy support of the government, they have so far built more than 48,000 kilometers of optical fiber network infrastructure at the marginal level of the country.

The first chapter has an introductory section that provides information on the report's background, origin, objectives, methodology, and limitations to complete the report. Corporate Profile, vision, mission, core values, products, and services, as well as its management system and marketing department of Summit Communication Limited, are discussed in Chapter two. The literature review is included in the third chapter. This chapter's intention is to provide data that has been acquired from appropriate academic sources in relation to the study's topic. In the fourth chapter, I discussed how Summit Communication Limited utilizes the STP Process (Segmentation, Targeting, and Positioning) and the Marketing Mix approach in their International Terrestrial Cable (ITC) business. Some marketing-related obstacles are identified as a result of the study. Finally, some of the recommendations and conclusion parts are included in chapter five.